1 / 12

Image consultants Group

Image consultants Group. Members: Katie Cornwell Lindsay Vaughn Chris Carter Amber Hatke Lindsey Hagan Jodi Studniarz. Overview. Purpose & Expected Outcome Accessing Current & Desired Destination Image Positioning & Target Market Destination Size and Composition Visitor Image Survey

dalton-beck
Download Presentation

Image consultants Group

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Image consultants Group Members: Katie Cornwell Lindsay Vaughn Chris Carter Amber Hatke Lindsey Hagan Jodi Studniarz

  2. Overview • Purpose & Expected Outcome • Accessing Current & Desired Destination Image • Positioning & Target Market • Destination Size and Composition • Visitor Image Survey • Assessing & Developing Brand Identity

  3. Purpose & Expected Outcome • Purpose: • To improve the gap between the projected, perceived, and the desired image • Expected Outcome: • Enhance the image and brand identity of New Harmony to attract and retain more tourists

  4. Stage 1: Accessing Current and Desired Destination Image • Existing Organic Image • arise from unbiased sources (i.e. books, school, television documentaries) • Existing Induced Image • Derived from the destination area & from marketing and promotional material (i.e. posters, brochures, website, guidebooks)

  5. Positioning and Target Markets • Who • Everyone? • Where • Southwest Indiana? • Southeast Illinois? • Northwest Kentucky? • Why • Brand Element Mix?

  6. Destination Size and Composition • Current • Future • Life styles • Attitudes

  7. Stage 2: Visitor Image Survey • What brings visitors to New Harmony • Profile Study • Where to conduct the survey • Hotels • Local eating establishments • B&Bs and other attractions • We plan to survey • Visitors Organic Image of New Harmony • Induced Image of New Harmony • Positioning & Target Market • Destination Size & Composition

  8. Example of Survey Questions • How did you hear about New Harmony? • Did your perceived image of NH match the actual image? • What attracts you to New Harmony? • What form of advertisement had the most impact on our decision to visit NH? • What would bring you back to NH? • Did you find NH clean & attractive? • Do you find the people of NH friendly & helpful?

  9. Stage 3: Assessing and Developing Brand Identity • Focus on historic/educational town appropriate • Incorporate other elements • Determine gap between perceived image and desired image • Use primary data collected with survey • Use secondary data

  10. Steps to Enhance Brand Image & Identity • Meet with CVB & country seat/ tourism officials to determine desired image • Propose new positioning statement • Display NH as town of tradition, rich cultural heritage and scenic beauty • A pinnacle of all of Southern Indiana

  11. Summary • Compare the current and desired image of NH • Examine the current and desired target market • Research the destination size and composition • Conduct a Visitor Survey • Assess the current brand identity • Identify gaps between the projected, perceived, & desired image • Provide feedback and examples for a new positioning statement & brand identity.

  12. The next group up is the Thunder Cats and they will discuss the Visitor Database Development First up is Jenna Cox

More Related