Walton TDC Presents New Branding

[Bob Hudson]

The proposed new brand is:

SOUTH WALTON - TO EACH, YOUR BEACH.

Quite original. No more "Beaches of South Walton"

The cost was for the research company's branding study. The Brand recommendation is on the BCC agenda at 4:00 this afternoon.

Now the Big Blue (now black) signs must be redone, new letterhead, redo website, etc.

Here is the proposed new logo:

[Andy A]

The. Proposed new brand is:

SOUTH WALTON - TO EACH, YOUR BEACH.

Quite original.

Surely you're kidding!! Its not April 1st.

[idlewind]

The. Proposed new brand is:

SOUTH WALTON - TO EACH, YOUR BEACH.

Quite original.

WTH???? Has everyone in county government lost their minds? They could have saved the money, cut the bed tax and drew more customers than this lame stuff will. If we don't vote every one of them out, we are stupid. And before any of you say it is the TDC's fault, remember who hired the TDC.

[scooterbug44]

That is one of the stupidest things I have heard in a long time. They FINALLY got signs up with the last overpriced and dumbarse slogan fixed.

What the puck is going on over there!!!

P.S. That slogan is a steaming pile and will be a laughingstock.

[SWGB]

Nothing says talent like lace thin white text over a matching background. They do understand that they are supposed to attract tourists to the area, not confuse the bejezsus out of them?

[GoodWitch58]

would be nice if they got the grammar correct too

[beachmouse]

Are they counting on BP dollars to cover this?

[Here4Good]

Who did you get the cost from, and who was the company they paid it to?

This isn't on the published agenda (I know, that means NOTHING).

[Bob Hudson]

Who did you get the cost from, and who was the company they paid it to?

This isn't on the published agenda (I know, that means NOTHING).

It is on the BCC agenda under Dawn -

Walton County TDC - Brand Evolution

Sorry the name of the firm escapes me. When the individual that made the presentation to the TDC Board this morning, I heard but didn't remember.

[Miss Kitty]

Looks like the opening credits for a soap opera...."General Hideousness"

[Bob Hudson]

The domain name: toeachyourbeach.com - belongs to lkm, which is the advertising agency hired by the TDC.

The domain name was registered on Nov 11, 2010. It is an inactive domain at this time - they probably were reserving it for potential future use.

They would also probably like to have the domain name southwalton.com

[Smiling JOe]

If any of you guys really cared, you would have attended countless meetings with LKM at the TDC workshops which were open to the public and announced on SoWal.com. I love how everyone waits to have a voice AFTER the fact. Why not be a voice DURING the process. LKM even pitched this at a BCC meeting last year.

I've heard several people say that people should get involved rather than b_tch and moan. The time to get involved is during the process, not after.

I have attended many presentations made be LKM regarding the branding of South Walton. I'm not sure that I'm a raving fan of "To Each, Your Beach," but after listening to LKM representatives, I can tell you that they know what they are doing, and it will be a huge improvement over the current status. They have their act together and will be an asset to the TDC. There is no easy fix on trying to brand 15 different beach communities in South Walton. I encourage you guys to go to some of the workshops hosted by the TDC and LKM and listen to their game plan.

[Teresa]

I don't know why they don't realize by now any and all ideas must be tested on this community forum before any decisions are made. teehee.

I am sorry to say that when I see it - well, I don't even want to say what it sounds like to me... but bottom line - in poor taste. Is this really real?

[scooterbug44]

I don't need to go to a meeting or hear the presentation to know that rebranding (again) and spending $1.3 million on it is dumb.

If it ain't broke, don't fix it.

If you just finally got it working, don't keep messing with it.

[Smiling JOe]

They would also probably like to have the domain name southwalton.com

Robert Nelson probably has more hits on his site, SouthWalton.com from your post above than from any other source. I guess he is hoping to sell the site.

[Smiling JOe]

Who said it was working?
According to LKM's studies, they found that a strong number of people who were staying in South Walton thought they were staying in Destin. How is that for "working?" If you had attended one of the many workshops, you could learn more ways that the current branding is confusing and not working.

Like I said, you can sit around a complain after the fact, or you can get involved in the process.

