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Hillsborough Presentation Bw

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Hillsborough Presentation Bw

  1. 1. Brand Assessment Summary Report Presented by: Dan Dunlop & Bruce Wlach Jennings
  2. 2. Your Brand Is A Promise <ul><li>The brand experience needs to live up to expectations </li></ul>
  3. 3. Brand Promise as Party Invitation <ul><li>What do you expect when you show up for a party? </li></ul><ul><li>Hors d’Oeuvres, beverages, music, to be greeted by the host, etc. </li></ul><ul><li>What expectations do we need to live up to when people arrive in Hillsborough? </li></ul>
  4. 4. Brand Assessment Objectives <ul><li>Assess perceptions of Hillsborough as a destination held by internal brand constituents and visitors </li></ul><ul><li>Identify realistic opportunities to market Hillsborough more effectively </li></ul><ul><li>Ultimately, grow Hillsborough’s visitors business </li></ul>
  5. 5. Why Brand? <ul><li>Your brand is a tremendous asset </li></ul><ul><li>Many communities would kill to have what Hillsborough has </li></ul><ul><li>You want to preserve that, and build upon that </li></ul><ul><li>You want to control how you are perceived … and how you are experienced </li></ul><ul><li>It needs to be an intentional process </li></ul>
  6. 6. Brand Assessment Methodology <ul><li>Press review </li></ul><ul><li>Web review </li></ul><ul><li>Competitive review </li></ul><ul><li>One-to-one interviews - internal constituents </li></ul><ul><li>On-the-street interviews - visitors </li></ul><ul><li>Observation and experience </li></ul>
  7. 7. Snapshot of the Hillsborough Brand
  8. 8. The Hillsborough Brand Position <ul><li>A well-documented, historic past that is well preserved in a welcoming, authentic small town environment. </li></ul><ul><li>Key terms: Historic, diverse, picturesque, and involved </li></ul>
  9. 9. Hillsborough’s Brand Personality <ul><li>Hillsborough is perceived to be a relaxed, unpretentious, small town full of Southern charm </li></ul>
  10. 10. Hillsborough’s Brand Personality <ul><li>Friendly </li></ul><ul><li>Plain-talking </li></ul><ul><li>Eclectic </li></ul><ul><li>Unique </li></ul><ul><li>Laid-back </li></ul><ul><li>Fun </li></ul><ul><li>Modest </li></ul><ul><li>Passionate </li></ul><ul><li>Vibrant </li></ul><ul><li>Invested </li></ul><ul><li>A little edgy </li></ul><ul><li>Welcoming </li></ul><ul><li>Old </li></ul><ul><li>Unexploited </li></ul><ul><li>Small </li></ul><ul><li>Happening </li></ul><ul><li>Rural </li></ul><ul><li>Revolutionary </li></ul><ul><li>Artsy </li></ul><ul><li>Historical </li></ul><ul><li>Approachable </li></ul><ul><li>Funky </li></ul><ul><li>Charming </li></ul><ul><li>Redneck to literati </li></ul><ul><li>Creative </li></ul><ul><li>Quaint </li></ul><ul><li>Blossoming </li></ul>
  11. 11. Hillsborough as a Vehicle <ul><li>Chevy - A basic car with down home roots </li></ul><ul><li>VW Beetle - Cute, unique, fun to drive, with a touch of class and elegance </li></ul><ul><li>Mini Cooper - classic, happening, modest, a little edgy, fun, gets your attention, unique. </li></ul><ul><li>An antique car that is half restored – a lot has been done, but there is still a lot to do. </li></ul>
  12. 12. Hillsborough Brand Attributes <ul><li>Historic District - walkable </li></ul><ul><li>Walking trails </li></ul><ul><li>Unique shops </li></ul><ul><li>Ayr Mount </li></ul><ul><li>Last Friday’s </li></ul><ul><li>Location </li></ul><ul><li>Charm </li></ul><ul><li>Dickson House </li></ul><ul><li>Welcoming feel </li></ul><ul><li>Garden tour </li></ul><ul><li>Museum </li></ul><ul><li>Eno River </li></ul><ul><li>250 years of history </li></ul><ul><li>Great restaurants </li></ul><ul><li>Hog Day </li></ul><ul><li>Antiques </li></ul><ul><li>Candlelight tour </li></ul>
  13. 13. Opportunities Moving Forward <ul><li>Heritage </li></ul><ul><li>Commitment </li></ul><ul><li>Way Finding </li></ul><ul><li>Maximize / Leverage Existing Assets </li></ul><ul><li>Develop Quality Tools: Internet Presence </li></ul><ul><li>More Consistent / Frequent Communication </li></ul>
  14. 14. Opportunities Moving Forward <ul><li>This is not about doing a lot </li></ul><ul><li>It is certainly about doing a little very well </li></ul><ul><li>Start with the basics </li></ul><ul><li>We’ve worked to provide realistic recommendations </li></ul><ul><li>Set realizable goals </li></ul>
