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Inclusion Data Theme Presentation
- 1. Inclusion Data Themes Gathering ideas to promote diversity Cherise Hunter
- 2. Project Scope Themes Ideas Session 1 Session 2 Session 3 HQ Headquarters Strateg ic Initiati ve Eastern District South Coast Inclusion Discussion (3/15/2016) Diversity Involving diverse cultures into parks for the next 100 years x x x x x Diversity Diversion and Equity Committee : Make sure that everyone feels comfortable with expressing their opinion x x x x x Diversity Binding that part of opportunity of new exposure (The demographics are changing) x x x
- 3. Themes • Diversity • Youth Involvement • Park Resources • Involvement in Communication and Technology • Acceptance of all people • Community Outreach • Differences • Barriers
- 4. • Known as the easiest, most powerful and most affordable way to extract the meaning of all kind of unstructured content: social conversation, articles, and documents such as Microsoft Excel. • Forms of analysis include: o Text Classification o Sentiment Analysis o Language Identification o Topics Extraction o Text Clustering
- 5. Analysis Tool Used Text Clustering Theme Ideas Cluster Size Score Rank Diversity Involving diverse cultures into parks for the next 100 years Culture 5 8.86 1 Diversity 13 5.85 2 Parks 7 3.25 3 Diversity Diversion and Equity Committee : Make sure that everyone feels comfortable with expressing their opinion Diversity 13 5.85 1 Diversity Binding that part of opportunity of new exposure (The demographics are changing) Demographics 3 15.83 1 Exposure 2 11.63 2
- 7. Blind spots • Analyzing what park rangers and attendees are missing in their ideas, including topics such as: o Recreational activities o Nature Learning Centers • Giving references on how to begin implementing ideas
- 8. Diversity Blind Spots in Diversity References to fix the problem Funding for the initiative Strategic Initiatives Promoting Diversity In State Parks: http://www.parks.ca.gov/pages/21491/files/initiatives7.pdf Plan of Implementation for Diverse Initiative A New Vision for California State Parks: http://parksforward.com/site/uploads/PFI%20Recommendations_Fina l_012915%20%2800278207xA1C15%29%20%281%29.pdf Training to Connect with Culture Cross cultural training program: https://www.shrm.org/publications/hrmagazine/editorialcontent/2015 /010215/pages/010215-cross-cultural-training.aspx, Building Relationships With Other Cultures: http://ctb.ku.edu/en/table-of- contents/culture/cultural-competence/building-relationships/main Social Classes of everyone should be more equal Equality: http://www.businessballs.com/equality.htm
- 9. Youth Involvement Blind Spots in Youth Involvement References to fix the problem Promotion of other sports and recreational activities Youth Sports and Enrichment: http://www.brooklynpark.org/city- government/recreation-and-parks/youth-sports-and- enrichment/,, http://www.brooklynpark.org/documents/?CategoryId =53 Introducing nature in a fun and eduacational way for youth Children in Nature: http://www.parks.ca.gov/?page_id=24914, Take Kids Outdoors: http://www.parks.ca.gov/?page_id=24914
- 10. Communication/ Technology Blind Spots in Diversity References to fix the problem Funding for the intitiative Strategic Initiatives Promoting Diversity In State Parks: http://www.parks.ca.gov/pages/21491/files/initiatives7.pdf Plan of Implementation for Diverse Initiative A New Vision for California State Parks: http://parksforward.com/site/uploads/PFI%20Recommendatio ns_Final_012915%20%2800278207xA1C15%29%20%281%29.pdf Training to Connect with Culture Cross cultural training program: https://www.shrm.org/publications/hrmagazine/editorialconte nt/2015/010215/pages/010215-cross-cultural-training.aspx, Building Relationships With Other Cultures: http://ctb.ku.edu/en/table-of-contents/culture/cultural- competence/building-relationships/main Social Classes of everyone should be more equal Equality: http://www.businessballs.com/equality.htm
