Arkansas DeltaBranding & Imaging Workshop        Arkansas Delta        Branding & Imaging        Reconnaissance Workshop R...
Table of Contents    1. Executive Summary                                                   3    2. Marketing & Branding  ...
1. Executive Summary                          Arkansas Delta                          Imaging  Branding                   ...
As a result, many residents simply do not see the beauty oftheir place and lack the vision to see how either the perceptio...
External Asset MarketingWhile instilling pride in the residents of the Delta through an in-ternal marketing campaign is im...
be a prime candidate for the Delta. Those interested in music orsouthern culture or African-American history would find a ...
Not only is the land diverse, it is also destructive. The same landthat “gives” by producing some of the richest crops any...
The Coordinating OrganizationWithout the clear delineation of a responsible party, or parties,to carry out the recommendat...
Public PresentationA public presentation was conducted at the conclusion of theworkshop. The presentation recalled the pur...
2.   Marketing      Branding     An Image and Branding     Campaign for the     Arkansas Delta     Arkansas Delta Branding...
Introduction  Background     The Arkansas Delta recognized the need to create a system to     unite the efforts in marketi...
Developing the BrandWhat is a brand? A brand is a promise that is made to the con-sumer. It is the setting of an expectati...
The New Arkansas Delta Brand     The Arkansas Delta region is made up of 15 counties in eastern     Arkansas along the Mis...
Brand Extension                                     Brand extension occurs when organizations                             ...
Wayfinding Sign System      The wayfinding system should be introduced as part                                            ...
Web SiteWeb sites are becoming more and more important in today’ssociety. This proposed site sets a professional tone for ...
AdvertisementsPresenting the resources and products of Arkansas Delta in a professional and polishedmanner is important – ...
Delta Chatroom           Just ask anyone around                      here and you’ll quickly find                    that ...
Delta web                                                browser                                                  If you t...
Wait acotton pickin’ minute!           A minute in the Arkansas Delta takes you back to a        lifetime of memories. And...
DeltoidsCuriously Strong Personality                           Just ask anyone around                        here and you’...
What will you         Take away?                      The rich soil that makes up the                  Arkansas Delta was ...
Water Towers                             Few physical elements are as prominent as water towers on the                    ...
Delta Made    Arkansas Delta Made is a brand awareness campaign that makes    people more familiar with the products produ...
STRENGTHening AMERICA                  The great outdoors awaits you in the Arkansas                  Delta. From world�cl...
One HOT Tamale                   The great outdoors awaits you in the Arkansas                      Delta. From world�clas...
The great outdoors awaits you in the Arkansas                   Delta. From world�class duck hunting in                   ...
ImplementationDealing with a 15 county region is never easy, and launchingan umbrella brand over those 15 counties require...
3.   Record of     Public Input     What image would you feature on a post card to capture the     essence of the Arkansas...
•   Silos•   Oxbow lakes•   Water towersWhat “connects” the people of the delta?•   Music (bus station, church/gospel musi...
•   Unique•   People•   Pace with purpose•   Football reinforces community•   Sense of community•   Comfortable•   TrustWh...
•   Music•   The “Delta Personality”Describe “The Delta Personality?”•   Live off the land•   Warm and hospitable•   Talka...
•   Rhoda’s Hot Tamales•   Coffee shops•   Meador’s Drug Store•   Arts Center•   Churches•   MuseumsWhy do entities not cu...
4. Credits                                              Executive Summary                                              Ran...