[Bob Hudson]

KEY FINDINGS

BSW has 49% name recognition among core targets and 21% name recognition in expansion markets

Less than half of visitors who have visited the area in the past know where they are

3% of visitors in 2010 knew they were in Beaches of South Walton

6% of visitors who actually stayed overnight in BSW thought they were in Destin

Advertising recall amongst competitive destinations are and have remained flat at 21%

[Bob Hudson]

BRAND STORY

Everyone needs to have their own beach.

Sounds simple enough. Start with the purest white quartz sand filtered down from the Appalachians eons ago and washed westward along the blue-green Gulf.

Form it into wave-like dunes topped with sea grasses. Frame the dunes with pines, spreading broad swathes of green against the perfect blue of the sky. Scoop out freshwater lakes to reflect all that blue. And back it all with a huge inland estuary teeming with all forms of life.

People have been drawn to this restorative beauty ever since they've been drawn to the South. The culture that has grown up here from residents and visitors alike has ever been peaceful, respectful of the natural uniqueness and well spiced with the flavors of Southern and gulf coast character.

The result is a necklace of individual beach neighborhoods, each with its distinct emotional hue,
its own cultural traditions and feel, its own visual style. All linked not only to each other, but also to the bountiful natural gifts they are committed to preserve and perpetuate.

This is our promise: somewhere along this strand, you will find your perfect place, your partner's beach ideal, your family's epitome of what the word beach was meant to be.

That's South Walton. To each, your beach.

[Teresa]

South Walton - okay - its good and simple.
To Each, Your Beach - is not a name - its a tag line or slogan - and this one has a negative feeling to me.

BTW, I'm very grateful to those who do have time or make the time to attend TDC meetings! I know many who do attend, many who do not (great majority), and some who go very occasionally based on an issue important to them - all have a valid opinion whether they have contributed to the process or not.

[Lake View Too]

So changing the existing name to some very stupid slogan (for $1.3 million) is going to help that 6% know where they are?

[Bob Hudson]

Looks Like Were Going To Have an "App" for it as well.

[Lake View Too]

BRAND STORY

Everyone needs to have their own beach.

Sounds simple enough. Start with the purest white quartz sand filtered down from the Appalachians eons ago and washed westward along the blue-green Gulf.

Form it into wave-like dunes topped with sea grasses. Frame the dunes with pines, spreading broad swathes of green against the perfect blue of the sky. Scoop out freshwater lakes to reflect all that blue. And back it all with a huge inland estuary teeming with all forms of life.

People have been drawn to this restorative beauty ever since they've been drawn to the South. The culture that has grown up here from residents and visitors alike has ever been peaceful, respectful of the natural uniqueness and well spiced with the flavors of Southern and gulf coast character.

The result is a necklace of individual beach neighborhoods, each with its distinct emotional hue,
its own cultural traditions and feel, its own visual style. All linked not only to each other, but also to the bountiful natural gifts they are committed to preserve and perpetuate.

This is our promise: somewhere along this strand, you will find your perfect place, your partner's beach ideal, your family's epitome of what the word beach was meant to be.

That's South Walton. To each, your beach.

You just spent six paragraphs trying to explain a rather vague idea and , frankly, a dumb-sounding slogan. No disrespect, but it sounds dumb.

[Bob Hudson]

And A Pandora Beach Music Channel

[Bob Hudson]

You just spent six paragraphs trying to explain a rather vague idea and , frankly, a dumb-sounding slogan. No disrespect, but it sounds dumb.

These are from LKM's presentation. I take no credit other than sharing for those that are interested.

[Beach Bimmer]

LKM is an ad agency based in Charlotte North Carolina. Among other clients they are the agency for North Carolina Tourism, which includes their promoting the Beaches of NC. Here's info copied directly from their "About LKM" page:

LKM is a group of bright and bold individuals who work for open communications, effective ideas for our clients and deep connections with customers. Let's begin. Communication is difficult.

You can read more about them at LKM Ideas - Home

[Smiling JOe]

So changing the existing name to some very stupid slogan (for $1.3 million) is going to help that 6% know where they are?

Less than half of visitors who have visited the area in the past know where they are

It isn't 6% who don't know where they are. It is more than 50% who don't know where they are staying.

$1.3 million sounds expensive to me, but that doesn't sound like the basis of this thread.

Opinions are great, but why not voice them during the process rather than after the determination has been made? They rolled out this To Each, Their Beach many months ago at TDC workshops and at BCC meetings. This isn't new information.

