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1 Branding California’s Park & Recreation Departments CPRS Market Research March 5, 2009.

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Presentation on theme: "1 Branding California’s Park & Recreation Departments CPRS Market Research March 5, 2009."— Presentation transcript:

1 1 Branding California’s Park & Recreation Departments CPRS Market Research March 5, 2009

2 2 Contents I.IntroductionJane Adams II.Why Brand? How?Lauren Schlau III.Survey Summary Harry Hiner  What are the priorities?  What do Californians believe parks & recreation departments deliver ?  Unmet Needs  Implications for Branding IV.DiscussionJane Adams

3 3 IntroductionJane Adams Recent Branding Efforts  Branding of the Society (CPRS) – Building support & involvement in the association  Branding of the Profession (VIP) – Attracting involvement & support among those who might choose to work in the field  Branding of the Parks & Programs – Building involvement & support among the users

4 4 Why Brand?Lauren Schlau  When developing brand messaging, we consider the option of consistency when communicating what we do, what we stand for, and what we provide. By doing so, we have the potential of developing a commonly held view among our constituents, aka, a heuristic (“an aid to learning, discovery, or problem-solving”). Helping more constituents learn about what we are and determine that we can help them solve the problems they face, ultimately potentially increases their involvement and support.  It is an option. Inherently, being consistent (and brief) in communication can limit the diversity of the messages.  This study assumes nothing about whether to brand or not, but it does provide the constituent research needed to do so.

5 5 Branding Research: How does it help?  Research seeks to identify the areas of congruence that pre- exist between what is offered & what is perceived and prioritized by constituents Optimally become known as providing something that is a priority If a substantial portion of your constituents already believe you provide something, then claiming to do so has credibility Because not everyone knows or believes that you already provide something, by using it in your messaging, more “discover” it.  As much as possible, define offerings in the language of end- states, as opposed to the means to those ends That is, communicate benefits instead of features

6 6 CRPS Brand Research: How Will it Be Applied?  CPRS developed VIP Action Plan that defined the vision of the profession FOR the PROFESSION This research does not detract or replace the VIP vision but rather provides additional insight as to how support-constituents, that is, California residents and elected officials, perceive and prioritize parks and recreation.  The outcomes of the research are to be used to develop a brand promise and brand messaging The brand promise is a statement that describes the underlying core essence of the service/product and purports to deliver to the user. It is long-term, overarching and tends to describe benefits (not features). The promise is not the brand messages or brand slogans, which generally are more temporary and changeable and may be targeted toward various audiences.

7 7 Survey SummaryHarry Hiner  Phase 1: Develop a good list of benefits In-depth, one-on-one interviews with residents o All types of users: of parks, of programs; young to old; with & without families; diverse ethnicities; Northern & Southern California Telephone interviews with electeds o All types: Mayors & Supervisors, large & small communities, even a Regional Park Director Developed a list of statements to reflect the broad range of benefits provided by Parks & Programs o You answered some of the survey questions today

8 8 Survey Summary  Phase 2: Prioritize the List Online Panel survey with 848 Californians o minutes in length o Virtually everyone (98%) are past year users of Parks and / or Programs) o Critically, asked about the list of benefits in two ways: Importance: a 7-point scale Delivery: also a 7-point scale Analysis – what we’ll show you next

9 9 Findings Usage What is Important? What is Delivered? Unmet Needs Appendix

10 10 Usage Of the total respondents, in the past year: 98% had visited a park 50% had attended a structured park program Attended a Structured Park Program in past 12 Months Yes50% No45% Base(848) How often do you or members of your household visit a neighborhood, community, city, county or regional park? Net Park Users 98% Several days per week16% At least once a week27% At least once a month26% At least once every quarter10% At least once every six months8% Once a year or so - seldom or rarely11% Never2% Base(848)

11 11 Summary 1.Based on how many, and how often, California households use Parks & Recreation Programs, it is clear that these spaces, places, facilities & services are an essential component of the everyday lives of Californians. 2.Californians struggle to describe how parks & programs benefit their “community” or their “neighborhood,” but they are at ease, and preferred to express the benefits on a personal level: the private, internal benefits to “me personally” or as an extension of the personal, to family and friends. 3.Frequent use combined with the feeling that the benefits are especially personal, rather than social, translates to residents who have strong, well- informed opinions about what should be prioritized (or most valued) and about what is, and is not currently delivered.

