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Purpose driven programming  Feb 1-2011 cprs region 5 mini conf pdp. instructor  idris jassim al-oboudi , PLAY, EXERCISE, SCOCIAL CONNECTION, LIFE LONG LEARNING, POSATIVE, ادريس جاسم  العبودي
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Purpose driven programming Feb 1-2011 cprs region 5 mini conf pdp. instructor idris jassim al-oboudi , PLAY, EXERCISE, SCOCIAL CONNECTION, LIFE LONG LEARNING, POSATIVE, ادريس جاسم العبودي

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Purpose driven programming Feb 1-2011 cprs region 5 mini conf pdp. instructor idris jassim al-oboudi ادريس جاسم العبودي, , City of Manhattan Beach Parks and Recreation Department ...

Purpose driven programming Feb 1-2011 cprs region 5 mini conf pdp. instructor idris jassim al-oboudi ادريس جاسم العبودي, , City of Manhattan Beach Parks and Recreation Department


(Our brand slogan and brand promise)
Parks and recreation make lives and communities better now and in the future by providing access to the serenity and inspiration of nature; outdoor space to play and exercise; facilities for self-directed and organized recreation; positive alternatives for youth which help lower crime and mischief; and activities that facilitate social connections, human development, therapy, the arts, and lifelong learning.
Our brand Promise
(Note that the promise messages are Customer centric as opposed to staff member centric as it is important to connect our agency’s space and programs with our customers)
Parks and Recreation make lives and community better now and in the future by providing:
• Access to the serenity and inspiration of nature
• Outdoor space to play and exercise
• Facilities for self-directed and organized recreation
• Positive alternatives for youth which help lower crime and mischief
• Activities that facilitate social connections, human development, the Arts, and life long learning
The six main External Brand Message Concepts areas: Play, Nature, Exercise, Positive Spaces, Gathering Places, and Forever.
The Promise must be authentic, believable, compelling, unique & that will = DEMAND
These messages are to be used in our entire PR to:
1. Help staff internalize and “live the brand”
2. Communicate key elements of our promise.
The Parks Make Life Better campaign (Branding project- campaign / The Brand Assessment Public opinion Research / Brand promise / Brand Slogan) is an evolutionary process that began with the VIP action plan Creating community in the 21st Century. This evolutionary process builds on the VIP in its effort to connect our customers to our spaces and programs. The use of the language of the VIP / Core Values / Vision / Mission will continue to be part of our external and internal message with the Brand Slogan / Promise Parks Make Life Better messages taking the lead in our PR communication.
“We Create Community and Quality of Life through People, Parks and Programs”

Manhattan Beach Parks and Recreation Department strengthens our community’s fabric, health and well-being, economic base and security. Manhattan Beach residents have long valued neighborhood and community parks as special natural places where they can relax, walk, meditate, enjoy family time, and seek spiritual renewal. As our quality of life has been threatened by crime, urban sprawl, family disintegration, and other modern pressures, the Manhattan Beach Parks and Recreation Department – in partnership with our school district and community-based organizations and business – has risen to the challenge, providing services to increase community health and stability. Today, the Manhattan Beach Parks and Recreation Department provides much, much more than recreation experiences.

Through diverse and innovative programming, and broad partnerships, the Parks and Recreation Departments plays an important role in creating a healthy community. By providing the space to learn and play, space to be safe & secure and space to create & imagine, the Manhattan Beach Parks and Recreation Department meets a nine-part mission:

WE STRENGTHEN COMMUNITY IMAGE AND SENSE OF PLACE: Parks, recreation facilities, programs and community events are key factors in strengthening community image and creating a sense of place.

WE SUPPORT ECONOMIC DEVELOPMENT: Recreation programs and facilities attract and retain businesses and residents, as well as tourists. Parks and recreation provides jobs and generates income for the community and for local businesses.

