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Enhancing New Harmony's Brand Identity: A Strategic Destination Image Assessment

This document outlines a strategic approach to enhance the brand identity and image of New Harmony. The purpose is to bridge the gap between the projected, perceived, and desired images of the destination, thereby attracting and retaining more tourists. It includes stages for assessing the current and desired destination image through visitor surveys, identifying target markets, and determining achievable positioning. The initiative aims to create a cohesive identity reflecting New Harmony’s rich cultural heritage and scenic beauty, ultimately fostering a stronger tourist appeal. **Relevant

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Enhancing New Harmony's Brand Identity: A Strategic Destination Image Assessment

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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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