Amy Consiglio, Partner Pursuit of Happiness. Old (vs “young” or “new”) Historically focused Tobacco driven Been there, done that Not memorable, nondescript.

Slides:

Advertisements

Similar presentations

January 12 th, 2012 MA Ad Critique Workshop. 2 Intro & General Advice Critique Approach Sample Framework Marketing Objectives Advertising Strategy Execution.

Advertisements

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

TOURISM BRANDING THE POWER OF YOUR VOICE Specially Prepared for: U.S. Department of Commerce Export Council for the Pacific January 2010 © Copyright CNN.

Background Recent strong performance on both a domestic and overseas tourism o Overseas growth of 12 percent in value and 6 percent in volume (2013 v.

Creative Strategy and the Creative Process

Chapter 10 Creative Strategy and the Creative Process

Consumer Behavior & Research Lecture 3 COMT 492/592.

PRESENTATION TITLE Presented By: Date:. Rich in every area of your life FULFILLIONAIRE.

Making Connections: Better Beginnings, Partnerships and Collaborations.

Copyright © 2012 Pearson Canada Inc. Part 3 Creating the Message 5-1.

BRAND INSIGHTS MOST BRAND STRATEGIES END UP BEING A PENETRATING INSIGHT IN THE BLATANTLY OBVIOUS. – BRAD JAKEMAN, US MARKETING EXPERT.

Message Strategy & Execution MKT 846 Professor West.

chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 The Creative Side and Message Strategy Part 4: Effective.

Strategy and Branding: Putting a Face on a Product Chapter 2 © 2013 SAGE Publications, Inc.

Youth Insight Research Sport England. Creating a sporting habit for life Identifying target audiences 2.

The Creative Side and Message Strategy

 Can I do this?  How should I be looking at my department?  How are our “security” relationships?  What things could I be doing to sell our.

IMC Objectives and the Brief. Advertising vs. Marketing Marketing = 4Ps Advertising = subset of Marketing – Focuses on the “P” of promotion How do advertising.

INTEGRATED MARKETING COMMUNICATIONS

Creative Café: Marketing Portfolio Innovation Centre June15 th 2011 Caroline Griffin.

Contemporary Tourism The Tourism Industry: Contemporary Issues.

A road map for the creative team

ADP’s eNewsletter New: Interactive eNewsletter Service from ADP DEALERSHIP AREA All Departments ISSUES Build Awareness of your dealership offerings Drive.

Using Advertising and Promotion to Build Brands

THE ROLE OF STRATEGY Source: cubagallery. My Client Portfolio.

Creative Strategy and Development. Agenda Understand and be able to articulate the message development process Understand the structure, content and purpose.

Communication and Listening Skills Mandy Firth and Ant Sutcliffe.

0 Marketing Planning - Key Ingredients  Brand Strategy  Product Strategy  Communications Strategy.

Advertising Creativity Dr. Padmini Patwardhan Dept. of Mass Communication.

Leadership Covenant Manager of Category Development November 12, 2007.

9 Creating Brand Equity 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-2 Chapter Questions  What is a brand and how does branding.

Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is.

7 KEY ELEMENTS OF A GREAT PERSONAL BRANDING STATEMENT “TELL ME ABOUT YOURSELF”

BRANDING APTA MARKETING & COMMUNICATIONS WORKSHOP FEBRUARY 2015.

Professor Takada6b-1 Creating Brand Equity 6b. Professor Takada6b-2 Key Questions What is a brand and how does branding work? What is brand equity? How.

Promotion= Communication techniques aimed at informing, influencing, and persuading customers to buy or use a particular item. this involves communication.

Creative Strategy: Planning and Development

Welcome to our presentation. Brief 18 – 24 year olds To achieve this through one of the Unilever sustainable living platforms.

When I Grow Up In general In advertising. London-6-Week Advertising Course 12-2.

Creative Strategy and the Creative Process Lecture 9.

Advertising Processes The creative strategy, presentations and media strategy.

Branding Product Identification and Trust. World Wide Brands.

What’s Good About Advertising? Don’t Hate Me! Advertising’s Attributes 3. Economic role- the ability to advertise enables new competitors to enter the.

THE POWER OF SENSE. DEBRIEF THE BRAND: TARGET AUDIENCE:GOALS: -Raise Awareness about deafblindness desease -Raise the profile and public engagement of.