Upcoming SlideShare
Loading in...5
×

Arkansas delta imaging and branding lo res

268

Published on

Arkansas Delta, branding & imaging

Published in: Design, News & Politics, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
268
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Arkansas delta imaging and branding lo res

  1. 1. Arkansas DeltaBranding & Imaging Workshop Arkansas Delta Branding & Imaging Reconnaissance Workshop Report for The National Trust for Historic Preservation Rural Heritage Development Initiative by The Community Design Solutions Team Community Design Solutions, Inc. Arnett Muldrow Associates August 22 - 25, 2006
  2. 2. Table of Contents 1. Executive Summary 3 2. Marketing & Branding 10 3. Record of Public Input 29 4. Credits 34 Arkansas Delta Branding & Imaging Workshop • Table of Contents |
  3. 3. 1. Executive Summary Arkansas Delta Imaging Branding Reconnaissance Workshop Report August 22-25, 2006 Executive Summary After three days of exhaustive tours, stakeholder interviews and public input sessions, the challenges and opportunities facing the Arkansas Delta could be summarized as: The assets of the Arkansas Delta must be promoted internally and marketed exter- nally in a compelling and coordinated way. The response of the consultant team to this four-point synopsis is summarized below: A. Internal Asset Promotion B. External Marketing Strategy C. The Compelling Message D. The Coordinating Organization Internal Asset Promotion An observation that was made by many workshop participants was that there is a sense of apathy on the part of many“In terms of tourismemphasis and support residents of the Arkansas Delta. Namely, the residents offrom the state, we feel the Delta themselves (i.e. the internal market) do not seelike we are a stepchildto the rest of Arkansas.” anything special about their place, it’s history, it’s people,-- Workshop Participant it’s music, etc. Therefore, why would anyone else see any merit here? Exacerbating this sentiment is a feeling of non-support from state-wide tourism entities. One participant summed it up this way, “In terms of emphasis and support from the state, we feel like we are a stepchild to the rest of Arkansas.” Arkansas Delta Branding Imaging Workshop • Executive Summary |
  4. 4. As a result, many residents simply do not see the beauty oftheir place and lack the vision to see how either the perceptionor reality of their place could change significantly in the future.However, the consultant team sees great potential in the Arkan-sas Delta. The quantity and quality of tourism assets rangingfrom a rural agricultural beauty, to a strong music heritage, to arich history of a resilient people make the Delta a prime attractionfor travelers seeking an authentic tourism experience. The teamwas reminded of the phenomenon of parents and their childrenwhereby the parents fail to see the beauty and characteristicsof their children because they grow up with them on such anincremental, daily basis. It is our belief that when residents of theDelta see their place the way we see it, vision for its current real-ity and future potential will be achieved.We would strongly suggest the execution of an advertisingcampaign that seeks to build pride of place among residentsof the Delta. As was reiterated often during the workshop, untilthe residents of the Delta believe their place is worthy of touring,investment, business and residential recruitment, etc. it will bevery difficult to convince anyone outside the Delta that it is. The“Believe It: Mississippi!” campaign was cited as an example ofhow such a campaign --in that case targeted to change percep-tions about that state to a post-Katrina America-- actually hadthe unintended affect of instilling pride in Mississippians in light ofthe amazing contributions of its athletes, actors, doctors, writ-ers, soldiers, etc. Some examples of this form of advertising areincluded in Marketing Branding section of this report. Arkansas Delta Branding Imaging Workshop • Executive Summary |
  5. 5. External Asset MarketingWhile instilling pride in the residents of the Delta through an in-ternal marketing campaign is important, it does not preclude theimportance nor necessity of marketing the Delta to the externalmarket (i.e. anyone not from the Arkansas Delta). The infusion ofnew tourism and investment dollars from outside the Delta willbe crucial in the long-term success and sustainability of its tour-ism efforts. In absence of external investment, the same playersand funding sources will continue to exist in the Delta and thelikelihood of significant fiscal improvement in both the tourismand local retail environment is unlikely to change.The first steps in establishing an external marketing campaignlies in answering these basic questions: to whom are we goingto market the Arkansas Delta and what are we going to market?In