Flint Hills Technical Advisory Group Regional Branding & Marketing Report A presentation prepared for the 2015 Regional Leaders' Retreat Jan 16 & 17, 2015

Flint Hills Technical Advisory Group

Regional Branding & Marketing

Report

A presentation prepared for the2015 Regional Leaders' Retreat

Jan 16 & 17, 2015

Regional Branding & Marketing TAG Report 2

Presentation Outline

• Meet the TAG Team• Phase I Project Objectives and Deliverables• Situation Review• Goals of Regional Branding & Marketing• Defining “Our Region”• Target Audiences• Key Implementation Actions• Building a Model that Works• Closing & Next StepsJanuary 2015


Phase I Objectives and Deliverables

a) Define Scope of regional branding & marketing programb) Define goals and objectives … why is it important?c) Define “our region” for branding and marketing d) Identify various “target audience” focuse) Develop high level scoping document that provides:– situation analysis and discussion of scoping topics above– recommended next steps on the road to implementation– sufficient content to provide Committee with information to

approve and move the regional branding and marketing project to Phase II

January 2015


What our Team Didn’t Do…

• Develop a brand for “our region”• Create a logo• Design or write a marketing program• Establish a marketing budget• Define details of an organizational structure

All of above are important!However, the TAG team recognized that development

of a regional branding and marketing program will require professional facilitation and oversight.

If approved to proceed – the above actions would commence in Phase II.

January 2015


Brand & Marketing DefinedThe TAG agreed on key definitions to ensure understanding…

• BRAND: The cumulative perception people have about a place, product or organization, drawn from all sources. A brand is a promise of what to expect. It encompasses all of the experiences associated with it.

• MARKETING: The process of communicating the value of a product, service, place or entity to a defined set of target markets for the purpose of selling. A marketing program is a series of steps and instruments that creates awareness for a product, place, service or organization.

January 2015


Desired Outcomes of a Regional Plan

Two (2) primary desired results:

1. Expand the economy with jobs and spending (generate increased revenue in the region)

2. Leverage a unified, regional marketing spend (create measurably higher return on investment / ROI)

January 2015


Key Goals & Objectives

Four (4) key objectives of a Regional program:

i. Shape, create and control our image

ii. Increase probability and degree of success

iii. Leverage resources and assets in the region

iv. Generate greater influence and increase power to persuade

Let’s review a few details together…January 2015


Shape, Create and Control our Image

a) Improve the national perception of Kansas

b) Develop “The Flint Hills” brand so that it is recognized and resonates nationally

c) Project an image of growth to inspire more growth (regional growth makes bigger impact)

d) Promote the core region Metropolitan image (larger perception of the region provides greater opportunities)

e) Develop an authentic brand that attracts attention desired from target audiences

January 2015


Increase Probability & Degree of Success

a) Increase appeal to wider audience(s) by including more resources – more communities

b) Attract more people to region

c) Retain youth in region post-graduation

d) Retain/entice transitioning population to return

e) Harness the power of collaboration/partnerships

January 2015


Leverage Regional Resources & Assets

a) Reflect reality of how economy truly functions

b) Create new opportunities for economic expansion

c) Preserve community individuality, while celebrating collaboration

d) Connect region with other well-known entities

January 2015


Increase Influence & Power to Persuade

a) Attract funding and/or provide access to funding through a regional approach

b) Create stronger voice in Congress, Kansas Legislature, and with regulatory groups

c) Develop brand ambassadors to champion our message

d) Build broader networks and social media opportunities

January 2015


Defining “Our Region”

January 2015

The Flint Hills

Core Region

Neighboring Region


“Core” Synergies & Responsibilities

• Assets and Synergies Common to the Core Region– Kansas State University– Fort Riley– Metropolitan Statistical Area designation – Riley/Pottawatomie counties– Micropolitan Statistical Area designation – Geary county– Flint Hills Metropolitan Planning Organization (transportation planning)– Joint Urban Area Planning

• Primary Responsibilities of Core Region– Drive development/implementation of region brand/marketing strategy– Provide funding resources for regional marketing and brand program

January 2015


Neighboring Flint Hills Region

• Includes entire Flint Hills geographic region

• Assets/synergies common to contiguous “neighboring” area– Rural communities and rural lifestyle– Natural rural beauty and accoutrements – Workforce both for local and for core region employers– Flint Hills Economic Development District– Flint Hills Tourism Coalition– Flint Hills Regional Council

• Responsibilities of the Neighboring Region– Entities in these areas are not expected to drive development of or fund the

regional marketing initiatives– Neighboring region assets will most certainly be included in the Flint Hills

Region branding and marketing program January 2015


Target AudiencesBusiness & Industry Eco Devo

• Primary employers (i.e. Manufacturers, Corp HQ, etc…)

• Local existing business• Bioscience industry• Agricultural science• Professional services• Health care providers • Military• Military families• Recent graduates• Retirees• Higher education faculty• Elected officials• Current residents

Tourism Eco Devo

• Conference and meeting planners

• Tourists — regional, national, and international

• Current residents• Sports teams — regional,

state, national• Local existing business

recruits• Visiting business clients

January 2015

Important Note: Marketing programs for Business/Industry& Tourism Eco Devo are distinctly different but may share common themes and there is some audience overlap. TAG team recognized there are likely benefits in joint marketing planning and development.


Key Implementation Actions(See Appendix II of TAG report for related discussion and background)

1. Identify ownership entity (organization/staff) TAG recommendations include:

Independent Incorporated Not for Profit Business Leverage regional organization in place? Create new organizational structure?

2. Identify financial resources TAG recommendations include:

Long-term funding be established – 5 year minimum initially 3 year “checkpoint” to evaluate preliminary results Annual budget cycles but some programs will require multi-year funding

3. Identify performance metrics TAG recommendations include:

Agree upfront how success will be measured against established baseline Utilize publicly available economic measurements where applicable Specific program/campaign-related metrics as appropriate

January 2015


Build a Model that WorksED models discussed @ 2014 Conference included…

Model One: Formal Marketing Entity

Model Two: An Ad-hoc, Nimble, Grass-roots Approach

Model Three: A Regional Partnership of Organizations & Businesses

January 2015

The Branding & Marketing TAG leans toward Model 3. With this caveat … the TAG acknowledges that more external research and due diligence is required prior to finalizing this very important decision!


Closing and Next Steps… The Regional Marketing and Branding TAG team believes the time is now to

move forward and initiate actions necessary to create and fund an independent entity that can support the creation and deployment of a regional branding and marketing program for “Our Region” as defined in this report.

The team also believes that collaboration and leveraging of existing resources with a focused approach across the region will amplify results that independently would not otherwise be achieved.

Time is of the essence to capitalize on emerging Core region economic opportunities.

Or to quote classic rock group The Steve Miller Band … “Time keeps on slippin’, slippin’ … “.

January 2015

Documents

Flint Hills Technical Advisory Group Regional Branding & Marketing Report A presentation prepared for the 2015 Regional Leaders' Retreat Jan 16 & 17, 2015