PART 2 BRAND IMPLEMENTATION

Transcription

1 PART 2 BRAND IMPLEMENTATION

2 LIVING THE BRAND The Destination Brand The best brands live their values and are a long-term investment in the future. The successful delivery of your brand promise ensures the protection and conservation of the natural beauty and culture of the Flinders Ranges. The brand should be represented at every contact point or interaction a consumer has with the Flinders Ranges; therefore a consistent and clear message needs to be delivered. Every action from staff and marketing, to the way tourism operators deliver an experience, supports and enhances the brand, so consistency of brand message is critical. By embracing the brand, Flinders Ranges will attract its ideal visitor, the Experience Seeker. Branding destinations has become a popular undertaking of the tourism industry, however, very rarely is the brand seen as anything more than a component of marketing. A destination brand provides operators with a constant opportunity to think seriously about the nature of the visitor experience they offer and how their actions, products, services and experiences can either accentuate and cultivate the qualities of that experience, for both the site and the visitor, or, conversely, detract from them. The brand provides a focus to target the Experience Seeker and all those who aspire (consciously or subconsciously) to be an Experience Seeker. Being focused on a target market means the marketing and experience development are cost efficient and relevant to the market. Branding gives a strong basis, a guiding philosophy for the nature and direction of infrastructure investment, of visitor services (including any new enterprises such as indigenous experiences), of tours to relevant fossil sites, regional signage and any other marketing materials, information and interpretation programs. Commitment to the Brand A successful brand strategy must have the support of all stakeholders over a long period of time to build brand awareness and brand equity. Successful brands maintain their emotional territory and essence for many years. The way the essence of the brand is communicated to the target audience may change to accommodate growth in technology and competition; but the fundamental essence of the brand must never change. Therefore the Guardians of the Brand will ensure that all external stakeholders respect the right to maintain the brand so as not to cause confusion in the marketplace. The region that has the courage to unite and to communicate specifically to their ideal visitor market will be the region that is heard and achieves cut-through in a cluttered, bland, generic marketing environment. A strong brand will provide the necessary cut-through in an extremely cluttered market and the region that is innovative in how it takes the message to market will be heard. Currently, destination marketing is safe, predictable and influenced by the need to be all-inclusive. This can be at the expense of consumer information needs and the motivation to actively convert to travel. Marketing communication is not a one-off. It needs to follow the brand strategy and talk to the market in an innovative manner and always with brand consistency. 24

3 BRAND IMPLEMENTATION PROGRAM In order to achieve successful implementation of the Flinders Ranges brand, all communications must resonate with the brand and be an exemplar of its implementation. The short-term implementation of the brand could comprise of the following items and strategies. Marketing Plan and Strategy A marketing plan and communications strategy will be developed in conjunction with FROSAT. Input will also be sought from SATC and Tourism Australia to consider showcasing the Flinders Ranges as a National Landscape. There is opportunity to be innovative in marketing the Flinders Ranges. An example could be targeting special interest groups to extend and build shoulder seasons. The challenge is to be creative and generate a competitive advantage by pushing the envelope in the way you communicate with niche markets such as the geo-tourist and with the mindset of the ideal visitor, the Experience Seeker. This would involve the development and consideration of: A marketing plan. This would cover marketing strategies, seasonal timelines, intergration with the Brand Australia campaign, and SATC and FROSAT marketing in the context of current consumer and tourism research. Public relations strategy. This would include ways to capture the tone of voice, the character of the brand, the development of key brand descriptors and messages, and the establishing and maintaining of consistent brand messages. Delivery of new experiences. This involves developing training courses for operators around understanding the significance of the Ediacaran fossil discovery, the geology and uniqueness of the region, and the importance of the brand so that they are informed and educated. This will assist in the development of inspiring and exciting new experiences. 25

