Walton TDC Presents New Branding

Yep...we all heard that gem from Mr. K last night!

I Mr. Kitty.

"Beach- it's what's for dinner."

Yum yum!

Do you really believe that? You should have learned by now that giving the government money to oversee something is like paying the fox to guard the hen house.

If you really have concerns about any matters, you should get involved.

Dang, you're right! I'm going to quit my job and start going to every one of the TDC and BCC meetings. How much does it pay??

Try http://flvhosting.com/BSW-BRAND-PRESENTATION-BCC.pdf

just quickly scanned the presentation. I know from hearing from attendees that this outline does not contain a lot of information that was presented. To be fair, this outline provides the basic points of the project, but it is very incomplete and was used only for discussion of certain points.

I like portions of the South Walton Story - but still.. to each your beach just does not work. I hope they are still early in the process. I'm not concerned about ad campaigns, but I am concerned about the name we project - if it doesn't have the word Beach or Beaches, then we may as well be in South Walton, Idaho.

just quickly scanned the presentation. I know from hearing from attendees that this outline does not contain a lot of information that was presented. To be fair, this outline provides the basic points of the project, but it is very incomplete and was used only for discussion of certain points.

I like portions of the South Walton Story - but still.. to each your beach just does not work. I hope they are still early in the process. I'm not concerned about ad campaigns, but I am concerned about the name we project - if it doesn't have the word Beach or Beaches, then we may as well be in anywhere USA.

That is the PowerPoint that was presented - I was present at three meetings.

Does it included the 2 hour oral presentation given by LKM - no it does not.

There is one thing I am keenly aware of and that is that a viewer of a TV spot, internet ad - or a reader of a newspaper ad or magazine ad is not going to spend two hours listening to someone explain where South Walton is or what "To each, your beach" means or spend the time understanding that the words South Walton are in white type face to represent the sugar white beaches here or that they chose a script font because it had a "warm, Southern feel".

Will the finished product of their efforts look better than the mock-ups - I'm sure they will.

In this case "We Left Home Without It" or another way to say it might be "Where's The Beef".

"You can put lipstick and a pretty dress on a pig, but it's still a pig."

In a vein to try and be helpful, here are two ways you can learn more about what the TDC is doing online.

One is to visit their partners site: Beaches of South Walton Partners site

The second is to email them and ask to be included on their mailing list for the monthly e-newsletter (or view it online):

The Edge / Marketing Tools / TDC Research / partners / home april

Thank you Beachsio! this is the most useful information we have seen so far.

Finding info on Walton County TDC meetings is very difficult. Even this site (partners site) is limited, but it does include links to presentations/workshops - after the fact (even the April 13 presentation).

I checked on Walton County site and there are no links to TDC workshop or meeting schedules, as you might find on other County sites such as Pinellas County:
Pinellas County Florida, Tourist Development Council

While looking at Visit St Pete Clearwater, I was thinking that our situation (many communities) is not so unique. Many areas in Florida, such as Pinellas County, encompass a huge area with dozens of communities - all with unique attractions - that must be promoted. After taking a look at St Pete/Clearwater, it looks like they highlight and promote all the different and wonderful aspects of all of the communities, instead of branding it as one place. They have city life, many beach communities, museums, fishing and outdoors, tons of resorts and tourist attractions, and much more.

I think our situation is rather simple in comparison. Our area is uniquely wonderful in many ways - it should be an easy task to promote, with some fresh campaigns, and also targeting ecotourism, and highlighting beautiful features and unique towns. I am more convinced that our branding is in place, maybe it needs a little tweaking or updating. That is just me though.

I realize the one of the bullet points of this is that people don't know where they are. Is there anyway that could be expanded upon? I'm not too worried about someone staying in Dune Allen and not knowing that it's specifically called Dune Allen. I have a feeling this is the big issue and I don't feel that it's a problem to be putting over a million dollars worth of focus on. If someone is here and truly doesn't know what county they are in then it's a problem. I feel that there's some serious spinning of a survey/poll that isn't being revealed.