this case, the latter question is easier to answer than the first.There is an abundance of assets to “sell” concerning the Arkan-sas Delta: an authentic tourism experience, friendly people, arich musical heritage, a history that was at times proud and attimes painful --both of which make for a “real” story, a “cultureof Agriculture,” a pristine natural environment, charming smalltowns, interesting architecture, intriguing personalities --past andpresent, amazing food, etc. (Note: for a comprehensive list ofassets and attractions, see the Record of Public Input section ofthis report.Where, or to whom, to market the Arkansas Delta might bethe more difficult questions to answer. In terms of personali-ties, anyone interested in heritage tourism or geo-tourism will Arkansas Delta Branding Imaging Workshop • Executive Summary |
  6. 6. be a prime candidate for the Delta. Those interested in music orsouthern culture or African-American history would find a wealthof opportunities here. In terms of geography, certainly nearbylarger municipalities, adjoining states and the southeast wouldbe likely candidates to visit the Delta. Likewise, to the degreepossible without “turf wars,” the cross-packaging of tourism inthe Arkansas Delta with the same in the Mississippi Delta couldhave the effect of multiplying the tourism sites and resources forboth. While this is not precluding recruitment on a larger, nationalscale, it is simply the opinion of the consultant team that prior tothat scale of recruitment, additional tourism infrastructure (e.g.additional hotel accommodations and restaurants) will need tobe in place.Finally, a movement is afoot to promote products, goods andservices that originate in the Arkansas Delta. The “Delta Made”brand was addressed during our workshop and a graphic iden-tity and advertising strategy was proposed. Please see Section2 for the collateral pieces for this movement that most certainlymerits external market promotion.The Compelling MessageThere is one undeniable truth about the Arkansas Delta: theland defines the people. The land of the Arkansas Delta is asunique as it is beautiful and bountiful. However, what makes thatland fertile is also what makes it fickle! The alluvial soils of theArkansas Delta are literally the residual soil left behind after theshifting of the mighty Mississippi River. As such, the soil of theArkansas Delta is made up of soil from everywhere upstream. Arkansas Delta Branding Imaging Workshop • Executive Summary |
  7. 7. Not only is the land diverse, it is also destructive. The same landthat “gives” by producing some of the richest crops anywherealso “takes away” by its very nature with rain, drought, flood andstorm. It is no wonder that the people of the Delta have such alove/hate relationship with their land. Some years it causes themto prosper, while during others it causes them to despair. It is nowonder that the people of the Delta are so resilient and able toendure much hardship. This same spirit, coupled with a certainhumility derived from a livelihood derived from forces beyondtheir control, will stand them well as they move forward into thenext stage of their development. Likewise, this same dynamiccould easily explain how such a soulful genre of music as theblues was nurtured here. The history of this place and depen-dency of its people on such a powerful force as nature cantouch the deepest of emotions.Therefore, the marketing tagline developed for the Delta was:“Arkansas Delta: Soil Soul.” The rationale for the tagline issimple and captured above: the land of the Arkansas Delta --it’srichness, diversity, history, hardship and beauty-- are what de-fine it’s residents with what someone termed, “The Delta person-ality, or mystique.” The definition of that mystique or personalityis not uniform but it is very much present. You simply know youare “there when you are there” even though describing why youknow it is elusive. It is precisely those attributes that makes theDelta message compelling: it is real, authentic, and made of thestuff of life that evokes palpable feelings of joy, pain, peace andbeauty. Arkansas Delta Branding Imaging Workshop • Executive Summary |
  8. 8. The Coordinating OrganizationWithout the clear delineation of a responsible party, or parties,to carry out the recommendations of this report, the chances forsuccessful implementation are greatly reduced. In our estima-tion there are three entities that are positioned best to executethis branding and marketing plan: Arkansas Delta Byways (ADB),Main Street Arkansas (MSA) and the Rural Heritage Develop-ment Initiative (RHDI). Arkansas Delta Byways has a well-de-served, established good reputation within the Delta that wasobvious and well-received in every area we toured. Main StreetArkansas also enjoys a great reputation and brings a long-term,proven process to the equation. Finally, while we recognize thatthe current RHDI grant and accompanying staff support is atemporary, three-year, commitment, we would strongly urge theretention of the current staff in some capacity after the termina-tion of the grant. In a perfect world, a consortium comprised ofleadership from ADB, MSA, and RHDI would be best suited toboth rally the various entities doing tourism work in the regionaround the common cause of “Soil Soul” as well as have theleadership capacity, political savvy, and financial backing toimplement the recommendations of this report. Arkansas Delta Branding Imaging Workshop • Executive Summary |
