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Branding Kentucky

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Branding Kentucky

  1. 1. Branding Kentucky Kentucky Unbridled Spirit Case Study
  2. 2. Case Study
  3. 3. Competing Brands
  4. 4. The Kentucky Opportunity One state. One vision. One brand.
  5. 5. Brand Brand:  “a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from the competition .“ - American Marketing Association
  6. 6. Tufts University Research "A brand’s purpose is two-fold: One, it serves as a major tool to create product differentiation; and Two, it represents a promise of value. From a consumer’s viewpoint, a brand is – above all – a shortcut to a purchasing decision.“ - State Branding in the 21st Century
  7. 7. State Research INDIANA The crossroads of America Enjoy Indiana   BE IN A STATE OF PROGRESS The Hoosier State IOWA Our liberties we prize and our rights we will maintain Come Be Our Guest Smart Idea The Hawkeye State KANSAS To the stars by hard ways Simply Wonderful The Sunflower State KENTUCKY United we stand, divided we fall It's That Friendly The Bluegrass State LOUISIANA Union, justice, and confidence Come as You Are. Leave Different The Pelican State
  8. 8. Research – What Others Think <ul><li>Reviewed existing secondary research on state branding </li></ul><ul><li>Assessed competitive states branding initiatives (web, print, TV) </li></ul><ul><li>Fielded a Market and Brand Assessment Study in KY, IL, IN, MO, OH,TN, VA and WV </li></ul><ul><li>Surveyed 1700 people including national tourism and economic development experts </li></ul>
  9. 9. Research Told Us <ul><li>Most out of staters have NO image of Kentucky, positive or negative. There are not a lot of unique things that come to mind. </li></ul><ul><li>Residents of Kentucky believe the image of Kentucky outside the state is worse than it actually is. (The jokes told about us do affect us!) </li></ul>
  10. 10. Creative Development Process <ul><li>Developed dozens of logo and name options based on the research </li></ul><ul><li>Multiple presentation and editing sessions with core state team </li></ul><ul><li>Tested brand images, tag lines and brand promise in focus groups. </li></ul><ul><li>Checked trademark availabilities </li></ul><ul><li>Checked foreign reaction </li></ul>
  11. 11. Kentucky – Original Brand Options
  12. 12. Sought Audience Buy-In <ul><li>Dozens of group presentations throughout the process </li></ul><ul><li>One on one meetings with core group representatives </li></ul><ul><li>Statewide contest drew more than 50,000 responses – and international attention </li></ul>
  13. 13. Sought Media Buy-in “… (Governor Fletcher) is not just asking citizens to pick an image and message that represent the commonwealth. He's asking them to come to terms with what Kentucky has been and what it can be…” - Kentucky Enquirer
  14. 14. The Winner:
  15. 15. Kentucky Unbridled Spirit <ul><li>“ Kentucky is a place where spirits are free to soar and big dreams can be fulfilled. We relish competition and cherish our champions for their willingness to push beyond conventional boundaries to reach new heights of success.” </li></ul>
  16. 16. Graphic Standards
  17. 17. Brand Usage
  18. 18. Brand Usage
  19. 19. All State Government Web Sites
  20. 20. Co-op Advertising
  21. 21. Tourism Website Development is underway on www.kentuckygreatoutdoors.com
  22. 22. Economic Development
  23. 23. KY Success Stories:
  24. 24. Enlisting Cities and Counties:
  25. 25. Endorsements <ul><li>“ I have heard nothing but positive comments about Kentucky Unbridled Spirit. </li></ul><ul><li>I have incorporated the brand into the Johnson County Fiscal Court’s business routine. The logo is on our Web site, included in our advertising and the bumper sticker is displayed on my vehicle as well as all other county vehicles. “ - Johnson County Judge/Executive R.T. Daniel </li></ul>
  26. 26. Enlisting Tourism Organizations
  27. 27. Enlisting Tourism Organizations
  28. 28. Enlisting Publications
  29. 29. Muhlenberg County Leader-News
  30. 30. Endorsement- Editor Rita Dukes <ul><li>“ We’ve been doing it [adding the brand] to our paper since we received the Graphic Standards Manual…  We’re the largest weekly paper in Western Kentucky and we have a lot of space. </li></ul><ul><li>In the past, when we needed filler, we sometimes used our own.  Now, in addition to that, we use the brand. We’re very proud to use the brand in that space.” </li></ul>
  31. 31. Private Sector Participation
  32. 32. Private Sector Participation
  33. 33. Private Sector Participation
  34. 34. More to Come! <ul><li>10 million Pepsi cans </li></ul><ul><li>30 million candy bar wrappers </li></ul><ul><li>$250K + in sales to WalMart (reorders already taking place) </li></ul>
  35. 35. Even Overseas!
  36. 36. Telling Our Story to the World                  
  37. 37. Merchandise Component <ul><li>KUS Merchandise </li></ul><ul><li>86 Super Walmarts </li></ul><ul><li>State Parks </li></ul><ul><li>Online Store </li></ul>
  38. 38. $3 million in earned media:
  39. 39. Results <ul><li>54% of respondents were able to accurately identify Kentucky Unbridled Spirit. That was higher than any other state tested , and was the most recognizable brand identified by every consumer segment tested. More out of state consumers knew Kentucky’s brand than their own! </li></ul><ul><li>  </li></ul><ul><li>Kentucky Unbridled Spirit earned higher appeal ratings than any other state tested. </li></ul>
  40. 40. Branding Research: <ul><li>Nearly 30 % of respondents said the new brand has positively impacted their perception of Kentucky . ------------------------------------------------------------- </li></ul><ul><li>36% of out-of-staters questioned said they’d be more likely to visit Kentucky. </li></ul><ul><li>  </li></ul>
  41. 41. Results <ul><li>Those who like the brand outnumber those who don’t </li></ul><ul><li>by 5 to 1. </li></ul><ul><li>Brand message points are registering with consumers: </li></ul><ul><li>Kentucky has a wider variety of activities and attractions than they thought; </li></ul><ul><li>Kentucky has more lakes and outdoor recreational activities than average; </li></ul><ul><li>Kentucky has more exciting activities and events than expected; and </li></ul><ul><li>Kentucky has a rich pioneer/civil war history that makes it a good destination. </li></ul>
  42. 42. Results <ul><li>Tourism in Kentucky increased in 2005 by 8.2%. </li></ul><ul><li>In the past two years, tourism in Kentucky has increased by 16.1%. </li></ul><ul><li>5,400 new jobs have been created. </li></ul>
  43. 43. Results <ul><li>Bottom line: Since branding is about “Changing Attitudes,” the research proves the brand is changing attitudes and helping “Move the Needle” to encourage more economic development interest and tourism visits to Kentucky. </li></ul>
  44. 44. For further information: <ul><li>To download a complimentary copy of this presentation, please visit: </li></ul><ul><li>www.kentuckytourism.com/industry </li></ul><ul><li>For additional information on New West: </li></ul><ul><li>www.newwestagency.com </li></ul>

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