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BREC
SLOGAN STUDY
Hannah Alkadi
Tiffanie Harel
Julia Hebert
Emily Ricks
The A Team
FALL 2015
1.
EXECUTIVE
SUMMARY
Executive Summary
KEY PROBLEM RESEARCH METHODS FINDINGS
SINGLE MOST
IMPORTANT
THOUGHT
RECOMMENDATIONS
2.
SITUATION
ANALYSIS
Company
Mission: “To contribute a healthier, more vibrant community by providing
exceptional parks, open spaces and recreational experiences for all of East
Baton Rouge Parish.”
“BREC on the Geaux”
Over 180 parks but 7 parks have been
removed from service & 38 buildings have
been demolished
Imagine Your Parks
Information from brec.org
Product
Park systems are the product that can exceed consumers’
expectations.
★ 6,624 Park Acres
★ 181 Parks
★ 59 Rec Centers
★ 149 Picnic Areas
★ 39.48 Miles of Trails
★ 135 Playgrounds
★ Observatory
★ Baton Rouge Zoo
★ Dog Parks
★ Art Gallery
★ Theatre
★ Nature Trails
★ Seasonality does come into play.
★ Less visitors during colder seasons.
★ The brand is trying to sell parks to the
public.
Information from brec.org
Consumer 2.
SITUATION
ANALYSIS
9%
TAX
RATE
Information: United States Census Bureau
Council for Community and Economic Research, ACCRA Cost of Living Index
COST OF LIVING: 6%
LOWER THAN NATIONAL
AVERAGE
Consumer
▸ want to spend time, not money
▸ at a place that is clean, healthy, and safe
▸ cheaper than the alternatives, closer, provide a health benefit.
2.
SITUATION
ANALYSIS
ACTIVITIES
● being outdoors
● the pool
● the zoo
● splash parks
● zumba
● park is a valuable part of living in Baton Rouge
● public opinion of BREC is favorable
● didn’t mind being taxed if it was for the sake of BREC
OPINIONS
INTERESTS
Information: In depth interviews
BREC Public Opinion Survey and Market Research Report, 2015
Crimson Hexagon
Market 2.
SITUATION
ANALYSISEast Baton Rouge Parish
Population = 450,000
Zachary/Central > NBR/SBR
SBR > NBR
Older generation > Young generation
Most frequent BREC users
Caucasians married with children
Average income/year = $48,500
Lived in EBR Parish for > 11 years
Live within 10 miles of parks
Information: BREC Market Research Report, 2015
Competition 2.
SITUATION
ANALYSIS
DIRECT
INDIRECT
● Louisiana State Parks
● independently owned
parks, REC centers, and
forests (such as the LSU
Arboretum)
● personal neighborhoods
and backyards
● gyms, the YMCA,
fitness apps, zumba
classes, and yoga
businesses
● Audubon Zoo
● Blue Bayou
● academies for the
arts
PRICE, CONVENIENCE, AND DISTANCE
ALL FACTOR INTO CONSUMER DECISION FOR BREC
Information: In-depth interviews
Cheryl Michelet - BREC
2.
SITUATION
ANALYSIS
● Unique facilities
● Little to no cost
to consumers
● Variety of
activities
● Highly favorable
public opinion
STRENGTHS
● Removal of facilities
● Some facilities better
than others
● Brand
awareness/advocacy
WEAKNESSES
● Names advocating
for the brand: Miss
USA, BR Moms, the
Advocate, WAFB
● New parks opening
● GoBR values BREC
as an attraction to
Baton Rouge
OPPORTUNITIES
● New Orleans Zoo
● Movie theatres
● Your own backyard or
gym
● Water parks
THREATS
3.
BACKGROUND
& OBJECTIVES
Background & Objectives
BREC has 181 parks in East Baton
Rouge Parish that serve neighboring
parishes like Ascension and
Livingston. There are a multitude of
unique facilities such as the theater,
REC centers, and the Observatory.
“To contribute a healthier, more vibrant
community by providing exceptional
parks, open spaces and recreational
experiences for all of East Baton Rouge
Parish.”
Our objective is to create a slogan
for BREC that makes the East Baton
Rouge Parish community aware of
the many services that BREC has to
offer while resonating with the EBR
Parish public.
4.