WE STRENGTHEN SAFETY AND SECURITY: Park and recreation professionals provide safe environments for recreation ac

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  • HARD TIMES CUSTOMERS / CITIES ARE HAVING… WHERE ARE YOU…
  • What about me..? A positive outlook… THE PIG
  • Not knowing and the Illusion of knowledge… It is hard to look people straight in eyes when you are looking down on them… The Choices are clear… Lead, fallow, or get out of the way 1. People follow the leader first and the leader's vision second - It doesn't matter if the leader shares a powerful vision, if the leader is not someone who people will follow the vision will never be realized. As a leader, who you are makes a difference. The most important message you can share is yourself. 2. Trust is the force that connects people to the leader and his/her vision - Without trust there is a huge gap between the leader and the vision. Without trust people will stay off the bus. However if people trust the leader they will hop on the bus with the leader and help move the bus forward towards the vision. 3. Leadership is not just about what you do but what you can inspire, encourage and empower others to do. 4. A leader brings out the best within others by sharing the best within themselves. 5. Just because you're driving the bus doesn't mean you have the right to run people over - Abraham Lincoln said "Most anyone can stand adversity, but to test a man's character give him power." The more power you are granted the more it is your responsibility to serve, develop and empower others. When you help them grow they'll help you grow. 6. “Rules without Relationship Leads to Rebellion” - Andy Stanley said this and it's one of my favorite quotes. As a leader you can have all the rules you want but if you don’t invest in your people and develop a relationship with them they will rebel. This applies amazingly to children as well. It's all about relationships. 7. Lead with optimism, enthusiasm and positive energy, guard against pessimism and weed out negativity. 8. Great Leaders know they don't have all the answers - Rather they build a team of people who either know the answers or will find them. 9. Leaders inspire and teach their people to focus on solutions, not complaints. ( The No Complaining Rule ) 10. Great leaders know that success is a process not a destination - One of my heroes John Wooden, the legendary UCLA basketball coach, never focused on winning. He knew that winning was the by product of great leadership, teamwork, focus, commitment and execution of the fundamentals. As a leader focus on your people and process, not the outcome.
  • City of Manhattan Beach Parks and Recreation Department (Our brand slogan and brand promise) Parks and recreation make lives and communities better now and in the future by providing access to the serenity and inspiration of nature; outdoor space to play and exercise; facilities for self-directed and organized recreation; positive alternatives for youth which help lower crime and mischief; and activities that facilitate social connections, human development, therapy, the arts, and lifelong learning. Our brand Promise (Note that the promise messages are Customer centric as opposed to staff member centric as it is important to connect our agency’s space and programs with our customers) Parks and Recreation make lives and community better now and in the future by providing: Access to the serenity and inspiration of nature Outdoor space to play and exercise Facilities for self-directed and organized recreation Positive alternatives for youth which help lower crime and mischief Activities that facilitate social connections, human development, the Arts, and life long learning The six main External Brand Message Concepts areas: Play, Nature, Exercise, Positive Spaces, Gathering Places, and Forever . The Promise must be authentic, believable, compelling, unique & that will = DEMAND These messages are to be used in our entire PR to: Help staff internalize and “live the brand” Communicate key elements of our promise. The Parks Make Life Better campaign (Branding project- campaign / The Brand Assessment Public opinion Research / Brand promise / Brand Slogan) is an evolutionary process that began with the VIP action plan Creating community in the 21st Century. This evolutionary process builds on the VIP in its effort to connect our customers to our spaces and programs. The use of the language of the VIP / Core Values / Vision / Mission will continue to be part of our external and internal message with the Brand Slogan / Promise Parks Make Life Better messages taking the lead in our PR communication. “ We Create Community and Quality of Life through People, Parks and Programs” Manhattan Beach Parks and Recreation Department strengthens our community’s fabric, health and well-being, economic base and security.  