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HomeMy WebLinkAboutCOW 2017-01-09 Item 2 - Powerpoint Presentation Shown at Meeting - Southcenter Brand: City Image Research and Brand StrategyCity Image Research a Brand Strategy Total Destination Marketing Leaders in Place Branding • Portland and Salem -based • Specialists in place positioning, branding and marketing • Clients - Small communities to nations Bill Baker Team Leader Carla Shyrock Research Et Strategy t. DESTINATION rrI' RR EV SMALL oCIT -econd ■ n¢ Essentials for succ Place Bra essful nding amazon.com Total Destination Marketing KOREA TOURISM ORGANIZATION fe C.501. Incredible India HONG KONG ,L; I9 asl «,11 aDLuJI iii Saudi Commission for Tourism & Antiquities Total Destination Marketing DURHAM* jaa �� �� Wheregreat things happen i ifi Cuft1 SHORES'" SMALL TOWN, BIC BEACH ALBANY Albany County Convention & Visitors Bureau InAhot Kuss?ar Myer' C A L I F O R N I A balanced. by nature. Coui5iaOa's 1/1y04 COMiteg Ar6 kaL ASTORIA WARRENTON 141 �vr gieete.z.‘ 4%47 O `Y9 KOREA TOURISM ORGANIZATION Inci-edible India HONG KONG ,1.119asI� L,lI�LuJl ill Saudi Commission for Tourism & Antiquities Total Destination Marketing Selected Case Studies Sitka AK 4 Reposition as a city presenting a fusion of art, culture and wilderness Oshkosh WI 4 New brand to focus on competitive advantage in events Yakima WA 4 Develop a brand to unify a fragmented region Durham NC - Create an overarching brand to provide a unifying framework to present Durham in a consistent and compelling voice Wollongong, Australia 4 New brand to transform city from steel city to city of innovation Total Destination Marketing Objective? Develop a brand strategy for Tukwila- Southcenter as a tourism destination, specifically for day visitors. Total Destination Marketing The Stereotype Total Destination Marketing The Reality L J L /4/ 1 ICII61Q1:: • Total Destination Marketing Why Bother With Branding Places? Total Destination Marketing Ambitious Places are Competing for Relevance, Respect and Reputation Visitors Talented Peop # Total Dest elation arketing Iw Busirs, :;61n.dai II I:A 11 Ambitious Places are Competing for Relevance, Respect and Reputation St4udents lit 1114,i 4 it 'ace 'of Origin Talented Peop Total Destination ©rI eting Ambitious Places are Competing for Relevance, Respect and Reputation Move in Ri ht Circles lilir Talented Peopt4) ir) riN Nik Bus II lbtn .'estination Marketing You've Got Company • USA 20,000+ incorporated cities • 3,400 counties • 2,000+ Main Street® • 12,800 National Historic Districts Why is Tukwila - Southcenter relevant? What's Tukwila - Southcenter's reputation? How do you find the spot where Tukwila - Southcenter can fit into the game - and win? Total Destination Marketing If You Don't Manage Your Image and Identity ..... The Media, Competitors and Word of Mouth Will! Your Tagline (or Logo) is Not Your Brand • Logos and taglines (and name) are reminders or cues to prompt our memory to recall (positive) associations • They're the keys to a filing cabinet!! Total Destination Marketing Tukwila - Southcenter brand is the valued promise of what people can expect when they travel to and invest time and money in the city. A brand can only be as good as the experiences it delivers! Tu kwi la- Southcenter Brand Should Capture 1. What you are known for? 2. What is your competitive edge? 3. What makes you distinctive and special? 4. Thoughts and feelings that you want to come to mind Advertising Websites/ Internet Publication Destination PromiseTM Public Relations Database Marketing Distribution 'Merchandise Total Destination !Auriga ng The Branding Process for Tukwila- Southcenter Total Destination Marketing Tukwila - Southcenter Assignments City Image Research Seattle, Tacoma, Olympia, Tukwila Benchmark research Online Et phone interviews Questions: • Top of mind awareness • Perceptions as a place to: - Live - Work - Visit • Image and perceptions of attributes Brand Strategy Focus: Day Visitors 1. Research 2. Analysis 3. Brand Systems Total Destination Marketing Tukwila - Southcenter Brand Strategy BRAND RESEARCH Customer Analysis Consumer research, trends, needs, perceptions Competitor Analysis Strengths, top of mind awareness, perceptions, lead experiences Community Outreach Community survey, interviews, focus groups Brand Advisory Committee Destination Assessment Visitor readiness assessment, gaps Et opportunities Communications Review Marketing assessment, social reputation, partner communications Fieldwork Research Report BRAND STRATEGY BRAND DELIVERY SYSTEMS Positioning Analysis Brand Platform Strengths, experience themes, emotional benefits, brand pillars Destination Promise Positioning, reasons to believe Value Proposition Attributes, functional benefits, emotional benefits, social benefits Brand Alignment Alignment with key partners Verbal System Name, tagline, descriptor, core message, messages for target audiences, copy style Visual System Logo / wordmark, color pallet, typeface, style, imagery Brand Design Concepts Website, advertising, brochure, signage, merchandise, displays, stationery Experience Delivery Touchpoint deployment, gaps and opportunities Adoption, Outreach Et Launch Style Guideline Ft Brand Blueprint Brand Education Ft Coaching Implementation Et Action Plan It's your guidance system for being competitive! Total Destination Marketing Meeting #4 Council #3 Brand Advisory Committee Meeting #1 Assessment and Audit Action and Afterwards Adoption and Additudes Analysis and Advantage Alignment Activation Articulate Meeting #3 Council #2 Meeting #2 Total Destination Marketing Total Destination Marketing Leaders in Puce Branding Thank You Total Destination Marketing