Walton TDC Presents New Branding

May not be used without permission

For anyone who thinks this ad agency is pitching the Carolina's in their South Walton ads, I think you are missing it. One of the team leaders on LKM is from South Walton.

SJ, is this the team leader you were referring to?

http://www.lkmideas.com/about-lkm/executive-team/jennifer-jenkins.html

So she used to be the marketing director for none other than the South Walton TDC.

Well, pour me a Cheerwine, that makes this thread even more...

SJ, is this the team leader you were referring to?

http://www.lkmideas.com/about-lkm/executive-team/jennifer-jenkins.html

So she used to be the marketing director for none other than the South Walton TDC.

Well, pour me a Cheerwine, that makes this thread even more...

Interesting to say the least.

View attachment 19267

Okay, that's it. Who(m) do I write to??????

SoBeautiful
SoUnique
SoFun​

SoWal
Florida's Beaches of South Walton​

*****************************

Make check payable to Kurt Lishka for transfer of trademark rights and domain name.​

Make check payable to George Wickey for marketing and advertising services rendered.​

This is not bad.

SJ, I'm sure there are many of us who wholeheartedly agree that the LKM pitch should reflect the SoWal lifestyle and making memories.

"Selling sand" was a figure of speech meant to refer to the process of marketing SoWal as compared to other Florida beach destinations that visitors could choose when planning a vacation, i.e South Beach. I first heard the term used by an official of Visit Florida.

I simply feel the materials presented by LKM that have been shown and linked to on this thread do not adequately nor properly brand SoWal as compared to other beach destinations that visitors could choose.

That said, I've seen LKM's work for North Carolina tourism, and I like it.

Respectfully, anyone who feels that the tag line, images, and/or branding created by LKM for South Walton and shown on this thread do not seem to capture the heart & soul of SoWal is welcome to click the little blue "Thx" Thanks button below this post to acknowledge they share my opinion.

Thanks. I agree that what has been presented on this thread is not adequately branding SoWal. I think LKM would also agree with you on that. What you are seeing on this thread is only a couple of strings in an entire blanket. Bob has seen only one presentation by LKM to my knowledge and that was at Tuesday night's BCC meeting. I haven't seen many other posters at the other meetings and workshops. There is much more to their presentations than is being displayed on here.

Okay, that's it. Who(m) do I write to??????

Kitty, gotta sort out the truth from Bob's creations.

Thanks. I agree that what has been presented on this thread is not adequately branding SoWal. I think LKM would also agree with you on that. What you are seeing on this thread is only a couple of strings in an entire blanket. Bob has seen only one presentation by LKM to my knowledge and that was at Tuesday night's BCC meeting. I haven't seen many other posters at the other meetings and workshops. There is much more to their presentations than is being displayed on here.

I have attended two LKM meetings plus the TDC Board meeting on Tuesday morning of this week at the TDC building.

I rarely attend BCC meetings at this time.

Do not use without permission

This is not bad.

Thx. I think it is solid. There are a hundred variations that all fall within the concept. I picture a montage of photos that could be used carrying the appropriate tagline based on the appropriate target market:

SoRomantic
SoRelaxing
SoPristine
SoRefreshing
SoDelicious
SoFun
SoExciting


I would also use combinations tailored to certain markets-

e.g.
SoClose
SoConvenient (Think a series of print ads for ATL, Birmingham, Montgomery, etc.)

I have attended two LKM meetings plus the TDC Board meeting on Tuesday morning of this week at the TDC building.

I rarely attend BCC meetings at this time.

My apologies, Bob. I thought you were surprised that this is just now coming out, when it was discussed at each workshop for months. Did you seen any examples of mock ads that looked good?

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.

My apologies, Bob. I thought you were surprised that this is just now coming out, when it was discussed at each workshop for months. Did you seen any examples of mock ads that looked good?

I understand that these are mockups and are not the final product. I am very confident that LKM will do an excellent job with the final artwork and media.

