From:
The Connection - Sent Exclusively to Bed Tax Collectors
Brand Evolution Moves Forward
The TDC's marketing agency, LKM, this week presented an overview of brand evolution findings and recommendations to TDC staff and Advisory Council members, the Board of County Commissioners, lodging partners and the public. According to Jennifer Jenkins, LKM Executive Vice President/Client Relationships, extensive market research indicates a lack of brand awareness among core consumer groups, including previous visitors to the destination. Research from focus groups in target markets showed that shortening the name to South Walton from Beaches of South Walton resonated with consumers. The tagline
To each, you beach. (grammar) was also tested among each group, with positive results. Focus groups consisted of those with and without knowledge of the destination. Both the TDC Advisory Council and the Board of County Commissioners approved moving forward through the three-stage process encompassing a strategic brand analysis, brand identity development and the resulting implementation of a refreshed, integrated communications campaign. Thanks to all who attended the public workshops on Wednesday.
The next workshops will be held on Wednesday, May 11 and will include media co-op and research strategies, as well as new creative. Please direct questions about the brand initiative to Kelli Carter at
kcarter@beachesofsouthwalton.com or 850-267-1216, ext. 129.