community branding - mdf · 1111/2/2009/2/2009 3 1920’s1920’s buy flour, eggs & sugar...
TRANSCRIPT
11/2/200911/2/2009
11
Maine Downtown Institute
Community Branding
Arnett Muldrow & Associates, Ltd.
• Small�firm�based�in�Greenville,�SC.
• Rooted�in�our�planning�and�economic�d l t idevelopment�experience.
• Extensive�experience�in�market�studies,�marketing�plans,�and�branding.
• Expertise�in�small�communities,�Main�Street�Programs and communities adjacent/withinPrograms,�and�communities�adjacent/within�large�metro�areas.
11/2/200911/2/2009
22
Today’s Presentation
• Introduction�to�community�branding
• Project�examples
– Staunton VAStaunton,�VA
– Rutland,�VT
– Travelers�Rest,�SC
– Buena�Vista,�VA
– Atchafalaya,�LA
S i hi G T ki W b T ffi /S h• Switching�Gears:��Tracking�Web�Traffic/Search�Optimization
• Questions
11/2/200911/2/2009
33
1920’s1920’sBuy Flour, Eggs & Sugar Buy Flour, Eggs & Sugar f th F il df th F il dfrom the Family ownedfrom the Family ownedGeneral StoreGeneral Store
COST .50¢COST .50¢
1940’s1940’sBuy a box of cake mixBuy a box of cake mixBuy a box of cake mixBuy a box of cake mixfrom the local grocery from the local grocery storestore
Cost $2.00Cost $2.00
11/2/200911/2/2009
44
1980’s1980’sBuy a sheetcake at Buy a sheetcake at yyyour local chain your local chain grocery storegrocery store
Cost $12.00Cost $12.00
2000’s2000’sTake your child andTake your child andTake your child andTake your child andeleven of their eleven of their closest friends to closest friends to Chuck E Cheese for Chuck E Cheese for pizza, video games, pizza, video games, and creepy and creepy animatronic musicalsanimatronic musicalsanimatronic musicalsanimatronic musicals
Cost $100.00Cost $100.00
11/2/200911/2/2009
55
RawRaw ProductProduct ServiceService ExperiencExperiencRawRawMaterialMaterial
EconomyEconomy
ProductProductEconomyEconomy
ServiceServiceEconomyEconomy
ExperiencExperiencee
EconomyEconomy
--33%33%--19%19% --30%30%
Traditional Media MixTraditional Media Mix
11/2/200911/2/2009
77
BrandBrand StatementStatement
•• If you like a place where a thriving city If you like a place where a thriving city sets its grid into the foothills of the Blue sets its grid into the foothills of the Blue
Ridge Mountains. Ridge Mountains. ggIf you like striking views, spires and If you like striking views, spires and
domes, and hilly streets.domes, and hilly streets.
BrandBrand StatementStatement
•• If you like a city of history where restored If you like a city of history where restored buildings house hip restaurants, shops, and buildings house hip restaurants, shops, and
galleries.galleries.•• If you like intrigue where you turn at theIf you like intrigue where you turn at thef you like intrigue where you turn at thef you like intrigue where you turn at thegiant watering can to find a wharf with no giant watering can to find a wharf with no
water, where presidents are born and circus water, where presidents are born and circus people are remembered.people are remembered.
11/2/200911/2/2009
88
BrandBrand StatementStatement
•• If you like the plays of Shakespeare or If you like the plays of Shakespeare or sustainable architecture. sustainable architecture.
•• If you like to gather in the park to hear aIf you like to gather in the park to hear aIf you like to gather in the park to hear aIf you like to gather in the park to hear acivic band that has been playing since civic band that has been playing since
1855.1855.
BrandBrand StatementStatement
•• If you like a place where folks swap tips on If you like a place where folks swap tips on how to restore historic homes, and where how to restore historic homes, and where people take to the streets to celebrate. people take to the streets to celebrate.