4 BRAND KIT A brand kit needs to be developed to encourage the implementation of Brand Flinders Ranges across all products, services and experiences. It will simplify implementation of the brand, and ensure its consistency and integrity. An effective brand kit includes the following essential items: 1 Brand Strategy Document A Brand Strategy document will assist those who are implementing new experiences, or who wish to update existing ones, and will provide a brand checklist. A brand advisory service could also be set up. The document will offer an opportunity for self-assessment and the advisory service an opportunity for external assistance and feedback where needed. 2 Flinders Ranges Livery Development The livery development is the creative execution of the brand strategy-how you see the brand represented in visual form-and could be implemented across diverse forms of communication such as: signage, uniforms, retail outlets, marketing/promotional materials, and merchandise. The development of a Flinders Ranges livery could be set out in a brief for an agency experienced in this field (livery development). Consideration will need to be given to what creative designs and executions are already in the marketplace in relation to Flinders Ranges destination logos and imagery so as not to confuse the consumer. 3 Style Manual The style manual is the tool used by the brand manager/s to administer the implementation of the creative execution on all applications of the brand, such as merchandise. All parties will need to refer to the guidelines regarding appropriate use of the brand livery. The manual will consist of: Style manual guidelines on how to use the logo and/or logo suite, colour palettes, fonts, etc. Electronic files of logos, colour palettes, fonts, etc. Brand checklist 4 Image Library Images are one of the most powerful ways to tell the story of the Flinders Ranges brand. The library will comprise of inspirational photography that depicts Flinders Range s experiences, culture and landscapes. It will provide visual images that enable potential visitors to connect emotionally with the region s brand essence of Peace. The image library will embrace the positioning statement and provide visitors with the ability to see themselves in the image. This may include learning about the beginning of life through the interpretation of the Ediacaran fossils and interacting and engaging with local personalities. 26

5 5 Training and Networking A key task in brand implementation will be to design and develop training systems and resources for tourism operators and the general Flinders Ranges community. A further task is to develop training programs to enlighten and educate the local communities about the Flinders Range s geological history and significance, the Ediacaran Fossil discoveries and local flora and fauna, to provide a consistent and informative message. There are many ways to provide training. With the distances and diversity in Flinders Ranges, several options could be made available: Face-to-face or small group training whether integrated into the local education system, as regular training provided on a consultation basis, or as individual groups or learning circles. Training materials developed around the brand manual, these could contain training videos that are produced in a fun, entertaining and informative way and use the Flinders Ranges community as the cast: as well as printed training manuals and support materials. Networking opportunities training could be provided in the form of seminars conducted at regular networking meetings. This has the added advantage of building a sense of community, particularly in a region of this size. The opportunities for implementing Brand Flinders Ranges are endless. The core essence and positioning of the brand is based on values and principles that already exist. The role of the Flinders Ranges brand is to inspire, and connect with the imagination and soul of its market. 6 Marketing and Promotions Templates Templates need to be developed along with briefs and examples of how to appropriately implement Brand Flinders Ranges. These are tools that groups such as the tourism industry, FROSAT and marketing service providers can use to consistently communicate Brand Flinders Ranges and the brand promise. They could include briefs for creative agencies, photographers, signage development and interpretive development. 7 Resources Resources need to be provided that would link back into the above-mentioned activities and provide depth to the implementation of the brand. These could include: Tools and ideas e.g. business plan templates, training and tourism/marketing research. Related links e.g. government agencies, industry associations, and professional assistance. Supplier information a directory of potential suppliers/consultants for the production of products, services, marketing, PR, merchandising and training. Each supplier would be required to follow the Brand Flinders Ranges guidelines in order to ensure consistency of the brand. 27

6 SUMMARY The opportunities for implementing the Flinders Ranges brand are exciting and endless. Your brand is far more than a marketing or promotional idea; it is the very core of who you are as a destination, your strengths and unique attributes, and who you are as distinct from your competitors. This document is your tool for building perceptions in the minds of Flinders Range s visitors and local community. Please continue to refer to it and use the information. This brand strategy is about simplifying what in itself is a complex process: branding requires the consideration of many strategies and consumer insights The brand content utilised in the strategy has been provided by Local Tourism Operators and Traditional Owners to ensure that local stakeholders identified the opportunities to develop experiences that deliver on brand The next step is to take this Brand Strategy and develop innovative and inspiring communication strategies that push the boundaries of tourism marketing. The challenge will be to develop innovative experiences that add value and deliver on the brand in ways that meet the needs of the target market. And when the Flinders Ranges brand is implemented effectively, with an ongoing commitment to your core message, you will energise and grow your brand, and reach the hearts and minds of your consumers, locals and visitors. They will hear the message, make the emotional connection and then act on this connection: knowing instinctively that the Flinders Ranges is a place of ancient landscapes, spiritual connection, serene ruggedness, and the beginnings of life...a place of peace 28

7 Appendix 1. Geotourism Strategy 2. National Landscape? 3. Changing Consumer Behaviour ; Impact on the Australian tourism industry Follow the link to: Download Free Publication Consultancy Services Changing Consumer Behaviour 4. Tourism Australia Ideal Visitor the Global Experience Seeker Follow the link to: Marketing Resources Global Experience Seeker (which is contained in the text of the 2 nd paragraph) 5. Australian Experience Industry Tool Kit Follow the link to: Australian Experiences Australian Experience Industry Tool Kit. 29