New marketing plan dubs this area "The Beach"
- Thread starter Alicia Leonard
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You want to name some specifics? Seems like the people with some of the highest post counts do not own or live full time in Sowal, but obviously feel welcome. Honestly Minnie, of late I have not seen you post anything positive.
Here is some official scoop from a WALCO insider:
It will never be 'The Beach'...it is 'The Beach for (fill in the blank)'
Orange was selected because it stands out in newsprint. The marketing company felt like using blue or green would create advertising that would easily be overlooked.
Emerald Coast could not be used because (I am not making this up and only reporting this) it implies that a visit would guarantee emerald waters...and sometimes our waters are not emerald green, and that would be a false representation. But we can always guarantee a beach will be here (OK, that may not be a given with erosion, and it certainly becomes complicated when a bunch of homeowners run people off the beach, which is supposed to be guaranteed!)
Enjoy
It will never be 'The Beach'...it is 'The Beach for (fill in the blank)'
Orange was selected because it stands out in newsprint. The marketing company felt like using blue or green would create advertising that would easily be overlooked.
Emerald Coast could not be used because (I am not making this up and only reporting this) it implies that a visit would guarantee emerald waters...and sometimes our waters are not emerald green, and that would be a false representation. But we can always guarantee a beach will be here (OK, that may not be a given with erosion, and it certainly becomes complicated when a bunch of homeowners run people off the beach, which is supposed to be guaranteed!)
Enjoy
Do you happen to know who the marketing company is?Here is some official scoop from a WALCO insider:
It will never be 'The Beach'...it is 'The Beach for (fill in the blank)'
Orange was selected because it stands out in newsprint. The marketing company felt like using blue or green would create advertising that would easily be overlooked.
Emerald Coast could not be used because (I am not making this up and only reporting this) it implies that a visit would guarantee emerald waters...and sometimes our waters are not emerald green, and that would be a false representation. But we can always guarantee a beach will be here (OK, that may not be a given with erosion, and it certainly becomes complicated when a bunch of homeowners run people off the beach, which is supposed to be guaranteed!)
Enjoy
No, I didn't ask. This was a very brief conversation
this is some serious BS. who's on first?
the entire country knows this region as the emerald coast, just as they know the 'gold coast', the 'space coast', etc. Thank G_d we grabbed it first
the other coasts must be pissed that they can't use it.so, do all the businesses that are 'emerald coast' based change their name to 'the beach magazine', 'the beach electric', 'the beach association of realtors', etc?
this a blunder of enormous magnitude, larger than the blue signs. amazing that our business leaders approved this.
And this was said with a straight face? :roll:
I don't believe it. There is some other reason why Emerald Coast cannot be used that they are not saying.
I just chatted with one of the leaders mentioned on the brochure. He brought up something that I have been considering myself, but only now have really digested the significance: we haven't seen the actual campaign.
All we have seen is the logo and some tag lines.
I imagine since Lewis Communications designed the campaign, that it will have great photography and some excellent design that will help gain the attention of what is our demographic/target market.
Maybe we will be impressed when we see the whole campaign, maybe we won't.
I certainly think this 'release' should have included some of the 'magic' of the campaign- especially if the idea was to gain credibility/sponsors. The actual poor marketing move was that all the magic was lost in presentation, and instead of building high expectations with suspense, they will have to back peddle to gain acceptance.
Something tells me that this presentation approach was not a strategic move, but rather a rushed solution to a deadline. I love telling people there are no marketing emergencies, just poor planning. This is the perfect example.
All we have seen is the logo and some tag lines.
I imagine since Lewis Communications designed the campaign, that it will have great photography and some excellent design that will help gain the attention of what is our demographic/target market.
Maybe we will be impressed when we see the whole campaign, maybe we won't.
I certainly think this 'release' should have included some of the 'magic' of the campaign- especially if the idea was to gain credibility/sponsors. The actual poor marketing move was that all the magic was lost in presentation, and instead of building high expectations with suspense, they will have to back peddle to gain acceptance.
Something tells me that this presentation approach was not a strategic move, but rather a rushed solution to a deadline. I love telling people there are no marketing emergencies, just poor planning. This is the perfect example.