•• If you like a place where the independentIf you like a place where the independentf you like a place where the independentf you like a place where the independentspirit thrives in gifted artists and musicians spirit thrives in gifted artists and musicians and where the solitude of the mountains is and where the solitude of the mountains is
just a short drive away.just a short drive away.
11/2/200911/2/2009
99
BrandBrand StatementStatement
•• If you like a place of learning where If you like a place of learning where colleges and schools inspire our colleges and schools inspire our thth If lik l h hi hIf lik l h hi hyouth.youth. If you like a place where highIf you like a place where high
tech meets down home.tech meets down home.
BrandBrand StatementStatement
•• We are that place… We are that place… the Queen City of the Shenandoah the Queen City of the Shenandoah
where the spires of the city where the spires of the city are our crownare our crownare our crown.are our crown.
We are Staunton, Virginia… We are Staunton, Virginia… As you like it.As you like it.
11/2/200911/2/2009
1010
•• The Hills of the ShenandoahThe Hills of the Shenandoah
BrandBrand ValuesValues
•• The Unique Spelling of StauntonThe Unique Spelling of Staunton
•• The Queen City and the Victorian ArchitectureThe Queen City and the Victorian Architecture
•• The Shakespeare ConnectionThe Shakespeare Connection
•• The Diversity that allows each person to create their own The Diversity that allows each person to create their own e e ie ee e ie eexperienceexperience
•• The Hills of the ShenandoahThe Hills of the Shenandoah
BrandBrand ValuesValues
•• The Unique Spelling of StauntonThe Unique Spelling of Staunton
•• The Queen City and the Victorian ArchitectureThe Queen City and the Victorian Architecture
•• The Shakespeare ConnectionThe Shakespeare Connection
•• The Diversity that allows each person to create their own The Diversity that allows each person to create their own e e ie ee e ie eexperienceexperience
11/2/200911/2/2009
1111
GraphicGraphic IdentityIdentity
GraphicGraphic IdentityIdentity
Marketing LogoMarketing Logo Formal LogoFormal Logo
11/2/200911/2/2009
2222
Process
• Stakeholder�roundtable�in�July�including:– RRA,�RRPC,�Creative�Economy,�Downtown�Rutland�Partnership,�City,�Chamber�of�Commerce,�RAPAC,�p, y, , ,REDC,�and�others.
• Informal�Surveys,�Facebook�Page• Branding�“Charrette”
– Intense�3�day�process.– Seven “topical” roundtable meetings– Seven� topical �roundtable�meetings.��– Public�input�session.– Presentation�of�ideas.��
Brand Objectives
• Instill�community�pride.• To�the�degree�possible,�unite�the�community�around�common�core�strengths.
• Reinforce�that�this�is�a�“city”�intimately�linked�to�the�“country”
• Develop�a�brand�system:��publications,�websites,�events wayfinding marketing for businessesevents,�wayfinding,�marketing�for�businesses,�etc.��
11/2/200911/2/2009
2323
Rutland Is:1. The�urban�center�of�Central�Vermont.���
– A�place�of�commerce,�industry,�culture�and�the�arts.��– An�historic�downtown�connected�with�communities�
that�surround�the�city.2. A�“bedrock”�community�of�Vermont.
– Rich�in�tradition�and�family�oriented�without�pretense.– A�proud�past�rooted�in�industry�and�agriculture.– The�source�of�many�talented�and�creative�leaders.
3. Intimately�tied�to�the�land�in�two�ways:��– Through�recreational�activities�both�active�and�passive.
Th h th i lt th t f d th it– Through�the�agriculture�that�feeds�the�community.4. Forward�thinking�and�working�together�to�make�
the�community�a�better�place.��
11/2/200911/2/2009
2424
Brand Elements• FONT:
– Solid,�powerful,�confident,�and�timeless�not�soft,�cute,�or�trendy.
