Brand Assessment Summary Report

Presented by:

Dan Dunlop & Bruce Wlach

Jennings

Your Brand Is A Promise

• The brand experience needs to live up to expectations

Brand Promise as Party Invitation

• What do you expect when you show up for a party?

• Hors d’Oeuvres, beverages, music, to be greeted by the host, etc.

• What expectations do we need to live up to when people arrive in Hillsborough?

Brand Assessment Objectives

• Assess perceptions of Hillsborough as a destination held by internal brand constituents and visitors

• Identify realistic opportunities to market Hillsborough more effectively

• Ultimately, grow Hillsborough’s visitors business

Why Brand?• Your brand is a tremendous asset• Many communities would kill to have what

Hillsborough has• You want to preserve that, and build upon

that• You want to control how you are perceived

… and how you are experienced• It needs to be an intentional process

Brand Assessment Methodology

• Press review

• Web review

• Competitive review

• One-to-one interviews - internal constituents

• On-the-street interviews - visitors

• Observation and experience

Snapshot of the Hillsborough Brand

The Hillsborough Brand Position

A well-documented, historic past that is well preserved in a welcoming, authentic small town environment.

Key terms: Historic, diverse, picturesque, and involved

Hillsborough’s Brand Personality

• Hillsborough is perceived to be a relaxed, unpretentious, small town full of Southern charm

Hillsborough’s Brand Personality• Friendly

• Plain-talking

• Eclectic

• Unique

• Laid-back

• Fun

• Modest

• Passionate

• Vibrant

• Invested

• A little edgy

• Welcoming

• Old

• Unexploited

• Small

• Happening

• Rural

• Revolutionary

• Artsy

• Historical

• Approachable

• Funky

• Charming

• Redneck to literati

• Creative

• Quaint

• Blossoming

Hillsborough as a Vehicle• Chevy - A basic car with down home roots

• VW Beetle - Cute, unique, fun to drive, with a touch of class and elegance

• Mini Cooper - classic, happening, modest, a little edgy, fun, gets your attention, unique.

• An antique car that is half restored – a lot has been done, but there is still a lot to do.

Hillsborough Brand Attributes• Historic District -

walkable

• Walking trails

• Unique shops

• Ayr Mount

• Last Friday’s

• Location

• Charm

• Dickson House

• Welcoming feel

• Garden tour

• Museum

• Eno River

• 250 years of history

• Great restaurants

• Hog Day

• Antiques

• Candlelight tour

Opportunities Moving Forward

• Heritage

• Commitment

• Way Finding

• Maximize / Leverage Existing Assets

• Develop Quality Tools: Internet Presence

• More Consistent / Frequent Communication

Opportunities Moving Forward

• This is not about doing a lot

• It is certainly about doing a little very well

• Start with the basics

• We’ve worked to provide realistic recommendations

• Set realizable goals

Opportunity: Heritage First

• Not the only story, but the lead story

• Celebrate being known for something

• Market all that Hillsborough is

• Don’t market what you want to be

• Remember, this is a promise

Marketing Tactics• Make the most of what you are already offering• Suggest day-trip and weekend itineraries• Showcase town highlights• Sell a balanced, eclectic brand; all that Hillsborough

is:– Eco-tourism - Eno River– Antiquing - find a new home– Events– Shopping & Dining– Merchandise the arts - a community of artists

Opportunity: Make a Commitment• Drive a stake in the ground• Bring together non-profits, governmental

agencies, and businesses• This can’t be a part-time commitment• People can’t be conflicted• Tourism is a relatively clean industry -

relatively low impact

Marketing Tactics

• Town forum on tourism to build consensus

• Assign accountability

• Create informed brand ambassadors

• Create a Hillsborough brand book

• Improve internal communication

• Share data, share responsibility, do more cross marketing

Opportunity: Way Finding Signage

• Communicate that you’re “open for business”

• Yes, we’re expecting visitors

• Oh, and here’s what we’ve got to offer

Marketing Tactics• Get it done - Way

finding signage• Make it consistent with

your brand• Consider Info Center at

I-40 or I-85• Consider moving the

Visitor’s Center (better signage will help)

Opportunity: Maximize Existing Assets

• Events

• Reputation as a heritage destination

• Terrific press coverage

• Current visitors and friends

• Existing tours

• Others: Eco tourism, shopping, restaurants

• Don’t need to invent new attractions

Marketing Tactics

• Promote more heavily to local markets: Chapel Hill, Durham, Burlington, Triad

• Leverage current press coverage• Concerted effort to capture email and

mailing addresses; collaborative effort with hotels, restaurants, and others

• Present eclectic, vibrant view of Hillsborough

Opportunity: Develop Quality Tools

• Visitor web portal

• Search engine optimization

• Printed collateral

• Consistent graphic treatment

• Consistent messaging

Marketing Collateral

Marketing Tactics

• Create a tourism web portal– Cohesive web presence

• Develop consistent look for all materials

• Develop a new Hillsborough brand aesthetic

• Market attributes consistently, be on message

Opportunity: More Frequent Communication with Constituents• More formal communications processes

• Direct mail

• Email blasts

• Article reprints

• Event reminders

Hillsborough Online

Hillsborough Online

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Hillsborough Online

Hillsborough Online

Hillsborough Online

Hillsborough Online

Hillsborough Online

Hillsborough Online

Hillsborough Online

Competitors: Asheville

Competitors: Seagrove

Competitors: Pinehurst, Southern Pines, Aberdeen

Competitors: Edenton

Competitors: Danville

Competitors: Mount Airy