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Branding the Place Casper, Wyoming Area

Branding the Place Casper, Wyoming Area. Summary of Brand Research Results and New Strategic Directions. Introductions and Meeting Overview. Opening remarks Brand research and strategy advisors Gary Sherwin and Don Anderson Believable Brands Purpose of meeting.

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Branding the Place Casper, Wyoming Area

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  1. Branding the PlaceCasper, Wyoming Area Summary of Brand Research Results and New Strategic Directions

  2. Introductions and Meeting Overview • Opening remarks • Brand research and strategy advisorsGary Sherwin and Don AndersonBelievable Brands • Purpose of meeting

  3. Meeting Goals and Outcomes • To provide a briefing on the reasons why the Casper brand assessment and strategy development was required. • To acknowledge the brand research methodology employed and participation responses. • To know about residents, stakeholders, visitors and potential visitors’ images, perceptions and feelings about Casper. • To gain insight into what makes Casper unique and distinctive so that a definitive community/destination brand strategy and subsequent stronger place marketing program can be developed and delivered.

  4. An Overview of the Casper Brand Assessment Program of Work

  5. Brand Development Recognized for Successful Casper Community Development • City of Casper • Natrona County Commissioners • Casper Area Convention & Visitors Bureau • Casper Downtown Development Authority • Casper Area Economic Development Authority • Casper Area Chamber of Commerce

  6. Casper BrandMarketing Challenges • Low community/destination awareness • Predominant energy and outdoor recreation imagery • High overshadowing profile of Yellowstone and Grand Teton Parks • Lack of gateway appeal and effective wayfinding • Not taking full advantage of its central Wyoming location Wyoming Top Appeals National Parks  Scenery  Natural Experience(driving, hiking and wildlife watching)

  7. Casper Brand Research Outcomes Compelling Place/Destination EXPERIENCE To: Drive new and/or current place demand Enhance the destination experience Not Just Logos, Slogans and Ad Campaigns Influential Brand MESSAGING

  8. Casper Brand Research Program of Work

  9. Casper Brand Research Program of Work Residents Community/IndustryStakeholders Visitors/Potential Visitors N=282 (V: 163; PV: 119) Margin of Error V: +/–7.68%PV: +/–8.98% N=1,356 Margin of Error+/–2.63% N=83 Margin of Error+/–4.85%

  10. Highlights of Casper Brand Research Results

  11. Casper Brand Research Key Results Most Frequently Mentioned Functional Image Attributes(percentage of respondents)

  12. Top Casper Brand Place/Activity Attributes Casper Mountain North Platte River and Reservoirs Visitors + + Residents Fishing & Hunting Casper Events Center Potential Visitors

  13. Casper Brand Research Key Results Most Frequently Mentioned Emotional Image Attributes(percentage of respondents)

  14. Top Casper Brand Feeling Attributes FRIENDLY Beautiful, Relaxingand Outdoorsy Caution! WINDY Boring and Rude

  15. Casper Brand Research Key Results Top Distinctive Attractions and Events(percentage of respondents)

  16. Casper Brand Research Key Results 25 Descriptive Statements of Casper as a Destination (mean rating based on a 5-point scale)

  17. Casper Brand Research Key Results 25 Descriptive Statements of Casper as a Travel Destination (mean rating based on a 5-point scale)

  18. Casper Brand Research Key Results 25 Descriptive Statements of Casper as a Travel Destination (mean rating based on a 5-point scale)

  19. Casper Brand Research Key Results 25 Descriptive Statements of Casper as a Travel Destination (mean rating based on a 5-point scale)

  20. Casper Brand Research Main Conclusions • Casper’s key “attraction/activity” appeals are Casper Mountain, fishing and hunting, open spaces/ranges, North Platte River, shopping, rodeos and Casper Events Center. • Casper’s key “emotional” appeals are friendly, relaxing and outdoorsy; negative feelings as being boring and rude. • Casper’s destination stories and tourism messaging to center on outdoor recreation, sports and adventure travel, and cultural heritage tourism experiences.

  21. Casper Brand Research Main Conclusions • Casper’s tourism marketing to be primarily online communications with strong social media/VFR engagement and efforts directed to key city origin markets, destination event promotion/sales and contact database growth and regular brand messaging.

  22. Casper Brand Development Opportunities • There is a long term need for an enhanced gateway experience and improved visitor wayfinding. • Casper “Pride in Place” program directed at residents would be beneficial. • A Customer Service Training Program would enhance the visitor/guest experience. • There is an opportunity for a Tourism Development Master Plan to focus on expanding visitor infrastructure (more shopping, walking trails, convention center, etc.).

  23. Formulation of the Casper Brand Promise

  24. The Casper Brand Promise Rationale • Designed to be used by the Casper community as an internal guiding star in telling its story to audiences • Based on the brand research findings, this defines what makes the city unique and distinctive from an activity and feeling behavior basis • Used to measure against all future brand marketing programs so that messaging is consistent and influential The promise is the Casper place/destination “brand”!

  25. The Proposed Casper Brand Promise

  26. Casper Brand Strategic Focus and Directions

  27. Casper, Wyoming AreaSummary of Brand Research Results and New Strategic Directions Closing Remarks

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