Branding in South Walton is difficult. As LKM pointed out, there are three directions listed in the current branding -- Northwest Florida's Beaches of South Walton. That alone is enough for it to be very confusing. Santa Rosa Beach does indeed have a nice ring, but for all the beach developments located in South Walton, only one is truly in Santa Rosa Beach, and that is Santa Rosa Beach. Having Santa Rosa Beach as the mailing address for the city makes things very confusing. Add to that the mail going to people in South Walton located east of Camp Creek with the city mailing address as Panama City Beach, and you make it even more confusing. If they were to call Sandestin, Miramar Beach, and Seascape as being Santa Rosa Beach, that would even further present problems. As I said, there is not an easy fix. There are many facets to branding, some unseen by most. The real difficulty comes in trying to brand 15 beach communities as one place. It is really difficult to cover such diversity between Alys Beach and Sandestin. That doesn't even take into consideration the off-beach, non-TDC places like Pt Washington or north Santa Rosa Beach.

[Bob Hudson]

If I could change the thread topic I would to remove the amount. Not really my reason for posting.

[scooterbug44]

People too dumb to know where they are - this is our target demographic?

No wonder people keep driving cars and golf carts down the bike path and their kids keep starting fires.

[GoodWitch58]

It isn't 6% who don't know where they are. It is more than 50% who don't know where they are staying.

$1.3 million sounds expensive to me, but that doesn't sound like the basis of this thread.

Opinions are great, but why not voice them during the process rather than after the determination has been made? They rolled out this To Each, Their Beach many months ago at TDC workshops and at BCC meetings. This isn't new information.

Branding in South Walton is difficult. As LKM pointed out, there are three directions listed in the current branding -- Northwest Florida's Beaches of South Walton. That alone is enough for it to be very confusing. Santa Rosa Beach does indeed have a nice ring, but for all the beach developments located in South Walton, only one is truly in Santa Rosa Beach, and that is Santa Rosa Beach. Having Santa Rosa Beach as the mailing address for the city makes things very confusing. Add to that the mail going to people in South Walton located east of Camp Creek with the city mailing address as Panama City Beach, and you make it even more confusing. If they were to call Sandestin, Miramar Beach, and Seascape as being Santa Rosa Beach, that would even further present problems. As I said, there is not an easy fix. There are many facets to branding, some unseen by most. The real difficulty comes in trying to brand 15 beach communities as one place. It is really difficult to cover such diversity between Alys Beach and Sandestin. That doesn't even take into consideration the off-beach, non-TDC places like Pt Washington or north Santa Rosa Beach.

I agree that branding is difficult...and many people may want to attend the meetings, but many are not able to for a variety of reasons.

It seems to me a company such as this would have a presentation that could be linked to a message board such as Sowal...focus groups could be done online. There are many ways to disseminate information and receive feedback on an idea w/out people having to attend a workshop or board meeting.

Frankly, I do not recall seeing these workshops announced, and I am sure I am not the only person who knew nothing about them.

Surely, the TDC would want feedback from more people than just the small group that typically attends a workshop or board meeting...especially about something as important as this.

And, the people that would have the most vital feedback are probably those people who "don't know where they are", and they would never be at a workshop or board meeting. How this slogan would help with directions, is beyond me. But

I find it difficult to believe this company would use this grammar, but that may just be my bias...

we must not have all the information...for surely something is missing.

I always thought The Beaches of South Walton was a good brand...geez,, I even liked the umbrellas...

[Lake View Too]

Somehow, these people, who don't know where they are, got here. I have a feeling they liked it here. And, I have a feeling, they will find out how to get back here. This whole concept of branding is very strange to me, but we had a recognizable brand called The Beaches of South Walton, we had a recognizable logo, the three red umbrellas. Why go to something different? This is going to help people know where they are? Why not call it MyBeach, or YourBeach, or FaceBeach, or, I got it!: The Beach. (cue the sound of a lead balloon going down in flames...)

[GoodWitch58]

Somehow, these people, who don't know where they are, got here. I have a feeling they liked it here. And, I have a feeling, they will find out how to get back here. This whole concept of branding is very strange to me, but we had a recognizable brand called The Beaches of South Walton, we had a recognizable logo, the three red umbrellas. Why go to something different? This is going to help people know where they are? Why not call it MyBeach, or YourBeach, or FaceBeach, or, I got it!: [U]The[/U] Beach. (cue the sound of a lead balloon going down in flames...)

