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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

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Image consultants Group

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  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

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