Presentation on theme: "Branding the Place Casper, Wyoming Area Summary of Brand Research Results and New Strategic Directions."— Presentation transcript:
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 Place Destination Community
Meeting Goals and Outcomes 1.To provide a briefing on the reasons why the Casper brand assessment and strategy development was required. 2.To acknowledge the brand research methodology employed and participation responses. 3.To know about residents, stakeholders, visitors and potential visitors’ images, perceptions and feelings about Casper. 4.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.
An Overview of the Casper Brand Assessment Program of Work
Brand Development Recognized for Successful Casper Community Development To be a successful place a strong consumer experience and brand identity needs to be aligned to focused development and marketing communications. 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
Casper Brand Marketing Challenges 1.Low community/destination awareness 2.Predominant energy and outdoor recreation imagery 3.High overshadowing profile of Yellowstone and Grand Teton Parks 4.Lack of gateway appeal and effective wayfinding 5.Not taking full advantage of its central Wyoming location National Parks Scenery Natural Experience (driving, hiking and wildlife watching) Wyoming Top Appeals
Casper Brand Research Outcomes CompellingPlace/DestinationEXPERIENCE InfluentialBrandMESSAGING To: 1.Drive new and/or current place demand 2.Enhance the destination experience Not Just Logos, Slogans and Ad Campaigns
Casper Brand Research Program of Work Comprehensive and Inclusive Record of In-Depth Opinions and Insights Brand Education Brand understanding and expected outcomes dialogue with prominent community, corporate and visitor industry leaders (November 1, 2013 Brand Leadership Summit) Competitive city destination brand evaluation Almost 100 people directly involved through personal interviews, Brand Board/other group meetings and above public forum
Casper Brand Research Program of Work Brand Public Input Three online surveys across four audiences Data collection and analysis from December 2013 to March 2014 High confidence level for residents/stakeholders while visitor/potential visitor responses as indicator only Visitors/ Potential Visitors Community/Industry Stakeholders Residents N=282 (V: 163; PV: 119) Margin of Error V: +/–7.68% PV: +/–8.98% N=83 Margin of Error +/–4.85% N=1,356 Margin of Error +/–2.63%
Casper Brand Research Key Results Most Frequently Mentioned Functional Image Attributes (percentage of respondents) ImageVisitors Potential VisitorsResidentsStakeholdersAll Casper Mountain 14.00.034.427.431.0 Fishing 12.11.513.612.312.8 Alcova Lake/Pathfinder Reservoir 5.60.013.68.212.1 North Platte River 11.21.512.3 11.8 Casper Events Center 3.70.013.011.011.6 Shopping 11.20.010.119.210.2 Outdoor recreation/activities 126.96.36.199.57.2 Western culture/heritage/history 7.5188.8.131.52.7 Hunting 2.80.07.18.26.5 Mountains 10.3184.108.40.206.3
Top Casper Brand Place/Activity Attributes Casper Mountain North Platte River and Reservoirs Casper Events Center + Fishing & Hunting Visitors Residents Potential Visitors +
Casper Brand Research Key Results Most Frequently Mentioned Emotional Image Attributes (percentage of respondents) AttributeVisitors Potential VisitorsResidentsStakeholdersAll Friendly 39.621.434.438.834.5 Windy 5.00.07.83.07.0 Relaxing 8.9220.127.116.11.4 Boring 1.00.07.00.05.9 Outdoorsy 3.07.15.11.54.8 Beautiful 5.07.14.19.04.6 Western 4.012.53.84.54.2 Welcoming 0.0 4.66.04.1 Happy 3.03.64.13.03.9 Rude 1.00.04.09.03.8 Small town feel 0.0 18.104.22.168
Top Casper Brand Feeling Attributes FRIENDLY Beautiful, Relaxing and Outdoorsy WINDY Caution! Boring and Rude
Casper Brand Research Key Results Top Distinctive Attractions and Events (percentage of respondents) AttractionVisitors Potential VisitorsResidentsStakeholdersAll Casper Mountain 19.02.722.118.821.2 Casper Events Center 6.00.017.115.915.8 College National Finals Rodeo 3.00.016.326.115.4 Central Wyoming Fair and Rodeo 7.00.011.510.110.9 National Historic Trails Center 12.00.010.218.810.5 Fort Caspar 6.08.19.37.28.9 Hunting/Fishing 12.05.48.610.18.8 Rodeos (not specified) 13.029.77.82.98.5 Beartrap Summer Festival 2.00.08.311.67.8 Alcova Lake/Pathfinder Reservoir 3.00.07.37.26.8
