1 branding california’s park & recreation departments cprs market research march 5, 2009

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Branding California’s Park & Recreation Departments

CPRS Market Research

March 5, 2009

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Contents

I. Introduction

Jane 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. Discussion

Jane Adams

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Introduction Jane 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

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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.

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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

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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.

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Survey Summary Harry 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

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Survey Summary

Phase 2: Prioritize the List

Online Panel survey with 848 Californians

o 18-20 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

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Findings

Usage

What is Important?

What is Delivered?

Unmet Needs

Appendix

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Usage

Of the total respondents, in the past year:

98% had visited a park50% had attended a structured park program

Attended a Structured Park Program in past 12 Months

Yes 50%No 45% 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 week 16%At least once a week 27%At least once a month 26%At least once every quarter 10%At least once every six months 8%Once a year or so - seldom or rarely 11%

Never 2% Base (848)

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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.

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Findings

Usage

What is Important (valued)?

What is Delivered?

Unmet Needs

Implications for Branding

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Priorities (Valued)Share of Californians who

say (statement) priority is…

Highest Priority (7) Other Priority (5+6) Non-Priority (1-4)

14%48%38% 100%Make your community a better place to live, now and

in the future (3)*

15%39%46% 100%Provide places where children are free to play & be active (1)

16%50%34% 100%Provide parks, facilities & trails where you can exercise

on your own (t7)

18%46%36% 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

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19%48%34% 100%Provide places & activities during non-school hours

for children & teens in your community that are safe, healthy and fun (t7)

19%42%39%Preserve land in its original, natural state and protect wildlife to assure they are there for future generations (2)

100%

20%44%37% 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)

20%51%30% 100%Provide the athletic fields, gyms, pools and other

facilities where group and individual sports and activities can be held (t8)


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22%50%30% 100%Ensure access to calm, quiet, natural settings away from

tasks & chores (t8)

22%49%30% 100%Provide nearby settings where you can see, hear, touch

& smell nature (t8)

22%43%35% 100%Provide access to awe-inspiring places of natural beauty (6)

22%55%23% 100% Provide parks & facilities nearby where you and your friends, neighbors, or family can get together


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24%40%37% 100%Preserve land in its original, natural state and protect wildlife to reduce human impacts on our environment

such as global warming (t4)

25%52%24% 100%Promote pride in your neighborhood or community

26%50%24% 100%Promote personal health for people at every stage of life

26%51%23% 100%Provide the facilities, such as community, teen and

senior centers, where programs activities, events and gatherings can be held


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27%49%24% 100%Develop parks & recreation programs to increase

property values and, over time, the overall wealth of the community

28%50%22% 100%Provide senior citizens places & activities for staying

active and socially connected

28%53%19% 100%Provide places where you might have new & different experiences away from your home

29%52%19% 100%Create a stronger sense of community among residents in your neighborhood

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30%46%24% 100%Define & teach good stewardship of the land to all of

our residents

29%52%18% 100%Create opportunities for people at every stage of life

to learn new skills & explore new interests

32%49%20% 100%Organize fun activities for your family, neighbors and

people of all types in your area

34%47%19% 100%Provide programs that help parents of young children

and caretakers of seniors to free up time for themselves

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34%49%17% 100%Promote your sense of connection to your

neighborhood or community

37%50%14% 100%Help you and others in your community find avenues

to more vibrant lives

44%42%16% 100%Provide opportunities for people of diverse types to learn

how to live together

44%44%12% 100%Organize activities that help you and your neighbors

meet & get to know each other

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45%35%20% 100%Provide spaces where dogs are free to run &

play off-leash

45%42%13% 100%Provide opportunities (parks and activities) where you might meet new people

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Priorities (Valued)

In your opinion local park & recreation agencies should... Percent. Rating

7 + 6 + 5

k. Provide places where children are free to play & be active 85%

v. Make your community a better place to live, now and in the future 86%

g. Provide parks, facilities & trails where you can exercise on your own 84%

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%

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Priorities (Valued)

In your opinion local park & recreation agencies should... Percent. Rating

7 + 6 + 5

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 beauty 78%

h. Ensure access to calm, quiet, natural settings away from tasks & chores 78%

d. Provide nearby settings where you can see, hear, touch & smell nature 78%

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%

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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.

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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

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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.

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Findings

Study Participants & Usage Patterns

What is Important?

What is Delivered?

Unmet Needs

Appendix

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Parks & Recreation DeliversShare of Californians who say

Parks & Recreation delivers (statement) …

32%47%21% 100%Provide parks, facilities & trails where you can

exercise on your own (1)

36%50%15% 100%Provide the athletic fields, gyms, pools and other

facilities where group and individual sports and activities can be held (t4)

35%49%16% 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)

32%51%17% 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

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41%47%14% 100%Ensure access to calm, quiet, natural settings away from tasks & chores (t5)

42%45%14% 100%Provide nearby settings where you can see,

hear, touch & smell nature (t5)

41%45%14%Preserve land in its original, natural state and protect wildlife to assure they are there for future generations (t5)

100%

39%46%15% 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

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45%45%12% 100%Make your community a better place to live,

now and in the future

43%43%14% 100%Provide access to awe-inspiring

places of natural beauty

45%42%14% 100%Preserve land in its original, natural state and protect wildlife to reduce human impacts on our environment

such as global warming

45%43%12% 100%Provide the facilities, such as community, teen and


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46%44%10% 100%Provide places where you might have new & different

experiences away from your home

49%41%11% 100%

Provide places & activities during non-school hours for children & teens in your community that are safe,

healthy and fun

48%41%11% 100%Provide senior citizens places & activities for staying


50%40%11% 100%Promote pride in your neighborhood or community

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50%39%11% 100%Develop parks & recreation programs to increase