12 12 Findings Usage What is Important (valued)? What is Delivered? Unmet Needs Implications for Branding

13 13 Priorities (Valued) Share of Californians who say (statement) priority is… Highest Priority (7)Other Priority (5+6)Non-Priority (1-4) 100% Make your community a better place to live, now and in the future (3)* 100% Provide places where children are free to play & be active (1) 100% Provide parks, facilities & trails where you can exercise on your own (t7) 100% Provide open spaces (greenbelts, flowers, landscapes) among the housing & commercial areas to help beautify your community (5) * The number in parentheses is the rank of the statement on the percentage of Californians rating it the Highest Priority

14 14 Priorities (Valued) Share of Californians who say (statement) priority is… Highest Priority (7)Other Priority (5+6)Non-Priority (1-4) 100% Provide places & activities during non-school hours for children & teens in your community that are safe, healthy and fun (t7) Preserve land in its original, natural state and protect wildlife to assure they are there for future generations (2) 100% Help to reduce juvenile crime by providing positive, alternative activities, life skills development & an opportunity to meet role models during non-school hours (t4) 100% Provide the athletic fields, gyms, pools and other facilities where group and individual sports and activities can be held (t8) * The number in parentheses is the rank of the statement on the percentage of Californians rating it the Highest Priority

15 15 Priorities (Valued) Share of Californians who say (statement) priority is… Highest Priority (7)Other Priority (5+6)Non-Priority (1-4) 100% Ensure access to calm, quiet, natural settings away from tasks & chores (t8) 100% Provide nearby settings where you can see, hear, touch & smell nature (t8) 100% Provide access to awe-inspiring places of natural beauty (6) 100% Provide parks & facilities nearby where you and your friends, neighbors, or family can get together * The number in parentheses is the rank of the statement on the percentage of Californians rating it the Highest Priority

16 16 Priorities (Valued) Share of Californians who say (statement) priority is… Highest Priority (7)Other Priority (5+6)Non-Priority (1-4) 100% Preserve land in its original, natural state and protect wildlife to reduce human impacts on our environment such as global warming (t4) 100% Promote pride in your neighborhood or community 100% Promote personal health for people at every stage of life 100% Provide the facilities, such as community, teen and senior centers, where programs activities, events and gatherings can be held * The number in parentheses is the rank of the statement on the percentage of Californians rating it the Highest Priority

17 17 Priorities (Valued) Share of Californians who say (statement) priority is… Highest Priority (7)Other Priority (5+6)Non-Priority (1-4) 100% Develop parks & recreation programs to increase property values and, over time, the overall wealth of the community 100% Provide senior citizens places & activities for staying active and socially connected 100% Provide places where you might have new & different experiences away from your home 100% Create a stronger sense of community among residents in your neighborhood

18 18 Priorities (Valued) Share of Californians who say (statement) priority is… Highest Priority (7)Other Priority (5+6)Non-Priority (1-4) 100% Define & teach good stewardship of the land to all of our residents 100% Create opportunities for people at every stage of life to learn new skills & explore new interests 100% Organize fun activities for your family, neighbors and people of all types in your area 100% Provide programs that help parents of young children and caretakers of seniors to free up time for themselves

19 19 Priorities (Valued) Share of Californians who say (statement) priority is… Highest Priority (7)Other Priority (5+6)Non-Priority (1-4) 100% Promote your sense of connection to your neighborhood or community 100% Help you and others in your community find avenues to more vibrant lives 100% Provide opportunities for people of diverse types to learn how to live together 100% Organize activities that help you and your neighbors meet & get to know each other