Mission: NCSA’s mission is to educate and therefore empower a digital society to use the Internet safely and securely at home, work, and school, protecting.

The Marketing Planning Process BOT Prestigious Conference Hall 29 th June 2012.

Parks are great Friendly for children and youth. Belonging + nice to see me belong + Innisfail we all belong + “we all belong” showed different interests-clubs,

Chapter Eight Creating Ads: Strategy and Process

Evaluation of visitor management and the tourism potential of National Parks in Oppland Bill Taylor

Copyright  2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-1 Chapter 7 Planning.

Mary Griswold Deputy General Manager, Sports and Sponsorships Edelman Sports.

2008: European Year of Intercultural Dialogue „Together in diversity“ Monica Urian de Sousa DG EAC, European Commission Budapest, 23 April 2008.

Motivation & Human Behaviour motivation is the study of why we do the things we do or the causes of our behaviour Learning Goal: I will understand the.

If you are ready for the lesson, let’s START. Every country has the welcomer home East or West, like home There is no place its customs The wider we.

Managing People through Change. Agenda Managing change A programme A manager An individual Critical success factors Successful change projects Other areas.

University of Ottawa PED 2140 Section D P/J Arts Winter 2012 Jean Hillman.

© 2012 by Robert W. Lucas Chapter 6: Customer Service and Behavior.

Creating Ads: Strategy and Process Chapter 8 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Class 7: Creative IMC Message Strategies. Contents Message strategy: ‘Big Idea’ IMC message strategy brief The creative process.

The Assignment: Develop Corporate Positioning  Develop Over-Arching Descriptive Statement of Company  Prepare Key Themes and Supporting Messages Aimed.

Organizational Communications and Its Importance to Company Growth. Presented by: Kenneth Martinez Organizational Communications Manager.

5. Facebook pages for businesses 5. Page for film, Hold On Tight Facebook Help, “Pages allow real organizations, businesses, celebrities and brands to.

9 Creating Brand Equity 1. Copyright © 2012 Pearson Education 9-2 Chapter Questions  What is a brand and how does branding work?  What is brand equity?

Birmingham’s Cultural Strategy

Feedback and Fieldnotes in Anaesthesia Training

The Best Event Management Software To Manage Any Event.

Make Your Wine Tour Colorful and Worth Memorable Experience

Presentation transcript:

Amy Consiglio, Partner Pursuit of Happiness

Old (vs “young” or “new”) Historically focused Tobacco driven Been there, done that Not memorable, nondescript Pass-through destination Not worth a special visit CON Quiet, peaceful, small town Idea-Driven Artistic, quirky Beautiful Easy to get there Great food Close to Vineyards Family friendly Historic PRO

FUNCTIONAL REWARD (what is it) EMOTIONAL RELEVANCE (what it says about me) PERSONAL RESONANCE (how it makes me feel) CULTURAL ROLE (what role does it play)

What is it exactly?

What is it exactly: A charming southern stop, packed with unexpected finds, that has always welcomed vision and visionaries

How does it make me feel:

Makes me wonder what’s next, I’m encouraged to explore

What does it say about me:

I’m naturally inquisitive, filled with possibility

Who would it be:

Explorer

What are we selling: Curious Minds Welcome

FUNCTIONAL REWARD: A charming southern stop, packed with unexpected finds, that has always welcomed vision and visionaries EMOTIONAL RELEVANCE: Makes me wonder what’s next, I’m encouraged to explore PERSONAL RESONANCE: I’m naturally inquisitive, filled with possibility BRAND CURRENCY: Curious Minds Welcome CULTURAL ROLE: Explorer

RESEARCH: Understand the audience, the motivators, the mindset STRATEGY: Develop Brand Currency, dimensionalize platform MESSAGING: Evaluate assets, determine key communications CREATIVE: Build on insights, industry, experience

HISTORY WINE FOOD ART

HISTORY WINE FOOD ART Why Winston-Salem? Curious Minds Welcome

DEFINE AND DIFFERENTIATE OUR PRODUCT (boost awareness) COMBINE TOURISM DRIVERS (increase motivation) ELEVATE CONSUMER PERCEPTION (reinforce brand currency) BE INNOVATIVE (drive trial)

IN OUR SOUTH