Manhattan Beach residents have long valued neighborhood and community parks as special natural places where they can relax, walk, meditate, enjoy family time, and seek spiritual renewal.  As our quality of life has been threatened by crime, urban sprawl, family disintegration, and other modern pressures, the Manhattan Beach Parks and Recreation Department – in partnership with our school district and community-based organizations and business – has risen to the challenge, providing services to increase community health and stability.  Today, the Manhattan Beach Parks and Recreation Department provides much, much more than recreation experiences. Through diverse and innovative programming, and broad partnerships, the Parks and Recreation Departments plays an important role in creating a healthy community.  By providing the space to learn and play, space to be safe & secure and space to create & imagine, the Manhattan Beach Parks and Recreation Department meets a nine-part mission: WE STRENGTHEN COMMUNITY IMAGE AND SENSE OF PLACE: Parks, recreation facilities, programs and community events are key factors in strengthening community image and creating a sense of place. WE SUPPORT ECONOMIC DEVELOPMENT: Recreation programs and facilities attract and retain businesses and residents, as well as tourists.  Parks and recreation provides jobs and generates income for the community and for local businesses. WE STRENGTHEN SAFETY AND SECURITY: Park and recreation professionals provide safe environments for recreation activities and design programs and services specifically to reduce criminal activity. WE PROMOTE HEALTH AND WELLNESS: Participation in recreation activities improves physical, social and emotional health that positively impacts community health and wellness. WE FOSTER HUMAN DEVELOPMENT: Parks and recreation services foster social, intellectual, physical and emotional development. WE INCREASE CULTURAL UNITY: Parks and recreation increases cultural unity through experiences that promote cultural understanding and celebrate diversity. WE PROTECT ENVIRONMENTAL RESOURCES: By acquiring and protecting valuable resources as open space, rivers, streams, greenways, view sheds forests, habitat areas, and natural resources are protected and habitat required for the survival of diverse species is preserved. WE PROVIDE RECREATIONAL EXPERIENCES: Through programmed and self-facilitated recreation, a variety of benefits to individuals, families, neighborhoods, and communities are achieved.  Recreational experiences are important as an end in themselves for personal enjoyment. WE FACILITATE COMMUNITY PROBLEM SOLVING: Park and recreation professionals possess facilitation and leadership skills that can be applied to resolve community problems and issues. “ We provide the place, space and experiences that build high self-esteem and the feeling of living a full life, it is self evident Parks and Recreation make life Better Idris Jassim Al-Oboudi, City of Manhattan Beach Recreation manager 2001 " Parks Make Life Better! SM Mr. Idris J. Al-Oboudi Recreation Services Manager City of Manhattan Beach Phone 310-802-5404 Fax     310-802-5001 ialoboudi@citymb.info "Parks Make Life Better" "Parks and Recreation Create Community and Quality of Life Through People Parks and Programs"
  • We hold these truths to be self-evident, that all men are created equal , that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness .
  • Strategies are not mutually exclusive
  • Not knowing and the Illusion of knowledge… It is hard to look people straight in eyes when you are looking down on them… The Choices are clear… Lead, fallow, or get out of the way
  • Not knowing and the Illusion of knowledge… It is hard to look people straight in eyes when you are looking down on them… The Choices are clear… Lead, fallow, or get out of the way
  • Not knowing and the Illusion of knowledge… It is hard to look people straight in eyes when you are looking down on them… The Choices are clear… Lead, fallow, or get out of the way

