Fort Worden Brand Positioning Spring 2018

Brand Positioning and How we got here Brand positioning describes how a brand is different from its competitors in a way that connects with the hearts and minds of its target audience. Fort Worden welcomes a mix of people, among them campers, festival-goers, millennials, seniors and others. By identifying the shared motivations across these various groups, we are able to uncover our “who” – an emotional target insight that reveals what draws guests to Fort Worden— which ultimately gives way to the brand positioning that serves as the foundation for crafting the Fort Worden story. Fort Worden Brand Positioning

Why have brand Positioning A strong brand requires focused communication about your promise that will stick in your target audience’s mind. That promise should also be relevant to your values—defining a position that separates you from competitors and serves as a north star for what you do and how you do it. Fort Worden is an historic gathering space, a lifelong-learning destination, a conference center, a play to stay, a place to eat and drink. But you cannot be all things to all people – you must decide what space to own in order to determine your differentiated story. Cavallo Point: “the perfect destination for an intimate escape, fun-filled getaway or family vacation” Fort Mason: “center for arts and culture” Fort Worden Brand Positioning

Let’s talk about Lifelong Learning WE think this is a space we can own and differentiate ourselves from the competition While this means “learning for all ages” to us – to the target it means “older adults with disposable income” We need a different way to articulate it And, it’s just one of the (very important) pieces of the puzzle Fort Worden Brand Positioning

Hiebing Brand Positioning Process Our brand positioning model is designed to uncover the meaningful connection between your brand and your target audience. We aren’t inventing something new. Rather, we’re digging into what is already special about Fort Worden—with the goal of unearthing a target insight that allows us to understand who they are so we can then build an emotional connection with them. The process includes: Positioning Work Session Positioning Recommendation Manifesto Development 4.5-hour work session with Fort Worden stakeholders Hiebing develops final positioning recommendation rooted in work-session learnings Hiebing develops a strategic, internal-facing summary that informs, inspires and energizes the non-marketers on the team Fort Worden Brand Positioning

Hiebing Brand Positioning Model Target motivation Our “who” What drives people to engage with Fort Worden Soul purpose Meaningful action // What the brand promises to do // Uses an inspiring verb What Fort Worden lives to do for those you serve Soul rationale Proof that you can deliver against the promise above What makes Fort Worden sure of the purpose Proof Proof Proof Proof Brand nature Tone, manner, personality How Fort Worden presents itself Personality Personality Personality Personality Fort Worden Brand Positioning

Key measures for brand positioning Relevant Would be interested in learning more True How well the statement fits Fort Worden Different Sounds distinguished from competitors Fort Worden Brand Positioning

Fort Worden Brand Positioning RECOMMENDATION Target Motivation The “who” For adventuresome souls longing for a different experience that fosters connection but fear it won’t live up to expectations Soul Purpose Meaningful action // What the brand promises to do // Uses an inspiring verb Fort Worden feeds your soul with its restorative abundance of culture and creativity Soul Rationale Proof that you can deliver against the promise above Nestled beside the woods and water with mountain views on a magnificent slice of the Olympic Peninsula Offers historic, century-old accommodations where you can stay, meet and make memories Features lifelong learning activities for all ages with over a dozen partner programs and 1,500 classes each year Home to a full-service staff trained to nurture experiences to suit and fulfill every group and guest Brand Nature Tone, manner, personality Magnificent, Charming, Historic, Inspiring Fort Worden Brand Positioning

How brand positioning applies to pr and marketing efforts It informs strategy, although it is not intended to serve as copy or a tagline. It inspires the brand identity, which manifests creatively, editorially and experientially across touchpoints such as your sales kit, website, programming brochures, on-site collateral, business cards, PR materials, social media copy, digital and print ads, imagery, e-mail communications (including signatures, e-newsletters, etc.), on-property design elements (e.g., artwork inside accommodations), menus and more. It allows you to address various audiences—as it can be evolved, flexible and nuanced to tap into what is most meaningful for guest categories such as locals, groups, weddings, getaway-seekers, etc. Fort Worden Brand Positioning

brand positioning inspires and fits our different targets Brand positioning provides the foundation for the overall brand, which allows us to speak to our high- level benefits that support our Soul Purpose. As we move forward with specific planning and projects, we build out individual Story Strategies that provide the opportunity to speak to the various nuances of your target and what about Fort Worden is most compelling and engaging to them. Fort Worden Brand Positioning Guest Story Strategy Visitor Story Strategy Weddings and Reunions Story Strategy Group Story Strategy Arts/Culture Participant Story Strategy Fort Worden Brand Positioning