  9. 9. Public PresentationA public presentation was conducted at the conclusion of theworkshop. The presentation recalled the purpose and itinerary ofthe familiarization tour and introduced the concepts and recom-mendations mentioned in this report. Presented on the followingpages are the illustrative design collateral that was generatedduring the workshop. A “Best of the Delta” photo slideshow wasalso developed and presented at the public presentation.ConclusionThe Community Design Solutions team worked in concert withBeth Weidower of the National Trust for Historic Preservation’sRural Heritage Development Initiative and Cary Tyson of MainStreet Arkansas to coordinate this workshop. Without their help,and myriad other local volunteers, this effort would have beenimpossible. The CDS team, as noted below, is indebted to theirgracious help and hospitality.• Randy L. Wilson, President Director of Design Services, Community Design Solutions, Columbia, SC• Ben Muldrow, Community Branding Specialist, Arnett Muld- row Associates, Greenville, SC Arkansas Delta Branding Imaging Workshop • Executive Summary |
  10. 10. 2. Marketing Branding An Image and Branding Campaign for the Arkansas Delta Arkansas Delta Branding Imaging Workshop • Marketing Branding | 10
  11. 11. Introduction Background The Arkansas Delta recognized the need to create a system to unite the efforts in marketing and branding of all the groups that currently promote the heritage and attractions of the region. This unification of efforts would serve all organizations by driving the effectiveness of resources farther and by setting the expecta- tions of the marketplace. Existing Logos and Images One of the first steps in developing a brand is to understand what is currently being used to market the community. Arkansas Delta has a great variety of logos and brands that exist today, including what is shown below. The purpose of the brand is to create a system that allows these organizations and destinations to begin to connect themselves visually, instead of leaving it up to the consumer to make the connection. Arkansas Delta Branding Imaging Workshop • Marketing Branding | 11
  12. 12. Developing the BrandWhat is a brand? A brand is a promise that is made to the con-sumer. It is the setting of an expectation and the meeting of thatexpectation, thus creating a dynamic relationship where trust isbuilt. Over time, that trust is converted into equity. Brand equityis the asset that helps to attract developers, motivate new resi-dents, attract new shoppers, and enhance overall quality of life.The development of a brand is the overall goal of most market-ing efforts. To figure out where to start, we interviewed the publicand many key stakeholders. From there, we needed to lookat the logistics for implementation. The first is the name itself:Arkansas Delta. This name is established and there is absolutelyno reason to create a new brand name for the region, but simplyto formalize what people already call it. From there, the sites,sounds, character, and overall way of life in the Arkansas Deltashould lead the development of the brand.Arkansas Delta Branding Imaging Workshop • Marketing Branding | 12
  13. 13. The New Arkansas Delta Brand The Arkansas Delta region is made up of 15 counties in eastern Arkansas along the Mississippi River. Because of the connection with the land and nature, a rich brown and blue-green will be the dominant colors. These colors will be the basis of a complemen- tary color palette for the brand. The font has been customized to create a flowing connection between Arkansas and the Delta. The icon is a triangle, the symbol for “delta,” with a river flowing through it. Finally, we introduce the tagline, “Soil Soul.” Arkansas Delta Branding Imaging Workshop • Marketing Branding | 13
  14. 14. Brand Extension Brand extension occurs when organizations and events adopt elements and styles of the brand. Several examples are shown here: Arkansas Delta Byways is the local tourism organization which promote travel in the area. The Arkansas Blues Heritage Festival is PROJECT the Former King Biscuit Music Festival. Deltaf e s t i v a l Made is a new campaign promoting productsPROJECT f e s t i v a l made in the delta. The Delta Bridge Project is an initiative to improve the gateway into Arkansas at Helena. PROJECT PROJECT Arkansas Delta Branding Imaging Workshop • Marketing Branding | 14