20 20 Priorities (Valued) Share of Californians who say (statement) priority is… Highest Priority (7)Other Priority (5+6)Non-Priority (1-4) 100% Provide spaces where dogs are free to run & play off-leash 100% Provide opportunities (parks and activities) where you might meet new people

21 21 Priorities (Valued) In your opinion local park & recreation agencies should... Percent. Rating k. Provide places where children are free to play & be active85% v. Make your community a better place to live, now and in the future86% g. Provide parks, facilities & trails where you can exercise on your own84% a. Preserve land in its original, natural state and protect wildlife to assure they are there for future generations 81% c. Provide open spaces (greenbelts, flowers, landscapes) among the housing & commercial areas to help beautify your community 82% q. Provide places & activities during non-school hours for children & teens in your community that are safe, healthy and fun 81% r. Help to reduce juvenile crime by providing positive, alternative activities, life skills development & an opportunity to meet role models during non- school hours 80%

22 22 Priorities (Valued) In your opinion local park & recreation agencies should... Percent. Rating z. Provide the athletic fields, gyms, pools and other facilities where group and individual sports and activities can be held 80% i. Provide access to awe-inspiring places of natural beauty78% h. Ensure access to calm, quiet, natural settings away from tasks & chores78% d. Provide nearby settings where you can see, hear, touch & smell nature78% f. Provide parks & facilities nearby where you and your friends, neighbors, or family can get together 78% b. Preserve land in its original, natural state and protect wildlife to reduce human impacts on our environment such as global warming 76%

23 23 Priorities Summary PRIORITIES  The preservation of, and access to, outdoor spaces are the highest Park & Recreation (P&R) priorities of Californians.  Two types of outdoor spaces are specifically indicated by these priorities: Space that is nominally developed, in a nearly natural state Space with facilities for play, exercise and group sports  Non-structured (self-directed) use of these spaces is the preference for the majority of Californians. With one exception: Activities and programs that are targeted to juveniles as an alternative to crime & mischief was placed in the high priority group by Californians.

24 24 Priorities Summary PRIORITIES (continued)  The benefits that motivate these preferences are: These types of spaces make a community a better place to live now and in the future The serenity and awe of nature must be available (to see, touch, smell, & hear) for all time Children, especially, and adults need outdoor spaces for play and for exercise Friends & family need these types of spaces for group sports

25 25 Priorities Summary PRIORITIES (continued)  Activities to facilitate social connections within the community, advance human development, lifelong learning, community connections, and other social objectives receive fewer votes as priorities. While these non-sports programs & activities are only mid-level priorities they do have substantial support in California. Indeed every statement on our list of potential priorities received at least nominal support as a priority from 55% or more of Californians.

26 26 Findings Study Participants & Usage Patterns What is Important? What is Delivered? Unmet Needs Appendix

27 27 Parks & Recreation Delivers Share of Californians who say Parks & Recreation delivers (statement) … 100% Provide parks, facilities & trails where you can exercise on your own (1) 100% Provide the athletic fields, gyms, pools and other facilities where group and individual sports and activities can be held (t4) 100% Provide parks & facilities nearby where you and your friends, neighbors, or family can get together (3) Extremely Well (7)Other Delivery (5+6)Not Delivered (1-4) 100% Provide places where children are free to play & be active (2) * The number in parentheses is the rank of the statement on the percentage of Californians rating it delivered Extremely Well

28 28 Parks & Recreation Delivers Share of Californians who say Parks & Recreation delivers (statement) … Extremely Well (7)Other Delivery (5+6)Not Delivered (1-4) 100% Ensure access to calm, quiet, natural settings away from tasks & chores (t5) 100% Provide nearby settings where you can see, hear, touch & smell nature (t5) Preserve land in its original, natural state and protect wildlife to assure they are there for future generations (t5) 100% Provide open spaces (greenbelts, flowers, landscapes) among the housing & commercial areas to help beautify your community (t4) * The number in parentheses is the rank of the statement on the percentage of Californians rating it delivered Extremely Well

