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

4. WIIFM

5. 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.

6. 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

29. 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

33. THE END

35. 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.

36. 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.

37. 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.

38. 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