WELCOME! MAKING CASPER COMMUNITY UPDATE

JULY 25, 2014

OUR MISSION:

DEVELOP A COHESIVE, COMPREHENSIVE BRAND SYSTEM FOR THE CITY OF CASPER

AND OTHER COMMUNITY AGENCIES.

OUR TEAM:

BELIEVABLE BRANDS ADBAY

CITY OF CASPER CASPER AREA CVB NATRONA COUNTY

CAEDA DOWNTOWN DEVELOPMENT AUTHORITY CASPER AREA CHAMBER OF COMMERCE

PROCESS RECAP:

PHASE ONE - COMMUNICATION

DEVELOP COMMUNICATIONS PLATFORM AND MATERIALS TO ENGAGE PUBLIC IN BRANDING PROCESS. DELIVERABLES

INCLUDE FACEBOOK COMMUNITY OF 2500+, BRAND VIDEO, PRESS RELEASES, SOCIAL MEDIA UPDATES.

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BEGAN OCTOBER 2013

PROCESS RECAP:

PHASE TWO - RESEARCH

COLLECT BRAND-SPECIFIC DATA, FEEDBACK AND INSIGHTS. DELIVERABLES INCLUDE BRAND SUMMIT, STAKEHOLDER INTERVIEWS,

COMMUNITY SURVEYS, VISITOR SURVEYS, STAKEHOLDER SURVEYS !

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NOVEMBER 2013-MARCH 2014

PROCESS RECAP:

PHASE THREE - STRATEGY

GENERATE BRAND-SPECIFIC RECOMMENDATIONS AND STRATEGIES. DELIVERABLES INCLUDE BRAND PROMISE AND BRAND BLUEPRINT.

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APRIL 2014 - JUNE 2014

PROCESS RECAP:

PHASE FOUR/FIVE - NARRATIVE/ART

GENERATE BRAND-CENTRIC TAGLINES, SLOGANS LOGOS AND ART ELEMENTS WITH INPUT FROM THE COMMUNITY. DELIVERABLES

INCLUDE FINAL SLOGAN, FINAL LOGO AND BRAND GUIDELINES. !

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AUGUST 2014 - OCTOBER 2014

RESEARCH REVIEW MAKING CASPER COMMUNITY UPDATE

JULY 25, 2014

RESEARCH METHOD: !

ONLINE SURVEYS FROM 3 GROUPS: RESIDENTS (1,356)

VISITORS (282) STAKEHOLDERS (83)

Image VisitorsPotential Visitors Residents Stakeholders All

Casper Mountain 14 0 34.4 27.4 31Fishing 12.1 1.5 13.6 12.3 12.8Alcova Lake/Pathfinder Reservoir 5.6 0 13.6 8.2 12.1North Platte River 11.2 1.5 12.3 12.3 11.8Casper Events Center 3.7 0 13 11 11.6Shopping 11.2 0 10.1 19.2 10.2Outdoor recreation/activities 1.9 7.5 7.8 5.5 7.2Western culture/heritage/history 7.5 17.9 5.9 9.6 6.7Hunting 2.8 0 7.1 8.2 6.5Mountains 10.3 16.4 5.3 6.8 6.3

RESEARCH REVIEW: MOST FREQUENTLY MENTIONED

IMAGE ATTRIBUTES (% RESPONDENTS)

RESEARCH REVIEW: MOST FREQUENTLY MENTIONED

EMOTIONAL ATTRIBUTES (% RESPONDENTS)

Attribute VisitorsPotential Visitors Residents Stakeholders All

Friendly 39.6 21.4 34.4 38.8 34.5Windy 5.0 0.0 7.8 3.0 7.0Relaxing 8.9 17.9 5.9 1.5 6.4Boring 1.0 0.0 7.0 0.0 5.9Outdoorsy 3.0 7.1 5.1 1.5 4.8Beautiful 5.0 7.1 4.1 9.0 4.6Western 4.0 12.5 3.8 4.5 4.2Welcoming 0.0 0.0 4.6 6.0 4.1Happy 3.0 3.6 4.1 3.0 3.9Rude 1.0 0.0 4.0 9.0 3.8Small town feel 0.0 0.0 4.2 4.5 3.8

RESEARCH REVIEW: MOST FREQUENTLY MENTIONED

ATTRACTIONS/EVENTS (% RESPONDENTS)

Attraction VisitorsPotential Visitors Residents Stakeholders All

Casper Mountain 19 2.7 22.1 18.8 21.2Casper Events Center 6 0 17.1 15.9 15.8College National Finals Rodeo 3 0 16.3 26.1 15.4Central Wyoming Fair and Rodeo 7 0 11.5 10.1 10.9National Historic Trails Center 12 0 10.2 18.8 10.5Fort Caspar 6 8.1 9.3 7.2 8.9Hunting/Fishing 12 5.4 8.6 10.1 8.8Rodeos (not specified) 13 29.7 7.8 2.9 8.5Beartrap Summer Festival 2 0 8.3 11.6 7.8Alcova Lake/Pathfinder Reservoir 3 0 7.3 7.2 6.8

RESEARCH REVIEW: TOP DESCRIPTIVE

STATEMENTS

Survey Type VisitorsPotential Visitors Residents Stakeholders All

The area has wide open spaces 4.15 3.88 4.19 4.43 4.19

The area contains beautiful nature and scenery 4.20 4.12 4.09 3.99 4.09

The area offers plenty of opportunities for outdoor recreation 4.07 3.87 3.96 4.35 3.98

The area is rich in history and culture 4.06 3.88 3.76 4.06 3.80

Casper is easily accessible 3.81 3.60 3.66 3.72 3.67

Casper is a safe area 3.70 3.66 3.64 3.78 3.66

Casper is protective of its natural landscape and wildlife 3.81 3.90 3.57 3.60 3.60