[SWGB]

I think we should continue talking about how people should get involved in the process that is in the past. I'd like to know where we sign up for the time machine to go back to those meetings and presentations.

[SWGB]

I'd also like to ask, if people are so confused, why are we changing things on them?

[Bob Hudson]

During my last five years before retiring I flew over 4 million miles sometimes visiting four different cities and states in one week. On more than on occasion I woke up and had to look at my ticket to remember where I was.

[Smiling JOe]

I think we should continue talking about how people should get involved in the process that is in the past. I'd like to know where we sign up for the time machine to go back to those meetings and presentations.

The process of many things is on-going. Get involved today so that you have a voice in the future.

[SWGB]

The process of many things is on-going. Get involved today so that you have a voice in the future.

My experience with the TDC is that the "process" isn't very open. The big blue signs would be a pretty good example. After several very heated meetings on the topic they were removed, partially, and reworked into what we have today.

[Zebraspots]

The only reason to rebrand is if you have been stealing livestock.

Has the TDC been cattle rustling?

[Douglas the Intrepid]

Not everyone has the time to invest in the ongoing process Smiling JOe. Judging from how poor the new branding is, I would have to say that those who do seem have some lousy taste.

[Carol G]

My thoughts: People think/say they are in Destin for the same reason I say I'm from Chicago when I'm really from a suburb called Lombard. Most don't immediately recognize "Lombard" or "Beaches of South Walton" but they know "Chicago" and "Destin." It has nothing to do with branding or logos and everything to do with size.

It is a common understanding that we (meaning the residents & guests of S. Walton) don't want to be like Destin, we don't want the high-rises, over-development, traffic and congestion, etc... but guess what - you take the bad with the good. We don't have Destin's traffic, congestion or high-rises, and we don't have their name recognition either, because we don't (and can't) have the same number of visitors here. A new logo, slogan, whatever, is not going to change that. The money would have been much better invested in advertising and enhancing the uniqueness of our communities.

FWIW, I think the new logo & slogan looks gimmicky and over-manipulative. The umbrellas were fine. A healthy level of brand recognition can take years, and now we have to start all over.

Also, not everyone can attend meetings. Why didn't anyone post this here when it was initially proposed? Or on facebook? Or send a postcard to residents? Or any number of other ways to spread information in the 21st century? I can tell you the music line-up of every bar/restaurant along 30A for the next week, the spring break schedules of every college within driving distance, and every local fundraising event planned for the next 3 months. Why am I just now hearing about a decision that will have a great impact on the lives and livelihoods of my friends and neighbors, and that was initially proposed over a year ago? Why can't anyone who represents this community think even a little bit outside of the box? There are so many better ways to get feedback from residents (if it is actually desired) besides just expecting them to read a notice or attend a one-time meeting. It is disappointing and discouraging and leads me to think that those who represent us don't really care what we want.

It seems so many people, who I know love and care about this community, spend far too much time fighting over scraps, while the meat of every matter sits untouched and unnoticed.

<rant off>

[Lake View Too]

My thoughts: People think/say they are in Destin for the same reason I say I'm from Chicago when I'm really from a suburb called Lombard. Most don't immediately recognize "Lombard" or "Beaches of South Walton" but they know "Chicago" and "Destin." It has nothing to do with branding or logos and everything to do with size.

It is a common understanding that we (meaning the residents & guests of S. Walton) don't want to be like Destin, we don't want the high-rises, over-development, traffic and congestion, etc... but guess what - you take the bad with the good. We don't have Destin's traffic, congestion or high-rises, and we don't have their brand recognition either, because we don't (and can't) have the same number of visitors here. A new logo, slogan, whatever, is not going to change that. The money would have been much better invested in advertising and enhancing the uniqueness of our communities.

FWIW, I think the new logo & slogan looks gimmicky and over-manipulative. The umbrellas were fine. A healthy level of brand recognition can take years, and now we have to start all over.

Also, not everyone can attend meetings. Why didn't anyone post this here when it was initially proposed? Or on facebook? Or send a postcard to residents? Or any number of other ways to spread information in the 21st century? I can tell you the music line-up of every bar/restaurant along 30A for the next week, the spring break schedules of every college within driving distance, and every local fundraising event planned for the next 3 months. Why am I just now hearing about a decision that will have a great impact on the lives and livelihoods of my friends and neighbors, and that was initially proposed over a year ago? Why can't anyone who represents this community think even a little bit outside of the box? There are so many better ways to get feedback from residents (if it is actually desired) besides just expecting them to read a notice or attend a one-time meeting. It is disappointing and discouraging and leads me to think that those who represent us don't really care what we want.

