Community Branding - MDF · 1111/2/2009/2/2009 3 1920’s1920’s Buy Flour, Eggs & Sugar fthFil dfrom the Family owned General Store COST .50¢COST .50¢ 1940’s1940’s Buy a box

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Maine Downtown Institute

Community Branding

Arnett Muldrow & Associates, Ltd.

• Small�firm�based�in�Greenville,�SC.

• Rooted�in�our�planning�and�economic�d l t idevelopment�experience.

• Extensive�experience�in�market�studies,�marketing�plans,�and�branding.

• Expertise�in�small�communities,�Main�Street�Programs and communities adjacent/withinPrograms,�and�communities�adjacent/within�large�metro�areas.

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Today’s Presentation

• Introduction�to�community�branding

• Project�examples

– Staunton VAStaunton,�VA

– Rutland,�VT

– Travelers�Rest,�SC

– Buena�Vista,�VA

– Atchafalaya,�LA

S i hi G T ki W b T ffi /S h• Switching�Gears:��Tracking�Web�Traffic/Search�Optimization

• Questions

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1920’s1920’sBuy Flour, Eggs & Sugar Buy Flour, Eggs & Sugar f th F il df th F il dfrom the Family ownedfrom the Family ownedGeneral StoreGeneral Store

COST .50¢COST .50¢

1940’s1940’sBuy a box of cake mixBuy a box of cake mixBuy a box of cake mixBuy a box of cake mixfrom the local grocery from the local grocery storestore

Cost $2.00Cost $2.00

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1980’s1980’sBuy a sheetcake at Buy a sheetcake at yyyour local chain your local chain grocery storegrocery store

Cost $12.00Cost $12.00

2000’s2000’sTake your child andTake your child andTake your child andTake your child andeleven of their eleven of their closest friends to closest friends to Chuck E Cheese for Chuck E Cheese for pizza, video games, pizza, video games, and creepy and creepy animatronic musicalsanimatronic musicalsanimatronic musicalsanimatronic musicals

Cost $100.00Cost $100.00

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RawRaw ProductProduct ServiceService ExperiencExperiencRawRawMaterialMaterial

EconomyEconomy

ProductProductEconomyEconomy

ServiceServiceEconomyEconomy

ExperiencExperiencee

EconomyEconomy

--33%33%--19%19% --30%30%

Traditional Media MixTraditional Media Mix

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Contemporary Media MixContemporary Media Mix

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BrandBrand StatementStatement

•• If you like a place where a thriving city If you like a place where a thriving city sets its grid into the foothills of the Blue sets its grid into the foothills of the Blue

Ridge Mountains. Ridge Mountains. ggIf you like striking views, spires and If you like striking views, spires and

domes, and hilly streets.domes, and hilly streets.


•• If you like a city of history where restored If you like a city of history where restored buildings house hip restaurants, shops, and buildings house hip restaurants, shops, and

galleries.galleries.•• If you like intrigue where you turn at theIf you like intrigue where you turn at thef you like intrigue where you turn at thef you like intrigue where you turn at thegiant watering can to find a wharf with no giant watering can to find a wharf with no

water, where presidents are born and circus water, where presidents are born and circus people are remembered.people are remembered.

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•• If you like the plays of Shakespeare or If you like the plays of Shakespeare or sustainable architecture. sustainable architecture.

•• If you like to gather in the park to hear aIf you like to gather in the park to hear aIf you like to gather in the park to hear aIf you like to gather in the park to hear acivic band that has been playing since civic band that has been playing since

1855.1855.


•• If you like a place where folks swap tips on If you like a place where folks swap tips on how to restore historic homes, and where how to restore historic homes, and where people take to the streets to celebrate. people take to the streets to celebrate.

•• If you like a place where the independentIf you like a place where the independentf you like a place where the independentf you like a place where the independentspirit thrives in gifted artists and musicians spirit thrives in gifted artists and musicians and where the solitude of the mountains is and where the solitude of the mountains is

just a short drive away.just a short drive away.

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•• If you like a place of learning where If you like a place of learning where colleges and schools inspire our colleges and schools inspire our thth If lik l h hi hIf lik l h hi hyouth.youth. If you like a place where highIf you like a place where high

tech meets down home.tech meets down home.


•• We are that place… We are that place… the Queen City of the Shenandoah the Queen City of the Shenandoah

where the spires of the city where the spires of the city are our crownare our crownare our crown.are our crown.

We are Staunton, Virginia… We are Staunton, Virginia… As you like it.As you like it.

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•• The Hills of the ShenandoahThe Hills of the Shenandoah

BrandBrand ValuesValues

•• The Unique Spelling of StauntonThe Unique Spelling of Staunton

•• The Queen City and the Victorian ArchitectureThe Queen City and the Victorian Architecture

•• The Shakespeare ConnectionThe Shakespeare Connection

•• The Diversity that allows each person to create their own The Diversity that allows each person to create their own e e ie ee e ie eexperienceexperience

•• The Hills of the ShenandoahThe Hills of the Shenandoah

BrandBrand ValuesValues

•• The Unique Spelling of StauntonThe Unique Spelling of Staunton

•• The Queen City and the Victorian ArchitectureThe Queen City and the Victorian Architecture

•• The Shakespeare ConnectionThe Shakespeare Connection

•• The Diversity that allows each person to create their own The Diversity that allows each person to create their own e e ie ee e ie eexperienceexperience

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GraphicGraphic IdentityIdentity


Marketing LogoMarketing Logo Formal LogoFormal Logo

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LetterheadLetterhead

LetterheadLetterhead

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WebsiteWebsite

HouseHouse FlagFlag

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TT--shirtsshirts

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StreetStreet BannersBanners

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TrifoldTrifold BrochuresBrochures

ShoppingShopping BagsBags

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AdsAds

AdsAds

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AdsAds

AdsAds

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EDED KitKit

Rutland, Vermont

Brand Development

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Process

• Stakeholder�roundtable�in�July�including:– RRA,�RRPC,�Creative�Economy,�Downtown�Rutland�Partnership,�City,�Chamber�of�Commerce,�RAPAC,�p, y, , ,REDC,�and�others.

