Knightdale Branding Project: Research Presentation 1

8/13/2019 Knightdale Branding Project: Research Presentation 1

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Knightdale, North CarolinaUnderstanding & Insights Presentation


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Branding is the strategicorchestration of all that you do to

affect what your community members, consumersand competition are saying about Knightdale.


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Understanding

Insights You are Here

Imagination

Consumer

Community

Evaluation

Competition

Brand Identity

(including logo & line)

&

Brand Action
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Community Competition

Research & Planning AuditCommunication Audit

Situation Analysis

Familiarization Tour

Key Stakeholder InterviewsUndercover InterviewsFocus Groups

Vision SurveyCommunity Survey

Brand Barometer

Geo-demography Profiling(Residents)

In-Market Trip

Research & Planning Audit

Communication Audit

Situation Analysis

Competitive Analysis

Consumer Awareness &

Perception Study

(Quantitative)Visitors and Non-visitorsPerception Study

(Qualitative)Regional stakeholders andeconomic development andtourism professionals

Geo-demography ConsumerProfiling(Regional Profile)Consumer Awareness &

Perception Study

(Quantitative)Visitors and Non-visitorsTop Business Prospects

Perception Study(Qualitative)Regional stakeholders andeconomic development andtourism professionalsDigital Brand Audit

Consumers

RESEARCH INSTRUMENTS


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Resident PerceptionsKnightdale is best described as growing.

Other: Bland, suburban

1.8%

2.9%

2.9%2.9%

3.5%

5.3%

10.6%

14.7%

15.3%

15.9%

18.8%

29.4%

35.3%

52.4%

0% 10% 20% 30% 40% 50% 60%

Restaurants

Other

Active

Connected

Natural beauty

Shopping

Safe

Friendly

Home

Community

Accessible

Convenient

Small town

Growing

If you had to pick a word or phrase to describeKnightdale, what would it be?


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CAP StudyDESCRIBING KNIGHTDALE

0%

0%

1%

2%

3%

4%

4%

5%

5%6%

7%

19%

19%

23%

0% 5% 10% 15% 20% 25%

Connected

Other

Accessible

Convenient

Poorly performing schools

Rural/agricultural

Unsafe

Affordable

Boring, nothing to doShopping center with restaurants

Unknown

Growing

Small-town

Suburb of Raleigh

What phrase or adjective best describes Knightdale, NC?


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CAP StudyDIFFERENTIATING KNIGHTDALE

55%

45%

Is Knightdale different fromother suburbs of Raleigh?

Yes

No

Why yes?

Lower priced homes.

It has struggled to grow.

Very easy access to 540 easier to get

to other parts of Raleigh.

Why no?

Its a suburb of Raleigh.

I dont know any distinguishing

characteristics.

Its a growing small town, like most.


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ShoppingRestaurants

Location/proximity to Raleigh

I-540, I-440/40 and 64/264

Available land

Knightdale Station

Neuse River

Variety of housing stock

Mingo Creek Greenway

Healthcare facilitiesParks and recreation department

Safe

Affordable

East Regional Library

Environmental Park

Harper Park

Midway Plantation Historic Site

Knightdale Seafood and BBQ

Knightdale AssetsWHAT WE HEARD FROM ALL PERSPECTIVES THROUGHOUT OUR RESEARCH


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Resident PerceptionsSmall-town atmosphere was rated the most important aspect of Knightdales identity.

Other: Cultural diversity, education

1.8%

3.6%

6.0%

8.3%

11.9%

14.9%

19.6%

22.0%

23.8%

25.6%

28.0%

32.1%

0% 10% 20% 30% 40%

Other

Desire to be active and fit

Downtown/Old town

Young population

Friendliness

Location

Knightdale Station

Rural community with urban amenities

Safety

Growth potential

Connectivity (highways, neighborhoods, residents, etc.)

Small-town atmosphere

What two things are most important to Knightdale'sidentity as a community?


