Where Education Meets Excitement Santa Clarita 2009

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Idris Jassim Al-Oboudi ادريس جاسم العبودي [email protected] [email protected] City of Manhattan Beach Parks and Recreation Department (Our brand slogan and brand promise) Parks and recreation make lives and communities better now and in the future by providing access to the serenity and inspiration of nature; outdoor space to play and exercise; facilities for self-directed and organized recreation; positive alternatives for youth which help lower crime and mischief; and activities that facilitate social connections, human development, therapy, the arts, and lifelong learning. Our brand Promise (Note that the promise messages are Customer centric as opposed to staff member centric as it is important to connect our agency’s space and programs with our customers) Parks and Recreation make lives and community better now and in the future by providing: • Access to the serenity and inspiration of nature • Outdoor space to play and exercise • Facilities for self-directed and organized recreation • Positive alternatives for youth which help lower crime and mischief • Activities that facilitate social connections, human development, the Arts, and life long learning The six main External Brand Message Concepts areas: Play, Nature, Exercise, Positive Spaces, Gathering Places, and Forever. The Promise must be authentic, believable, compelling, unique & that will = DEMAND These messages are to be used in our entire PR to: 1. Help staff internalize and “live the brand” 2. Communicate key elements of our promise. The Parks Make Life Better campaign (Branding project- campaign / The Brand Assessment Public opinion Research / Brand promise / Brand Slogan) is an evolutionary process that began with the VIP action plan Creating community in the 21st Century. This evolutionary process builds on the VIP in its effort to connect our customers to our spaces and programs. The use of the language of the VIP / Core Values / Vision / Mission will continue to be part of our external and internal message with the Brand Slogan / Promise Parks Make Life Better messages taking the lead in our PR communication. “We Create Community and Quality of Life through People, Parks and Programs” Manhattan Beach Parks and Recreation Department strengthens our community’s fabric, health and well-being, economic base and security. Manhattan Beach residents have long valued neighborhood and community parks as special natural places where they can relax, walk, meditate, enjoy family time, and seek spiritual renewal. As our quality of life has been threatened by crime, urban sprawl, family disintegration, and other modern pressures, the Manhattan Beach Parks and Recreation Department – in partnership with our school district and community-based organizations and business – has risen to the challenge, providing services to increase community health and stability. Today, the Manhattan Beach Parks and Recreation Department provides much, much more than recreation experiences. Through diverse and innovative programming, and broad partnerships, the Parks and Recreation Departments plays an important role in creating a healthy community. By providing the space to learn and play, space to be safe & secure and space to create & imagine, the Manhattan Beach Parks and Recreation Department meets a nine-part mission: WE STRENGTHEN COMMUNITY IMAGE AND SENSE OF PLACE: Parks, recreation facilities, programs and community events are key factors in strengthening community image and creating a sense of place. WE SUPPORT ECONOMIC DEVELOPMENT: Recreation programs and facilities attract and retain businesses and residents, as well as tourists. Parks and recreation provides jobs and generates income for the community and for local businesses. WE STRENGTHEN SAFETY AND SECURITY: Park and recreation professionals provide safe environments for recreation activities and design programs and ser