Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Hillsborough Presentation Bw


Published on

Published in: Business
  • Be the first to comment

  • Be the first to like this

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