Miami County Park District

Transcription

1 Miami County Park District 2018 OPRA Conference & Trade Show Maintaining Long-Term Relevance through Community Benefits Jessie Chernetski, CPRP Outreach Coordinator Amanda Smith Marketing Administrator Kevin Swanson, CPRP Deputy Director

2 Building Toward a Sustainable Future Do you justify your services to gain support (money, resources, votes)? Do you think you can influence your importance within the community?

3 Building Toward a Sustainable Future 2007 NRPA Initiative Dr. John Crompton Community Benefits & Repositioning: The Keys to Park and Recreation s Future Viability Research to change mindset of P&R industry Promote P&R as essential services Justify allocation of funds for P&R agencies Clearer guidance for service prioritization

4 Building Toward a Sustainable Future How to Maintain Relevance & Viability while Competing for Financial Resources Better understand the importance of position Shift focus to community-wide benefits Develop a strategy for repositioning agency Communicate more effectively with stakeholders

5 Building Toward a Sustainable Future Key Stakeholders Legislative body (boards, councils, etc.) or registered voters Three main motivators of decisions for support/funding 1. Perceptions about value of public service 2. Relative importance of the benefits provided 3. Personal value system about finances

6 Repositioning & Community Benefits Position The place that a public service occupies in the minds of elected officials and the general public relative to their perception of other services that are competing for tax dollars

7 Repositioning & Community Benefits Who s Your Competition?

8 Repositioning & Community Benefits Recent Position of P&R Services Discretionary and nonessential Relatively insignificant Funded after essential services Fun-and-Games for narrow % of population Negative position to other public services

9 Repositioning & Community Benefits Traditional Importance of Public Services Positioning ladder Local jurisdictions Public expenditures Core vs. discretionary

10 Repositioning & Community Benefits 1. Education 2. Police Protection 3. Fire Protection 4. Hospitals & Health 5. Transportation 6. Parks & Recreation 7. Housing & Community Dev 8. Corrections 9. Public Welfare 10. Libraries

11 Repositioning & Community Benefits *Attract and retain business, economic development

12 Repositioning & Community Benefits

13 Repositioning & Community Benefits What are your agency s top products? How are your products serving customer needs? Are your core services for individuals users or the community?

14 Benefits of Parks & Rec Services Background of the Positioning Movement 1950s Early 1970s Expansion and growth in United States Activity-based management 1970s 1990s Marketing influence, promotion focus Customers buy benefits, not products Benefits-based management

15 Benefits of Park & Rec Services Influences of the Business Marketing Era Transition from simply producing goods Goal is to satisfy the customer s needs Services are not simply parks and facilities Focus should be on peoples experiences

16 Repositioning & Community Benefits How Do We Sell P&R Services & Benefits as Products? Misuses of Marketing within P&R Industry Voluntary exchange of funds for products Increased focus on users not the community P&R services are intangible for non-users

17 Benefits of Park & Rec Services User Benefits Individual citizens who choose to participate and directly receive benefit from the public service individual users pay the costs.

18 User Benefits Who Benefits?

19 User Benefits Who Benefits?

20 Benefits of Park & Rec Services Positive Outcomes of User-Benefits Meeting basic human needs Goal is benefits, not programs More focused design and structure of programs Importance of partnering with other organizations

21 Benefits of Park & Rec Services Limitations of the User-Benefits Approach Economic Climate Low impact on elected officials (budgets) Downward spiral in tax support Push for generating revenue Programs not producing revenue dismissed

22 Benefits of Park & Rec Services Community Benefits A large proportion of citizens in the community benefit from the public service the community pays through the tax system.

23 Community Benefits Who Benefits?

24 Community Benefits Who Benefits?

25 Benefits of Park & Rec Services Who Benefits?

26 Benefits of Park & Rec Services Who Benefits?

27 Evolution of the Benefits Movement User vs. Community Benefits Users should pay for individual services Justify support with community benefits Core services = general fund Back to the roots of Parks & Rec purpose

28 Back to the Roots Early Justification for Parks & Recreation Central Park New York City Established 1857 Frederick Law Olmsted Father of American landscape architecture

29 Back to the Roots Early Justification for Parks & Recreation Democratic equality - Equal classes within public place Social coherence - Morality and crime reduction Public health - Clean air and green spaces Economic prosperity - Recreate, tourism and proximate principle

30 Repositioning & Community Benefits Community-wide Benefits of Parks & Recreation 19 potential benefits, 3 categories Rational and empirical evidence to support Triple-bottom-line - Economic Prosperity - Environmental Sustainability - Alleviating Social Problems

