It appears that some believe that my issues with this project deal with the cost and cost only. I admit to being a "cost sensitive person", but those basic feelings are always tempered by a realization that you have to spend money to make money. I also believe that we should spend money wisely.
I also believe that history repeats itself when we do not remember how we approached issues in the past.
Please remember the following "plans" that were implemented with great enthusiasm initially but failed miserably.
- The infamous "Big Blue Signs"
- The 1 year old website that even SJ says is not meeting the needs of vendors, but was sold as the next best thing.
- The 1/2 cent bedtax increase that was going to drive visitors into or area by bringing Southwest Airlines. Where are they ?
Key Findings
- BSWhas 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%
Goals From LKM Presentation
- Increase the relevance of the BSW message
- Reach more like-minded consumers
- Reduce the cost to reach each relevant consumer
- Drive new awareness in existing and emerging markets
- Emphasize frequency in markets with highest potential
- Drive qualified traffic to BSW.com and partner landing pages
- Provide performance metrics for BSW and its partners on a regular basis
Please review the key findings and the Goals set forth by LKM and then review the presentation and help me understand where any of those issues will be solved by removing "Beaches of" from the current logo and adding a tag line such as "to each, your beach".
Will different pictures and new videos help with any short coming ?
How will this "campaign" solve any issue other than draining the TDC cash register, then starting over again after spending millions of dollars ?
Are we willing to stake the future of tourism growth in South Walton on the approach ?
Will this change help people know where they are ?
I find it unrealistic to make that quantum leap of faith.
This issue is not about Dawn. It is about someone flashing a shinny object (I'm not convinced the object is really shinny) before well intentioned people and saying we are here to solve all of your problems and short comings and those people thinkings "these are professionals and I need to listen to them" and not simply walking up to people and saying what do you think about a tag line, or moniker like "To each, your beach" and watch the look on their face and hear them say "To eat, your beach" what the ******* is that.
"Please remember that the engineers that designed and built the Titanic said it was unsinkable."