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Benefit Based Management Defined

Change is already occurring. Departments are using the Benefits Based Marketing resources; bond issues are being passed using the Benefits Based Management information. The Benefits Based Programming research project is coming to fruition. What has become obvious is the need to clarify and explain just what is meant by Benefits Based Management.

The National Recreation and Park Association defines Benefits Based Management (REM) as a new means of marketing and administering park and recreation services. BBM has two very distinct components, Benefits Based Marketing and Benefits Based Programming, defined as follows:

Benefits Based Marketing is an ongoing communication process aimed at internal and external audiences that articulates increased value for parks and recreation services. Examples of individual, community, economic, and environmental benefits are supported by research, quotes and stories from the field. The National Recreation and Park Association is committed to the ongoing development of tools, research and training to assure that park and recreation agencies have the knowledge and skills to spread the word to others.

The Benefits Based Marketing strategy includes the following initial components:

1. Training programs for park and recreation professionals offered throughout the country.

2. Make the Benefits message permanent and visible in communities, households, businesses, and organizations across the country. Departments have procured the slogan from NRPA to be included in countless printed promotional tools (brochures, fliers, newsletters, registration forms). Also, the Benefits are Endless...[TM] logo is available on dozens of promotional products.

3 Publicity and media infiltration is key in reaching mass audiences. Media tools can be incorporated into television and radio with the use of Public Service Announcements. Distribution of advertisements and news releases to local newspapers is another useful media tool.

Benefits Based Programming is a new recreation programming philosophy and method that directly addresses problems facing society. This method can be used in all recreation settings, but has been tested primarily on programs and social problems associated with youth in high-risk environments.

Benefits Based Programming focuses on the benefits realized by those participating in recreation programs. According to Dr. Larry Allen of Clemson University, Benefits Based Programming involves three steps:

1. Articulating the significant societal benefits that will be achieved by participating in a recreation program

2. Structuring the recreation program to directly address the benefits to be achieved

3. Establishing a comprehensive monitoring and evaluation procedure to document the benefits achieved

Dr. Allen explains, "Benefits can be realized by individuals, groups of individuals, communities, society as a whole, and the environment. An example of benefits to individuals can include increased self-esteem, better physical and mental health, and decreasing stress and tension."

Look for Benefits articles in upcoming issues of P&R Magazine. The next three issues will cover Dr. Bev Driver's (U.S. Forest Service) article on the Benefits approach to leisure. The article is an explanation of the history, structure and concepts of the Benefits approach to leisure, which is also known as Benefits Based Management.

RELATED ARTICLE: Benefits Research Effort Needs You!

If your department serves 50,000 to 150,000 people, an opportunity exists to participate in a national study documenting the "real" economic impact on your community by visitors who are attracted there by parks, recreation facilities, and special events.

The criteria are as follows:

1. Population between 50,000 and 150,000

2. Offer sports tournaments, arts festivals, music concerts, special events or facilities that attract visitors who reside outside the county in which the community is located.

3. Have staff and resource capability to fulfill the community's responsibilities.

Dr. John L. Crompton of Texas A&M University will direct this research project. Crompton's research skills are widely recognized in the field. There is a nominal fee required to cover the cost of analyzing the data. To receive a copy of the procedures for this study, fax a request to John at (409) 845-0446. Remember ... The Benefits are Endless...[TM]!

Dave Clark, Michelle Park and Jodi Rudick are all members of the NRPA Board of Trustees-Benefits Task Force.

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