RESEARCH
METHODOLOGY
& LOCATION
Research Methodology
Hannah:
● one interview and one diad interview
● in restaurants
● late morning/early afternoon crowd — just before
● average interview was 30 minutes long
● lifestyles, their old living situations before EBR, and
what BREC meant to them
● projective activity: asking about what they had
ordered and a fill-in-your-own adventure
● 51+Emily:
● three interviews
● participants’ homes
● late morning/early afternoon crowd — just before
● average interview was 30 minutes long
● daily routines and knowledge on BREC’s mission,
slogan, and how BREC is incorporated into their
schedules.
4.
RESEARCH
METHODOLOGY
& LOCATION
Research Methodology
Julia:
● three interviews
● participants’ homes
● morning and early afternoon
● average interview was 1 hour and 30 minutes long
● lifestyles, their old living situations before EBR, and
what BREC meant to them.
● projective activities: word association, brand
association, and collage
● 18-36Tiffanie:
● three interviews
● BREC park
● afternoon
● average interview was 30 minutes long
● projective activity where they compared BREC to a
genre of music, celebrity, and color
● under 17
▸ 12 people in East Baton Rouge Parish
▸ from 12 to 68 years old
We wanted to notice trends between the ages.
5.
SAMPLE SIZE
Sample Size
KEY FINDINGS
6.
KEY FINDINGS
ACTIVE
“BREC is fun for my friends and I whenever
we all have free time and want to hit the
basketball courts or soccer fields.”
“BREC helped me have a more healthy
lifestyle. I started taking Zumba there.”
“I really want to thank BREC for
providing a safe place for my kids
to play.”
KEY FINDINGS
6.
KEY FINDINGS
PLACE OF
ESCAPE
“Some of my friends go
to BREC parks to set up
their hammocks and
hang out.”
“It’s just beautiful...you
can walk a mile and see
rabbits, wildlife. I love
that part about it.”
“It’s the only place I’ll go
to have a picnic. It’s so
relaxing.”
“My granddaughter took dance
lessons there, and there’s just so
much else to do, too.”
KEY FINDINGS
6.
KEY FINDINGS
“When visiting BREC parks, I feel happy and
entertained.”
“My grandkids love the splash parks and the
Zoo. I take them there all the time.”
ENTERTAINING
OBJECTIVE TARGET AUDIENCE
DEMOGRAPHICS
TARGET AUDIENCE
PSYCHOGRAPHICS
To create a slogan that
resonates with the East
Baton Rouge Parish
community and spreads
awareness of BREC’s
services.
Anyone who lives within
East Baton Rouge Parish,
of all ages and genders.
▸ Have a strict
routine
▸ Want to be healthy
▸ Price-conscious
▸ Want to try and get
outdoors
CURRENT THOUGHT DESIRED THOUGHT SINGLE MOST
IMPORTANT THOUGHT
“BREC is just a park.” “I’ve been going to BREC
since I was younger, and
now I bring my
grandchildren to pass on
the torch.”
BREC is your park, and
more.
7.
CREATIVE
BRIEF
Creative Brief
“Your lifelong adventure.
8.
RECOMMENDATIONS
& NEXT STEPS
COMMERCIAL
BILLBOARD SERIES
OUTDOOR
9.
CONCLUSION
CONCLUSION
An interactive, malleable slogan that allows
consumers to define BREC by a lifelong experience:
starting first at the playgrounds, then at the various
facilities, and then all over again through another set
of eyes.
APPENDIX
▸ United States Census Bureau
▸ BREC Pamphlets
▸ BREC Market Research Report
▸ BREC Public Opinion Survey
▸ PRIZM
▸ Crimson Hexagon
▸ BREC.org
QUESTIONS?

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BREC Slogan Study

  • 1.
