Brand Strategy Project

Town of Halton Hills

Presentation to Council

Monday August 27,2012

your formula for competitive advantage

We build, market and manage brands. Using proven systems, tools and methodologies, we engineer solutions that enable clients to research, create, protect, develop, implement, manage, measure and exploit the full potential of their brands as key drivers of growth and prosperity. Our offering includes the following:

Brand Strategy Competitive Audit Stakeholder Research Analysis and Assessment Architecture and Naming Promise and Positioning Framework Development and Architecture

Brand Experience Key Messaging Communication & Marketing Planning Implementation Planning Customer Experience Touchpoint Mapping Stakeholder Relationship Management Product Development

Brand Culture Executive and Employee Engagement Employer Branding Brand Learning & Orientation Programs Culture and Change Management

Brand Management Brand Implementation Planning and Execution Planning Scorecard Development Measurement - Awareness, Positioning, Equity

profile

2

BRAND BEHAVIOUR EXPERIENCE RELATIONSHIP RETURN

A clear and

distinctive

signal of value

to prospects

and

stakeholders

A common

understanding

of how to

embrace and

deliver the spirit

of your brand

promise through

your community

Deliver an

enhanced,

inspiring,

fulfilling and

consistent

experience

By providing an

improved

community

experience it will

attract and retain

visitors and

investors, and

turn them into

loyal advocates

1.  Better

experience

2.  Improved

productivity

3. Revenue growth

4. Market

differentiation

5.  Improved image

6. Loyalty

+ =+ +

destination branding – the economics

3

2

Products & Plans

1

Brand Strategy

Brand Experience

destination branding – how it works

Creating a “sense of community”

4

1 •  Destination strategy •  Destination logo •  Destination tagline •  Destination brand style •  Destination messages

2 •  Attractions & venues •  Built environment •  Natural environment •  Infrastructure •  Community •  Resources •  Economic Development Plans •  Culture & Communication Plans

3 •  Communications to stakeholders •  The packaging of “routes” and “events

3

Marketing

Engage multiple stakeholders to identify perceptions and needs

OBJECTIVES

•  Engage your community in collectively defining your sense of place and purpose so that you build the future you want for yourselves

•  Create an integrated, community-wide Halton Hills brand that will support cultural tourism, economic development and residential growth

5

project overview

•  Link and integrate HH’s many communities together with a common view and values

•  Inspire a sense of pride and foster strong community spirit amongst all of the communities

•  Help each community stand out

•  Help preserve the Halton Hills “small town feel” from “suburbanization”

•  Attract new residents who want to be part of the Halton Hills “small town feel”

6

project overview

OUTCOMES

•  Attract new businesses who want to be part into the Halton Hills “small town feel”

•  Help shape development that fits the Halton Hills “small town feel”

•  Attract visitors to experience your “small town feel” in the communities, on the farms, in the countryside and to the businesses and events

•  Play a key role in guiding the preservation, protection, enhancement and promotion of your history, environment, countryside and agriculture

•  Be viewed and understood as a unique, vibrant and dynamic community

7

project overview

OUTCOMES

PLANNING FRAMEWORK

LINK AND INCORPORATE CURRENT INITIATIVES

(Joint project with CULTURAL ROUNDTABLE)

•  Sustainability Strategy

•  Strategic Plan

•  Imagine Halton Hills

•  Citizen Satisfaction Survey

•  Community Cultural Master Plan

•  Economic Development Study

•  Corporate Communications Audit

8

project overview

project overview

Uncover untapped competitive advantage & brand position

Engage multiple stakeholders to

identify perceptions and

needs

Assess current competitors, best

practices & current HH

communities

9

PLANNING FRAMEWORK

ENGAGE THE COMMUNITY ASSESS THE CURRENT BRAND AND COMPETITIVE MARKETPLACE

project overview – stakeholder outreach

HH

Visitors & Tourism Partners

Culture Groups

Residents

Business

Methods of Outreach

•  In person & phone interviews •  Workshops &Town Halls •  Emails •  Online surveys

10

PLANNING FRAMEWORK

PLANNING FRAMEWORK

Phase 1 Research July – mid September 2012 Audit

Phase 2 Analysis September 2012 Strategy Development Validation

Phase 3 Creative Development October 2012 Validation

11

project overview

PLANNING FRAMEWORK

STEERING COMMITTEE

•  Councillor Ann Lawlor, Town of Halton Hills Council

•  Doug Penrice, Economic Development Director, Town of Halton Hills

•  Beatrice Sharkey, Halton Hills Cultural Roundtable

•  Laurent Thibault, Halton Hills Cultural Roundtable

•  Mark Rowe, Local Historian

•  Lois Fraser, President Fraser Direct and Globe Productions

•  Damian Szybalski, Office of Sustainability, Town of Halton Hills

•  Ted Brown, Local Agriculture Rep

•  Kathleen Dills, Chamber of Commerce

•  Wensy Farrow-Reid, Downtown Georgetown BIA

•  Audrey Holt, Halton Hills Public Library 12

project overview

your formula for competitive advantage