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Powepoint Title Page Subhead that supports the title would go here. September 21, 2010

Town of Fort Smith Branding & Marketing Workshop November 23, 2011. Powepoint Title Page Subhead that supports the title would go here. September 21, 2010. Town of Fort Smith Branding & Marketing Workshop November 23, 2011. WORKSHOP AGENDA . Branding Overview Market Overview

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Powepoint Title Page Subhead that supports the title would go here. September 21, 2010

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  1. Town of Fort Smith Branding & Marketing Workshop November 23, 2011 Powepoint Title Page Subhead that supports the title would go here. September 21, 2010 Town of Fort Smith Branding & Marketing Workshop November 23, 2011

  2. WORKSHOP AGENDA • Branding Overview • Market Overview • Target Audiences • We’re off to a Good Start • It’s Your Show

  3. GOALS OF OUR STRATEGY • Increase interest and visitation to the Town of Fort Smith through the development and marketing of our Town to: • - Leisure Travellers • Organized Sport Participants • Business Travellers • College Students • New Residents • New Businesses and/or Investors

  4. BRANDS WORK

  5. WHO BENEFITS FROM A STRONG BRAND Any person or organization (public, private and non-profit) that relies on the image of the place and its attractiveness!

  6. START WITH A VISION A vision inspires and unites. A vision places the community ahead of individual self-interest. A vision is something to build toward. By contrast, a brand is something to build on. A vision for Fort Smith: Fort Smith is one of the greatest natural playgrounds in the world. The Town offers unique experiences through adventure, sports and the arts; all accompanied by the rush of adrenaline.  It is a place where the past comes alive in traditional culture, where northern pioneering stories abound, where the thrill of adventure and competition fill the days and the inspiration from the adjacent natural attractions lifts the heart. An independent spirit and the talent for innovation drive the welcoming and friendly people of Fort Smith.  This is a vibrant town rooted in a rich history and standing on the threshold of one of the last untamed places on earth.

  7. BUILD THE BRAND Key to the exercise of Destination Branding is identifying the most unique and compelling benefits that the Town can deliver to its target audiences. A brand fails when it tries to adapt to a large number of audiences and succeeds when it targets a small number of carefully selected audiences. The community delivers on the promise because it’s who they really are. Perhaps the most visible element of the brand is the tagline.

  8. MARKET OVERVIEW

  9. WHO AND HOW MANY

  10. WHERE THEY’RE FROM

  11. WHO THEY ARE

  12. WHO THEY ARE

  13. HOW THEY FIND OUT ABOUT US • Word of Mouth • Been here before • Travel Guide Books • Brochures/Posters/Maps • Travel Website • Tourism Business/Operator • NWT Explorers' Guide • SpectacularNWT.com • The Milepost • Auto Club

  14. WHERE THEY STAY

  15. WHAT WE OFFER • Accommodations • Transportation • Food & Beverage Services • Attractions • Visitor Services

  16. WHAT WE NEED TO WORK ON

  17. WE CAN OFFER MORE • Arts/Film Festival • Kayaking School • Art Kiosk • Community Themeing • Rapids Run • River Rentals • Run Wild • Zipline over Rapids • Paddlefest Enhancements

  18. LET’S TALK

  19. WHO WE SHOULD TARGET • The Detour • change the plans of people who have already • embarked on a NWT vacation • Base Camp • target car/truck traffic, RV and camping • The Players • draw hyper-active outdoor enthusiasts

  20. WHO WE SHOULD TARGET • The Good Sports • traditional and predominantly team sports participants • The Work Hard, Play Hard Crowd • business travel, tradesperson • The Art of Winter Enthusiasts • winter film/art festival

  21. WE’RE OFF TO A GOOD START • Town Council and TTAB have accomplished the following: • Development of a brand (logo and tagline) • Identification of target audiences • Creation of sample marketing materials • Development of potential marketing campaigns • Now it’s time to get down to business . . .

  22. IT’S YOUR SHOW Break into groups to discuss business and resident involvement Discuss how we can work together to build a visitor destination Take a priority/activity already identified (or come up with a new one) and map out a plan for implementation

  23. Town of Fort Smith Branding & Marketing Workshop November 23, 2011 Powepoint Title Page Subhead that supports the title would go here. September 21, 2010 Town of Fort Smith Branding & Marketing Workshop November 23, 2011

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