29 29 Parks & Recreation Delivers Share of Californians who say Parks & Recreation delivers (statement) … Extremely Well (7)Other Delivery (5+6)Not Delivered (1-4) 100% Make your community a better place to live, now and in the future 100% Provide access to awe-inspiring places of natural beauty 100% Preserve land in its original, natural state and protect wildlife to reduce human impacts on our environment such as global warming 100% Provide the facilities, such as community, teen and senior centers, where programs activities, events and gatherings can be held

30 30 Parks & Recreation Delivers Share of Californians who say Parks & Recreation delivers (statement) … Extremely Well (7)Other Delivery (5+6)Not Delivered (1-4) 100% Provide places where you might have new & different experiences away from your home 100% Provide places & activities during non-school hours for children & teens in your community that are safe, healthy and fun 100% Provide senior citizens places & activities for staying active and socially connected 100% Promote pride in your neighborhood or community

31 31 Parks & Recreation Delivers Share of Californians who say Parks & Recreation delivers (statement) … Extremely Well (7)Other Delivery (5+6)Not Delivered (1-4) 100% Develop parks & recreation programs to increase property values and, over time, the overall wealth of the community 100% Provide opportunities (parks and activities) where you might meet new people 100% Organize fun activities for your family, neighbors and people of all types in your area 100% Promote personal health for people at every stage of life

32 32 Parks & Recreation Delivers Share of Californians who say Parks & Recreation delivers (statement) … Extremely Well (7)Other Delivery (5+6)Not Delivered (1-4) 100% Help you and others in your community find avenues to more vibrant lives 100% Create opportunities for people at every stage of life to learn new skills & explore new interests 100% Promote your sense of connection to your neighborhood or community 100% Provide spaces where dogs are free to run & play off-leash

33 33 Parks & Recreation Delivers Share of Californians who say Parks & Recreation delivers (statement) … Extremely Well (7)Other Delivery (5+6)Not Delivered (1-4) 100% Provide programs that help parents of young children and caretakers of seniors to free up time for themselves 100% Create a stronger sense of community among residents in your neighborhood 100% Define & teach good stewardship of the land to all of our residents 100% Help to reduce juvenile crime by providing positive, alternative activities, life skills development & an opportunity to meet role models during non-school hours

34 34 Parks & Recreation Delivers Share of Californians who say Parks & Recreation delivers (statement) … Extremely Well (7)Other Delivery (5+6)Not Delivered (1-4) 100% Organize activities that help you and your neighbors meet & get to know each other 100% Provide opportunities for people of diverse types to learn how to live together

35 35 Delivery Summary PERCEPTIONS OF CURRENT DELIVERY  One to two-thirds of Californians (37% to 68%) rate P&R departments as successful in delivering across the list of 30 items.  Still, the percentage of Californians rating a statement as “delivered” is typically well below the percentage who consider that statement a priority.  Generally, the highest priorities are also the best delivered items. In other words, the rank order of importance is quite similar to the rank order of delivery. Eleven of the 12 most frequently cited priorities are in the 14 most often rated as delivered.

36 36 Findings Study Participants & Usage Patterns What is Important? What is Delivered? Unmet Needs Appendix

37 37 Unmet Needs  Any individual respondent who pairs a Low Delivery (1-4 on the 7 point scale) response with a positive Priority (5-7 on the 7-point scale) is telling us he or she considers that statement undelivered – an unmet need.  What’s the statement that has the most Californians calling it an unmet need?

38 38 Unmet Needs Summary UNMET NEEDS IN RANK ORDER OF OVERALL PRIORITY… Provide places where children are free to play and be active22% Preserve land in its original, natural state and protect wildlife to assure they are there for future generations28% Make your community a better place to live now and in the future33% Help to reduce juvenile crime by providing positive, alternative activities, life skills development & an opportunity to meet role models during non-school hours44% Preserve land in its original, natural state and protect wildlife to reduce human impacts on our environment such as global warming29% Provide open spaces (greenbelts, flowers, landscapes) among the housing & commercial areas to help beautify your community28% Provide access to awe-inspiring places of natural beauty27% Provide parks, facilities & trails where you can exercise on your own23% Provide places & activities during non-school hours for children & teens in your community that are safe, healthy and fun36% Provide the athletic fields, gyms, pools and other facilities where group and individual sports and activities can be held24% Ensure access to calm, quiet, natural settings away from tasks & chores27% Provide nearby settings where you can see, hear, touch & smell nature27% Percent of Californians Rating Statement as an Undelivered Priority

