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HomeMy WebLinkAbout8.3 CPRS "Bldg the Brand" Init. ~ OF DpB~~ ~ ~-~-~h ~s2 ~d~ AGENDA STATEMENT PARKS AND COMMUNITY SERVICES COMMISSION MEETING DATE: April 19, 2010 SUBJECT: California Park and Recreation Society (CPRS) "Building the Brand" Initiative Prepared by Paul McCreary, Assistant Director of Parks and Communiry Services ATTACHMENTS: 1. Report on Results of Market Research to Support CPRS Building the Brand Initiative RECOMMENDATION: Receive report FINANCIAL STATEMENT: None DESCRIPTION: One of the three overarching goals of the California Park & Recreation Society (CPRS) is for members to have tools and resources to brand parks and recreation as an essential community service. The purpose is to move parks and recreation from being appreciated to being essential. In order to develop tools and resources, CPRS needed to identify, from the consumer's point of view, what the public values about parks and recreation. To find what the public values about parks and recreation, CPRS conducted public opinion research in 2008-09. CPRS is the first park and recreation organization to have undertaken such a comprehensive study of public perceptions of parks and recreation. This research is the foundation for the development of a"Parks Make Life Better" branding campaign that will include a brand promise, marketing slogans, key messages and logo. Branding the parks & recreation profession will: ¦ Build loyalty for parks and recreation services ¦ Heighten the profession's bargaining power and independence ¦ Stimulate growth of programs and services ¦ Attract talented people to the profession ¦ Involve the public ¦ Achieve greater resources and support How the Research was Conducted CPRS engaged market researchers to conduct a multi-phased research project. The complete findings are included in Attachment 1, the Report on Results of Market Research to Support CPRS Building the Brand Initiative. COPIES TO: ITEM NO: 8.3 GAPARKS COMMISSIOMAGNDSTM712010\4-19 I[em 83 Parks Make Life Better.doc Phase One consisted of qualitative interviews with a representative sample of recreation program and park users throughout California as well as locally elected officials from a variety of governmental types (cities, counties, and special districts). Through one-on-one, in-depth interviews, this first phase focused on uncovering the values individuals held about parks and recreation programs. Branding research seeks to find the strengths of a product or service. Those that know the strengths are those who are familiar with the product and service. This is why the researchers interviewed and surveyed residents who were familiar with their local parks and recreation services. Phase One served as the foundation for the development of questions that were asked through an online survey in Phase Two. This phase provided the quantitative data needed to craft the brand promise. CPRS sampled via an Internet survey, 848 Californians, a representative sample of the population at large, with a margin of error of +/-3.37% at a 95% confidence interval. This means there is only a 5% chance that the percentages reported in the study were off by 337% for the opinions of all Californians. The Market Research Kev Findings In reviewing the research findings Staff noticed similarities to the City's findings during the 2008 Parks and Community Services Needs Assessment. Some of the key findings of the CPRS study include: 1. Californians demonstrate that parks and recreation are essential to their lives ¦ 98% of respondents report having visited a local park during the past year ¦ 42% of respondents visited a park at least several days a week ¦ 26°/a visited a park at least once a week ¦ 68% visited a park at least monthly 2. Half (50%) of California households reported that someone in their household participated in a structured recreation program at least once in the past year ¦ 38% of respondents attended a sports program for children or teens ¦ 29% attended a youth class, camp or instructional program . ¦ 28% went to an adult art or fitness program; attended a lecture, class or other activity 3. Park visitation was recorded: ¦ A majority of respondents (55%) went to a park with a spouse/partner ¦ 53% were accompanied by their children * 48% went with family ¦ 46% went with a friend ¦ Only 5% went to a park alone 4. There are many different components that describe what constitutes a"park" or a"program" ¦ Most program users are also park users, but fewer park users utilize programs ¦ The benefits of parks are not the same benefits of programs ¦ Californians see the benefits of parks and recreation as personal, rather than communal. Users struggle to describe how parks and recreation programs benefit their community or neighborhood, but they could easily describe how they benefit their lives and those of their family and friends. Priorities Were Found The research shows that the public views certain elements of the profession's broad mission as more valuable to them and they already see the profession delivering these elements. This was important to know in order to craft the profession's brand promise. These perspectives may also be useful for agencies when determining priorities for funding or staff resources. 2of3 The values/priorities are: 1. Preservation of and access to outdoor spaces Two types of outdoor spaces were specifically indicated.• ¦ Space that is minimally developed; in a natural state ¦ Space with facilities for play (especially for children), exercise, and group sports Use of these facilities was prioritized as: ¦ Non-structured (self directed) ¦ Structured/directed activities and programs targeted to juveniles as a positive alternative to crime and mischief The benefits received from these spaces and places were: ¦ The community is a better place to live now and in the future • The serenity and awe of nature must be available ¦ Children, especially, and adults need outdoor spaces for play and exercise • Friends and family need these spaces for group sports 2. Activities to facilitate social/community connections, advance human development, lifelong learning, and other social objectives Summary The research conducted by CPRS and the City in 2008, showed Californians and Dublin residents have strong, well-informed opinions about what should be prioritized (or most valued) and about what is, and is not, currently delivered. Staff will be considering these perspectives, and developing the CPRS "Parks Make Life Better" branding campaign for Dublin. This will help Staff emphasize how the City is meeting those public values through existing or planned programs and thus reinforce that what the Department provides is essential to community residents. In May, Staff will be attending a free training provided by CPRS on the "Parks Make Life Better" branding process, and will present Dublin's proposed branding campaign at a future meeting. RECOMMENDATION: Staff recommends that the Parks and Community Services Commission receive the report. 3 of 3