Purpose driven programming  Feb 1-2011 cprs region 5 mini conf pdp. instructor  idris jassim al-oboudi , PLAY, EXERCISE, SCOCIAL CONNECTION, LIFE LONG LEARNING, POSATIVE, ادريس جاسم  العبودي Purpose driven programming Feb 1-2011 cprs region 5 mini conf pdp. instructor idris jassim al-oboudi , PLAY, EXERCISE, SCOCIAL CONNECTION, LIFE LONG LEARNING, POSATIVE, ادريس جاسم العبودي Presentation Transcript

  • P urpose D riven P rogramming Repositioning to become vital in your community
    • Idris Jassim Al-Oboudi
    • ادريس جاسم العبودي
    • [email_address]
    • FEBRUARY 1, 2011
    • CPRS REGION 5 MINI CONFRENCE
    Living the Brand Promise & Deliver
    • Keeping up with the current….Moving forward.. Dealing with the economy.. Frustration
  • WIIFM
  • A Positive Outlook.. A Positive Message Parks Make Life Better!SM 1. Know & Understand your Brand, Core Values, Vision, Mission.. 3. Leadership is about, Personnel, commitment, Trust, Inspiration, Empowerment, Vision, Direction, but most of all it is about managing CHANGE.. 2. The world is changing ..and your world is changing with it, Be the change.. You can do it. 4. Real Leaders & Reliable Brands deliver on their Promises.. Our customers are counting on us.
  • WHY P urpose D riven P rogram ming To Connect with What Matters Most to our customers & Deliver on our Promise Parks and recreation make lives and communities better now and in the future by providing: Access to the serenity & inspiration of nature Access to outdoor space to play & exercise facilities for self-directed & organized recreation Positive alternatives for youth which help lower crime and mischief Activities that facilitate social connections, human development, the arts, & lifelong learning now and in the future Deliver on our Promise
  • Our Messages
    • Our Key Message:
    • Parks Make Life Better! SM
    • Support Messages:
      • Nature – beauty & serenity
      • Play – safe, outdoor space
      • Exercise – healthy movement
      • Positive spaces – free time fun
      • Gathering spaces – socializing & learning
      • Forever – valued today & always
      • Customers today are sharp, they communicate, and they “talk” in a variety of ways now – word of moth, email, tweets, Facebook, and who knows what ahead.
      • Over deliver and under promise builds your brand. It reflects a brand that cares about its customer – it keeps you as a loyal customer and you tell the story over and over.
      • Bottom Line: Deliver what you promise and OVER deliver is what makes people talk about you.
      • PROMISE GOOD DELIVER GREAT
    WHY P urpose D riven P rogramming Deliver to your customers what you promise and OVER deliver is what makes people talk about
    • Moving from customer acceptance, preference, want, and, need to customer Demand
    • The Promise & Delivering on it must be
    • Authentic , Believable , Compelling , and Unique ..
    WHY P urpose D riven P rogramming Deliver what you promise and OVER deliver is what makes people talk about you
  • WHY P urpose D riven P rogramming What is in it for you.. Your Take-Aways
    • The PDP makes you very, proactive, productive, organized, and on the path of delivering our professions Brand “Promise” Core Values, Vision, Mission, and Strategies into action. Clear inputs with clear measurable outcomes
    • The park and recreation promise addresses what is important to our users; its what they value and what they see us delivering to them.
    • The slogan is shorthand for the promise; it is authentic, believable, compelling, & unique
    • The slogan helps create the image we want the public to have of us as a profession.
    • Deliver on our Promise
  • WHY P urpose D riven P rogramming What is in it for you.. Your Take-Aways
    • The messages use customer language to reflect the promise.
    • If we use the messages we will be reflecting the customer’s desired outcomes.
    • Put your mission into action
    • Working together as a profession will help us all.
    • Deliver on our Promise
    • Core Values
    • Vision
    • Mission Areas
    • Core Competencies
    • Strategies
    • Performance Measures
    • Positioning is the process of understanding and changing the way people view your organization by identifying and filling an important niche in the community.
    • Positions exist in the minds of stakeholders ( influenced, but not determined, by the agency).
    • Positions exist relative to those of competitors (not in isolation).
    • Distinctness and consistency are integral (otherwise you’ll create a ‘fuzzy’ image).