My exact sentiments. These people have already gotten here, somehow, they know they like it here. They know how to get back here. I think way too much focus on this branding concept, and not enough just plain old advertisement. I know that I live here, and only have basic cable, but I have never , not even once, ever seen a television advertisement for the beaches of South Walton. Am I missing something?

This is no worse than us spending hundreds of thousands of dollars putting flashing lights in the road and pedestrian crossings. Do you really think people do not cross streets in Atlanta?

This is no worse than us spending hundreds of thousands of dollars putting flashing lights in the road and pedestrian crossings. Do you really think people do not cross streets in Atlanta?

Based on their behavior, one WOULD think so.

If those street lights don't work we do not miss millions of dollars in sales tax, bed tax and gasoline tax and businesses do not close.

Those street lights do not work (and they never have). People don't use them.

I do believe safety programs are essential.
and I do not believe name calling or unconstructive criticism is helpful, respectful of anyone or necessary.

The TDC should use this photo and "SoWal, I do" for the tagline.

Anna Kinchen

Make checks payable to Buz Livingston

The following is a link to an interesting presentation on the issue of why people rarely get involved (especially early on) in community-affecting issues like the one being discussed here.

Dave Meslin: The antidote to apathy | Video on TED.com

I like the demonstration of what would happen to a Nike ad if it were done in a typical government notice format.

I do not believe that "to each, your beach" is constructive, helpful, representative of this area, or necessary.

The following is a link to an interesting presentation on the issue of why people rarely get involved (especially early on) in community-affecting issues like the one being discussed here.

Dave Meslin: The antidote to apathy | Video on TED.com

I like the demonstration of what would happen to a Nike ad if it were done in a typical government notice format.


Excellent - well worth the watch.

The TDC should use this photo and "SoWal, I do" for the tagline.

Very nice, Buz!
I looked at the power point, and I thought it was boiler plate, marketing 101. The BCC and the TDC have been well aware of the "branding" concept for years. Nothing new there. What would be new would be in the execution of what I believe is an already established identity,
Beaches of South Walton. What I would do, instead of hiring an over-priced out of town firm that uses a lot of buzz words would be to stick with the existing identity and go for first class creative execution. I might start with a design competition at Florida colleges, bring on board coastal artists from here and other tourist destinations to choose designs, and encourage locals and tourists to get involved. What Buz has posted here is one really impressive and simple ad. I have no doubt there are lots of creative people out there who would love to participate. Instead of spending all that money out of state, the TDC could use some it for prize renumeration, to buy the rights to something like what Buz suggested, etc. Keep the money in Florida and spread it around to students, artists, aspiring photographers, graphic artists, and so forth. It could be the basis for a really innovative ad campaign. An ad agency, and I am sure there are many locally, could place the ads and deal with the actual production. Would be lots cheaper. And next I would hire someone, or several someones, again maybe in a competition format, to produce youtube videos, set up twitter feeds and all that techy stuff.

I have obtained a copy of the Market Research done on this project. 82 pages in length. This reaearch was done by Majority Opinion Research. The TDC's new research company is Kerr and Downs.


Sheds some light on the "where I stayed issue"

Doesn't seem to help with the "to each, your beach" question.

View attachment Market Perception Study Report.pdf

Very nice, Buz!
I looked at the power point, and I thought it was boiler plate, marketing 101. The BCC and the TDC have been well aware of the "branding" concept for years. Nothing new there. What would be new would be in the execution of what I believe is an already established identity,
Beaches of South Walton. What I would do, instead of hiring an over-priced out of town firm that uses a lot of buzz words would be to stick with the existing identity and go for first class creative execution. I might start with a design competition at Florida colleges, bring on board coastal artists from here and other tourist destinations to choose designs, and encourage locals and tourists to get involved. What Buz has posted here is one really impressive and simple ad. I have no doubt there are lots of creative people out there who would love to participate. Instead of spending all that money out of state, the TDC could use some it for prize renumeration, to buy the rights to something like what Buz suggested, etc. Keep the money in Florida and spread it around to students, artists, aspiring photographers, graphic artists, and so forth. It could be the basis for a really innovative ad campaign. An ad agency, and I am sure there are many locally, could place the ads and deal with the actual production. Would be lots cheaper. And next I would hire someone, or several someones, again maybe in a competition format, to produce youtube videos, set up twitter feeds and all that techy stuff.

this is beyond good, such forward thinking ideas... thank you very much for your thoughtful, positive comments and suggestions. I find your post to be very constructive and I wholeheartedly agree with every point.