  • 2. BREC SLOGAN STUDY Hannah Alkadi Tiffanie Harel Julia Hebert Emily Ricks The A Team FALL 2015
  • 3. 1. EXECUTIVE SUMMARY Executive Summary KEY PROBLEM RESEARCH METHODS FINDINGS SINGLE MOST IMPORTANT THOUGHT RECOMMENDATIONS
  • 4. 2. SITUATION ANALYSIS Company Mission: “To contribute a healthier, more vibrant community by providing exceptional parks, open spaces and recreational experiences for all of East Baton Rouge Parish.” “BREC on the Geaux” Over 180 parks but 7 parks have been removed from service & 38 buildings have been demolished Imagine Your Parks Information from brec.org
  • 5. Product Park systems are the product that can exceed consumers’ expectations. ★ 6,624 Park Acres ★ 181 Parks ★ 59 Rec Centers ★ 149 Picnic Areas ★ 39.48 Miles of Trails ★ 135 Playgrounds ★ Observatory ★ Baton Rouge Zoo ★ Dog Parks ★ Art Gallery ★ Theatre ★ Nature Trails ★ Seasonality does come into play. ★ Less visitors during colder seasons. ★ The brand is trying to sell parks to the public. Information from brec.org
  • 6. Consumer 2. SITUATION ANALYSIS 9% TAX RATE Information: United States Census Bureau Council for Community and Economic Research, ACCRA Cost of Living Index COST OF LIVING: 6% LOWER THAN NATIONAL AVERAGE
  • 7. Consumer ▸ want to spend time, not money ▸ at a place that is clean, healthy, and safe ▸ cheaper than the alternatives, closer, provide a health benefit. 2. SITUATION ANALYSIS ACTIVITIES ● being outdoors ● the pool ● the zoo ● splash parks ● zumba ● park is a valuable part of living in Baton Rouge ● public opinion of BREC is favorable ● didn’t mind being taxed if it was for the sake of BREC OPINIONS INTERESTS Information: In depth interviews BREC Public Opinion Survey and Market Research Report, 2015 Crimson Hexagon
  • 8. Market 2. SITUATION ANALYSISEast Baton Rouge Parish Population = 450,000 Zachary/Central > NBR/SBR SBR > NBR Older generation > Young generation Most frequent BREC users Caucasians married with children Average income/year = $48,500 Lived in EBR Parish for > 11 years Live within 10 miles of parks Information: BREC Market Research Report, 2015
  • 9. Competition 2. SITUATION ANALYSIS DIRECT INDIRECT ● Louisiana State Parks ● independently owned parks, REC centers, and forests (such as the LSU Arboretum) ● personal neighborhoods and backyards ● gyms, the YMCA, fitness apps, zumba classes, and yoga businesses ● Audubon Zoo ● Blue Bayou ● academies for the arts PRICE, CONVENIENCE, AND DISTANCE ALL FACTOR INTO CONSUMER DECISION FOR BREC Information: In-depth interviews Cheryl Michelet - BREC
  • 10. 2. SITUATION ANALYSIS ● Unique facilities ● Little to no cost to consumers ● Variety of activities ● Highly favorable public opinion STRENGTHS ● Removal of facilities ● Some facilities better than others ● Brand awareness/advocacy WEAKNESSES ● Names advocating for the brand: Miss USA, BR Moms, the Advocate, WAFB ● New parks opening ● GoBR values BREC as an attraction to Baton Rouge OPPORTUNITIES ● New Orleans Zoo ● Movie theatres ● Your own backyard or gym ● Water parks THREATS
  • 11. 3. BACKGROUND & OBJECTIVES Background & Objectives BREC has 181 parks in East Baton Rouge Parish that serve neighboring parishes like Ascension and Livingston. There are a multitude of unique facilities such as the theater, REC centers, and the Observatory. “To contribute a healthier, more vibrant community by providing exceptional parks, open spaces and recreational experiences for all of East Baton Rouge Parish.” Our objective is to create a slogan for BREC that makes the East Baton Rouge Parish community aware of the many services that BREC has to offer while resonating with the EBR Parish public.
  • 12. 4. RESEARCH METHODOLOGY & LOCATION Research Methodology Hannah: ● one interview and one diad interview ● in restaurants ● late morning/early afternoon crowd — just before ● average interview was 30 minutes long ● lifestyles, their old living situations before EBR, and what BREC meant to them ● projective activity: asking about what they had ordered and a fill-in-your-own adventure ● 51+Emily: ● three interviews ● participants’ homes ● late morning/early afternoon crowd — just before ● average interview was 30 minutes long ● daily routines and knowledge on BREC’s mission, slogan, and how BREC is incorporated into their schedules.