    The Promise & Delivering on it must be Authentic , Believable , Compelling , and Unique ..
    • In the context of public parks and recreation, positioning is the process of fostering a desired image of the agency in the minds of citizens and elected officials relative to other public agencies who are competing for tax allocations.
    • The Promise & Delivering on it must be
    • Authentic , Believable , Compelling , and Unique ..
    • Improve perceptions held by citizens and elected officials so that the agency is viewed as making more substantial contributions to important community concerns .
    • Improve an agency’s ability to compete successfully for a greater share of the finite public tax pool .
    • Improve our level of responsiveness to participants, and perhaps more importantly, taxpayers in general.
    • As these objectives are advanced, the value of park and recreation services will rise in the public’s eyes and increased resources will be made available to further enhance the benefits that these programs and facilities offer.
    • Real – involves actually changing what the agency does so that its offerings are perceived as addressing important community needs (actions)
      • Associative-  Aligning with other organizations that already possess the desired position/outcome/benefit and acquiring some of this position from the association (outcomes)
    • Psychological – altering stakeholders’ beliefs about what an agency currently does (outcomes)
    • Competitive – altering stakeholders’ beliefs about what an agency’s competitors do (comparisons)
    • P urpose D riven P rogramming
      • Positioning your programs with community issues
      • Align communication tools of existing programs with VIP Language
      • Utilize the Program Life Cycle and program evaluations to direct your repositioning and branding efforts
    • Review use of Purpose Driven Programming Program Action Plan
    • Review use of Purpose Driven Programming Evaluation Form
    • Group Activity
    • Review Examples of Vital Action Plan and Evaluation Forms
    • Select a community goal from your group’s community
    • Utilizing the forms, complete an Action Plan and Evaluation Form for your program
    • How was utilizing the Vital Action Plan Form Helpful?
    • What new ideas occurred to you while utilizing the form?
    • What would be different or better about your ability to communicate how your programs meet community goals by using this form?
    • In the contexts of the PDP Programming and Evaluation forms, demonstrating results must transcend the old paradigms of program success
    • Old Paradigm = “ Process Data ”
      • Numbers/Attendance
    • New Paradigm = “ Perception Data ”
      • Answers the question: How are people better/different because of your programs & services?
    • The PDP Evaluation form can become a tool for you to quickly and strategically inform key stakeholders of your program results.
    • The PDP makes you very productive, organized, and on the path of delivering our professions Brand “Promise” Core Values, Vision, Mission, to our customers what is important to them, what they value and what they see us delivering to them. The PDP is Strategies into action with Clear inputs with Clear measurable outcomes.
    • Utilizing the PDP’s Program Life Cycle and program evaluations with the VIP in mind will position /reposition your services to become Vital to the community and position your message to be authentic, believable, compelling, and unique.
    • The slogan helps create the image we want the public to have of us as a profession.
    • The messages use customer language to reflect the promise.
    • If we use the messages we will be reflecting the customer’s desired outcomes.
    • Using the PDP will result in Your agency’s Brand, VIP Core values / Vision / and Mission, exceeding customer expectations (OVER DELIVER) leading to customer Loyalty to your city as you deliver on your promise.
  • YOU HAVE A WONDERFUL SONG TO SING.. Your song is Authentic, Believable, Compelling, and Unique.. SO Know your part, learn the word, know them, Collaborate & SING
    • Connect to what our citizens value and understand as their unalienable rights of Life, Liberty and the Pursuit of Happiness..
    • We hold these truths to be self-evident, that all men are created equal , that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness .
    • Connect to the United Nations Universal Declaration of
    • Human Rights: Article 24.
