Presentation on theme: "Flint Hills Technical Advisory Group Regional Branding & Marketing Report A presentation prepared for the 2015 Regional Leaders' Retreat Jan 16 & 17, 2015."— Presentation transcript:
Flint Hills Technical Advisory Group Regional Branding & Marketing Report A presentation prepared for the 2015 Regional Leaders' Retreat Jan 16 & 17, 2015
Presentation Outline Meet the TAG Team Phase I Project Objectives and Deliverables Situation Review Goals of Regional Branding & Marketing Defining “Our Region” Target Audiences Key Implementation Actions Building a Model that Works Closing & Next Steps January 2015Regional Branding & Marketing TAG Report2
Phase I Objectives and Deliverables a)Define Scope of regional branding & marketing program b)Define goals and objectives … why is it important? c)Define “our region” for branding and marketing d)Identify various “target audience” focus e)Develop high level scoping document that provides: – situation analysis and discussion of scoping topics above – recommended next steps on the road to implementation – sufficient content to provide Committee with information to approve and move the regional branding and marketing project to Phase II January 2015Regional Branding & Marketing TAG Report3
What our Team Didn’t Do… Develop a brand for “our region” Create a logo Design or write a marketing program Establish a marketing budget Define details of an organizational structure All of above are important! However, the TAG team recognized that development of a regional branding and marketing program will require professional facilitation and oversight. If approved to proceed – the above actions would commence in Phase II. January 2015Regional Branding & Marketing TAG Report4
Brand & Marketing Defined The TAG agreed on key definitions to ensure understanding… BRAND: The cumulative perception people have about a place, product or organization, drawn from all sources. A brand is a promise of what to expect. It encompasses all of the experiences associated with it. MARKETING: The process of communicating the value of a product, service, place or entity to a defined set of target markets for the purpose of selling. A marketing program is a series of steps and instruments that creates awareness for a product, place, service or organization. January 2015Regional Branding & Marketing TAG Report5
Desired Outcomes of a Regional Plan Two (2) primary desired results: 1.Expand the economy with jobs and spending (generate increased revenue in the region) 2.Leverage a unified, regional marketing spend (create measurably higher return on investment / ROI) January 2015Regional Branding & Marketing TAG Report6
Key Goals & Objectives Four (4) key objectives of a Regional program: i.Shape, create and control our image ii.Increase probability and degree of success iii.Leverage resources and assets in the region iv.Generate greater influence and increase power to persuade Let’s review a few details together… January 2015Regional Branding & Marketing TAG Report7
Shape, Create and Control our Image a)Improve the national perception of Kansas b)Develop “The Flint Hills” brand so that it is recognized and resonates nationally c)Project an image of growth to inspire more growth (regional growth makes bigger impact) d)Promote the core region Metropolitan image (larger perception of the region provides greater opportunities) e)Develop an authentic brand that attracts attention desired from target audiences January 2015Regional Branding & Marketing TAG Report8
Increase Probability & Degree of Success a)Increase appeal to wider audience(s) by including more resources – more communities b)Attract more people to region c)Retain youth in region post-graduation d)Retain/entice transitioning population to return e)Harness the power of collaboration/partnerships January 2015Regional Branding & Marketing TAG Report9
Leverage Regional Resources & Assets a)Reflect reality of how economy truly functions b)Create new opportunities for economic expansion c)Preserve community individuality, while celebrating collaboration d)Connect region with other well-known entities January 2015Regional Branding & Marketing TAG Report10
Increase Influence & Power to Persuade a)Attract funding and/or provide access to funding through a regional approach b)Create stronger voice in Congress, Kansas Legislature, and with regulatory groups c)Develop brand ambassadors to champion our message d)Build broader networks and social media opportunities January 2015Regional Branding & Marketing TAG Report11
Defining “Our Region” January 2015Regional Branding & Marketing TAG Report12 The Flint Hills Core Region Neighboring Region
“Core” Synergies & Responsibilities Assets and Synergies Common to the Core Region – Kansas State University – Fort Riley – Metropolitan Statistical Area designation – Riley/Pottawatomie counties – Micropolitan Statistical Area designation – Geary county – Flint Hills Metropolitan Planning Organization (transportation planning) – Joint Urban Area Planning Primary Responsibilities of Core Region – Drive development/implementation of region brand/marketing strategy – Provide funding resources for regional marketing and brand program January 2015Regional Branding & Marketing TAG Report13
Neighboring Flint Hills Region Includes entire Flint Hills geographic region Assets/synergies common to contiguous “neighboring” area – Rural communities and rural lifestyle – Natural rural beauty and accoutrements – Workforce both for local and for core region employers – Flint Hills Economic Development District – Flint Hills Tourism Coalition – Flint Hills Regional Council Responsibilities of the Neighboring Region – Entities in these areas are not expected to drive development of or fund the regional marketing initiatives – Neighboring region assets will most certainly be included in the Flint Hills Region branding and marketing program January 2015Regional Branding & Marketing TAG Report14
Target Audiences Business & Industry Eco Devo Primary employers (i.e. Manufacturers, Corp HQ, etc…) Local existing business Bioscience industry Agricultural science Professional services Health care providers Military Military families Recent graduates Retirees Higher education faculty Elected officials Current residents Tourism Eco Devo Conference and meeting planners Tourists — regional, national, and international Current residents Sports teams — regional, state, national Local existing business recruits Visiting business clients January 2015Regional Branding & Marketing TAG Report15 Important Note: Marketing programs for Business/Industry & Tourism Eco Devo are distinctly different but may share common themes and there is some audience overlap. TAG team recognized there are likely benefits in joint marketing planning and development.
Key Implementation Actions (See Appendix II of TAG report for related discussion and background) 1.Identify ownership entity (organization/staff) TAG recommendations include: Independent Incorporated Not for Profit Business Leverage regional organization in place? Create new organizational structure? 2.Identify financial resources TAG recommendations include: Long-term funding be established – 5 year minimum initially 3 year “checkpoint” to evaluate preliminary results Annual budget cycles but some programs will require multi-year funding 3.Identify performance metrics TAG recommendations include: Agree upfront how success will be measured against established baseline Utilize publicly available economic measurements where applicable Specific program/campaign-related metrics as appropriate January 2015Regional Branding & Marketing TAG Report16
Build a Model that Works ED models discussed @ 2014 Conference included… Model One: Formal Marketing Entity Model Two: An Ad-hoc, Nimble, Grass-roots Approach Model Three: A Regional Partnership of Organizations & Businesses January 2015Regional Branding & Marketing TAG Report17 The Branding & Marketing TAG leans toward Model 3. With this caveat … the TAG acknowledges that more external research and due diligence is required prior to finalizing this very important decision!
Closing and Next Steps… The Regional Marketing and Branding TAG team believes the time is now to move forward and initiate actions necessary to create and fund an independent entity that can support the creation and deployment of a regional branding and marketing program for “Our Region” as defined in this report. The team also believes that collaboration and leveraging of existing resources with a focused approach across the region will amplify results that independently would not otherwise be achieved. Time is of the essence to capitalize on emerging Core region economic opportunities. Or to quote classic rock group The Steve Miller Band … “Time keeps on slippin’, slippin’ … “. January 2015Regional Branding & Marketing TAG Report18
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