• Informal�Surveys,�Facebook�Page• Branding�“Charrette”

– Intense�3�day�process.– Seven “topical” roundtable meetings– Seven� topical �roundtable�meetings.��– Public�input�session.– Presentation�of�ideas.��

Brand Objectives

• Instill�community�pride.• To�the�degree�possible,�unite�the�community�around�common�core�strengths.

• Reinforce�that�this�is�a�“city”�intimately�linked�to�the�“country”

• Develop�a�brand�system:��publications,�websites,�events wayfinding marketing for businessesevents,�wayfinding,�marketing�for�businesses,�etc.��

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Rutland Is:1. The�urban�center�of�Central�Vermont.��

– A�place�of�commerce,�industry,�culture�and�the�arts.��– An�historic�downtown�connected�with�communities�

that�surround�the�city.2. A�“bedrock”�community�of�Vermont.

– Rich�in�tradition�and�family�oriented�without�pretense.– A�proud�past�rooted�in�industry�and�agriculture.– The�source�of�many�talented�and�creative�leaders.

3. Intimately�tied�to�the�land�in�two�ways:��– Through�recreational�activities�both�active�and�passive.

Th h th i lt th t f d th it– Through�the�agriculture�that�feeds�the�community.4. Forward�thinking�and�working�together�to�make�

the�community�a�better�place.��

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Brand Elements• FONT:

– Solid,�powerful,�confident,�and�timeless�not�soft,�cute,�or�trendy.

• LOGO:– An�simple�ICON�that�implies�connections,�the�mountains,�the�“R”�

of�Rutland,�and�Rutland�as�a�center,�it�also�must�be�“kinetic”�implying�movement.

• COLORS:– Color�must�include�green�for�MANY�reasons�but�juxtapose�green�

against�the�colors�of�an�“urban”�place.

• TAGLINE:– Must�be�simple,�inclusive,�and�have�MULTIPLE�meanings.

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VirginiaVirginia

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Atchafalaya National Heritage AreaBranding PresentationSeptember 25,2009

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Brand Elements

• Font(s):��classic�and�timeless�with�a�twist�of�romance and a slight hint at the flow of a riverromance�and�a�slight�hint�at�the�flow�of�a�river.

• Colors:��both�dark�and�bright�evocative�of�the�mystery�of�the�landscape�and�the�vibrancy�of�the�culture:��black,�blue,�red,�orange�and�yellow

• Tagline:��this�is�both�an�area�of and�a�place�apart�from Americafrom�America.�

• Logo:��a�play�on�this�being�a�country,�a�nod�to�the�French�cantons�of�the�Acadian�families,�key�imagery�of�the�Atchafalaya�itself�and�energy.�

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MEASUREMEASURE

COSTCOST URLURLFREEFREE GOOGLE.COM/ANALYTICSGOOGLE.COM/ANALYTICS

GOOGLE ANALYTICStrack your traffic

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MEASUREMEASURE


website profilesbuild profiles for all your sites

MEASUREMEASURE


dashboardone screen shows you an overview

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MEASUREMEASURE


absolute unique visitorshow many people came to your site?

MEASUREMEASURE


visitshow many trips were made to your site?

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MEASUREMEASURE


pageviewshow many pages were actually viewed?

MEASUREMEASURE


time on sitehow long are people staying to read?

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MEASUREMEASURE


visitor loyaltyhow many times do people come back?

MEASUREMEASURE


visitor recencyis your content growing stale?

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MEASUREMEASURE


length of visithow long does the average visit last?

MEASUREMEASURE


depth of visithow many pages does a person view?

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MEASUREMEASURE


traffic sourceswhich path is your traffic taking?

MEASUREMEASURE


referring siteswho is sending traffic your way?

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MEASUREMEASURE


search enginesdrill down on which engines drive you

MEASUREMEASURE


keywordswhich keywords are working?

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MEASUREMEASURE


top contentwhich pages are people looking at?

MEASUREMEASURE


map overlaywhich countries come to visit?

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MEASUREMEASURE


map overlaywhich states come to visit?

MEASUREMEASURE


map overlaywhich towns come to visit?

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MEASUREMEASURE


site overlaywhere on the page are they clicking?

SCALESCALE

COSTCOST URLURLFREE TO VERY PRICEYFREE TO VERY PRICEY HELP.YAHOO.COMHELP.YAHOO.COM

search optimizationseo is hard because the rules change

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SCALESCALE

COSTCOST URLURLFREEFREE GOOGLE.COMGOOGLE.COM

natural searchsite quality makes a lot of difference

SCALESCALE

COSTCOST URLURLFREEFREE GOOGLE.COMGOOGLE.COM

natural searchdifferent keywords matter

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SCALESCALE

COSTCOST URLURLFREEFREE GOOGLE.COM/LOCAL/ADDGOOGLE.COM/LOCAL/ADD

google maps/localyou can affect your search results

SCALESCALE



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SCALESCALE



SCALESCALE



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SCALESCALE


google maps/localthe more you tell them, the better

Documents

Community Branding - MDF · 1111/2/2009/2/2009 3 1920’s1920’s Buy Flour, Eggs & Sugar fthFil dfrom the Family owned General Store COST .50¢COST .50¢ 1940’s1940’s Buy a box