  15. 15. Wayfinding Sign System The wayfinding system should be introduced as part ing as a speed control. They too can be color coded of the brand because it plays such an important role by district and can promote local events as well as in visitor perception and flow through the region. The promoting the brand. wayfinding system could include the following pieces: Building Markers- the markers can be either wall mounted or monument style and denote important Primary Gateways- These gateways are the primary landmarks in the downtown district. intersection points and main entry ways to Arkansas Parking Signage- Identifying parking is important Delta. They need to be highly visible and introduce the in creating a parking system in downtown. Visitors brand. These could employ sign toppers to get the are more likely to walk a block or two to shop if the Delta Brand into entry ways. signage system leads them directly to a public parking Trailblazers- Trailblazers are the directing signs lead- lot and tell them how to proceed. The parking markers ing motorists to the main attractions in the area. These can be by themselves or as attachments to trailblazer should have between three and four locations per sign signs. and should carry motorists from gateway to parking Informational Kiosk- The final piece of the plan is lot. Colors can be used to distinguish between differ- the informational kiosk, which serves as the transition ent districts and can become smaller as the scale and point for vehicular traffic to pedestrian traffic. These speed of the roadway narrows. Arkansas-Wayfinding.pdf 8/25/06 11:28:32 AM kiosks should be located at major public parking lots Street Banners- Banners are very popular and help and should include a map and the shopping dining to add color and movement to the lanes of travel, act- guide, along with the walking tour brochures. Trailblazer Gateway Banners Gateway Topper Informational Kiosk Great River Road Crawley Ridge Road Delta Cultural Center Welcome to the River Overlook C M YCMMYCYCMY K Arkansas Delta Branding Imaging Workshop • Marketing Branding | 15
  16. 16. Web SiteWeb sites are becoming more and more important in today’ssociety. This proposed site sets a professional tone for a visitorwho is looking for information on the Arkansas Delta and cre-ates a way for them to request additional information and findout about its up-to-date events. The site also creates a resourcefor all of the communities in the Delta to download resources forthem to use to produce professional advertising with a consis-tent quality standard.Arkansas Delta Branding Imaging Workshop • Marketing Branding | 16
  17. 17. AdvertisementsPresenting the resources and products of Arkansas Delta in a professional and polishedmanner is important – not only to visitors and potential customers – but to the preserva-tion and promotion of pride within the community itself. The following ads show someof the things that the Arkansas Delta should truly be proud of. Celebrate the Difference between “u” and “I” The rich soil that makes up the Arkansas Delta was deposited from all over by the power of the mighty Mississippi River. People from all over are flocking to the Arkansas Delta to see the places, people and history that make up this rich land. The question is, when you visit, what will you leave behind? Come experience the Arkansas Delta, it’s soil and it’s soul! For more information on the arkansas Delta, please visit www.soilandsoul.com Arkansas Delta Branding Imaging Workshop • Marketing Branding | 17
  18. 18. Delta Chatroom Just ask anyone around here and you’ll quickly find that the Arkansas Delta has a distinct personality. Our personality is strong, proud and born out of the kind of prevailing spirit that comes from a people and place dependent upon fickle nature and the mighty Mississippi which sometimes gives and sometimes takes away. Our culture flows out of that prevail� ing spirit and our best days are ahead of us. Come be a part of our history and our future in the Arkansas Delta: Soil and Soul.For more information on the arkansas Delta, please visit www.soilandsoul.com Arkansas Delta Branding Imaging Workshop • Marketing Branding | 18
  19. 19. Delta web browser If you take the time to get of the inter� net, you would find that the great outdoors await you in the Arkansas Delta. From world�class duck hunting in Stuttgart, to birding for the Ivory�Billed Woodpecker in Brinkley, to catching the big one on Lake Chicot, nature’s finest awaits you in our backyard. The Arkansas Delta has even more to offer, so log off the computer and step into our wild. The Arkansas Delta: Soil and Soul.For more information on the arkansas Delta, please visit www.soilandsoul.com Arkansas Delta Branding Imaging Workshop • Marketing Branding | 19