• LOGO:– An�simple�ICON�that�implies�connections,�the�mountains,�the�“R”�
of�Rutland,�and�Rutland�as�a�center,�it�also�must�be�“kinetic”�implying�movement.
• COLORS:– Color�must�include�green�for�MANY�reasons�but�juxtapose�green�
against�the�colors�of�an�“urban”�place.
• TAGLINE:– Must�be�simple,�inclusive,�and�have�MULTIPLE�meanings.
11/2/200911/2/2009
5454
Brand Elements
• Font(s):��classic�and�timeless�with�a�twist�of�romance and a slight hint at the flow of a riverromance�and�a�slight�hint�at�the�flow�of�a�river.
• Colors:��both�dark�and�bright�evocative�of�the�mystery�of�the�landscape�and�the�vibrancy�of�the�culture:��black,�blue,�red,�orange�and�yellow
• Tagline:��this�is�both�an�area�of and�a�place�apart�from Americafrom�America.�
• Logo:��a�play�on�this�being�a�country,�a�nod�to�the�French�cantons�of�the�Acadian�families,�key�imagery�of�the�Atchafalaya�itself�and�energy.�
11/2/200911/2/2009
7373
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
GOOGLE ANALYTICStrack your traffic
11/2/200911/2/2009
7474
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
website profilesbuild profiles for all your sites
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
dashboardone screen shows you an overview
11/2/200911/2/2009
7575
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
absolute unique visitorshow many people came to your site?
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
visitshow many trips were made to your site?
11/2/200911/2/2009
7676
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
pageviewshow many pages were actually viewed?
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
time on sitehow long are people staying to read?
11/2/200911/2/2009
7777
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
visitor loyaltyhow many times do people come back?
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
visitor recencyis your content growing stale?
11/2/200911/2/2009
7878
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
length of visithow long does the average visit last?
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
depth of visithow many pages does a person view?
11/2/200911/2/2009
7979
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
traffic sourceswhich path is your traffic taking?
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
referring siteswho is sending traffic your way?
11/2/200911/2/2009
8080
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
search enginesdrill down on which engines drive you
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
keywordswhich keywords are working?
11/2/200911/2/2009
8181
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
top contentwhich pages are people looking at?
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
map overlaywhich countries come to visit?
11/2/200911/2/2009
8282
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
map overlaywhich states come to visit?
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
map overlaywhich towns come to visit?
11/2/200911/2/2009
8383
MEASUREMEASURE
COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS
site overlaywhere on the page are they clicking?
SCALESCALE
COSTCOST URLURLFREE TO VERY PRICEYFREE TO VERY PRICEY HELP.YAHOO.COMHELP.YAHOO.COM
search optimizationseo is hard because the rules change
11/2/200911/2/2009
8484
SCALESCALE
COSTCOST URLURLFREEFREE GOOGLE.COMGOOGLE.COM
natural searchsite quality makes a lot of difference
SCALESCALE
COSTCOST URLURLFREEFREE GOOGLE.COMGOOGLE.COM
natural searchdifferent keywords matter
11/2/200911/2/2009
8585
SCALESCALE
COSTCOST URLURLFREEFREE GOOGLE.COM/LOCAL/ADDGOOGLE.COM/LOCAL/ADD
google maps/localyou can affect your search results
SCALESCALE
COSTCOST URLURLFREEFREE GOOGLE.COM/LOCAL/ADDGOOGLE.COM/LOCAL/ADD
google maps/localyou can affect your search results
11/2/200911/2/2009
8686
SCALESCALE
COSTCOST URLURLFREEFREE GOOGLE.COM/LOCAL/ADDGOOGLE.COM/LOCAL/ADD
google maps/localyou can affect your search results
SCALESCALE
COSTCOST URLURLFREEFREE GOOGLE.COM/LOCAL/ADDGOOGLE.COM/LOCAL/ADD
google maps/localyou can affect your search results