Moving ForwardPromoting the Parks and Recreation Brand in

Nevada and Beyond

Sponsored by the Nevada Recreation and Park SocietyPresented by Jodi Rudick, ADvisors Marketing Group

Text Questions or Comments to: 760-809-3231Facebook: JodiRudick Twitter @ParksMarketing

Why Branding is so Important

Are you brand

loyal?

What are some of

your

favorite brands?

Branding Defined A name, term, design, symbol, or any other feature

that identifies one seller's good or service as distinct from those of other sellers.

Legal term is trademark A brand may identify one item, a family of items, or

all items of that seller. If used for the firm as a whole, the preferred term is trade name.

What does Promote mean?

What does “Pro” mean?What does “Mote” mean?

Put them together and…

MOTE PRO

Products are created in factories,

brands are created in the mind”

--Walter Landor

Branding Basics 

A Brand is a PROMISE• What makes a brand great?

▫ Consistency Becomes part of all marketing and messaging Never confusing

▫ Memorable▫ Appropriate for target audience▫ Has enduring value▫ The products and services represented

by the brand are great• A brand’s logo:

▫ Visual entry into the brand▫ Works well in black and white and in color▫ Works well across media and scale

Nevada Parks and Recreation Agencies: What’s Your Image?• How do people “see” you?• How do people describe you?• How do people see your agency?• What do people perceive your

“brand?” (Do you have a “brand?”)

• What is your “tagline?” Do you have a tagline?

• How would you like them to see you?

• Who would you like people to see your agency?

• How would you like people to perceive your brand

What Issues Are Facing Nevada• Nevada Public Education Foundations

▫ Nevada ranks ___ in drop out rates

▫ Nevada ranks ___ in teen pregnancy

• Nevada Department of Health and Human Services▫ True or False – Nevada’s teen

suicide rate is higher than the national average.

▫ Females commit suicide more often than males

▫ What % of teens (10th – 12th graders) are considered obese?

• UNLV 2012 Study – “Disease Prevalence and Behavioral Risk in Nevada) ▫ Social Health of Nevada Out of

the 50 states where does Nevada rank in overall health (#1 is the healthiest, #50 is unhealthiest)

• Where does Nevada rank in firearm related deaths (#1 is the most, #50 is the least)

• Nevada ranks in the top half of states in stroke, high blood pressure, and diabetes prevalence.

• Monnat, Shannon M. 2012. “Disease • Prevalence and Behavioral Risk in • Nevada.” http://cdclv.unlv.edu ,

http://cdclv.unlv.edu/healthnv_2012/disease.pdf

What Issues Are Facing Nevada• Nevada Public Education Foundations

▫ Nevada ranks LAST among states for high school graduation

▫ Nevada ranks #2 in teen pregnancy• Nevada Department of Health and Human

Services (Healthy People Nevada)▫ True – Nevada’s teen suicide rate is

higher than the national average.▫ Females commit suicide more often

than males. False. Males die by suicide 4X more often than females

▫ 12% of teens (10th – 12th graders) are considered obese

• UNLV 2012 Study – “Disease Prevalence and Behavioral Risk in Nevada) ▫ Social Health of Nevada Out of

the 50 states where does Nevada rank in overall health (#1 is the healthiest, #50 is unhealthiest)

• Where does Nevada rank in firearm related deaths (#1 is the most, #50 is the least)

• Nevada ranks in the top half of states in stroke, high blood pressure, and diabetes prevalence.

• Monnat, Shannon M. 2012. “Disease • Prevalence and Behavioral Risk in • Nevada.” http://cdclv.unlv.edu ,

http://cdclv.unlv.edu/healthnv_2012/disease.pdf

Parks and Recreation’s Brand Promise 

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

Parks and recreation makes lives and

communities better now and in the

future by providing

Nature Exercise Play

Safe Spaces Gathering Places Forever

6 Key Themes

Source: California Parks and Recreation Society, 2010 Branding Survey

Your Brand Connection ActivityCategory First

Automobile

Computer Brand

Hotel Chain

Fast Food Restaurant

Beverage

Place for Fun

Wireless Carrier

Fitness Facility

Park

Your Brand Connection ActivityCategory First Best

Oil Company

Computer Brand

Hotel Chain

Toothpaste

Beverage

Place for Fun

Wireless Carrier

Fitness Facility

Park

Types of Brands

Product Brands Physical Products

Stairmaster

Service Brands Intangible Services

Senior Lunch Program

Personal Brands People You, Your Lifeguards

Organizational Brands AgenciesOrganizations

Parks and Recreation

Event Brands Special Events Jazz in the Park

Geographical Brands Cities, Countries

City of Cleveland

Personal Brands – Who’s Trending?

Personal Brands – Reinventions

Personal Branding - Activity Think of someone you admire

Describe that person to a partner - Why do you admire them?

Mentors Personal Professional

What is your “personal brand?” How do you describe yourself? Who is your biggest fan? Who admires you? Role play with your partner: How would your “biggest fan”

describe you?

The Six Most Valuable Global Brands List the six brands you think have the most global value…

a________________ g_________________ c_________________ i_________________ m_________________ g_________________ m__________________

5 Things these Brands Have in Common

18

Top Ten BrandsSource: Interbrands.com

TOP 10 Most Valuable Global 

Brands1. Apple $153bn2. Google $111bn3. IBM $100bn4. McDonald's $81bn5. Microsoft $78bn6. Coca Cola $73bn7. AT&T $70bn8. Marlboro $67bn9. China Mobile $57bn10. GE $50bn

Brands Drive Image

When Brands Become Verbs

What makes a great tagline great? Express the meaning of your organization’s vision or

mission Convey essential qualities of your brand character Emphasize a key differentiator or competitive

advantage Align your message to a specific audience or target

market Promise the fulfillment of a deeply-held need or wish

Branding - Activity Choose one brand you manage or impact

Product Program Facility Agency Group Organization

Describe that brand to a partner Working as a team develop a tagline for your brand

Sell Tell Compel

Keys to Creating Your Branding Plan•CEO Equivalent must lead the brand to success▫Mayor/Department head/Commission Chair▫YOU can be the CEO equivalent if leaders don’t

embrace at first•Build your own model – one size does not fit all• Involve your stakeholders including the customers•Advance the corporate vision•Exploit new technology•Empower people to become brand ambassadors

•Source: www.brandingstrategyinsider.com

Creating your branding plan…(cont.)

Create the right delivery systems Choose permanent promotional tools

Add to existing media Always include on future media

Communicate Consistently and Continually Keep it visible

Measure the brand performance Adjust relentlessly to raise your own bar all the time

Source: www.brandingstrategyinsider.com

Where do you go from here?• Commit to branding as a concept• Define your brand

▫ Personal▫ Product

• Develop a branding plan▫ Individually▫ As a department/facility/agency

Training Consistency Collaboration Buy-in

• What ONE thing will you do at this conference to PROMOTE your personal or professional brand

• WHAT ONE thing will you when you return to your office to PROMOTE your personal or professional brand?