Presentation on theme: "INTRODUCTION How + why the branding initiative began in Hope Organizations involved ›The District of Hope ›Hope & District Chamber of Commerce ›Advantage."— Presentation transcript:
INTRODUCTION How + why the branding initiative began in Hope Organizations involved ›The District of Hope ›Hope & District Chamber of Commerce ›Advantage Hope The Branding Committee ›Tammy Shields, Glen Ogren, Tyler Mattheis, Wes Bergmann, John Fortoloczky, Gerry Dyble, Alison Harwood (brand coordinator)
PRESENTATION OVERVIEW Review of what branding means + the process of it Update on where we are in the process Stakeholder input – discovery ›Background document + Community survey Shaping the brand – distilling it’s competitive identity ›Context: Audience, competitive set, brand relationships ›Foundation:Physical attributes, rational, and emotional benefits ›Brand Platform: “The big idea”, vision, values, our offer, personality, positioning What’s next? Question period
WHAT IS BRANDING? It’s not a four letter word! ›When you see the word “brand”, think “reputation”. ›When you see the word “branding”, think “strategic positioning” It’s a promise. A look-you-in-the-eye-and-shake-your-hand kind of promise. It’s a statement of what your community stands for and its values. It gives people a hint of what to expect when they come here.
WHAT IS BRANDING? (CONTINUED) Who you say your are (strategic positioning) What “THEY” say you are (brand image) Strategic positioning: What does Hope “own”? What is our competitive identity? What do you want to be in the future? Brand image: What people are saying about you when you’re out of the room. The gap
WHAT IS BRANDING? (CONTINUED) A brand needs to be: TRUE DISTINCTIVE COMPELLING COMPETITIVE
BRANDING IS A PROCESS Understand your current brand image Establish your desired (true) brand Define the gap! Create and resource a plan to close the gap Assess progress and adjust
A BRAND UNDERLIES EVERYTHING
WHERE WE ARE IN THE PROCESS Community awareness, education, engagement (ongoing) ›Through series of stakeholder presentations, information handouts, open house, e-mail updates, and website (Chamber) updates, the branding committee reached out to inform the public about the process and invite them to engage (e-updates, community survey, personal dialogue) Background research + Stakeholder input (Discovery stage - done) ›Background research complete (document available online on the Chamber of Commerce website) ›Mainly done. Consisted of community surveys, workshop, one-on-one conversations Shaping the Brand (Distilling stage – in progress) ›In the late stages. This has involved bringing together what we learned through the background research, as well as what was discovered through stakeholder research.
BACKGROUND: A BRIEF HISTORY Sto:lo Nations – “the river people” Early Settlement: Hudson’s Bay Co., the fur trade, the gold rush Transportation, Forestry, and Mining: The Boom Years 1880 – 1970 Community in Transition: the last 50 years Other influences: Chinese CPR workers, Japanese internment camp (Tashme), tourism and outdoor adventure, film + television
BACKGROUND: HOPE TODAY – A SNAPSHOT Industry & economic drivers today: ›Transportation-related services and goods ›Logging, mining, construction, manufacturing (combined, 16% of workforce) ›Tourism – the leading private-sector industry (17% of local workforce) ›Plans and studies on economic and community growth: District of Hope: Hope/Fraser Canyon “Live Here, Invest Here, Play Here” 1990s Hope/Fraser Canyon Economic Development Strategic Plan, 2000 District of Hope: Official Community Plan, 2004 District of Hope Tourism Plan (Community Tourism Foundations, TBC), 2008 District of Hope: Economic Development Plan, 2009
BACKGROUND: HOPE TODAY – A SNAPSHOT Industry & economic drivers today (continued from previous slide): ›Services and trade sector Public services (local government, health education) 30% of workforce Other trades and services are mainly supported by the primary industries of transportation, manufacturing, and tourism. Trend in the services: Amenity migration (boomers + the creative class)
BACKGROUND: HOPE TODAY – A SNAPSHOT Hope's population declined 4.3% between 1996 and 2008 and is not projected to grow over the next 20 years. Hope is not growing School enrolment is declining and many young people are leaving the community in part because of the lack of employment opportunities. Younger people are not staying Hope now has fewer forestry, mining and construction jobs than in the past. These high-paying occupations are not being replaced. The economic base is fragile Education, income and health measures in Hope lag the provincial average - this contributes to social problems and detracts from community stability. Indicators of well-being are not improving In spite of the recent trends, Hope has many unique features and assets that could help form a diversified economic base. But Hope has distinctive assets Some basic weaknesses, including inadequate infrastructure and a narrow tax base, will need to be corrected if the community is to progress. It also has weaknesses The community surveys demonstrate that residents hold Hope in high regard as a place to live and foresee a better future for the community. Residents remain positive about the community Residents appear ready to embrace positive change, but are looking for more guidance and a "can-do" attitude from community leaders. Yet they would like to see a culture of positive change
