The document summarizes the findings of focus groups and surveys conducted as part of a community branding, marketing and economic development initiative for the Town of Bethlehem. 99 participants shared their views on Bethlehem's physical and intangible assets. Key physical assets identified included the town's natural beauty, history, and outdoor recreation opportunities. Intangible assets included the sense of community and progressive yet historic values. Based on the research, the branding firm recommends the tagline "Just Be | Bethlehem, NH" and outlines next steps which include developing a logo, website and marketing plan to promote the town's unique identity and assets.
Anderson will discuss how to use themes and key assets to develop "trails" that connect communities and create rich experiences for visitors. The goal is to allow the theme to determine the geography rather than just connecting a group of contiguous counties. Collaboration is the key to successful trail building, so learn how it's done.
Fundraising is all about building strategic relationships. Donors and members are passionate about your cause and want to help. Our job is to find out where their interests lie and find a place that makes them successful.
Anderson will discuss how to use themes and key assets to develop "trails" that connect communities and create rich experiences for visitors. The goal is to allow the theme to determine the geography rather than just connecting a group of contiguous counties. Collaboration is the key to successful trail building, so learn how it's done.
Fundraising is all about building strategic relationships. Donors and members are passionate about your cause and want to help. Our job is to find out where their interests lie and find a place that makes them successful.
Presentation to UNC Communications Council by
Linda Convissor, Director of Community Relations, UNC
Meg McGurk, Executive Director, Chapel Hill Downtown Partnership
Marlene Barbera, Director of Sales, Chapel Hill/Orange County Visitors Bureau
Kristen Smith, Vice President for Advocacy & Engagement, Chapel Hill-Carrboro Chamber of Commerce
Creating Arts Together - putting ethnodoxology into practiceJen Chignola
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Why plan for growth and change, when it seems so much easier to simply react?
When there is a distinct and shared vision for your community - when residents, businesses and local government anticipate a sustainable town with cohesive and thriving neighborhoods - you have the power to conserve your beautiful natural spaces, enhance your existing downtown or Main Street, enable rural areas to be productive and prosperous, and save money through efficient use of existing infrastructure.
This is the dollars and sense of smart growth.
Success is clearly visible in Maine, from the creation of a community-built senior housing complex and health center in Fort Fairfield to conservation easements creating Forever Farms to Rockland's revitalized downtown. Communities have options. We have the power to manage our own responses to growth and change.
After all, “Planning is a process of choosing among those many options. If we do not choose to plan, then we choose to have others plan for us.” - Richard I. Winwood
And in the end, this means that our children and their children will choose to make Maine home and our economy will provide the opportunities to do so.
The Summit offers you a wonderful opportunity to be a part of the transformative change in Maine that we’ve seen these gatherings produce. We encourage you to consider the value of being actively involved in growing Maine’s economy and protecting the reasons we choose to live here.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Presentation to UNC Communications Council by
Linda Convissor, Director of Community Relations, UNC
Meg McGurk, Executive Director, Chapel Hill Downtown Partnership
Marlene Barbera, Director of Sales, Chapel Hill/Orange County Visitors Bureau
Kristen Smith, Vice President for Advocacy & Engagement, Chapel Hill-Carrboro Chamber of Commerce
Creating Arts Together - putting ethnodoxology into practiceJen Chignola
Presentation by Jen Chignola of WEC Resonance UK. Adapted from the book "Creating Local Arts Together" by Brian Schragg. A reduction of a module called "Arts for a Better Future" which is taught in conjunction with GIAL (TX, USA) and All Nations Christian College (Hertz. UK).
Young professionals historic new englandLeigh Smead
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Give To Grow: Community Service and the Hyperlocal AgentMaura Neill
You love what you do and you’re dedicated to your community, it’s what drives you AND builds your business at the same time. Find out how this win-win can be leveraged for even greater good. Founder of projects such as “Trick or Treat for Troops” and “Hot Dogs for Homeless Dogs”, Maura has incorporated a Giving Initiative into her marketing plan; she’ll show you how you can involve your clients in charity events and giving as a way to stay in touch and foster a deeper connection and engagement with your sphere. Feel great about growing your business, increasing good will, and creating a legacy of helpfulness in your business.
Let’s Get Fiscal is not your typical fundraising workshop. Designed to energize and empower participants with greater resource development confidence and efficacy, Let’s Get Fiscal includes an in-depth, real-world approach to successful fundraising from a rural nonprofit’s point of view. Let’s Get Fiscal covers a broad range of information from the basic fundamentals of successful fundraising to unique and distinctive fundraising campaign ideas designed to get participants engaged and ready to fundraise. Don’t miss this opportunity to build your organization’s fundraising muscle!
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Why plan for growth and change, when it seems so much easier to simply react?
When there is a distinct and shared vision for your community - when residents, businesses and local government anticipate a sustainable town with cohesive and thriving neighborhoods - you have the power to conserve your beautiful natural spaces, enhance your existing downtown or Main Street, enable rural areas to be productive and prosperous, and save money through efficient use of existing infrastructure.
This is the dollars and sense of smart growth.
Success is clearly visible in Maine, from the creation of a community-built senior housing complex and health center in Fort Fairfield to conservation easements creating Forever Farms to Rockland's revitalized downtown. Communities have options. We have the power to manage our own responses to growth and change.
After all, “Planning is a process of choosing among those many options. If we do not choose to plan, then we choose to have others plan for us.” - Richard I. Winwood
And in the end, this means that our children and their children will choose to make Maine home and our economy will provide the opportunities to do so.