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Resident PerceptionsGreat location/accessibility is Knightdales highest rated community offering.

4.29

4.40

5.09

6.076.14

6.28

6.40

6.93

6.96

7.13

7.34

7.50

7.91

8.49

1 2 3 4 5 6 7 8 9 10

Great schools

An active arts and culture scene

Activities for young people

Dining optionsArray of recreation opportunities

A community with a desire to be fit and active

Strength of community leadership

Shopping options

Connectivity of city

Natural beauty

Great place to raise a family

Overall quality of life

Affordable cost of living

Great location/accessibility

COMMUNITY OFFERINGS: Please rate the following Knightdaleattributes on a scale from 1-10.

Where 1 is "poor" and 10 is "excellent."


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Resident PerceptionsMost businesses are attracted to Knightdale by access to I-540, I-440/40, and 64/24.

Other: Available space, I dont know

3.1%

3.7%

3.7%

4.9%

6.2%

9.3%

22.2%

22.8%

27.2%

30.2%

65.4%

0% 20% 40% 60% 80%

Available workforce

Other

Safe community

Tax breaks and incentives

Businesses are not attracted to Knightdale

Quality of life

Surrounding population density

Supportive business community

Affordability

Proximity to Raleigh and RTP

Access to I-540, I-440/40 and 64/264

Most businesses in Knightdale are attracted by...


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Brand Barometer

Brand Advocacy Score = % Promoters% Detractors

When removing the Passives category, Knightdale significantly outperforms thenational average as a place to live and conduct business. It also performs close to

the national average in visitation.

4.1%

12.9%

-4.6%

33.9%

9.7%

46.7%

-10%

0%

10%

20%

30%

40%

50%

Living Visiting Conducting Business

Brand Advocacy Comparison

National Score

Knightdale, NC


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Knightdale ChallengesWHAT WE HEARD FROM ALL PERSPECTIVES THROUGHOUT OUR RESEARCH

Negative perceptions of EasternWake Co.

No true town center

No high-end restaurants

Limited local businesses

Lack of hotelsLimited entertainment options

Perception that Raleigh is far away

Poorly performing schools

No destination attractionsNo real community identity

No development in downtown/old

town

No high-end housing options

Perception of crime (gang activity inschools)

Managing positive growth


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Resident PerceptionsThe highest rated area of improvement was improving schools.

Other: Connecting to the greenway, keep growth small

1.2%

4.8%

4.8%

7.7%

8.3%

12.5%

17.9%

21.4%

23.2%

41.1%

53.0%

0% 10% 20% 30% 40% 50% 60%

Visible leadership and transparency in government

Other

Marketing and promotion of unified message

Positive attitude and community pride

Cooperation / collaboration among community / businesses

City appearance (streetscapes / signage, etc.)

Better dining and retail

Downtown/Old town development

Opportunities for young professionals

Reason to visit (destination attraction / entertainment)

Improving schools

In your opinion, which area of improvement would have the greatestpositive impact on Knightdale?


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Resident PerceptionsEntertainment and nightlife are missing from Knightdale.

Other: Better schools, nothing

1.8%

3.6%

3.6%

4.2%

4.8%

5.4%

6.5%

13.7%

13.7%

15.5%

22.0%

24.4%

27.4%

55.4%

0% 10% 20% 30% 40% 50% 60%

Visible, responsive leadership

Other

Marketing and PR

Community pride and vocal advocates

Large corporation

Organized business attraction efforts

Attractive entryways

Distinct identity

High-end real estate development

Overnight accommodations

Higher quality retail and restaurants

Reasons to visit

Job opportunities

Entertainment and nightlife

What is missing in Knightdale?


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Economic Development No identity for business Lacking product Great transportation options (64, 264, 540, airport) Good quality of life Lack of downtown area

Strong town leadership Opportunity to attract growing companies in transition

Visitors

Create/promote a destination attraction Attract regional sports tournaments

Develop festivals and events Create a bike race/run along the Greenway Become known as the extreme sports destination in Wake County Create and promote corporate team-building activities Make the Neuse River accessible and offer canoe and kayak rentals

Perception Study


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CAP StudyPERCEPTIONS

What changed your perception?