- 11. Park Resources Blind Spots in Park Resources References to fix the problem Fire pits/ barebeque pits Firepits and Barbeque Permits/Rentals in the parks: http://www1.toronto.ca/wps/portal/contentonly?vgnextoid=5164c0e9f730 1410VgnVCM10000071d60f89RCRD&vgnextchannel=0a4adada600f0410 VgnVCM10000071d60f89RCRD Swimming Pools and Fitness Be Safe, Be Healthy, and Have Fun: http://www.pgparks.com/Asset64822.aspx Nature Learning Centers for all ages Strategic Framework for National Park Centers, and Nature Learning Centers: http://www.nature.nps.gov/rlc/framework.pdf Recreational Activities for all audiences Using Social Media as a Marketing Strategy: https://www.nrpa.org/uploadedFiles/nrpaorg/Grants_and_Partners/Recr eation_and_Health/Resources/Issue_Briefs/Social-Media.pdf, Parks and Underserved Audiences: An annotated Literature Review: https://www.nps.gov/hfc/services/interp/interpPlanning/literatureRevie w.pdf
- 12. Communication/TechnologyBlind Spots in Communication/ Technology References to fix the problem Rules in a park guide booklet available for all attendees available in different languages Parks and Under-served audiences: a literature review: https://www.nps.gov/hfc/services/interp/interpPlanning/liter atureReview.pdf, Interpretation and Services Report: ttps://www.nps.gov/hfc/services/interp/interpPlanning/Sum maryReport.pdf Phone app that will help guide attendees around the park and teach them about nature Mobile Now (City of Madison, Wisconsion): http://www.cityofmadison.com/parkingutility/street/parknow / Cleaner bathrooms and facilities for all audiences Cleaning National Parks: Using Environmentally Preferable Janitorial Products at Yellowstone and Grand Teton National Parks: https://www.epa.gov/sites/production/files/2015- 05/documents/cleaning.pdf
- 13. Acceptance of All People Blind Spots in Acceptance of All People References to fix the problem Community fair promoting non-profit organizations of color and the LGBT community as well ALA Diversity Outreach Fair: http://www.ala.org/offices/olos/divfair/diversityfair, Outreach, Education, and Interpretation: http://dnr.alaska.gov/parks/plans/strategicplan/outreach.pdf Marketing: Creating a brand that will target a diverse groups of people 5 Effective Brand Strategies to attract your consumers: https://www.coxblue.com/5-effective-brand-building-strategies-to-attract- customers-2/, Diversity Marketing: http://www.marketing- schools.org/types-of-marketing/diversity-marketing.html Need a value proposition that focuses on acceptance of all people How to create a unique value proposition: http://articles.bplans.com/create- value-proposition/ Create park resources in order to attract people with language barriers Geographic Information Systems: http://ctb.ku.edu/en/table-of- contents/assessment/assessing-community-needs-and- resources/geographic-information-systems/main, Ethnic Marketing (Turning Obstacles to Opportunities) : http://www.agmrc.org/business- development/operating-a-business/marketing/articles/ethnic-marketing- turning-obstacles-into-opportunities/
- 14. Community Outreach/Involvement Blind Spots in Community Outreach/ Involvement References to fix the problem Hiring more language interpreters within the parks to attract a wider audience Interpreted Education Online: http://site.interpretereducationonline.com/ Having language interpretation training for incoming park rangers Language Access Implement Plan: http://www.nyc.gov/html/bic/downloads/pdf/lap_bic.pdf
- 15. Barriers Blind Spots in Barriers References to fix the problem Segmentation Creating a business plan for parks: https://www.usbr.gov/recreation/publications/BusPlanG uide.pdf Cultural Values differ for each racial group Understanding a Different Culture Group: http://au.reachout.com/understanding-a-different- culture Age/gender also play a huge role in barriers as well 6 Tips with Connecting with People From Different Cultures: http://travelnoire.com/connecting-with- different-cultures/?hvid=5Nzhag
- 16. Top Blind Spots From Analysis (Recommendations for Inclusion) • Marketing Plan • Funding for initiative • Plan of Implementation
- 17. Questions
Editor's Notes
- Good afternoon, my name is Cherise Hunter and I am a Second Year MBA student at Willamette University working as an Inclusion Initiative Intern for Bevin Clapper. Here is the second portion of my work for the inclusion initiative: gathering themes for the project based on the ideas gathered from the Regional Inclusion meetings.