39 39 Met / Unmet Needs Share of Californians who rate (statement) … Delivered Priority Unmet Need 85% Provide places where children are free to play & be active 63%22% 84% Provide parks, facilities & trails where you can exercise on your own 61%23% 82% Provide open spaces (greenbelts, flowers, landscapes) among the housing & commercial areas to help beautify your community 54%28% 86% Make your community a better place to live, now and in the future 53%33%

40 40 Met / Unmet Needs Share of Californians who rate (statement) … Preserve land in its original, natural state and protect wildlife to assure they are there for future generations 81% 53%28% Delivered Priority Unmet Need 82% Provide places & activities during non-school hours for children & teens in your community that are safe, healthy and fun 46%36% 81% Provide the athletic fields, gyms, pools and other facilities where group and individual sports and activities can be held 57%24% 81% Help to reduce juvenile crime by providing positive, alternative activities, life skills development & an opportunity to meet role models during non-school hours 37%44%

41 41 Met / Unmet Needs Share of Californians who rate (statement) … 78% Provide access to awe-inspiring places of natural beauty 50%28% Delivered Priority Unmet Need 79% Provide nearby settings where you can see, hear, touch & smell nature 52%27% 78% Provide parks & facilities nearby where you and your friends, neighbors, or family can get together 55%23% 80% Ensure access to calm, quiet, natural settings away from tasks & chores 53%27%

42 42 Met / Unmet Needs Share of Californians who rate (statement) … 74% Provide the facilities, such as community, teen and senior centers, where programs activities, events and gatherings can be held 46%28% Delivered Priority Unmet Need 77% Preserve land in its original, natural state and protect wildlife to reduce human impacts on our environment such as global warming 48%29% 76% Promote pride in your neighborhood or community 44%32% 74% Promote personal health for people at every stage of life 41%33%

43 43 Met / Unmet Needs Share of Californians who rate (statement) … 73% Develop parks & recreation programs to increase property values and, over time, the overall wealth of the community 43%30% Delivered Priority Unmet Need 72% Provide senior citizens places & activities for staying active and socially connected 44%28% 72% Provide places where you might have new & different experiences away from your home 44%28% 71% Create a stronger sense of community among residents in your neighborhood 35%36%

44 44 Met / Unmet Needs Share of Californians who rate (statement) … 70% Define & teach good stewardship of the land to all of our residents 34%36% Delivered Priority Unmet Need 70% Create opportunities for people at every stage of life to learn new skills & explore new interests 38%32% 69% Organize fun activities for your family, neighbors and people of all types in your area 38%31% 66% Promote your sense of connection to your neighborhood or community 35%31%

45 45 Met / Unmet Needs Share of Californians who rate (statement) … 66% Provide programs that help parents of young children and caretakers of seniors to free up time for themselves 34%32% Delivered Priority Unmet Need 64% Help you and others in your community find avenues to more vibrant lives 36%28% 58% Provide opportunities for people of diverse types to learn how to live together 28%30% 56% Organize activities that help you and your neighbors meet & get to know each other 29%27%

46 46 Met / Unmet Needs Share of Californians who rate (statement) … Delivered Priority Unmet Need 55% Provide spaces where dogs are free to run & play off-leash 55% Provide opportunities (parks and activities) where you might meet new people 30%25% 35%20% Percentages represent the share of Californians who combine selected Priority ratings with selected Delivery ratings. The far left box is the percent of Californians who paired a Highest Priority (7) rating with any Delivery rating (5, 6 & 7). The next green box is the percent who rated the statement as a lower, but still a Priority (5 or 6) and also rated Delivery as positive (5, 6 or 7). The two light blue boxes are, on the left, the percent who rated the statement a highest Priority (7) and also rated Delivery poorly (a 1, 2, 3, or 4). Next is the percent rating the statement as a lower, but still a Priority (5 or 6) and rated Delivery poorly (a 1, 2, 3 or 4). The sum of all 4 values is the share of Californians who prioritized this statement (rated it a 5, 6, or 7). The dark green cells are those who also believed it is delivered while the light blue sum to those who believe it is not delivered.