BACKGROUND: HOPE TODAY – A SNAPSHOT ASSETS Location Major highway junction High traffic volumes Nature‐based features Natural resources Fraser River History/heritage Trail system Land availability Transportation services Downtown Reasonable living/business costs High quality of life Volunteers, community groups CONSTRAINTS Lack of growth Loss of resource jobs Business closures Development red tape Small community size Aging labour force Highways bypassing the community Poor business climate Lack of vision and direction Aging infrastructure Lack of infrastructure outside downtown Aging downtown Agricultural Land Reserve
BACKGROUND: HOPE TODAY – A SNAPSHOT Previous Brands: ›Hope the Rest Stop (starting back in 1800s) ›Gateway to Holidayland (1958) ›Rambo (1982) ›Chainsaw Carving Capital of Canada (the world?) Mid 1990s ›Hope: the downtown eastside of the Fraser Valley (70s onward?) ›Picture Postcard scenery with mountain adventure potential ›Hope: The Highway Through Hell (2012)
CONTEXT FOR HOPE: BRAND RELATIONSHIPS Canada’s Brand: Keep Exploring ›5 Unique Selling Propositions (USPs) Vibrant cities on the edge of nature Personal journeys by land, water, and air Active adventure among awe-inspiring natural wonders Award-winning Canadian cuisine Connecting with Canadians Super Natural British Columbia ›Target audience: “Travelers who live life youthfully. Those who seek out new experiences and inspirations and engage in culture or activities that energize the mind, body, and soul.” ›Brand Trigger (essence): Naturally alive
AUDIENCE Demographics: ›Live in the Lower Mainland, specifically Abbotsford to Vancouver + northern BC. ›Stable couple or family in their 30s – early 40s ›Above average income with professional skills and/or higher education ›Important for them to remain in close proximity with the Lower Mainland Personality: ›Adventurous, active, engaged, deliberately motivated, well-balanced ›Progressive, often seek opportunities for personal development ›Tech savvy and electronically connected to some extent ›Desire to live life to the fullest Values: ›They value time, quality of life, nature, and healthy environment ›They value community, having a sense of place, and feeling connected to it ›They welcome independent thought, intelligent debate, and creative thinking ›They value meaningful work, and need to be fulfilled by their occupation
BRAND WORKSHOP - PARTICIPANTS Robyn Barker Pieter Steyn Kelly Pearce Brad Fandrich Tammy Shields Tyler Mattheis Gerry Dyble John Fortoloczky Simon Nam (A) Glen Harris Glen Keil Scott Misumi Riley Foreman Kerrie-Anne Schoenit Katelyn Roberts Jeff Kuhn Bud Gardner Anna Gladue Dan Pereda Peter Scherle Justin Brown Simone Rolph (A) Haley Tarrant JD Lemmens Satvinder Grewal Deb McKinney Jamie Davis (A) Larissa Dyble Deb Arnott
FOUNDATION OF THE BRAND Physical Attributes: ›Walking trails to spectacular natural features ›Stunning mountain setting ›River & lakes (recreation) ›Othello Tunnels ›Plethora of easy “experiential adventure”, soulful adventure ›Gliding ›Clean, pure water Rational Benefits: ›Local culture (carvings, local art) ›Accessibility to the Lower Mainland & interior ›Affordable to live and recreate ›Friendly & neighbourly Emotional Benefits: ›Invigoration + amazement ›Spiritual: safe + calm ›Contented + balanced ›Authenticity: grounded, down- to-earth, relaxed
BRAND PLATFORM Our Vision: Vibrant downtown centre with independent stores and a flourishing + inviting mountain culture High quality of life + a place to learn and grow through adventure Environmentally + culturally sensitive Our Values: Optimism with action Stewardship of environment and town Positive + progressive Authenticity (grounded + honest) Our Offer (USP): Hope’s intimate + stunning mountain setting allows one to feel alive and connected to nature, the community, and oneself while maintaining comfortable access to big city amenities. Our Best Personality: Relaxed + modest + Calm Easygoing + Friendly Adventurous Helpful + kind + polite Positioning: THE transportation hub connecting the interior with the LM, providing a place to rest + recharge. An accessible soft adventure hub through which one can be emotionally moved by awe- inspiring natural encounters.
WHAT’S NEXT? The final articulation and wording will be distilled a bit further to make it as clear, succinct, and focused as possible. Once the wording is set, the visual identity (logo) for Hope will be crafted. This may or may not include a tagline or slogan (can be added in Phase Two). The final Brand Book will be delivered by June 2013.
WRAPPING IT UP… More detailed information and updates posted on the Chamber Website Sign-up to receive updates Thank you for your interest! Questions