  15. 15. Opportunity: Heritage First <ul><li>Not the only story, but the lead story </li></ul><ul><li>Celebrate being known for something </li></ul><ul><li>Market all that Hillsborough is </li></ul><ul><li>Don’t market what you want to be </li></ul><ul><li>Remember, this is a promise </li></ul>
  16. 16. Marketing Tactics <ul><li>Make the most of what you are already offering </li></ul><ul><li>Suggest day-trip and weekend itineraries </li></ul><ul><li>Showcase town highlights </li></ul><ul><li>Sell a balanced, eclectic brand; all that Hillsborough is: </li></ul><ul><ul><li>Eco-tourism - Eno River </li></ul></ul><ul><ul><li>Antiquing - find a new home </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Shopping & Dining </li></ul></ul><ul><ul><li>Merchandise the arts - a community of artists </li></ul></ul>
  17. 17. Opportunity: Make a Commitment <ul><li>Drive a stake in the ground </li></ul><ul><li>Bring together non-profits, governmental agencies, and businesses </li></ul><ul><li>This can’t be a part-time commitment </li></ul><ul><li>People can’t be conflicted </li></ul><ul><li>Tourism is a relatively clean industry - relatively low impact </li></ul>
  18. 18. Marketing Tactics <ul><li>Town forum on tourism to build consensus </li></ul><ul><li>Assign accountability </li></ul><ul><li>Create informed brand ambassadors </li></ul><ul><li>Create a Hillsborough brand book </li></ul><ul><li>Improve internal communication </li></ul><ul><li>Share data, share responsibility, do more cross marketing </li></ul>
  19. 19. Opportunity: Way Finding Signage <ul><li>Communicate that you’re “open for business” </li></ul><ul><li>Yes, we’re expecting visitors </li></ul><ul><li>Oh, and here’s what we’ve got to offer </li></ul>
  20. 20. Marketing Tactics <ul><li>Get it done - Way finding signage </li></ul><ul><li>Make it consistent with your brand </li></ul><ul><li>Consider Info Center at I-40 or I-85 </li></ul><ul><li>Consider moving the Visitor’s Center (better signage will help) </li></ul>
  21. 21. Opportunity: Maximize Existing Assets <ul><li>Events </li></ul><ul><li>Reputation as a heritage destination </li></ul><ul><li>Terrific press coverage </li></ul><ul><li>Current visitors and friends </li></ul><ul><li>Existing tours </li></ul><ul><li>Others: Eco tourism, shopping, restaurants </li></ul><ul><li>Don’t need to invent new attractions </li></ul>
  22. 23. Marketing Tactics <ul><li>Promote more heavily to local markets: Chapel Hill, Durham, Burlington, Triad </li></ul><ul><li>Leverage current press coverage </li></ul><ul><li>Concerted effort to capture email and mailing addresses; collaborative effort with hotels, restaurants, and others </li></ul><ul><li>Present eclectic, vibrant view of Hillsborough </li></ul>
  23. 24. Opportunity: Develop Quality Tools <ul><li>Visitor web portal </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Printed collateral </li></ul><ul><li>Consistent graphic treatment </li></ul><ul><li>Consistent messaging </li></ul>
  24. 25. Marketing Collateral
  25. 26. Marketing Tactics <ul><li>Create a tourism web portal </li></ul><ul><ul><li>Cohesive web presence </li></ul></ul><ul><li>Develop consistent look for all materials </li></ul><ul><li>Develop a new Hillsborough brand aesthetic </li></ul><ul><li>Market attributes consistently, be on message </li></ul>
  26. 27. Opportunity: More Frequent Communication with Constituents <ul><li>More formal communications processes </li></ul><ul><li>Direct mail </li></ul><ul><li>Email blasts </li></ul><ul><li>Article reprints </li></ul><ul><li>Event reminders </li></ul>
  27. 28. Hillsborough Online
  28. 32. Hillsborough Online meta name=&quot;keywords&quot; content=&quot;Hillsborough North Carolina, Revolutionary War, Colonial America, Historic Preservation, The Alliance for Historic Hillsborough&quot; />
  29. 34. Hillsborough Online
  30. 35. Hillsborough Online
  31. 36. Hillsborough Online
  32. 37. Hillsborough Online
  33. 38. Hillsborough Online
  34. 39. Hillsborough Online
  35. 40. Hillsborough Online
  36. 43. Competitors: Asheville
  37. 44. Competitors: Seagrove
  38. 45. Competitors: Pinehurst, Southern Pines, Aberdeen
  39. 46. Competitors: Edenton
  40. 47. Competitors: Danville
  41. 48. Competitors: Mount Airy

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