  20. 20. Wait acotton pickin’ minute! A minute in the Arkansas Delta takes you back to a lifetime of memories. And time simply moves at a more relaxed pace here. So expect a wave, a friendly chat through a rolled down window, or an extended conversation over coffee. We want to hear your story, and we can’t wait to tell you ours. The Arkansas Delta: where stories of our land from our soul come alive. For more information on the arkansas Delta, please visit www.soilandsoul.com Arkansas Delta Branding Imaging Workshop • Marketing Branding | 20
  21. 21. DeltoidsCuriously Strong Personality Just ask anyone around here and you’ll quickly find that the Arkansas Delta has a distinct personality. Our personality is strong, proud and born out of the kind of prevailing spirit that comes from a people and place dependent upon fickle nature and the mighty Mississippi which sometimes gives and sometimes takes away. Our culture flows out of that prevail� ing spirit and our best days are ahead of us. Come be a part of our history and our future in the Arkansas Delta: Soil and Soul. For more information on the arkansas Delta, please visit www.soilandsoul.com Arkansas Delta Branding Imaging Workshop • Marketing Branding | 21
  22. 22. What will you Take away? The rich soil that makes up the Arkansas Delta was deposited from all over by the power of the mighty Missis� sippi River. In that spirit, People are flocking to the Arkansas Delta to experience the rich history, engulfed by the agricultural heritage, and enter� tained by the stories. The question is, when you visit, what will you take away? Come experience the Arkansas Delta, it’s soil and it’s soul!For more information on the arkansas Delta, please visit www.soilandsoul.com Arkansas Delta Branding Imaging Workshop • Marketing Branding | 22
  23. 23. Water Towers Few physical elements are as prominent as water towers on the rural southern landscape. In many instances they represent the first indication from a distance that one is arriving at a municipal- ity. Particularly in a delta environment when the topography is primarily flat, their vertical demarcation of “place” cannot be un- derstated. We would recommend that the historic towers, along with other civic elements receive the Arkansas Delta brand to indicate visually their connection to something --a region-- larger than their own town. As is illustrated below, the city or town need not lose its own identity in the process. In cases where two towers exist, paint one with the town name and the other with the delta logo. In cases where only one exists, paint the town name on one side, and the delta logo on the other.Existing Conditions Proposed Conditions Arkansas Delta Branding Imaging Workshop • Marketing Branding | 23
  24. 24. Delta Made Arkansas Delta Made is a brand awareness campaign that makes people more familiar with the products produced in the Delta. The following ads show some of the great products that come from the Heart of the Delta. PROJECT Arkansas Delta Branding Imaging Workshop • Marketing Branding | 24l
  25. 25. STRENGTHening AMERICA The great outdoors awaits you in the Arkansas Delta. From world�class duck hunting in Stutt� gart, to birding for the Ivory�Billed Woodpecker in Brinkley, to catching the big one on Lake Chicot, nature’s finest awaits you in our back� For more information on the arkansas Delta, please visit www.soilandsoul.com Arkansas Delta Branding Imaging Workshop • Marketing Branding | 25
  26. 26. One HOT Tamale The great outdoors awaits you in the Arkansas Delta. From world�class duck hunting in Stuttgart, to birding for the Ivory�Billed Woodpecker in Brinkley, to catching the big one on Lake Chicot, nature’s finest awaits you in our backyard. The Arkansas Delta has even more to offer, so log off the computer and step into our wild. The Arkansas Delta: Soil and Soul.For more information on the arkansas Delta, please visit www.soilandsoul.com Arkansas Delta Branding Imaging Workshop • Marketing Branding | 26
  27. 27. The great outdoors awaits you in the Arkansas Delta. From world�class duck hunting in Stuttgart, to birding for the Ivory�Billed Woodpecker in Brinkley, to catching the big one on Lake Chicot, nature’s finest awaits you in our backyard. The Arkansas Delta has even more to offer, so log off the computer and step into our wild. The Arkansas Delta: Soil and Soul.For more information on the arkansas Delta, please visit www.soilandsoul.com Arkansas Delta Branding Imaging Workshop • Marketing Branding | 27