Casper Brand Research Key Results 25 Descriptive Statements of Casper as a Destination (mean rating based on a 5-point scale) Survey TypeVisitors Potential VisitorsResidentsStakeholdersAll The area has wide open spaces 4.153.884.194.434.19 The area contains beautiful nature and scenery 4.204.124.093.994.09 The area offers plenty of opportunities for outdoor recreation 4.073.873.964.353.98 The area is rich in history and culture 4.063.883.764.063.80 Casper is easily accessible 3.813.603.663.723.67 Casper is a safe area 3.703.663.643.783.66 Casper is protective of its natural landscape and wildlife 3.813.903.573.60
Casper Brand Research Key Results 25 Descriptive Statements of Casper as a Travel Destination (mean rating based on a 5-point scale) Survey TypeVisitors Potential VisitorsResidentsStakeholdersAll People residing in Casper are warm and friendly 3.973.753.533.643.58 The overall mood of the area is peaceful and relaxed 3.923.833.503.673.55 The area offers a good variety of accommodation choices 3.623.653.473.613.49 The area offers a variety of dining experiences 3.653.563.433.443.46 The destination is affordable 3.713.433.423.753.46 The area offers affordable accommodation choices 3.663.563.323.543.37
Casper Brand Research Key Results 25 Descriptive Statements of Casper as a Travel Destination (mean rating based on a 5-point scale) Survey TypeVisitors Potential VisitorsResidentsStakeholdersAll The area offers year-round activities 3.603.583.293.683.35 Casper is clean 3.493.733.303.353.33 Casper is a unique destination 3.653.673.263.353.31 Casper offers a variety of shopping options 3.463.373.263.643.29 The destination offers good value 3.543.633.233.663.29 Casper provides good service quality to its visitors 3.653.483.203.393.26
Casper Brand Research Key Results 25 Descriptive Statements of Casper as a Travel Destination (mean rating based on a 5-point scale) Survey TypeVisitors Potential VisitorsResidentsStakeholdersAll Well-developed general infrastructure is in place 3.322.214.171.1243.14 The area offers a variety of things to do for families 3.593.553.023.653.12 Casper has a good reputation as a visitor destination 3.443.533.033.113.09 Interesting cultural activities are available 3.493.382.933.333.01 The area offers a variety of nightlife and entertainment 3.093.412.56 2.63 Casper has good weather 3.033.362.522.532.60
Casper Brand Research Main Conclusions 1.Casper’s key “attraction/activity” appeals are Casper Mountain, fishing and hunting, open spaces/ranges, North Platte River, shopping, rodeos and Casper Events Center. 2.Casper’s key “emotional” appeals are friendly, relaxing and outdoorsy; negative feelings as being boring and rude. 3.Casper’s destination stories and tourism messaging to center on outdoor recreation, sports and adventure travel, and cultural heritage tourism experiences.
Casper Brand Research Main Conclusions 4.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.
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.).
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”!
The Proposed Casper Brand Promise With a legacy of western historic trails set against Casper Mountain in central Wyoming, Casper is a relaxing outdoor recreation destination featuring open ranges, fishing, hunting and beautiful Alcova/Pathfinder Lakes and the North Platte River. With its friendly people, the community is the state’s business capital and home to the College National Finals Rodeo, Fort Caspar and the Casper Events Center. With its revitalized 1920s downtown, it is a place that attracts the adventuresome, the risk takers and those seeking a peaceful family lifestyle.
Casper Brand Strategic Focus and Directions Next Steps 1.To document the Casper place/destination brand strategy blueprint and summary report 2.To understand and apply the Casper place/destination brand strategy conclusions and new directions and present final results to the public 3.To prepare the Casper place/destination creative guidelines for identity refinement
Casper, Wyoming Area Summary of Brand Research Results and New Strategic Directions Closing Remarks