- Organizing and gathering themes from the ideas collected from the following Inclusion meetings: Sessions 1, 2, and 3 (February 17,2016) HQ Headquarters Strategic Initiative Meeting Eastern District South Coast Inclusion Discussion (3/15/16) The scope of my project first to gather and organize notes. I first typed up ideas from all the meetings individually. I then marked each session with an x in order to keep track of the ideas to see if they overlap. This process took weeks to gather because there were multiple amounts of notes to be organized. Once that progress was complete, I then printed out the notes and highlighted repetitive word in order to figure out my themes while deleting the irrelevant ideas from the data. There were over 250 ideas but I reduce them to 148 in order to narrow the scope of the project. An example of theme would be diversity, which was shown above. Some other themes include community, outreach, and youth involvement. From those highlighted words, I began to collect themes in which were highlighted on the sheet. I then reorganized the data and color coded them into sections. Diversity ideas were green and community involvement was yellow.
- Here are the themes gathered overall from my analysis.
- After the themes were collected and organized, I then did research on what to use as a word analysis tool in helping to organize the data. I first tried an analysis tool called eTable utilities which was a very difficult and expensive too to use. I first watched a youtube video on how to use it and then downloaded the software for use. I did this at the beginning before the data collection was completed. I was given a free 3 day trial and then I had to spend money to use it. (A total of $28). I tried to use it in coordination with youtube but then it ended with no success. I then did a method involving a pivot table and word text, but the analysis process was very complicated and too broad. Then I continued doing research hitting and missing with multiple forms of analysis . Finally, I found a very easy to use tool called meaning cloud. It is a word analysis tool that is easy to use in extracting unstructured content from excel generating data from each of the words collected within the use of Microsoft Excel.
- After playing with the data tools used, I selected the tool of text clustering. In which, the unorganized themes and ideas were organized into groups (clusters) varying by size, score, and rank. Some ideas had one cluster while others had three. The clusters determine the overall importance of the data. The more ideas that appear in each section, the bigger that the cluster of data is within each analysis. From that analysis, you can see which ideas were the most important and vice versa. Like the most important form of data is involving diverse cultures into the parks for the next 100 year, which is the value proposition of OPRD. These ideas revolve around the most prevalent ideas gathered from the note collection.
- From the analysis of text clustering, I created a chart for each of the data. Here is a bar chart that has fully gathered the data on each of the clusters collected showing the data that stands out was demographics and parks. I did this process on each of the themes collected from the data.
- After the themes were collected and graphed, I then had to figure out the blind spots from each theme. The blind spots are what is missing from the ideas that were given within the meetings. An example would be youth involvement’s blind spots were more recreational activities were needed (besides basketball) and nature learning centers. I then did online research on finding tools to incorporate these ideas within the state parks. Here is my analysis for each.
- From the theme analysis overall, I discovered an oversight of the top blind spots that connected to all the themes om the data. The first would be a marketing plan that can be put into place in order to attract different target audiences. I noticed from all the notes collected in each heading, there was very little detail that explained about marketing. Some of the meetings said to focus on the brand of the product but there was no word of a value proposition which is the marketing focus. A value proposition should be created in order to attract your target audience in strategy. Then it is recommended to figure out a strategy to fund the initiative such as gathering grants and scholarships to cover the expenses of park resources. After the money is collected, then create a plan of implementation of ow to diversify the parks using the top three ideas as your starting point such as how to connect with diverse cultures, involvement, and community to gather ideas. Then work to take action in helping to make those ideas become a reality towards your target audience. Once those ideas are collected, then put them into action, but narrow your scope first before doing so.
- That is my overall analysis of the Inclusion Themes. Thanks, any questions?