  28. 28. ImplementationDealing with a 15 county region is never easy, and launchingan umbrella brand over those 15 counties requires buy-in fromeveryone. We recommend that the Arkansas Delta Brand bemanaged by Arkansas Delta Byways, along with Arkansas MainStreet, and a Regional Economic Development Organization topromote the correct usage of the brand in local efforts.One way to garner excitement about the brand is to have thebrand launched in a ceremony or at a special event. This willcreate the energy locally that will have business owners andresidents wanting to promote and spread the brand.Some limited rules should be applied to the display of the brandbut the goal is to have as many communities using the logo intheir promotions as possible. Among the most important rulesare:1. Always maintain the correct proportions. Many times, peoplestretch logos to make them fit their space. This can throw off theeffectiveness of the design.2. Colors start to become very important with branding, so pickyour colors, and stay with them. The resource team has provid-ed the template for a variety of complementary uses.3. A PDF file accompanies this report on CD Rom. This file canbe distributed to local businesses and groups as “the official”logo to be used on marketing for their business.4. Use the logo in as many ways as possible, the more it is seen,the more valuable it becomes as “brand equity” is established.Arkansas Delta Branding Imaging Workshop • Marketing Branding | 28
  29. 29. 3. Record of Public Input What image would you feature on a post card to capture the essence of the Arkansas Delta? • Cotton fields • Mississippi River • Sharecropper house • Music venue • King Biscuit • Steamboat • Ice House, West Memphis • Blues music • Crowley’s Ridge • Levee • Flat fields with rows of crops • Musicians • Curves in the road Arkansas Delta Branding Imaging Workshop • Record of Public Input | 29
  30. 30. • Silos• Oxbow lakes• Water towersWhat “connects” the people of the delta?• Music (bus station, church/gospel music, blues, Heritage Music Festival, Helena Blues, Music Heritage Trail, jazz, “juke joints”)• Farms• People• Gathering for conversation at breakfast• Storytelling• Talking politics• Co-ops• Churches (strong faith-based community)• Food! (Dixie Pig, BBQ)• Agriculture (cotton fields, crops, Wilson, AK)• History• Work Ethic• The Mississippi River• Hunting culture (duck hunting at Stuttgart, fishing)• Eco-Tourism• Pride (even though we feel like “step-children” within the state)• It’s what we miss when we go someplace else• Soil and river and its relationship to the people culture• Resilience (we will prevail no matter what)Words or phrases that capture the essence of the delta? Arkansas Delta Branding Imaging Workshop • Record of Public Input 30
  31. 31. • Unique• People• Pace with purpose• Football reinforces community• Sense of community• Comfortable• TrustWhy should anybody/everybody cooperate in this effort tobrand the delta as a whole?• Sense of desperation• Music Heritage Trail• Youth/Brain drain...everyone leaving the areaWhat do you perceive to be the chief problems to overcome?• Internal pride• Apathy• Delta attitude (we are poor, uneducated, etc.)• Sharecropper whites• Hillbilly/Redneck perception• Stepchild to the rest of the State’s tourism effortsWhat do people of the delta value?• Mississippi River• Work ethic• Rich history (both event and people based)• Agricultural lifestyle Arkansas Delta Branding Imaging Workshop • Record of Public Input 31
  32. 32. • Music• The “Delta Personality”Describe “The Delta Personality?”• Live off the land• Warm and hospitable• Talkative (friendly chats, strorytelling)• Laid back• Relaxed• Places of worship/faith• Caring• Good looking :-)• Optimistic• Family is important• Not in a hurry• Might not have everything, but grateful for what they have• Lives and breathes its historyWhere can you experience the “Delta Personality?”• Crowley’s Ridge• St. Francis National Forest• Miss Cora Bullock’s Restaurant• Civil War Museum• Cemeteries• African-American Heritage (churches)• Lake and river views• This is the best kept secret in Arkansas• Lake Wallace Arkansas Delta Branding Imaging Workshop • Record of Public Input 32
  33. 33. • Rhoda’s Hot Tamales• Coffee shops• Meador’s Drug Store• Arts Center• Churches• MuseumsWhy do entities not currently get along? What are the pitfallsthat might prevent cooperation on this effort?• Divide between the “haves” and “have nots”• Lack of communication• Lack of broad base of involvement• Apathy...many people just don’t care• Fear...of the unknown or previous failures• Hard to convince people it can happen• Lost a sense of belief in ourselves Arkansas Delta Branding Imaging Workshop • Record of Public Input 33
  34. 34. 4. Credits Executive Summary Randy Wilson, Community Design Solutions Marketing Branding Recommendations Ben Muldrow, Arnett Muldrow Associates Record of Public Input Randy Wilson Community Design Solutions 2307 lincoln street columbia, sc 29201 803.240.9050 randylwilson@earthlink.net www.randylwilson.com...creative services for community building Arkansas Delta Branding Imaging Workshop • Credits | 34

×