47 47 Unmet Needs Summary UNMET NEEDS  While the rank order for priorities and delivery are similar, all of the priorities are under-delivered. In other words, across the board there is a substantial gap between the share of Californians who prioritize these items and the share who consider P&R to deliver them.

48 48 Key Findings 1.Based on how many and how often California households use Parks & Recreation Programs, it is clear that these spaces, places, facilities & services are an essential component of the everyday lives of Californians. 2.Californians struggle to describe how parks & programs benefit their “community” or their “neighborhood,” but they are at ease, and preferred to express the benefits on a personal level: the private, internal benefits to “me personally” or as an extension of the personal, to family and friends. 3.Frequent use combined with the feeling that the benefits are especially personal, rather than social, translates to residents who have strong, well- informed opinions about what should be prioritized (or most valued) and about what is, and is not currently delivered.

49 49 Key Findings 4. What are those opinions?  The preservation of, and access to, outdoor spaces are the highest Park & Recreation (P&R) priorities of Californians.  Two types of outdoor spaces are specifically indicated by these priorities: Space that is nominally developed, in a nearly natural state Space with facilities for play, exercise and group sports  Non-structured (self-directed) use of these spaces is the preference for the majority of Californians. Also…

50 50 Conclusions & Recommendations IMPLICATIONS FOR BRANDING These findings have implications for how Park & Recreation departments, on the whole, across the state might communicate messages that are congruent with resident opinions. Personal versus Social Benefits Both phases of this study found support for stressing the personal over the social benefits when developing messages to be used with the general public (as opposed to messages directed to professionals). In the priority rankings, Californians put the personal benefit statements atop the list. Social benefit statements are consistently ranked lower. Self-Directed versus Directed Uses The more widely held preferences favor self-directed benefits.

51 51 Conclusions & Recommendations IMPLICATIONS FOR BRANDING – continued Discuss the Future Virtually all of the highest priority statements have a connection to the future. “Make your community a better place to live now and in the future” was the highest ranked statement. As well, high priority was assigned to benefits for children, even by residents who don’t have children. The two land preservation statements also reflect the future.

52 52 Executive Summary IMPLICATIONS FOR BRANDING – continued A better place to live? “Make your community a better place to live now and in the future.” This statement ended up being a very powerful phrase, ranking very nearly at the top of the list of priorities. But what does it mean? Put in the context of the statements that surround it in the priority list suggests that Californians equate a better place to live with: Access to the serenity and awe of nature Outdoor spaces for play and for exercise Facilities for group sports We could add to this list, a low level of juvenile crime. In other words, in the context of a discussion with residents about P&R departments, the phrase “a better place to live” will likely evoke these images. Images are not likely to be a senior center, skill classes, or community gatherings. That does sound like a pretty nice place to live.

53 53 Conclusions & Recommendations IMPLICATIONS FOR BRANDING – continued In a nutshell, Parks & Recreation messaging targeted to the general public will be more relevant and responsive to expectations if it speaks to supporting the self-directed efforts of individual residents toward a better personal future in a better place to live.

54 54 Discussion QuestionsJane Adams 1.As you read the report, what findings leap out at you? 2.Where are you excited about the report findings? 3. Where are you having difficulties with the report findings? 4. What key findings do you see establish our brand promise as a profession? 5. What opportunities does this research provide to CPRS members? 6.Where do you see members "struggling" with the report findings? Do we need to be sensitive to any of the data? 7.What ways can members utilize the data? 8.What recommendations do you have on releasing the data?


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