RESEARCH REVIEW: TOP DESCRIPTIVE

STATEMENTS (continued)Survey Type Visitors

Potential Visitors Residents Stakeholders All

People residing in Casper are warm and friendly 3.97 3.75 3.53 3.64 3.58The overall mood of the area is peaceful and relaxed 3.92 3.83 3.50 3.67 3.55The area offers a good variety of accommodation choices 3.62 3.65 3.47 3.61 3.49

The area offers a variety of dining experiences 3.65 3.56 3.43 3.44 3.46The destination is affordable 3.71 3.43 3.42 3.75 3.46The area offers affordable accommodation choices 3.66 3.56 3.32 3.54 3.37

RESEARCH ACCESS:

COMPLETE RESEARCH DECK AVAILABLE AT ADBAY.COM/MAKINGCASPER

STRATEGY REVIEW MAKING CASPER COMMUNITY UPDATE

JULY 25, 2014

A GOOD BRAND PROMISE:

CLEARLY DEFINES THE AREA’S UNIQUE AND DISTINCTIVE ATTRIBUTES THAT HAVE BOTH EMOTIONAL AND

FUNCTIONAL BENEFITS TO ITS VISITORS AND INVESTORS. IT CONVEYS A CERTAIN FEELING TO THE VISITOR, INVESTOR

AND RESIDENT THAT TRANSCENDS THE AREA’S LOCATIONAL AND PHYSICAL ATTRIBUTES.

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IT BECOMES A RALLYING POINT FOR COMMUNITY PRIDE.

OUR BRAND PROMISE:

Nestled in the North Platte River Valley, at the base of iconic Casper Mountain in Central Wyoming, Casper is

blessed with world-class outdoor recreational opportunities, a touch of urban lifestyle and a friendly attitude. Established at the confluence of five historic

pioneer trails, the city remains Wyoming’s hub of commerce, culture, creativity and competition that

beckons the adventurous to immerse themselves in its brilliant blue skies and wide open spaces.

OUR KEY BRAND INITIATIVES / ACTIONS: 1. Obtain Official “Buy-in” from Local Governmental, Economic

Development and Destination Marketing Agencies. 2. Develop new editorial and creative platform Including identity /

brand guidelines for use by all agencies 3. Update tourism strategy including a VFR program 4. Redevelop destination website from the “only in Casper”

perspective 5. Develop a Branded Service Excellence Training Program for

industries such as tourism and hospitality 6. Develop an Integrated Gateway and Wayfinding Navigation

System 7. Community/Visitor Experience Redevelopment Support 8. Develop Tourism Advocacy Program

BRAND BLUEPRINT ACCESS:

COMPLETE BRAND BLUEPRINT AVAILABLE AT ADBAY.COM/MAKINGCASPER

CREATIVE PREVIEW MAKING CASPER COMMUNITY UPDATE

JULY 25, 2014

CREATIVE PROCESS PREVIEW:

STARTING AUGUST 11th, ADBAY AND THE CASPER BRAND BOARD INVITE THE

COMMUNITY TO ATTEND A SERIES OF WORKSHOPS DESIGNED TO ENGAGE THE

PUBLIC IN THE CREATIVE PROCESS

CREATIVE PROCESS PREVIEW:

THE GOAL OF THESE WORKSHOPS IS TO DOCUMENT NARRATIVE AND ART IDEAS

FROM ALL SEGMENTS OF OUR COMMUNITY.

CREATIVE PROCESS PREVIEW:

USING THE BRAND PROMISE AS OUR STARTING POINT, ATTENDEES WILL BE GUIDED THROUGH A HANDS-ON

BRAINSTORMING AND CREATION PROCESS BY MEMBERS OF TEAM ADBAY AND OTHER

PROFESSIONALS FROM OUR COMMUNITY.

CREATIVE PROCESS PREVIEW: Brand Positioning: Emphasis on the ideas of "Mountain" and "Friendly"

Brett Root

3 of 5

The idea behind this logo sketch is to represent the “big sky” views, and wide open spaces that surround the area.

Sketch 3

Casper Logo Project

CREATIVE PROCESS PREVIEW:

THE RESULT WILL BE DOZENS, IF NOT HUNDREDS OF VISUAL AND NARRATIVE CONCEPTS, ALL OF WHICH WILL BE

DISPLAYED IN A PUBLIC GALLERY DURING THE MONTH OF SEPTEMBER. THIS EXHIBIT WILL OFFER VIEWERS AN

OPPORTUNITY TO ADD THEIR IDEAS TO THE MIX, WHILE GUIDING AND INSPIRING THE WORK OF THE CREATIVE

PROFESSIONALS AT ADBAY.

CREATIVE PROCESS PREVIEW:

THE FINAL BRAND SYSTEM, INSPIRED BY THE PUBLIC AND APPROVED BY THE BRAND BOARD, WILL BE LAUNCHED IN

OCTOBER 2014.

MAKING CASPER BRAND WORKSHOPS:

MONDAY, AUGUST 11 @ 1:30 PM WEDNESDAY, AUGUST 13 @ 9:00 AM

THURSDAY, AUGUST 14 @ 5:30 PM SATURDAY, AUGUST 16 @ 10:00 AM

ALL SESSIONS HELD AT ADBAY: 627 WEST YELLOWSTONE SPACE IS LIMITED. RSVP TO 307-268-4705 OR AT FACEBOOK.COM/MAKINGCASPER

MAKING CASPER GALLERY LOCATION & HOURS:

TO BE ANNOUNCED - STAY TUNED!

THANK YOU! MAKING CASPER COMMUNITY UPDATE

JULY 25, 2014