    • “ Everyone has the right to rest and leisure, including reasonable limitation of working hours and periodic holidays with pay”
    • TO MAKE IT SELF EVIDENT
    • Parks Make Life Better! SM
    WHY P urpose D riven P rogramming
  • Resources @ www.cprs.org
    • Logo graphic, Style Guide
      • Use Agreement
    • Brand Toolkit
      • Sample press release
      • Sample rack card/flier
      • Messages
    • Product Catalogue (ADvisors Marketing)
    • Website (24/7) with agency samples
    • Public Opinion Research Survey & Data
    • Branding articles, websites, etc (to learn more)
    • Idris Al-Oboudi
    • Recreation Services Manager
    • City of Manhattan Beach
    • 1400 Highland Ave Manhattan Beach, CA 90266
    • 310-802-5404
    • [email_address]
  • THE END
  • CREDITS
    • Special Recognitions
    • California Parks and Recreation Society www.cprs.org for the continuous support.
    • The Al-Oboudi Family & Mr. Waleed Jassim Al-Oboudi Neuro-IFRAH™ founder / owner / instructor , for all the love and support.
    • Dr. Keith Fulthorp,. California State University, Long Beach Department of Recreation and Leisure Studies
    • Resources
    • Rossman & Schlatter, (2008). Recreation Programming: Designing Leisure Experiences. Champaign IL: Sagamore.
    • Andy Kaczynski Department of Recreation and Leisure Studies University of Waterloo Waterloo, ON N2L 3G1 [email_address]
    • Kaczynski, A.T. & Crompton, J.L. (2004). Repositioning for resources. Parks and Recreation , July, 26-33. Kaczynski, A.T., & Crompton, J.L. (2004). An operational tool for determining the optimum repositioning strategy for leisure service departments. Managing Leisure . Kaczynski, A.T., & Crompton, J.L. (2004). Development of a multi-dimensional scale for implementing positioning in public park and recreation agencies. Journal of Park and Recreation Administration, 22 (2), 1-26.
    • Jon Gordon www.jongordon.com
  • 10 THOUGHTS ABOUT LEADERSHIP Parks Make Life Better!SM Jon Gordon www.jongordon.com 1. People follow the leader first and the leader's vision second - It doesn't matter if the leader shares a powerful vision, if the leader is not someone who people will follow the vision will never be realized. As a leader, who you are makes a difference. The most important message you can share is yourself. 2. Trust is the force that connects people to the leader and his/her vision - Without trust there is a huge gap between the leader and the vision. Without trust people will stay off the bus. However if people trust the leader they will hop on the bus with the leader and help move the bus forward towards the vision. 3. Leadership is not just about what you do but what you can inspire, encourage and empower others to do. 4. A leader brings out the best within others by sharing the best within themselves.
  • 10 THOUGHTS ABOUT LEADERSHIP Parks Make Life Better!SM Jon Gordon www.jongordon.com 5. Just because you're driving the bus doesn't mean you have the right to run people over - Abraham Lincoln said "Most anyone can stand adversity, but to test a man's character give him power." The more power you are granted the more it is your responsibility to serve, develop and empower others. When you help them grow they'll help you grow. 6. “Rules without Relationship Leads to Rebellion” - Andy Stanley said this and it's one of my favorite quotes. As a leader you can have all the rules you want but if you don’t invest in your people and develop a relationship with them they will rebel. This applies amazingly to children as well. It's all about relationships. 7. Lead with optimism, enthusiasm and positive energy, guard against pessimism and weed out negativity.
  • 10 THOUGHTS ABOUT LEADERSHIP Parks Make Life Better!SM Jon Gordon www.jongordon.com 8. Great Leaders know they don't have all the answers - Rather they build a team of people who either know the answers or will find them. 9. Leaders inspire and teach their people to focus on solutions, not complaints. ( The No Complaining Rule ) 10. Great leaders know that success is a process not a destinatio n - One of my heroes John Wooden, the legendary UCLA basketball coach, never focused on winning. He knew that winning was the by product of great leadership, teamwork, focus, commitment and execution of the fundamentals. As a leader focus on your people and process, not the outcome.
  • A Statewide Branding Campaign to Position Parks & Recreation as an Essential Community Service Visit: www.cprs.org Idris Jassim Al-Oboudi ادريس جاسم العبودي [email_address] FEBRUARY 1, 2011 CPRS REGION 5 MINI CONFRENCE