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HomeMy WebLinkAboutCOW 2017-05-22 Item 4F - Powerpont Presentation Shown at Meeting - "Accessible" Fun Brand Concept: Day MarketingTUKWILA /SOUTHCENTER DAY MARKETING PRESENTATION TUKWILA CITY COUNCIL DAY MARKETING Background In May, 2016, LTAC recommended approval of City's request for $90,000 in lodging tax funds. City Council concurred with the recommendation and approved the City's application in July, 2016. • DAY MARKETING Phased Approach Phase I, Research Phase Phase 2, Brand Development and Marketing Strategy Phase Phase 3, Implementation Phase (Deferred) • DAY MARKETING, GOALS Primary Goals Drive more business and increase revenue for area businesses from households within a one hour drive of the Tukwila /Southcenter District. Improve the area's image by creating a positive brand for Tukwila /Southcenter. Establish a baseline to track progress. Secondary Benefits Improve the visitor experience for all visitors (day and overnight). Position the area for new businesses development. 0 DAY MARKETING Bill Baker,Total Destination Marketing 0 Total Destination Marketing Leaders in Race Branding • Portland -based • Specialists in place positioning, branding and marketing • Clients - Small communities to nations OESTI>!►ATI ply BRAN DING SMALL CITIES Second Tait -ion. • The Essentials l for Successful ° ce Brandin$ amazon.com. Total. Destination iviarketing WORK TO DATE Interviews with nearly 50 stakeholders; Phone Survey of Tukwila Residents Online Survey of Puget Sound Residents Stakeholder survey open to all. Destination Assessment Research Two meetings of the Brand Advisory Committee Two briefings by Bill Baker to the City Council. Draft Brand Concepts prepared. 0 Destination Strengths ✓ Getting There: Rated Excellent - access, multi transport options, free parking, less stressful ✓ Attractions Et Activities: Rated Excellent - Shopping District, Museum of Flight, Family fun ✓ Family Entertainment: Rated Excellent - iFLY, Family Fun Center, Round 1, etc - emerging competitive edge ✓ Racial and Ethnic Diversity: High recognition / support from locals, few visitor experiences, limited cultural expression - conduct a cultural audit of community Total. Destination iviarketing SOUTHCENTER IS MUCH BETTER THAN DOWNTOWN SEATTLE AFFORDABLE SHOPPING CONVENIENTTOVISIT Downtown Seattle is Much Better A PLACETHAT IS MULTI - CULTURAL Total. Destination iviarketing SOUTHCENTER IS MUCH BETTER THAN DOWNTOWN BELLEVUE AFFORDABLE SHOPPING CONVENIENTTOVISIT A PLACETHAT IS MULTI- CULTURA Downtown Bellevue is much better Total. Destination iviarketing Southcenter is much better than Downtown Renton WIDE VARIETY OF SHOPPING OPTIONS AFFORDABLE SHOPPING CONVENIENT TO VISIT Total. Destination iviarketing Tukwila /Southcenter: Analysis and Advantage Lli°rksh °ps Destination Assessment ews Advisory Committee Primary Research ReSeaCG• Metro Brand Platform Positioning Destination Promise Total. Destination iviarketing BRAND CONCEPT "A brand concept is the general idea or abstract meaning behind a brand. A brand's concept is used to give consistency to a brand's identity. It can be described as the first thing the City wants to pop into potential day visitor's head when they think of the City. Identifying a brand concept is an important part of the brand process. It must be completed before we can move to creating a logo, wordmark, and developing the brand personality." • WHAT A "BRAND CONCEPT" IS NOT. It is not a tagline. It is not a slogan It is not for external use. • BRAND CONCEPTS OPTIONS Proximity and Convenience Shopping and Dining Multi- Cultural Accessible Fun • Proposed Brand Concept - Accessible Fun The Southcenter Shopping & Entertainment District is the Seattle Metro's most accessible, convenient and affordable fun for all ages. You'll find lots of dining, family fun, sports, experiential entertainment and exhilarating experiences. Tukwila is the ideal place for fun with friends, day and night, whether soaring through the air or playing golf, or laughing at dinner or a brew pub. Accessible Fun • `Accessible' embraces affordable, proximity, convenience • All are welcome (demographics, household types, income, ethnic background, etc.). • `Fun' embraces a broad spectrum of motivators • Creates a flexible `umbrella' with visitor benefit focus • Favorable /scalable perception among millennials who may have or will have children (Research) • Families and value- oriented shoppers primary target of Southcenter mall • Opportunities for new product development (festivals, events, etc.). • Reduces major focus on retail • Limited awareness of family activities • Perception that Bellevue is slightly better for family activities among those somewhat or not familiar with Southcenter (Research) • More `trendy and cool' perceptions of Bellevue Total. Destination iviarketing Accessible Fun Key St rengt hs: • Family entertainment: Family Fun Center,ACME Bowl, Starfire Sports, Round I , Cinemas, Seattle Chocolate, iFLY, Museum of Flight • Events in Southcenter Shopping District • Outdoor recreation: Parks, golf and trails • PNW largest retail shopping opportunities • Abundant dining • Affordable & convenient (Research Study) • Family fun activities (Research Study) "ACCESSIBLE" Tukwila /Southcenter is: Easy to get to. Free Parking Sounder Commuter Rail, Link Light Rail, Metro Buses, and freeways. Welcoming to all people Affordable Family Fun "ACCESSIBLE" Available Handy Reachable Usable Attainable Door's Always Open Employable Exposed Getable Near Obtainable Open Operative Possible Public Next Door Practicable Within Reach Gettable The `Accessible Fun' Brand Concept Total Destination Marketing Tukwila WA Brand Positioning The beacon to guide how we communicate and deliver the brand. Note: This is for internal use only. For: People seeking outstanding shopping, family entertainment or fun with friends in the Seattle Metro Only: Tukwila /Southcenter Provides: The retail - entertainment district with the most easily accessible, affordable and convenient opportunities, which is Where they can feel a sense of: Excitement, fun, camaraderie, and relaxation Total. Destination iviarketing Accessible Fun: Brand Platform Brand Pillars: Signature Experiences: • Cinemas • Family focused establsihments • Family fun restaurants • Experiential entertainment • Events Development / Build Awareness • Shopping centers and malls • Affordable shopping • Most furniture stores in PNW • Dining I Y I Leverage • Experiential entertainment • Events • Restaurants, bars, brew pub • Day Ex night activities • Girlfriends, first date 1 Development / Build Awareness Total Destination iviorI eting Accessible Fun: Brand Platform Brand Pillars: Signature Experiences: Companion: I V Development INITIAL NEXT STEPS Designing the Verbal Identity Brand language. Final recommendation on naming. Visual Identity Brandmark Typography Colors Expert panel review Draft report to Brand Advisory Committee in summer. City Council report in Fall. 0