  • 13. 4. RESEARCH METHODOLOGY & LOCATION Research Methodology Julia: ● three interviews ● participants’ homes ● morning and early afternoon ● average interview was 1 hour and 30 minutes long ● lifestyles, their old living situations before EBR, and what BREC meant to them. ● projective activities: word association, brand association, and collage ● 18-36Tiffanie: ● three interviews ● BREC park ● afternoon ● average interview was 30 minutes long ● projective activity where they compared BREC to a genre of music, celebrity, and color ● under 17
  • 14. ▸ 12 people in East Baton Rouge Parish ▸ from 12 to 68 years old We wanted to notice trends between the ages. 5. SAMPLE SIZE Sample Size
  • 15. KEY FINDINGS 6. KEY FINDINGS ACTIVE “BREC is fun for my friends and I whenever we all have free time and want to hit the basketball courts or soccer fields.” “BREC helped me have a more healthy lifestyle. I started taking Zumba there.” “I really want to thank BREC for providing a safe place for my kids to play.”
  • 16. KEY FINDINGS 6. KEY FINDINGS PLACE OF ESCAPE “Some of my friends go to BREC parks to set up their hammocks and hang out.” “It’s just beautiful...you can walk a mile and see rabbits, wildlife. I love that part about it.” “It’s the only place I’ll go to have a picnic. It’s so relaxing.”
  • 17. “My granddaughter took dance lessons there, and there’s just so much else to do, too.” KEY FINDINGS 6. KEY FINDINGS “When visiting BREC parks, I feel happy and entertained.” “My grandkids love the splash parks and the Zoo. I take them there all the time.” ENTERTAINING
  • 18. OBJECTIVE TARGET AUDIENCE DEMOGRAPHICS TARGET AUDIENCE PSYCHOGRAPHICS To create a slogan that resonates with the East Baton Rouge Parish community and spreads awareness of BREC’s services. Anyone who lives within East Baton Rouge Parish, of all ages and genders. ▸ Have a strict routine ▸ Want to be healthy ▸ Price-conscious ▸ Want to try and get outdoors CURRENT THOUGHT DESIRED THOUGHT SINGLE MOST IMPORTANT THOUGHT “BREC is just a park.” “I’ve been going to BREC since I was younger, and now I bring my grandchildren to pass on the torch.” BREC is your park, and more. 7. CREATIVE BRIEF Creative Brief
  • 23. 9. CONCLUSION CONCLUSION An interactive, malleable slogan that allows consumers to define BREC by a lifelong experience: starting first at the playgrounds, then at the various facilities, and then all over again through another set of eyes.
  • 24.
  • 25. APPENDIX ▸ United States Census Bureau ▸ BREC Pamphlets ▸ BREC Market Research Report ▸ BREC Public Opinion Survey ▸ PRIZM ▸ Crimson Hexagon ▸ BREC.org

Editor's Notes

  1. ** Include date of study?
  2. Hannah - 1) Project background and key problem: BREC approached us to come up with a new slogan, finding from market research that the current slogan didn’t resonate with the public, nor did it explain all of the many services BREC offers. 2) Research methods and key questions: Our team used in-depth interviews, focus groups, and projective activities to better understand BREC’s consumers. We asked our pool about their lifestyles, what BREC meant to them, and what they valued in their everyday life. 3) Main findings or key themes: We found that people living in East Baton Rouge Parish thought BREC was entertaining, a place of escape, and also where they felt active. One woman discovered ZUMBA through her BREC experience, while another enjoyed family time at the Zoo and splash parks. 4) Single most important thought or big idea: BREC is a lifelong adventure. We found that there was something for everyone to enjoy at BREC, and that when people got older, they would bring their children 5) Recommendations: A slogan called “Your park, and more,” that also allows for consumers to input their own value into BREC, such as a campaign with “Your park, and _______.”
  3. Emily found this information in BREC’s 2014 Annual Report and BREC’s 2015 Fall Play Book.
  4. Hannah
  5. Hannah
  6. Hannah
  7. Hannah - weaknesses, Tiffanie - strengths, Julia - threats, Emily - opportunities
  8. Julia - background, Hannah - objective
  9. everyone
  10. everyone
  11. Julia
  12. Tiffanie
  13. Julia
  14. Emily
  15. Hannah