Moving Forward Promoting the Parks and Recreation Brand in Nevada and Beyond 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: Facebook: JodiRudick 

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…

MOTEPRO

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 con fu sing ▫ 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 (10 th – 12 th 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 “Disease Prevalence and Behavioral Risk in Nevada.”

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 (10 th – 12 th 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 “Disease Prevalence and Behavioral Risk in Nevada.”

Parks and Recreation’s Brand Promise Parks and recreation makes lives and communities better now and in the future by providing 6 Key Themes Source: California Parks and Recreation Society, 2010 Branding Survey

Your Brand Connection Activity CategoryFirst Automobile Computer Brand Hotel Chain Fast Food Restaurant Beverage Place for Fun Wireless Carrier Fitness Facility Park

Your Brand Connection Activity CategoryFirstBest 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 Brands Source: Interbrands.com

TOP 10 Most Valuable Global Brands 1. Apple $153bn 2. Google $111bn 3. IBM $100bn 4. McDonald's $81bn 5. Microsoft $78bn 6. Coca Cola $73bn 7. AT&T $70bn 8. Marlboro $67bn 9. China Mobile $57bn 10. GE $50bn TOP 10 Most Valuable Global Brands 1. Apple $153bn 2. Google $111bn 3. IBM $100bn 4. McDonald's $81bn 5. Microsoft $78bn 6. Coca Cola $73bn 7. AT&T $70bn 8. Marlboro $67bn 9. China Mobile $57bn 10. 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:  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:

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  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:

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?