50%41%9% 100%Provide opportunities (parks and activities) where

you might meet new people

53%38%10% 100%Organize fun activities for your family, neighbors and people of all types in your area

53%37%10% 100%Promote personal health for people at every

stage of life

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55%38%8% 100%Help you and others in your community find

avenues to more vibrant lives

53%36%10% 100%Create opportunities for people at every stage of life

to learn new skills & explore new interests

56%35%9% 100%Promote your sense of connection to your

neighborhood or community

56%34%10% 100%Provide spaces where dogs are free to run

& play off-leash

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57%33%10% 100%Provide programs that help parents of young

children and caretakers of seniors to free up time for themselves

59%32%9% 100%Create a stronger sense of community among

residents in your neighborhood

59%32%9% 100%Define & teach good stewardship of the land

to all of our residents

61%32%8% 100%

Help to reduce juvenile crime by providing positive, alternative activities, life skills

development & an opportunity to meet role models during non-school hours

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63%30%7% 100%Organize activities that help you and your neighbors meet & get to know each other

64%30%8% 100%Provide opportunities for people of diverse

types to learn how to live together

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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.

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Findings

Study Participants & Usage Patterns

What is Important?

What is Delivered?

Unmet Needs

Appendix

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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?

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Unmet Needs SummaryUNMET NEEDS

IN RANK ORDER OF OVERALL PRIORITY…

Provide places where children are free to play and be active 22%

Preserve land in its original, natural state and protect wildlife to assure they are there for future generations 28%

Make your community a better place to live now and in the future 33%

Help to reduce juvenile crime by providing positive, alternative activities, life skills development & an opportunity to meet role models during non-school hours 44%

Preserve land in its original, natural state and protect wildlife to reduce human impacts on our environment such as global warming 29%

Provide open spaces (greenbelts, flowers, landscapes) among the housing & commercial areas to help beautify your community 28%

Provide access to awe-inspiring places of natural beauty 27%

Provide parks, facilities & trails where you can exercise on your own 23%

Provide places & activities during non-school hours for children & teens in your community that are safe, healthy and fun 36%

Provide the athletic fields, gyms, pools and other facilities where group and individual sports and activities can be held 24%

Ensure access to calm, quiet, natural settings away from tasks & chores27%

Provide nearby settings where you can see, hear, touch & smell nature 27%

Percent of CaliforniansRating Statement as an

Undelivered Priority

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Met / Unmet NeedsShare of Californians who rate (statement) …

Delivered Priority

Unmet Need

12%10%27%36% 85% Provide places where children are free

to play & be active

63% 22%

15%8%35%26% 84%Provide parks, facilities & trails where you can exercise on your own

61% 23%

17%11%29%25% 82%

Provide open spaces (greenbelts, flowers, landscapes) among the housing & commercial areas

to help beautify your community

54% 28%

20%13%28%25% 86%Make your community a better place to live, now and in the future

53% 33%

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17%11%25%28%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

23%13%25%21% 82%Provide places & activities during non-school hours

for children & teens in your community that are safe, healthy and fun

46% 36%

16%8%35%22% 81% Provide the athletic fields, gyms, pools and other

facilities where group and individual sports and activities can be held

57% 24%

25%19%19%18% 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%

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18%10%25%25% 78%Provide access to awe-inspiring places

of natural beauty

50% 28%

Delivered Priority

Unmet Need

19%8%30%22% 79%Provide nearby settings where you can see,

hear, touch & smell nature

52% 27%

17%6%38%17% 78% Provide parks & facilities nearby where you and your friends, neighbors, or family can get together

55% 23%

18%9%32%21% 80%Ensure access to calm, quiet, natural settings

away from tasks & chores

53% 27%

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21%7%30%16% 74%Provide the facilities, such as community, teen and


46% 28%

Delivered Priority

Unmet Need

17%12%23%25% 77%Preserve land in its original, natural state and protect wildlife to reduce human impacts on our environment

such as global warming

48% 29%

25%7%27%17% 76%Promote pride in your neighborhood or community

44% 32%

24%9%26%15% 74%Promote personal health for people at every stage of life

41% 33%

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22%8%27%16% 73%Develop parks & recreation programs to increase


43% 30%

Delivered Priority

Unmet Need

21%7%29%15% 72%Provide senior citizens places & activities for staying


44% 28%

22%6%31%13% 72%Provide places where you might have new & different experiences away from your home

44% 28%

28%8%24%11% 71%Create a stronger sense of community among residents in your neighborhood

35% 36%

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25%11%21%13% 70%Define & teach good stewardship of the land to all of our residents

34% 36%

Delivered Priority

Unmet Need

26%6%26%12% 70%Create opportunities for people at every stage of life to learn new skills & explore new interests

38% 32%

24%7%25%13% 69%Organize fun activities for your family, neighbors and people of all types in your area

38% 31%

25%6%24%11% 66%Promote your sense of connection to your neighborhood or community

35% 31%

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24%8%23%11% 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

23%5%27%9% 64%Help you and others in your community find avenues to more vibrant lives

36% 28%

22%8%20%8% 58%Provide opportunities for people of diverse types to learn how to live together

28% 30%

22%5%22%7% 56%Organize activities that help you and your neighbors meet & get to know each other

29% 27%

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Delivered Priority

Unmet Need

15%10%20%10% 55%Provide spaces where dogs are free to run & play off-leash

16%4%26%9% 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.

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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.

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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.

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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…

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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 UsesThe more widely held preferences favor self-directed benefits.

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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.

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Executive Summary


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.

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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.

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Discussion Questions Jane 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?

1 branding california’s park & recreation departments cprs market research march 5, 2009

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