Walton TDC Presents New Branding

Discussion in 'Local Government and Groups' started by Bob Hudson, Apr 12, 2011.

  1. Bob Hudson

    Bob Hudson Beach Fanatic

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    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:

    View attachment 19246
     
    Last edited: Apr 12, 2011
  2. Andy A

    Andy A Beach Fanatic

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

    idlewind Beach Fanatic

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    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.
     
  4. scooterbug44

    scooterbug44 SoWal Expert

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    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.
     
    Last edited: Apr 12, 2011
  5. Matt J

    Matt J SWGB

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    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?
     
  6. GoodWitch58

    GoodWitch58 Beach Fanatic

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    would be nice if they got the grammar correct too:eek:
     
  7. beachmouse

    beachmouse Beach Fanatic

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    Are they counting on BP dollars to cover this?
     
  8. Here4Good

    Here4Good Beach Fanatic

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    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).
     
  9. Bob Hudson

    Bob Hudson Beach Fanatic

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    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.
     
  10. Miss Kitty

    Miss Kitty Meow

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    Looks like the opening credits for a soap opera...."General Hideousness" :roll:
     
  11. Bob Hudson

    Bob Hudson Beach Fanatic

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    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
     
    Last edited: Apr 12, 2011
  12. Smiling JOe

    Smiling JOe SoWal Expert

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    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.
     
  13. Teresa

    Teresa SoWal Guide Staff Member

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    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?
     
  14. scooterbug44

    scooterbug44 SoWal Expert

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    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.
     
  15. Smiling JOe

    Smiling JOe SoWal Expert

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    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.
     
  16. Smiling JOe

    Smiling JOe SoWal Expert

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    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.
     
    Last edited: Apr 12, 2011
  17. Bob Hudson

    Bob Hudson Beach Fanatic

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    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%
     
  18. Bob Hudson

    Bob Hudson Beach Fanatic

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    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.
     
  19. Teresa

    Teresa SoWal Guide Staff Member

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    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.
     
    Last edited: Apr 12, 2011
  20. Lake View Too

    Lake View Too SoWal Insider

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

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