I thought this tagline would evolve and it hasn't. So far 98% of the people that I have shown this to have thought it was not right for this area. Reminds me of the Big Blue Sign fiasco repeating itself again.

I think the tag line is ridiculous, but I am just one.

Did you show them the variety of mock up ads which LKM presented at their meetings, or only the two you posted? Or, did you just tell them that the Beaches of South Walton would be replaced by "to each, your beach?" A hamburger wouldn't taste as good without the bun.

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Is this your creation Bob? This issue is important to all of us so I hope we are putting out accurate information. I do appreciate you and SJ and anyone in the know helping to provide accurate information.

Frankly that is such a blatant Cialis ad rip-off that I automatically assumed it was a joke.

If that is really one of their proposals, it had better have been presented on April 1 or pink slips need to be issued!

Thanks. I agree that what has been presented on this thread is not adequately branding SoWal. I think LKM would also agree with you on that. What you are seeing on this thread is only a couple of strings in an entire blanket. Bob has seen only one presentation by LKM to my knowledge and that was at Tuesday night's BCC meeting. I haven't seen many other posters at the other meetings and workshops. There is much more to their presentations than is being displayed on here.

Why don't you get them to post a .pdf copy of their presentation here on Sowal for everyone to see.

I feel that I have posted accurate information that has led to an interesting discussion. I did create the "radiation" graphic as well as the "Bath Tub - Cialis" ad mock up. All other posting of data came from cellphone photos of LKM's presentation. I did not get them all but truly feel that nothing significant was left out.

Ford and Chevrolet

Is this your creation Bob? This issue is important to all of us so I hope we are putting out accurate information. I do appreciate you and SJ and anyone in the know helping to provide accurate information.

Yes - I am just a "graphical" type of person.

I think it shows the weakness of the tagline and themes of the campaign.

Surely no one thought otherwise. I will update the post with a disclaimer.

Frankly that is such a blatant Cialis ad rip-off that I automatically assumed it was a joke.

If that is really one of their proposals, it had better have been presented on April 1 or pink slips need to be issued!

at first I thought Bob's version was a joke. then wasn't sure. thought we needed to ask. I've never seen the cialis ad - not a TV watcher - or only dvr programs sans commercials.

Yes - I am just a "graphical" type of person.

I think it shows the weakness of the tagline and themes of the campaign.

Surely no one thought otherwise. I will update the post with a disclaimer.

I bought it. Best to use a disclaimer.

A hamburger wouldn't taste as good without the bun.

True but if the hamburger tastes like the "to each, your beach" tagline does then no powerpoint presentation or detailed explanation from even the best marketing firm with the nicest local employees (even if they're our friends) makes it taste any better.



The tagline isn't great. For that much money, it needs to be.

If it's a good burger, I'll eat it with a fork and no bun.

It the burger sucks, there isn't a bun in the world that can save it.

And if someone has thrown up in front of the restaurant, the flavor of the bun or the burger is a moot point.

I bought it. Best to use a disclaimer.

Man I'm Better with Photoshop than I thought.

Thanks - I will and have added a disclaimer.

You have to admit that were it not for the LKM produced art work said by one poster to remind them of a feminine product ad and the overall weakness of the tagline that you would not have thought it to be real.

I really thought everyone would get the point.

Remember there were engineers who said the Titanic couldn’t sink.

Man I'm Better with Photoshop than I thought.

Thanks - I will and have added a disclaimer.

You have to admit that were it not for the LKM produced art work said by one poster to remind them of a feminine product ad and the overall weakness of the tagline that you would not have thought it to be real.

I really thought everyone would get the point.

Remember there were engineers who said the Titanic couldn’t sink.

...that poster was me! IMHO, there is nothing worth saving in this campaign as represented here.

Geo....good work. This reminds me of SoWell on SoWal!

Did anyone on the BCC have the good sense to vote against this? Or did they all go along? Anyone who voted for this fiasco should do the decent thing and resign.

Did anyone on the BCC have the good sense to vote against this? Or did they all go along? Anyone who voted for this fiasco should do the decent thing and resign.

5-0 Vote