Just seeing how much growth and what was

available in the area. The new opportunities to shop, eat and

take care of business close to home and out

of Raleigh.

Liked the small town feel and met some

really nice people.

27%

73%

Did your perception ofKnightdale change once you

visited the area?

yes

no

96%

4%

Did your perception change in

a positive or negative way?

Positive

Negative


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CAP StudyRELOCATION

5%

6%

27%

28%

31%

34%

35%

36%

43%

45%

58%

64%

74%

0% 20% 40% 60% 80%

Other

Bike lanes

Communitys growth potential

Progressive city leadership

Small-town atmosphere

Arts and cultural opportunities

Quality of K-12 Schools

Walkability

Recreational opportunities

Proximity to healthcare services

Proximity to job

Proximity to shopping and restaurants

Affordable homes

From the following list, what do you find most appealingwhen relocating to a new city?

Choose all that apply.

Other: Safety, proximity to family


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Resident PerceptionsDEMOGRAPHICS

0.0%

4.2%

33.7%

27.7%

21.7%

8.4%

3.0%

1.2%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Under 18

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65 - 74

75 or over

Which of the following includes your age?


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Knightdale Population CharacteristicsUp and Coming Families (58.9%)

Young, affluent families with small children

Own new single-family homes

65% attended college

Median age is


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CAP StudyBENEFIT OF YOUNG RESIDENTS

35%

37%

40%

48%

57%

0% 10% 20% 30% 40% 50% 60%

More interest in nightlife/entertainment options

Opportunity for more engagement

More energetic residents

More physically active residents

More growth opportunities

What is the benefit of living in a community with aconcentration of young residents?

Choose all that apply.


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Insights

Conclusions based on research


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Knightdales History


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1927


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1940


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2007


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Knightdale benefited from the addition of 540 - the outer

beltline. The town serves as a crossroads of two interstate

highways. Because Knightdale is now very close in proximityto Raleigh, it can benefit from the growth already taking place

across the region.

- Quote from research


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2013


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We need to uncover our identity and find one that

balances the Towns modest history with the relative youth of

its population.



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We need touncover our identity and find one that

balancesthe Towns modest history with

the relative youth of its population.



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Leveraging your Population


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The world demands the qualities of youth: not a time of life

but a state of mind, a temper of the will, a quality of

imagination, a predominance of courage over timidity, of theappetite for adventure over the love of ease.

-Robert Kennedy


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Knightdale is continuously moving forward, progressing each

year.

The town still has a lot of room for growth and development

and is close to all major highways and corridors.

We are growing into a place that attracts young, growing,modern families.

Knightdale has a better opportunity than its neighbors to

grow and define itself.

We have the room and the time to create a thriving future

for Knightdale.


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Affordable homes Space Safety Parks

Recreational opportunities Healthcare facilities Amenities Proximity to downtown Raleigh

Regional connectivity Access to jobs Access to higher education institutions


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Young families

The young at heart Families who want to plant roots Citizens who want to be involved Those that want to have a stake in how their

community grows Physically active residents Fresh thinking Members of the creative class Entrepreneurs Future leaders


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Knightdale Brand Platform

Strategic Direction informed by research

Internal Statement, not for public consumptionNot an emotional or creative statement

This is the foundational statement as we move into the

creative process


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Target Audience:

Frame-of-Reference:

Point-of-Difference:

Benefit:

Drill down to those for whom your community has

the most appeal

Simplistic reference and identifier for someone who

knows nothing about your community

What is most relevant and distinct about you

What is in it for the residents and businesses

Brand Platform Definition


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Target Audience:

Frame-of-Reference:


Benefit:

For those searching for a welcoming, youthful

culture,

Knightdale, located just 9 miles from Downtown

Raleigh, NC at the crossroads of I-540 and U.S.264,

is an emerging city with a magnetic energy fueled by

the optimism and brain power of a young population

giving you a central role in a future where anything

is possible.