It seems so many people, who I know love and care about this community, spend far too much time fighting over scraps, while the meat of every matter sits untouched and unnoticed.

<rant off>

That was really well said. The people in the TDC live in a bubble of their own importance.

[Bob Hudson]

One of the most interesting comments made by the LKM presenter was her evaluation of the umbrellas on the beach logo.

Quote: They reminder her of "radiation warning signs".

????????????

[lenzoe]

If any of you guys really cared, you would have attended countless meetings with LKM at the TDC workshops which were open to the public and announced on SoWal.com. I love how everyone waits to have a voice AFTER the fact. Why not be a voice DURING the process. LKM even pitched this at a BCC meeting last year.

Where were these announcements? I just searched for "rebranding" on these forums and the only thing that came up was something about a "THE Beach" marketing plan.

[GoodWitch58]

During my last five years before retiring I flew over 4 million miles sometimes visiting four different cities and states in one week. On more than on occasion I woke up and had to look at my ticket to remember where I was.

I had similar experiences many times when I was traveling for work so much--but, never used a Logo to find my way... hmmmm, maybe I should give it a try.

[Lake View Too]

One of the most interesting comments made by the LKM presenter was her evaluation of the umbrellas on the beach logo.

Quote: They reminder her of "radiation warning signs".

????????????

Well, that certainly didn't hurt her company's chances of making $1.3 million .

[Wavewatcher]

They should brand this area SoWal.

[idlewind]

Well, that certainly didn't hurt her company's chances of making $1.3 million .

If I remember correctly most of our business is repeat business. So, it does not matter what they call it, they are finding their way back. I still hear people confuse Walton County with Ft. Walton Beach. This will not fix the problem.

This is a waste of money pure and simple. Whoever approved the expenditure should be fired. We could have cut the bed tax or used the money to give gas vouchers to visitors and achieved more business promotion than this tacky saying.

[SWGB]

We could be looking on the bright side, people think their in Destin as opposed to Panama City Beach.

[Miss Kitty]

We could be looking on the bright side, people think their in Destin as opposed to Panama City Beach.

Like sand though the hour glass...

This also looks a bit like a funeral home ad.

I am absolutely dumbfounded by this "branding"...the children of SoWal could have done a MUCH better job!

[Andy A]

If I remember correctly most of our business is repeat business. So, it does not matter what they call it, they are finding their way back. I still hear people confuse Walton County with Ft. Walton Beach. This will not fix the problem.

This is a waste of money pure and simple. Whoever approved the expenditure should be fired. We could have cut the bed tax or used the money to give gas vouchers to visitors and achieved more business promotion than this tacky saying.

They received over 8 million last night from BP which is not part of any other settlements. It must be used for advertising. I hope your idea of vouchers for gas will receive consideration. It would be far more productive than what I saw last night.

[Teresa]

One of the most interesting comments made by the LKM presenter was her evaluation of the umbrellas on the beach logo.

Quote: They reminder her of "radiation warning signs".

????????????

that's unfortunate because, imo, the beach umbrellas have become such a classic symbol of our community. there is a beauty in its simplicity. Many locals (and visitors) feel ownership of the symbols and many names that represent South Walton Beaches - which is the very reason we see so many concerned comments here.

It's true that we don't have an official city name (its not an incorporated area) - and we do have several nicknames. Whenever I refer to the place I live - I say "Santa Rosa Beach" - this may be a post office designation, but its also the name used by locals for many, many years - way before "South Walton". It's a nice name. South Walton Beaches is nice too. Beaches of South Walton, SoWal, SoWal Beaches, South Walton Beach, Santa Rosa Beach, Lower Alabama (haha), The Emerald Coast (beautiful), Northwest Florida's Gulf Coast (boring)... I like that we're complicated.

How to market? I guess we need to realize that the marketing scheme is only a marketing scheme, regardless of its price tag. It will not define this area or its people. Its a tourist-targeted advertisement. We will still be all the complicated names and logos and icons and whatever - as always. The Red Bar will always be our number one community icon.