1. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Developing Your Destination Promise 1

2. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Thousands of brands worldwide have enhanced their perception, image and success by applying our BrandScience™ principles. 2

3. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Our Dialogue Today I.Genuine BrandMindset® II.Building a Destination BrandPromise® III.Collective Wisdom 3

4. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Genuine Brands? 4

5. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com I. Genuine BrandMindset® “The internalized sum of all impressions received by G.U.E.S.T.s and influencers resulting in a DISTINCTIVE position in their mind’s eye based on the PERCEIVED VALUE of emotional and functional BENEFITS.” focussed on SUBSTANCE not hype delivers VALUE engenders TRUST fosters LOYALTY 5

6. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Destination BrandScience™ 6

7. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com A ‘Guest’ not a visitor! “A tourism ‘product’ is what the customer buys but the tourism ‘experience’ is what they remember and talk about, it’s the emotional feeling and connection that makes them feel like a valued GUEST.” 7

8. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com The G.U.E.S.T. Philosophy 8 Greeting – Everyone communicates: “We’re glad you’re here!” Understanding – Listen, learn and understand your guests. “We always listen for the way our guests feel.” Efficiency – Fast and easy is always the answer. “We respect your time; we know it is valuable.” Special Treatment – Everyone wants to feel special. “We have the power to provide a pleasant surprise for our guests.” Thankfulness – Thank each and every guest. “We want you to be a friend and we appreciate your good will and the lifetime value of your relationship.”

9. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com One of a Kind …from service to HOSPITALITY 9 Service is what we do. HOSPITALITY is how we exceed guests’ expectations....the art of greeting GUESTs with graciousness & appreciation Great Good ONE OF A KIND Customer Service HOSPITALITY

10. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com II. Your Brand is Only As Good As Your Promise! 10 What does ‘Promise’ mean to you? De belotte 約 Versprechenpromesa

11. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com A Genuine PROMISE… Truthful & aspirational description of how you want your G.U.E.S.T.s to feel. Essence….heart, soul & spirit of your organisation/destination. Creates a distinctive experience that’s attractive for everyone. Evokes a positive emotional connection. NOT an advertising message…..your internal commitment. NOTHING without actions to implement. Mission………Vision……...PROMISE 11

12. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com The BrandPromise “You have to decide what your Promise and deliverables can be… once a key connection with consumers is made, your brand can go from being one that satisfies consumers to one that they insist on.” -Hallmark President & CEO “Serves as the Guiding Star.” 12

13. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com BrandBusinessPromise Coffee Privileged Relationships with Consumers EntertainmentMake Dreams Come True HotelJust Say Yes Business vs. Promise 13

14. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Three Fundamental Questions 14 1.What is the BRAND experience about? 2.What DISTINGUISHES your products and services? 3.How do you offer SUPERIOR VALUE to your customers? Pickup & delivery: anytime, anyplace When you “absolutely, positively” want someone to get it Immediate gratification

15. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Promise Principles Provide a unique ‘experience’ with products and services that enhance guests’ lives. Achieve internal partnership, ‘passion’ and support for a Promise. Create a perception of exceptional ‘value’ and distinctive benefits. 15

16. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com It’s All About the Experience A Genuine Promise creates an ‘experience’ that’s attractive for everyone. A Promise must evoke a positive emotional connection. It is all about how people feel! 16

17. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Promise Passion 17 Emotion al Functional How your guests feel. What you do. “People must be ‘emotionally’ capable of delivering a Promise before they can be ‘functionally’ able.”

18. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Value is Everything 18 Perceived Value™ = Benefits Cost “GESTALT”

19. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com The Way Promises Work #1The Promise of your business is your internal commitment for how you want your guests to ‘feel’…their experience. It is not the advertising message…however; advertising messages and all brand communications should be driven by the Promise. 19

20. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com The Way Promises Work (continued) #2In order for your Promise to be effective, you must have a ‘Plan’ of clearly defined ‘Actions’ to deliver your Promise experiences. Your Promise is nothing without the implementation of its Plan of Action. 20

21. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com The Way Promises Work (continued) #3The key Promise principles expand and identify the functional and emotional benefits. Your Promise sets the direction for your business strategy from 30,000ft! 21

22. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com “This is what matters… The experience of the product. How it makes someone feel.” “We spend our time on a few great things. Until every idea we touch… Enhances each life it touches.” 22

23. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com “Wherever the Guest experience takes place – in our parks, on the high seas, on a guided tour of exotic locales, through our vacation ownership program – we remain dedicated to the promise that our Cast Members turn the ordinary into the extraordinary. Making dreams come true every day is central to our global growth strategy.” 23

24. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Our company was built on a commitment to service, quality and value. Our Team Members are empowered to be “Beyond the Best” and serve our guests. By exceeding our guests’ expectations, we are able to create lasting memories. Our goal is to anticipate our guests’ wants and desires. We want to be proactive and offer, rather than being reactive and having the guest ask. The secret to our success is to build long-term relationships with our guests. We want to be their home away from home. Guests will find unbeatable value in gaming, food, hotel and entertainment. 24

25. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Genuine Brands 25

26. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com The BrandPromise 26 PURPOSE PROCESS Create and communicate a long- term value proposition from the guests’ perspective. Answer three fundamental questions: What is your business/destination experience all about? What distinguishes your product /destination from the competition? What is superior about the value you offer to your guests? confidencedifferentiation strategic direction

27. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com The BrandPromise Process  Create your Promise Team  Complete a Brand Assessment  Develop your Brand Promise  Communicate your Promise - everyone learns to deliver your Promise √ √ √ √ 27

28. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Deliver on the Promise 28 Treat people BETTER than they EXPECT Successful brands keep their commitments with G.U.E.S.T.s and enthusiastically deliver on the Promise!

29. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com

30. What’s Your Promise? 30 1.What is the BRAND experience about? 2.What DISTINGUISHES your products and services? 3.How do you offer SUPERIOR VALUE to your customers? ? ? ?

31. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com BrandPromise Assessment 31 What are your guests’ perception and image of your brand? What is the first word that you want to come to mind when guests think of your brand? What attributes of your brand are important? What does your brand stand for in the minds of your staff and community?

32. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com BrandPromise Assessment 32 What should your brand’s distinctive image be? Is your brand perceived as ‘one of a kind?’ What are the benefits of being perceived as a ‘one of a kind?’ What happens when your guests are disappointed? Would your guests describe your brand as their friend?

33. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Anacortes… the Center of Northwest Enjoyment You are here 33

34. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Destination Anacortes Paradigm Shifts 34 From: Small Town Visitor Mindset (On Your Own) Gateway (Ferry Access) One of Many Destinations Off Season (Seasonal) Drive Thru No Real City Center Competition To: Island Escape & Authentic Village Guest Mindset (Exceptional Service) Getaway One Of A Kind Destination (Preferred) Always On (In Season) Lots To Enjoy! Create a Pedestrian Plaza Cooperation

35. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Remember… 35 “Love life and life will love you back. Love people and they will love you back.” Arthur Rubinstein

36. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com III. Collective Wisdom 36

37. ©2015 BrandStrategy, Inc. Developing A Destination Promisewww.brandstrategy.com Proprietary Properties 37 BrandMindset®, BrandPromise®, Brandictionary®, BrandPsychic™, Destination BrandScience™ and BrandStrategy™ are trademarks of BrandStrategy, Inc. All other trademarks, brands and brand names are the property of their respective owners and are used for illustrative purposes only. No sponsorship, association or affiliation with BrandStrategy, Inc. is intended or implied.