I really like Buzz's example too - simple and absolutely beautiful.

Beaches of South Walton, or South Walton Beach, or South Walton Beaches - it is our brand. now we need ongoing, consistently outstanding messages and advertising about our area. just think of the artists, marketing and media professionals in our own community who could contribute in so many incredible ways. we just need someone with the skills to coordinate... and a great deal of imagination and energy on behalf of our TDC.

I love it - people like to come here for our "well marinated beaches".

Name recognition is not the problem, name recognition of their latest "brand name" is - Beaches of South Walton gets 49%, Beaches of Sowal combined with any town/development name (Rosemary, Seaside, etc.) catapults it to 92% - almost 10% higher than Destin or PC!

I also find it a little worrisome that no visitors outside of the Southeast were part of the poll. I know that is a significant portion of the market, but it isn't 100% of it - just look at license plates.

Gotta love anyone who puts conclusions before the research. :roll:

However, when factoring in both Beaches of South Walton by name, as well as recognition of the 15 individual beach communities, awareness of the destination rises to 92%, which is higher than the competition.

This is from the report. I'm not sure how this marketing firm overlooked this, but perhaps they should reread the report.

Thanks, y'all. That is our daughter even the photographer knew she caught lightning in a bottle.

Blair and the photographer are high school friends who has a studio in...Florida and her parents have a home here.

An ad agency could never replicate that shot. I bet Kurt and other LOCAL photographers have gazillions that can't be staged.

Plus I like our umbrellas

Thanks, y'all. That is our daughter even the photographer knew she caught lightning in a bottle.

Blair and the photographer are high school friends who has a studio in...Florida and her parents have a home here.

An ad agency could never replicate that shot. I bet Kurt and other LOCAL photographers have gazillions that can't be staged.

Plus I like our umbrellas

I like the umbrellas too.

this article is about the "love for cities", but I bet the concept would apply for our area too...there are so many opportunities for creative people who love this area to contribute; too bad there seems to be a "disconnect" between the people who love the area and the people who are promoting it.

Recruiting business is fine, but put a little more love in your city, too - St. Petersburg TimesLove, Kageyama says, is a community resource. Cities that can build up "emotional capital" from citizens who love their communities can tap that reserve, almost like a bank account, to get people to step up and do creative things, especially in these leaner fiscal times

this article is about the "love for cities", but I bet the concept would apply for our area too...there are so many opportunities for creative people who love this area to contribute; too bad there seems to be a "disconnect" between the people who love the area and the people who are promoting it.

Recruiting business is fine, but put a little more love in your city, too - St. Petersburg TimesLove, Kageyama says, is a community resource. Cities that can build up "emotional capital" from citizens who love their communities can tap that reserve, almost like a bank account, to get people to step up and do creative things, especially in these leaner fiscal times

Good article!

Way back from the early posts on this thread, I keep being reminded of the first time I heard about this area. We lived in Gainesville, FL in mid to late 1980s and I recall reading an article about artists relocating to Seaside and Grayton (first time I had heard of either place - having grown up in IL). I remember it as a very interesting article that left a positive mental picture of the area, as well as a curiosity as to what was happening there.

The creative artistic talent, as well as so many other realms of knowledge and experience that can be recognized daily on this message board, makes me wonder why it wasn't tapped. This is not unique to Walton County as other places I've lived have looked to outside sources of expertise for surveys/answers when local talent could more than handle the challenge. ............... I can think of a couple places that this would not have been the case though. ha!

.

Another domain the TDC should have purchased prior to their announcement.

Looks like it might fit as well and just might be for sale.

www.visitsouthwalton.com

Oooooooops!

Registered Owner: Jill Gaupin
Domain Name: VISITSOUTHWALTON.COM
Creation Date: 26-jun-2009
Expiration Date: 26-jun-2014