changing the world - one community at a time
TRANSCRIPT
TOM O’ROURKE PRESENTS
Changing the World One Community at a Time
WWW.TOMOROURKE.COM [email protected]
Virginia Recreation and Park Society
November, 2015
Tom O’Rourke, CPRCP
Changing the World?
Do you really think this is our job?
One Community at a Time…
YOUR Community!
Relevance
Culture
Culture
• What you believe • How you act • What is important • How your community sees all of this
Every Organization has a CULTURE…
is yours the one that you want?
VRPS?
Your Agency?
Company with Best Culture? Glassdoor
2 Google 4.4 5 Facebook 4.3
6 Southwest 4.3
7 Chick fil a 4.2 15 Apple 4.1
16 Nike 4.1
18 Disney 4.0
25 Net App 3.9
"Team mee]ngs on the roof are the best, great teamwork and a lot of smart people. I love how the 10 core values drive the company to always be be_er." – Twi_er Soaware Engineer (San Francisco, CA)
#1 Company with the Best Culture The companies that fared
the best in this evalua]on are those with a clear mission statement and stated values that are congruent internally and externally.
4.4
Success can breed Failure.
So can complacency!
Success can bread Failure
• Xerox • Blockbuster • Kodak
Companies that never paid attention to “Culture.”
Maybe this is your KODAK or XEROX, or BLOCKBUSTER
Can a series of images define your agency?
What do your images say?
Family – Daddy-‐Daughter – Love!
Fishing? or…
…Embracing Ethnic Differences – For Real!
Swimming? or…
…connec]ons?
Dog Park? or…
…promo]on of Good Health and Wellness
Triathlon – 5K Race? Or…
• Team • Commitment
• Sportsmanship • Respect for all • Anger Control • Confidence • Tolerance • Hard Work
• Physical Fitness …and so much more
Youth Football? or…
…fearless!
Playground? or…
…crea]ng memories
Dance – Special Event? or…
• Friends • Rela]onships • Smiles
Kayaking? or…
Courage -‐ Teambuilding
Challenge Course Class? or…
Cross Cultural Diversity
La]n American Fes]val ? or…
Know WHO your are !
Know what you stand For!
Then SELL it!
Changing an organizational culture in a Recreation Environment will be the toughest task you’ve ever faced. It takes time, and there is no finish line.
Tom O’Rourke
CHANGE
If you want to change your culture…
STEP ONE
You must win the hearts and minds of the people you work with.
This is step 2,3,4, and 5 too!
Culture Change
1. The people that you want to change or establish your culture
have to know WHY?
4 Things are needed to change Culture.
Culture Change
2. The people that you want to change your culture will need to
be motivated to do it?
Culture Change
3. You will probably need to shift your Resources.
Calculate what the Citizens get for their tax dollars.
0
50,000
100,000
150,000
200,000
250,000
300,000
Passive Parks
Youth Programs
Adult Programs
Youth Athletics
Adult Athletics
Senior Programs
Special Events
Arts Programs
Aquatic Programs
Camps
Breakdown of the $1,000,000 Budget
This chart will tell you what is important to your agency
Calculate the fees you collect
0
50,000
100,000
150,000
200,000
250,000
300,000
Passive Parks Youth
Programs Adult Programs Youth
Athletics Adult Athletics Senior
Programs Special Events Arts
Programs Aquatic Programs Camps
Front Row = Budgeted Amount
Back Row = Fees Collected
Analyze The Data
0
50,000
100,000
150,000
200,000
250,000
300,000
Passive Parks Youth
Programs Adult Programs Youth
Athletics Adult Athletics Senior
Programs Special Events Arts
Programs Aquatic Programs Camps
Front Row = Budgeted Amount - $1,000,000
Back Row = Fees Collected - $ 246,300
What is the foundation of your department?
Are any programs making money?
Culture Change
4. You are going to need to establish, real, Institutional
Buy-In
What Institutions need to buy in?
• The Public • The Elected/Appointed body • The Staff • You
WHO are you!
• Determine Who you are. Mission Vision Values
Vision Mission Values
Objec]ves Audience Posi]oning Personality
Who are you, what are you about, and what do
you stand for?
Vision The Big Idea!
Mission
Actual Work undertaken
Values Beliefs
of the Organiza]on
Community Enrichment Enriching lives through educa]on and programs
Fun Delivering fun to customers
Leadership Providing professional staff development
ExcepFonal Customer Service Always focusing on you
Quality Striving for quality throughout the park system
Safety Ensuring safe and secure environments
•
Health and Wellness Providing and promo]ng healthy lifestyle opportuni]es Accessibility Providing accessibility through affordable op]ons and a variety of offerings Diversity Fostering diverse popula]ons of vendors, employees, and customers Stewardship Preserving and conserving cultural, natural, and historical resources Building a Legacy Maintaining a vision for the future while sustaining a healthy park
Objec0ves A specific result
Starts with Planning Your objec]ves will come from your PLANS
• Land Use Management Plan • Cultural Resource Management Plan • Parks Recrea]on and Open Space Master Plan • Marke]ng Plan • Capital Budget • Opera]onal Budget
Audience Who are we targe]ng
Audiences
Individuals and groups that the organizaFon needs to target
EVERYONE ! • Tax paying ci]zens – All, seriously -‐ ALL • Neighboring Jurisdic]ons • Vaca]oners and Visitors
Posi0oning How are we
different from others?
Posi]oning
Idea’s that differen]ates the organiza]on in the minds of others • Youth Athle]cs can look EXACTLY the same but be very different.
• Cultural Historic programming can unite a community.
• What is good for a community.
Personality
What should people experience when they interact with us
and our programs?