The Summit offers you a wonderful opportunity to be a part of the transformative change in Maine that we’ve seen these gatherings produce. We encourage you to consider the value of being actively involved in growing Maine’s economy and protecting the reasons we choose to live here.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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Bethlehem Presentation
1. Town of Bethlehem’s Community Branding,
Marketing and Economic Development Initiative
Focus Sessions Findings Report Presentation
Presented by Sullivan Creative
2. Focus Groups & Online Survey Participant Overview
A total of 99 people participated in either a Focus Group or took an Online Survey.
The majority of participants were Bethlehem residents and/or businesses owners.
Categories of Focus Groups and Online Surveys include:
• Public Input Session
• Hotel, Lodging, Restaurants
• Arts, Culture, Historical
• Local businesses
(non-hospitality)
• Outdoor recreational
3. Bethlehem’s Physical Assets & Attributes
Land, buildings, transportation, and facilities that strengthen the community.
History
The following were identified as reoccurring answers to questions regarding Bethlehem’s
physical assets and attributes:
Location/Nature
Location/Access
• Landscape, scenery, elevation, air quality, Ammonoosuc River
• Nostalgia for simpler times, grand hotels, trams & trains
• Where Route 302 and I-93 interchange – “The Crossroads”
• Quieter side of the Notches
4. Bethlehem’s Physical Assets & Attributes
Land, buildings, transportation, and facilities that strengthen the community.
Resources for Outdoor Activities/Recreation
The following were identified as reoccurring answers to questions regarding Bethlehem’s
physical assets and attributes:
Cultural Resources
• Plenty to do in Bethlehem
- Trails (hiking, biking, walking, snowshoeing, etc.), The Rocks, Golfing
• Proximity to other popular activities
- Bretton Woods, Mt. Washington Cog Railway, Santa’s Village
• Colonial Theatre, First Fridays, gazebo concerts
5. Bethlehem’s Physical Assets & Attributes
Land, buildings, transportation, and facilities that strengthen the community.
Downtown Bethlehem (Village)
The following were identified as reoccurring answers to questions regarding Bethlehem’s
physical assets and attributes:
Town Resources
• Funky, quaint and boutique-y
• There is enough in town to encourage residents to stay in town
and support locally as much as possible
• Everyday amenities – Village Store, Irving, Post Office
• Excellent school and supportive police and fire departments
• Pool, Library
6. Bethlehem’s Intangible Assets and Attributes
Experiences, feelings that differentiate the community from others
Uniquely rich in cultural and recreational assets for a small town (hits above its weight)
The following were identified as reoccurring answers to questions regarding Bethlehem’s
intangible assets and attributes:
• Better/more than one expects in a rural town in Northern New Hampshire
• Can be hunting for the day and then get a gourmet meal or head to the brew
pub for dinner
• Bethlehem offers a chance to log off and reconnect –this mentality is adaptable
no matter how someone chooses to ‘reconnect’ (hike, read, ski, etc.)
7. Bethlehem’s Intangible Assets and Attributes
Experiences, feelings that differentiate the community from others
There is a sense that the physical setting and past/current cultural assets have attracted a
community that has many positive attributes
The following were identified as reoccurring answers to questions regarding Bethlehem’s
intangible assets and attributes:
• Progressive, but also respect history
• Individual personalities, but shared values (likeminded, adventurous, are drawn to the town)
• Dynamic age groups – different age groups are interested in Bethlehem for different reasons
Town (including government) cares/treats people like individuals
• Locals support locals – strong relationships with locals help keep businesses open
• Visitors appreciate locally-owned businesses and interacting with locals
8. Colors That Represent Bethlehem
The top trending colors from focus groups and survey results
Blue Green Alpenglow White Autumn
9. Words That Represent Bethlehem
Keywords that represent Bethlehem as reported by focus groups and survey takers
10. Tagline Options
Keywords that represent Bethlehem as reported by focus groups and survey takers
• Find Your Peak Experience
• Elevate Your Life
• Just Be | Bethlehem, NH
• All Paths Lead Here
• We Make the Mountains Memorable
• Great Views. Even Better People.
• North of the Notches, In the Heart of It All
• Your Hometown Awaits
• A Grand Place
11. Based off of all of the keywords and overall repetitive
themes from all focus groups and surveys, Sullivan
Creative recommends the following tagline…
12. Just Be | Bethlehem, NH
Be inspired. Be adventurous. Be a part of history.
Be an individual. Be one with your community.
Bethlehem is a place that beckons, that welcomes. You might be a mother with three
young kids, or an outdoor adventurer with peaks to cross off your list. You could be a
longtime resident who has found their belonging in this place among the mountains, or a
brand-new visitor discovering town around every unknown turn. Whoever you are, and
whatever you dream of doing, in Bethlehem, you can just be.
14. Just Be | Bethlehem, NH
Examples of other community entities using a similar style of tagline:
Berkshires, MANew Mexico Brattleboro, VT Rochester, NY California
15. Moving Forward…
The following recommendations and next steps in the Town of
Bethlehem’s Community Branding, Marketing and Economic
Development Imitative will be happening simultaneously. These
recommendations and next steps are based off of the original
proposal presented by Sullivan Creative as well as other additions
based off of focus group feedback.
16. Moving Forward…
• Approval of tagline and subsequent messaging points
• Develop logo
Upon completion, a style guide will be created to provide guidance for design direction
and future marketing pieces
• Develop sitemap and finalize content for new website for the Town of Bethlehem
Follow the new look and feel, add in elements that were requested in focus groups
• Build a targeted, integrated marketing plan based on research
• Additional testing of results from Findings Report – push out to visitors via
community partners (lodging and attractions, potentially paid social media)
• “Bethlehem Business Meet-Up” co-hosted by WREN and Bethlehem Re-Imagined
and the Town of Bethlehem