31 Community Benefits Economic Prosperity (1 of 3) Attracting tourists Attracting businesses Attracting retirees Enhancing real estate values Reducing taxes Stimulating equipment sales

32 Economic Prosperity Hobart Urban Nature Preserve Troy, OH Pop. 25,058 Property Values Attracting Business???

33 Community Benefits Environmental Sustainability (2 of 3) Protecting drinking water Controlling flooding Cleaning air Reducing traffic congestion Reducing energy costs Preserving biological diversity

34 Environmental Sustainability Hobart Urban Nature Preserve Troy, OH Pop. 25,058 Water & Air Quality??????

35 Environmental Sustainability Hobart Urban Nature Preserve Storm Water Management EPA Wetland Mitigation

36 Community Benefits Alleviating Social Issues (3 of 3) Reducing stress (mental health) Strengthening community Preserving cultural and historical heritage Facilitating healthy lifestyles Alleviating deviant behavior among youth Increasing educational opportunities Reducing unemployment

37 Social Issues Hobart Urban Nature Preserve Quality of Life??? Troy, OH Pop. 25,058???

38 Social Issues Hobart Urban Nature Preserve Physical & Mental Health Education Community

39 Repositioning & Community Benefits Repositioning Aligning an agency s communitywide benefits with the major issue(s) of concern in the jurisdiction.

40 Repositioning Strategies Real Positioning Develop or restructure services to address specific issue Associative Repositioning Aligning with others who already possess position Psychological Repositioning Changing beliefs about the outcomes of services Competitive Repositioning Altering beliefs about what competitors do

41 Repositioning Strategies

42 Repositioning & Community Benefits Shifting an Agency s Strategic Direction Assess stakeholders opinions (surveys) Identify important community issues (values, political topics, trends) Develop strategies to deliver community benefits (services) Monitor impacts and develop a promotional plan

43 Repositioning & Community Benefits Community Surveys Miami County Park District strives to provide many benefits to the community. Please rate the following in terms of importance for Miami County

44 Repositioning & Community Benefits 2016 Community Survey Results Protect the environment 92% Increase educational opportunities 82% Improve health and wellness 82% Attract business and tourism 70% Impact economic development 64%

45 Strong Tradition Sustainable Future 2014 Strategic Plan & Four Pillars of Service Conservation/land stewardship Outdoor experiences Environmental education Health and wellness

46 Four Pillars of Service Conservation & Land Stewardship Ohio Revised Code 1545 very important 92% for the conservation of natural resources Original position with the foundation of MCPD Impacts community benefits under all 3 areas

47 Four Pillars of Service Conservation & Land Stewardship

48 Four Pillars of Service Conservation & Land Stewardship

49 Four Pillars of Service Outdoor Experiences/Connecting with Nature Ohio Revised Code 1545 open space for public Original position with the foundation of MCPD Recreation needs change along with trends and technology Attracting residence/businesses and quality of life

50 Four Pillars of Service Outdoor Experiences/Connecting with Nature

51 Four Pillars of Service Outdoor Experiences/Connecting with Nature

52 Four Pillars of Service Environmental Education Education is perceived as very important 82% School education program developed 20 years ago Real, associative and psychological connection Impacts community benefits under all 3 areas

53 Four Pillars of Service Environmental Education

54 Four Pillars of Service Health & Wellness Health is also perceived as very important 82% Developed and promoted for past 7 years Real, associative and psychological connection Social and economic benefits

55 Four Pillars of Service Health & Wellness Research/Trends

56 Positioning Core Services Health & Wellness Trails/Access

57 Positioning Core Services Health & Wellness Trails/Access

58 MCPD Case Study: Trail Run Challenge

59 MCPD Case Study: Trail Run Challenge Real Positioning Needs, trends and assets Created program Goals and tracking

60 MCPD Case Study: Trail Run Challenge Associative Positioning Partners & sponsors

61 MCPD Case Study: Trail Run Challenge Psychological Positioning Goal setting and tracking Team aspect Food

62 MCPD Case Study: Trail Run Challenge Competitive Positioning Other 5Ks Preventative care Standard treatments

63 Positioning Review Acknowledge your current assets and position Understand trends and community needs Know your competition and develop a strategy Establish your position in the market and talk about it - Real positioning - Associative repositioning - Psychological repositioning - Competitive repositioning

64 Building Toward a Sustainable Future Community Benefits + Strategic Positioning = Long-Term Relevance & Support

65 Miami County Park District 2018 OPRA Conference & Trade Show Thank you! Jessie Chernetski, CPRP Outreach Coordinator Amanda Smith Marketing Administrator Kevin Swanson, CPRP Deputy Director Miami County Park District Office: