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Truckee Tomorrow Place-Based Marketing Initiative Update Brand Rollout Truckee Tomorrow Place- Based Marketing Initiative February 9t" 2016 Town Council Update jet A44t, _P ±.. � * . +. t i4A — 'x-. j _�. •.;u. ` `.ate Presentation Outline • Goal & Objectives • Stakeholders • Timeline • Truckee Research & Discovery • Truckee Brand Essence • Truckee Consistent Marketing Message • Web Research & Discovery Overarching Goal To sustain our quality of life, and to foster a vibrant, prosperous Truckee for future generations. Two Project Objectives 1 . To create a consistent and authentic message about Truckee that will serve as the foundation for all marketing and communication tools for years to come. 2. To create a new Truckee.com website that helps current and prospective residents, business owners, and visitors find the information they need to live, work and play in our community. Stakeholders 1 . Truckee Community 2. Town of Truckee 3. Truckee Tomorrow Public-Private Partners 4. Place-Based Project Team - Chamber 1 . Colleen Dalton, Project Manager (TDCC) 2. Scott Keith, Keith Design Group 3. Dave Sick, Brand Breadcrumbs, Tech Advisor 4. Lynn Saunders, Melody Rebbeck, Ruth Geresy (TDCC) 5. Advisors Project App + Kickoff ■ 2013 (Feb.) The Truckee Tomorrow group overwhelmingly voted for a Place-Based Marketing Initiative out of four recommended economic development strategies. The Place-Based Marketing Initiative addresses the need for a consistent Truckee "brand" platform plus one integrated and comprehensive web site that unifies our economic, destination/tourism and community messages. ■ 2014 (Aug.) Town of Truckee — Grant Approved ■ 2015 (Feb.) Truckee Tomorrow - Matching Funds Raised ■ 2015 (Feb.) Truckee Tomorrow Public-Private Partner Meeting #1 ■ 2015 (Aug.) Community Workshop #1 Project Execution Timeline 2015 2016 March-June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July RFP + Agency Selection Brand R&D Brand Development. Web R&D Web Development Brand Production Community Engagement Brand Research & Discovery Process Public/Private Partnership — Brand Barometer & Perception Research Public/ Private Partnership Meeting #1 (2/13) Public/ Private Partnership Meeting #1 (5115) Public/ Private 1 : 1 Interviews History f Public Documents Research & Materials Review Truckee Public Documents, Deports, Case Studies Truckee Businesses — Marketing Materials review Truckee Chamber, Truckee DMO, Town of Truckee Marketing Community - Brand Barometer & Perception Research Community Workshop #1 — Town Hall (814) Community In-Market Survey #1 — Online Community Stakeholders — 1:1 Interviews Community Workshop #2 — Tahoe Donner (8/19) Community In-Market Survey #2 — Online Community Workshop #3 — Glenshire (9/16) Town of Truckee Mixer #4 - Town Hall Digital Brand Reputation (Social Media) Digital Brand Behavior (Analytics) Destination Marketing + Business Attraction / Out of Market Research Brand Awareness & Perception / Out of Market Destination Marketing 1 In Market (Interviews) 8 Brand Research & Discovery Community Input 1 : 1 Interviews - 34 Partner Interviews & Interactive Input - Community Stakeholders & Media Meetings Online Surveys (Qualitative + Quantitative Feedback) - 618 Respondents ■ Online Survey #1 : 326 respondents ■ Online Survey #2: 292 respondents ■ Nearly 1 ,000 individual comments Community Workshops & Interactive Input - 20P+ Attendees ■ Community Workshop 1 - Town Hall ■ Community Workshop 2 - Tahoe Donner ■ Community Workshop 3 - Glenshire ■ Town of Truckee Mixer Truckee Brand EssencTO e 11 a► f\ s -r.� I I• SCOTT Truckee Attitude & Personality 1 . Friendly i Welcoming Exciting,2. Adventurous 1 Playful 3. Creative 4 Open Minded 5. r • Back/Casual/Relaxed • nergetic/Confi dent 7. Thoughtful • Natural The attitude and personality definitions were collected • ranked from interviewsand f — — � s«�,•E.:.• � �. � sem_.. � _ f l� 4"�1,; - Y SAA a ► I 1+ � _Z is � I 1� � �� .` ` r�A •,j ! .� -� T r Truckee Voice & Tone • Fun, not too serious • We have a youthful mindset • Tone is a little more masculine ` • We are full of life r • Casual, laid back, informal • Exciting, not subdued • More adventurous than most • Our voice is smart, intelligent • We are straightforward • We are down to earth • We are caring • We value Li\jv/Work/Play balance The voice and tone of our communication is based uponINN descriptions gathered from interviews, surveys. �- Truckee Core Values 1 . Quality of life 2. Healthy living 3. Family friendly 4. Environmentally conscious 5. Community minded 6. History & culture Core Values were collected through workshops, interviews and surveys. AMA--' i Tahoe .. ,. Qualities & Best Attributes 1 . Natural beauty 2. World class ski areas IL 3. Access to recreational activities A 4. Open spaces : 5. Authentic small town vibe 6. Convenient location 7. Proximity 8. Community spirit �!) People were asked, "What are Truckee's best Qualities l and Attributes?"Answers are ranked. Northstar California Va 'IF Taho.a Truckee's Strengths ,,., , V; 1 . Access 2. Landscape & Natural Beauty 3. Community Spirit 4. Authentic Town _ s 5. Outdoor Recreation 6. Location 7. History v 8. Friendly 9. Clean Fresh Air and Water 10. Pioneering SpiritJ � ` r 4 ~` 4 Truckee's Strengths were collected through interviews, SWOT exercises, community workshops, and surveys. Truckee People Energy/Mojo There's a cool vibe, ` Y energy & enthusiasm _ for life here. , A� ,oar Community Spirit 1 There's a strong sense ; . of pride, Truckee Love, Vt , giving back. t'4 Natural Beauty a tid "•�; � .. - The physical location '10 -_ outdoor playground, y natural elements are 4Z' highly valued g y . - Balanced, Quality of Life is high priority r UNK .. Truckee " Brand Pl A Consistent MarketingMessage }gym A Consistent Marketing Message includes : • Truckee Brand Pillars • Truckee Positioning Statement • Voice, personality, attributes, pillars, values • Truckee Promise • Truckee Logo • Truckee Tagline • Truckee Brand Guidelines Iw 41 A-7 Mm t A LI .,Olt Jw-,ts Truckee Brand Pillars Quality of Life Healthy Family Natural Community History & Lifestyle Friendly Beauty Minded Culture 41ryl,.w+ 20 How to Build a Positioning Statement Two sentences : For (who) with (this need ), Truckee is the (what), that provides (the key benefit/compelling reason to be here), Unlike other (competitor), Truckee is (primary differentiation ). 21 Truckee Positioning Statement For healthy-minded outdoor enthusiasts, who value a higher quality of life, Truckee is the authentic mountain town that offers access to world-class recreation and a vibrant business community in a natural, beautiful setting. Unlike other mountain communities, Truckee is uniquely positioned to support a balanced live, work, play lifestyle. 22 Truckee Brand Promise Truckee promises an authentic mountain town experience, with easy access to inspiring natural beauty, world class recreation and a vibrant community. MMMMMMMMMMWMML- 23 Truckee Logo dd y f } m is e TM P 't • Q` G O G Logo Inspiration The strength of our new logo is that it embodies elements of our brand promise, our strengths, our essence. 1 . Monogram T for Truckee 2. A badge of place / heritage 3. Mountain shape 4. Access / Trails / Roads / River The symbolism is not obvious right away to some. The meaning grows as the different elements are found. The Badge °:Iuuntain r o1Am Trail / River ter« �] r ALV. r LX G ' �P O G The Wordmark Custom font created to be unique, bold, timeless, and friendly. The Tagline � P� A10 ' SS off` y F. eec Base ca P�-p .for a big lifer"' Truckee Web Site Design dd y f } man n 0.= Project Execution Timeline 2015 2016 March-June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July RFP + Agency Selection Brand R&D Brand Development Web RBD Web Development Brand Production Community Engagement 31 Web R& D & Development Process WEB SITE Discovery High Level - Web Discovery & Site Audits Strategy Site goals, objectives. success metrics. Content Strategy - High Level Detailed External Research: Web Sites + Features Content Content Development, Prioritized Features 1 Functionality, Prioritized Programming + Web Services - Technical Requirements RFP • �' Programming Resources - Identified, Engaged 'r aP Structure Site Map & Wire Frames Design Conceptual Design Home Page Design Additional Template Designs .: Template Specs / Prepared for Progammers Development Programming Resources - Hired Staging Environment Preparation Template Development Template Testing Content Input & Features Testing Deployment Production Preparation Production Release New Truckee . com Web Site Visitation/Tourism Economic Development Sustain Existing Levels Sustain & Retain Existing Businesses. Grow Shoulder Seasons Tool for new talent, businesses, jobs non-seasonably dependent. Community Retain, Engage, Build, Support, Connect 33 160 Sites Reviewed 1 . Economic 2. City, Town & State 3. Chambers 4. Destinations 'r TV IR"IRWWJL . y f Mier - } m n A�dout Im�tors Hews&Events EPlCReport Reno Tahoe OF r Why Nevada Site Selector Existing Business Startup Programs and Resources Investors Contact Us • r Ar ti' r Highest Startup �' ! � � ' � '�e i � Density lorA�5,4suerlatiti ANational Nuclear Security Administration (NNSA) '�. '` � - -_ - • Science Genter explores extreme conditions far � '`'" ` �� Top 100 Best i developing advanced manufacturing applications. - Places to Live Philo courtesy of UNR Move G raw Start your eristing business to Reno-Spa+ks-Tahoe.`yak the SiEa your eristing business in kbk►Spark,-Tahoe.visit the F><isting your business here,in Reno-SpaAa-rahce.Wait the Startup Selectors page. B�uiness page►or resources page Sor the guidance you need r •is• sos•sslim IMIR ..is...•... r.....f....l.as • �.-ii•i.,�er-.. ' Mir �i3, mill ilst Chia. m- MEMBER DIRECTORY CALENDAROF -li I NEWS I MEMBER LOGIN CHAMBER BLOG SEARCH THE CK&IMIBER WELCOME TO AUSTIN SITE SELECTION INNOVATION MEMBERSHIP TALENT ISSUES CHAMBER SPRING 2016 NEWCOMERS GUIDE AVAILABLEI There's no The Austin Newcomer guide provides a look at the top interests of this wonderful city, place like This publication is a great tool for visitors and those new to Austin.Whether you are relocating for a job,school or change of scenery,you will appreciate the list of the top HOME choices for nightlife,food,and entertainment. Request your copy today!Can't wait? Check out the digital version of the guide here. AUSTINITE OF THE YEAR I CAPITAL ANALYSIS I SXSW I FINANCIAL AIO I SPRING NEWCOMERS GUIDE CON NECT. I M PACT. PROSPER. The Austin Chamber helps build a strong The Austin Chamber provides unique On behalf of its broad and diverse community by connecting its members to opportunities for its business leaders to membership,the Austin Chamber creates a peoa e,business,and issues important to influenoo civic,social,and business initiatives climate of growth and success that benefits all business success-Through Chamber that support community growth, business.Your membership investment allows programming,you and your business are As the voice of the business community.the your business and our community to prosper. �� BUSINESS SIGNATURE ABOUT JOIN DIRECTORY PROGRAMS US EVENTS NEWSLETTER PRRTAERSNIP' • Va:'11 .��• Your Community Development Organization. Support. Unite. Lead. • — ro Regional Chamber of Commerce Destination Marketing Organization t Economic Development As the Regional Chamber of Commerce,we provide ; Home to Vail&Beaver Creek,the Vail Valley is ; The mission of Vail Valley Economic Development the valley's businesses with networking, filled with beautiful scenery,numerous special is to promote the long-term economic health of educational and collaborative opportunities with events,and unrivaled ski resorts that combine to 3 Eagle County and solidify an economic base that is the goal of strengthening our local business create the ultimate Colorado Rocky Mountain strong,diverse,and resilientWmuch like the spirit community. getaway. of Vail Valley itself. W Read More W Read More W Read More • • r I • • r • THE SOUL OF A -..,, --MOUNTAIN T N The town of Aspen strikks ajrare balance between cosmopolitan and neighborly. On any,given day, you can shop for the latest fashions, relax in a five-star spa, or peruse one of the world's , s greatest wine lists at The Little Nell. Or you could ride a cruiser bike around town regardless of the her, just IEke locals do. Aspen has an arts-and-culture and..-dining scene to - rival mdn"ajor U.S . cities ... just with the heart and soul of a ; -irFpenuine mountain town. i M - � LI } .nom •✓ � - _ �; J y • t # TRIP PLANNING GUIDES OUTFITTERS ON'T SLEEP ON See everything you would've ' THE HOODOOS missed Try Ruby's Inn .r LOCAL VIEW DESTINATIONS 9 BIZARRE PLACES YOU GOTHIC GRANDEUR DIDN'T KNOW EXISTED if the erosion of Southern Utah had a gothic period,Bryce In Utah Canyon National Park would be its Notre Dame I�ESTINATI IT`S ALWAYS _SUNNY IN ST.— '-- THINGS TO DO .G E RED CLIFF TAKE A HIKE .. Talo a t tti olhe warmth` P-- BACK LODGE Expklre Utah Trails 4, - r TO TOP.. Measuring dd y f } mRm n L7:G: S"^ itA - 'x-. i,• _ - ,� -,x� ` .' ,a;ice THE MOST IMPORTANT PLACE-BASED MARKETING INITIATIVE TAKEAWAYS A Consistent Marketing Message— GUIDES US Measurements for Success: • Adopted by the Community (assets, experiences, conversations) • Town, TDMA, Businesses, Public Entities, Groups, Individuals. • Utilized in Chamber communication channels and outlets. • Utilized by media at local, regional, national and international levels. • Utilized by 3rd parties when talking about Truckee (web, social, etc.). A Comprehensive Website — DELIVERS THE MESSAGE Measurements for Success: • Who (site visitors: psychographics, demographics, geolocation) • How (time spent, bounce, referring sites, search terms) • What (traffic volume, content Engagement & Lead Generation) 41 Live , Work , Play Metrics A comprehensive process that tracks key Truckee Socio-Economic Metrics (Community Health Indicators) does not exist in one location , today. .F _7•-y- -'.. ,, ' •Y rl :,. t"^ itA - .. •x- j a .:•. kier aha f: .•[ `. . yi7'ir:7 •M . t: 1 lo� , "'.fir Y _ Next Town Council update will be Web Site Launch Thankyou "R dd y f } m Pqn AD 0