Moving Forward Promoting the Parks and Recreation Brand in Nevada and Beyond Sponsored by the Nevada Recreation and Park Society Presented by Jodi Rudick ADvisors Marketing Group Text Questions or Comments to 7608093231 ID: 432243
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Moving ForwardPromoting the Parks and Recreation Brand in Nevada and Beyond
Sponsored by the Nevada Recreation
and Park SocietyPresented by Jodi Rudick, ADvisors Marketing GroupText Questions or Comments to: 760-809-3231Facebook: JodiRudick Twitter @ParksMarketingSlide2
Why Branding is so Important
Are you brand loyal?What are some of your favorite
brands?Slide3
Branding DefinedA
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 trademarkA 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.Slide4
What does Promote mean?What does “
Pro” mean?What does “Mote” mean?Put them together and…Slide5
MOTE PROSlide6
Products are created
in factories, brands are created in the mind”
--Walter Landor
Branding Basics A Brand is a PROMISEWhat makes a brand great?ConsistencyBecomes part of all marketing and messagingNever confusingMemorableAppropriate for target audienceHas enduring valueThe products and services represented by the brand are greatA brand’s logo:Visual entry into the brandWorks well in black and white and in colorWorks well across media and scaleSlide7
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 brandSlide8
What Issues Are Facing NevadaNevada Public Education Foundations
Nevada ranks ___ in drop out rates Nevada ranks ___ in teen pregnancyNevada Department of Health and Human ServicesTrue or False – Nevada’s teen suicide rate is higher than the national average.Females commit suicide more often than malesWhat % 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.pdfSlide9
What Issues Are Facing NevadaNevada Public Education Foundations
Nevada ranks LAST among states for high school graduationNevada ranks #2 in teen pregnancyNevada 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 females12% 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.pdfSlide10
Parks and Recreation’s Brand Promise
Parks and recreation makes lives and communities better now and in the future by providing
6 Key ThemesSource: California Parks and Recreation Society, 2010 Branding SurveySlide11
Your Brand Connection Activity
Category
First
Automobile
Computer Brand
Hotel Chain
Fast Food Restaurant
Beverage
Place for Fun
Wireless Carrier
Fitness Facility
ParkSlide12
Your Brand Connection Activity
Category
First
BestOil Company
Computer Brand
Hotel Chain
Toothpaste
Beverage
Place for Fun
Wireless Carrier
Fitness Facility
ParkSlide13
Types of Brands
Product Brands
Physical Products
StairmasterService Brands
Intangible
Services
Senior Lunch Program
Personal Brands
People
You, Your Lifeguards
Organizational Brands
Agencies
Organizations
Parks and Recreation
Event Brands
Special Events
Jazz in the Park
Geographical Brands
Cities, Countries
City of ClevelandSlide14
Personal Brands – Who’s Trending?Slide15
Personal Brands – ReinventionsSlide16
Personal Branding - ActivityThink of someone you
admireDescribe that person to a partner - Why do you admire them?MentorsPersonalProfessionalWhat 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?Slide17
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 CommonSlide18
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Top Ten BrandsSource: Interbrands.comSlide19
TOP 10 Most Valuable Global Brands
1. Apple $153bn2. Google $111bn3. IBM $100bn4. McDonald's $81bn5. Microsoft $78bn6. Coca Cola $73bn7. AT&T $70bn8. Marlboro $67bn9. China Mobile $57bn10. GE $50bnSlide20
Brands Drive ImageSlide21
When Brands Become VerbsSlide22
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 advantageAlign your message to a specific audience or target market Promise the fulfillment of a deeply-held need or wishSlide23
Branding - ActivityChoose one brand you manage or impact
ProductProgramFacilityAgencyGroupOrganizationDescribe that brand to a partnerWorking as a team develop a tagline for your brandSellTellCompelSlide24
Keys to Creating Your Branding Plan
CEO Equivalent must lead the brand to successMayor/Department head/Commission ChairYOU can be the CEO equivalent if leaders don’t embrace at firstBuild your own model – one size does not fit all
Involve your stakeholders including the customersAdvance the corporate vision
Exploit new technologyEmpower people to become brand ambassadorsSource: www.brandingstrategyinsider.comSlide25
Creating your branding plan…(cont.)
Create the right delivery systemsChoose permanent promotional toolsAdd to existing mediaAlways include on future mediaCommunicate
Consistently and ContinuallyKeep it visibleMeasure the brand performance
Adjust relentlessly to raise your own bar all the timeSource: www.brandingstrategyinsider.comSlide26
Where do you go from here?Commit to branding as a
conceptDefine your brandPersonalProductDevelop a branding planIndividuallyAs a department/facility/agencyTrainingConsistencyCollaborationBuy-inWhat 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?Slide27