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Brand Strategy Project
Town of Halton Hills
Presentation to Council
Monday August 27,2012
your formula for competitive advantage
We build, market and manage brands. Using proven systems, tools and methodologies, we engineer solutions that enable clients to research, create, protect, develop, implement, manage, measure and exploit the full potential of their brands as key drivers of growth and prosperity. Our offering includes the following:
Brand Strategy Competitive Audit Stakeholder Research Analysis and Assessment Architecture and Naming Promise and Positioning Framework Development and Architecture
Brand Experience Key Messaging Communication & Marketing Planning Implementation Planning Customer Experience Touchpoint Mapping Stakeholder Relationship Management Product Development
Brand Culture Executive and Employee Engagement Employer Branding Brand Learning & Orientation Programs Culture and Change Management
Brand Management Brand Implementation Planning and Execution Planning Scorecard Development Measurement - Awareness, Positioning, Equity
profile
2
BRAND BEHAVIOUR EXPERIENCE RELATIONSHIP RETURN
A clear and
distinctive
signal of value
to prospects
and
stakeholders
A common
understanding
of how to
embrace and
deliver the spirit
of your brand
promise through
your community
Deliver an
enhanced,
inspiring,
fulfilling and
consistent
experience
By providing an
improved
community
experience it will
attract and retain
visitors and
investors, and
turn them into
loyal advocates
1. Better
experience
2. Improved
productivity
3. Revenue growth
4. Market
differentiation
5. Improved image
6. Loyalty
+ =+ +
destination branding – the economics
3
2
Products & Plans
1
Brand Strategy
Brand Experience
destination branding – how it works
Creating a “sense of community”
4
1 • Destination strategy • Destination logo • Destination tagline • Destination brand style • Destination messages
2 • Attractions & venues • Built environment • Natural environment • Infrastructure • Community • Resources • Economic Development Plans • Culture & Communication Plans
3 • Communications to stakeholders • The packaging of “routes” and “events
3
Marketing
Engage multiple stakeholders to identify perceptions and needs
OBJECTIVES
• Engage your community in collectively defining your sense of place and purpose so that you build the future you want for yourselves
• Create an integrated, community-wide Halton Hills brand that will support cultural tourism, economic development and residential growth
5
project overview
• Link and integrate HH’s many communities together with a common view and values
• Inspire a sense of pride and foster strong community spirit amongst all of the communities
• Help each community stand out
• Help preserve the Halton Hills “small town feel” from “suburbanization”
• Attract new residents who want to be part of the Halton Hills “small town feel”
6
project overview
OUTCOMES
• Attract new businesses who want to be part into the Halton Hills “small town feel”
• Help shape development that fits the Halton Hills “small town feel”
• Attract visitors to experience your “small town feel” in the communities, on the farms, in the countryside and to the businesses and events
• Play a key role in guiding the preservation, protection, enhancement and promotion of your history, environment, countryside and agriculture
• Be viewed and understood as a unique, vibrant and dynamic community
7
project overview
OUTCOMES
PLANNING FRAMEWORK
LINK AND INCORPORATE CURRENT INITIATIVES
(Joint project with CULTURAL ROUNDTABLE)
• Sustainability Strategy
• Strategic Plan
• Imagine Halton Hills
• Citizen Satisfaction Survey
• Community Cultural Master Plan
• Economic Development Study
• Corporate Communications Audit
8
project overview
project overview
Uncover untapped competitive advantage & brand position
Engage multiple stakeholders to
identify perceptions and
needs
Assess current competitors, best
practices & current HH
communities
9
PLANNING FRAMEWORK
ENGAGE THE COMMUNITY ASSESS THE CURRENT BRAND AND COMPETITIVE MARKETPLACE
project overview – stakeholder outreach
HH
Visitors & Tourism Partners
Culture Groups
Residents
Business
Methods of Outreach
• In person & phone interviews • Workshops &Town Halls • Emails • Online surveys
10
PLANNING FRAMEWORK
PLANNING FRAMEWORK
Phase 1 Research July – mid September 2012 Audit
Phase 2 Analysis September 2012 Strategy Development Validation
Phase 3 Creative Development October 2012 Validation
11
project overview
PLANNING FRAMEWORK
STEERING COMMITTEE
• Councillor Ann Lawlor, Town of Halton Hills Council
• Doug Penrice, Economic Development Director, Town of Halton Hills
• Beatrice Sharkey, Halton Hills Cultural Roundtable
• Laurent Thibault, Halton Hills Cultural Roundtable
• Mark Rowe, Local Historian
• Lois Fraser, President Fraser Direct and Globe Productions
• Damian Szybalski, Office of Sustainability, Town of Halton Hills
• Ted Brown, Local Agriculture Rep
• Kathleen Dills, Chamber of Commerce
• Wensy Farrow-Reid, Downtown Georgetown BIA
• Audrey Holt, Halton Hills Public Library 12
project overview
your formula for competitive advantage