Brand Positioning I plan to position myself as a brand ambassador for Fogo Island.
History Fogo Island is an outport community located off the northeast coast of Newfoundland. Similar to most rural communities, it has a long and bleak history. Throughout recent history many community projects have begun to initiate positive change on the island. Fogo Island is now considered a model for rural sustainability.
Goal To create a brand for Fogo Island. To represent local industry, promote tourism and publicize local events. To develop a voice for these elements off the island.
Measurable Objectives Increase awareness of local events during every season. Create an online venue to represent and promote local industry. Increase interest in the cultural and historical history of Fogo Island in order to promote tourism. Change negative attitudes associated with rural mentalities to assist with the branding process. Provide an online resource for the community.
Personal SWOT Strengths A background in Public Relations. A history of communicating with local people. The resources to create a brand. Knowledge of appropriate online applications I can utilize. Values that align with this project. Weaknesses Not aware of all online sources I can utilize to promote my brand. New to the industry. Overly enthusiastic. May not effectively or coherently express my ideas. I often become discouraged when things go awry.
Personal SWOT cont… Opportunities An array of social media applications are available to communicate my message. Investing in rural sustainability projects is becoming common. I can promote existing industry which currently have no outlet to communicate their work. I have a network of strategic contacts to work with. Threats May not receive the support from the community. May fail this project.
Key Messages 1. Fogo Island produces unique products worthy of recognition and exploitation. 2. Fogo Island is a stage for many exciting events worthy of promoting to outsiders. 3. Fogo Island, as a destination, presents attractions worthy of visiting.
Channels The primary means of communicating my key message will be though a personal blog I plan to create. I will also incorporate existing social media applications to communicate my key message. I will use a variety of industry and travel websites to assist with the communicate process. Lastly, I will contact Shorefast Foundation and petition for the right to attach myself to their current online sources.
Strategy Utilize social media applications to convey my message. Align myself with industry professionals to help develop a strategy to convey my message. Expose the cultural and business initiatives on Fogo Island. Generate a network of media sources to utilize and expose.
Tactics Blog – Create a blog which communicates upcoming social initiatives on Fogo Island which aim to revitalize the local economy. Twitter – Create a twitter account that draws attention to local issues and events. Effectively, this will provide an online voice for Fogo Island. Real Time Social Networking – Networking with individuals working on similar projects will provide insight on how to properly brand Fogo Island. Traditional Media – Using traditional media to find sources relevant to my brand. I can these utilize news sources to add to my brand and communicate them through social media.
Critical Path November 15th – Create Blog November 30th – Have a Solid Base of 20 Bloggers to Follow. November 30th – Increase Twitter Followers to 100. December 1st – Contact Professionals for Advise. December 15th – Meet with professional who have successfully created brands exposing Newfoundland initiatives. Continue to Generate Buzz!