Personality A_ributes that reflect the way others
experience the organiza]on • Community oriented • Serving the underserved • Encourages health and wellness • Ac]vely engaged in the outdoors
Public Rela]ons and
Branding
Public Rela]ons?
� Managing the communication between an organization and its public. (Control)
� Strategic initiatives to ensure the Agency has a positive image.
� Creating and maintaining goodwill for your Agency by organizing various forms of communication and publicity. Usually FREE!
� SELLING YOUR CULTURE!
.
What Public Rela]ons is not
� Marketing – product, place, price, promotion
� Sponsorship � Advertising – sale of products using paid media messages
PR Goals and Objectives
• Raise image and awareness • Influence product, market and recreation
agency positioning • Position your agency staff as industry
experts • Pursue articles/placements to create
customers and advocates
PR Vehicles
• Press releases. • Editor briefings • Tradeshows • Case histories • Speaking engagements • Authored articles • Social Media
What is a brand?
• The personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc.
Branding
• A brand associated with a product or service has certain qualities or characteristics that make it special or unique.
• A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace
The Targeted CCPRC Brand Image
• Committed to enhancing the quality of life for the community
• Ensures customer satisfaction is at the top of priorities • Provides great gathering places for family, friends, pets
and acquaintances • Offers high quality and a wide range of passive and
active recreational, educational and leisurely activities and programs throughout the year
CCPRC Brand Image, Cont.
• Honors and preserves our natural and historical resources in the Lowcountry
• Maintains clean, safe and well managed county parks, beach parks, piers, boat landings and rental facilities
• Secures successful partnerships with government and private sectors to enhance and expand the park system offering
• Serves as a model for other park systems to emulate
Promoting the Brand
• Consistent quality offerings • Consistent high service level • Consistent message • Consistent look and feel • Consistent approach to promoting
CONSISTANT
Advertising Strategy
• Adver]se across wide range of mediums – Increase
• Internet (social media, web ads, blogs) • Events (trade shows, exhibits) • Partnerships/Sponsorships • Permanent facili]es (Billboards, malls, kiosks) • Public Rela]ons • Promo]onal Items
– Decrease • Print (Newspaper, magazine, brochures, coupons) • T.V. (regular) • Radio (AM/FM)
Your Look
• Offer a consistent look that is distinct, recognizable and familiar to others
• Embody and promote your image • Repeated use of look in print, radio,
television, email, and Internet strengthens our brand
• Creates efficiencies and maximizes marketing resources
The Message
• “Everything Under the Sun”
– Encompasses all that we do in the broadest way
– Allows us to sustain the message over long periods of time as the park system grows
– Complements the logo
Sponsored by:
No outside food, beverages, or coolers permi!ed.
Presented by:
HARVEST FESTIVAL
2014
ROGER BELLOW AND THE DRIFTING TROUBADOURS
FLATT CITYBLUE PLANTATIONYEE HAW JUNCTION
BLUESTONE RAMBLERS
LIVE BLUEGRASS BY:
BACK BY
POPULAR DEMAND!
BBQ COOKOFF!
BBQ COOK-OFF!
BACK BY POPULAR DEMAND: SUNDAY. NOVEMBER 1. NOON-6pm $8/ADULTS. FREE/KIDS 12 & UNDER, GOLD PASS MEMBERSMullet Hall Equestrian Center, Johns Island County Parkcharlestoncountyparks.com | 843.795.4386
Everything under the sun.
Sponsored by:
DOG DAY AFTERNOON
2014
SUNDAY. SEPTEMBER 7. NOON-5pm $10/DOG. $8/CCR (Charleston County Resident Discount)Whirlin’ Waters Adventure Waterpark, North Charletsoncharlestoncountyparks.com | 843.795.4386
Celebrate the dog days of
summer with MAN’S BEST FRIEND!
Advance purchase is recommended. All tickets will be $10 per dog on site if available.Concessions will be available for purchase on site. Dogs must have all current vaccinations to be allowed entry.No outside food, beverages, or coolers permi!ed.
Everything under the sun.
Sponsored by:
PET ARE NOT PERMITTEDNo outside food, beverages, or coolers permi!ed.
Presented by:
SHELLY WATERS
“SWAMP POP PRINCESS”
UNKNOWN TONGUES
SIDEWALK ZYDECO
LIVE ZYDECO MUSIC BY:
LOWCOUNTRYCAJUN
FESTIVAL 2014
Everything under the sun.
SUNDAY. APRIL 6. NOON-6pm $10/ADULTS. FREE/KIDS 12 & UNDER, GOLD PASS MEMBERSJames Island County Parkcharlestoncountyparks.com | 843.795.4386
Social Media
News Feed Algorithm Facebook
Result: more difficult for marketers to have their content seen
• Facebook priori]zes content from the people that users engage with the most.
• On any given day, when a Facebook user visits the news feed, there are an average 1,500 possible stories it can show, depending on how frequent a liker you are.
• Fans are customers looking for deals, news, and community.
• Use Insights to find out who your audience is and what they want to see.
h_ps://analy]cs.twi_er.com/user/YourUserName/tweets
“80% of the content you publish or share should pertain to things that really matter to your audience.
The other 20% can be about your products and services.”
80-20 rule of social media
Why?
• No one wants to hear a sales pitch from you every day.
• We’re condi]oned to ignore a lot of blatant sales content.
A picture is worth a thousand words
Let the Public See the people behind the agency and your
Agencies “Culture”
Say Thank You
• Be flirty
Summary
• Evaluate your exis]ng culture – Then change it. • Know who you are and why you exist. • Once you’ve established your culture, Sell it!