Knightdale, NC Brand Platform


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For those searching for a welcoming, youthful culture,

The town was often described as having a small town vibe. That feeling is

evident through your friendliness, willingness to embrace new residents,

enthusiasm for improving the community and participation in events like

the annual Christmas Parade.

Moving forward, Knightdale needs to assert a certain tone to attract thosethat want to branch out from the City of Oaks in search of a growing and

affordable city.

Knightdales median age is 31.6.

A young median age translates to a youthful culture. Future efforts should

work to create and promote programs for youth and young professionalsto get them more involved in all aspects of the community.

Platform Rationale


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The fact that Knightdale is located less than 10 miles from Downtown

Raleigh should be a key message in all town communications moving

forward (as some research showed that outsiders perceive you as rural).

The addition of I-540 and U.S. 264 have transformed Knightdale making itmore accessible and more convenient. You are now connected to a world

of opportunity and on track for continued growth.

According to the research, there are some that arent aware that youre

no longer a rural community. We need to highlight your accessibility to

encourage others to visit and see firsthand how Knightdale has grown and

prospered in recent years.

Knightdale, located just 9 miles from Downtown Raleigh, NC at

the crossroads of I-540 and U.S.264,

Platform Rationale


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Knightdale truly is an emerging city. As we heard throughout the research, youare one of the few Raleigh suburbs that hasnt been fully developed. You have

an opportunity today to shape what you will become in the future.

Some of your residents are even describing Knightdale as New Town.

Magneticthrough messaging you can work to attract residents because youare one of the most affordable and accessible suburbs within the county.

According to research, you have the potential to target start ups in downtownRaleigh that are in a transitional stagetoo large for an urban space, but toosmall for a corporate space.

41.2% of people in Knightdale have a bachelors degree thats over 10%higher than the national average.

Youre adding to your brain power by making strides in the public school

system, while also adding a private and charter school.

Positioning yourself in this light also gives you an opportunity to play up your

access to talent in the region and proximity to higher education institutions.

is an emerging city with a magnetic energy fueled by the

optimism and brain power of a young population

Platform Rationale


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Because you have available land, affordable homes, a young population and

are still an emerging cityyour residents have a chance to step up and

take the reins.

If you begin promoting Knightdale as a place where residents can play a

central role in developing the communityyoull attract the ideal resident.

One that is motivated, optimistic, willing to work and most importantly toplant roots.

Throughout history, weve learned that communities that are emerging

and not quite developed tend to attract younger residents, the creative

class, artists, and entrepreneurs.

Moving forward, as we position Knightdale to residents, businesses and

visitors the key part of messaging should always circle back to that fact

that you have the lowest median age in Wake County. The environment

that a young population creates is what makes you distinct.

giving you a central role in a future where anything is possible.

Platform Rationale


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Target Audience:

Frame-of-Reference:


Benefit:

For those searching for a welcoming, youthful

culture,

Knightdale, located just 9 miles from Downtown

Raleigh, NC at the crossroads of I-540 and U.S.264,

is an emerging city with a magnetic energy fueled by

the optimism and brain power of a young population

giving you a central role in a future where anything

is possible.

Knightdale, NC Brand Platform


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Next Steps

Approval of Brand Platform (strategy)

Assembly and shipment of Research BrandPrint Report

Potentially Contract for Imagination and Action

Development of Written Creative Concepts

Looks and Logo Development

Development of Creative Elements in Brand Identity Guide

Brand Action Recommendations

Assembly and shipment of Final BrandPrint Report


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Questions?

Kelley BrackettCommunity Brand Coordinator

North Star Destination StrategiesNashville, Tennessee

[email protected]

Documents

Knightdale Branding Project: Research Presentation 1