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Branding Project For Page CityFinal Presentation, June 27th,

2011

AGENDA

Brand Identity Methodology Recommendation

Very Short and Short Mid Term Long Term

Q&A

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BRAND IDENTITY

Page

CONVENIENT LOCATION

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The center of the Grand Circle

UNIQUE NATURAL SCENERY

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Antelope Canyon Horseshoe Bend Unnamed Attractions

UNIQUE NATURAL SCENERY

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Colorado River Lake Powell

HERITAGE

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Dinosaurs fossils Native American Culture

KEY ELEMENTS FOR BRANDING

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Antelope Canyon, Bryce Canyon, Glen Canyon, Grand Canyon,Colorado River, Lake Powell

Dinosaurs fossilsNative American Culture

Center of the Grand CircleClose to the Navajo Nation

Heart

Heritage

Canyons &

Water

HEART

OF

CANYONS, WATER, AND HERITAGE

BRANDING PYRAMID

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Loyalty

Association

Confidence

Leadership Reputation

Perceived Quality

High AwarenessSource:

Batra’s Branding Pyramid

Starting point

Strong brand

BRANDING PYRAMID + KEY ELEMENTS

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Loyalty

Association

Confidence

Leadership Reputation

Perceived Quality

High AwarenessSHORT TERM

BRANDING PYRAMID + KEY ELEMENTS

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Loyalty

Association

Confidence

Leadership Reputation

Perceived Quality

High Awareness

MID ~ LONG TERM

Very Short

Short

Mid

Long

Canyons & Water

Build awareness

Improve awareness &Perceived quality

Develop leadership reputation

Develop leadership reputation ~ Loyalty

Heart

Build awareness

Improve awareness &Perceived quality

Improve awareness

Perceived quality

Develop leadership reputation ~ Loyalty

Heritages

-

-

Improve awareness

Perceived quality

Develop leadership reputation

Elements of the brand identity

Term

STRATEGIC DIRECTION

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METHODOLOGY

FIELD RESEARCH

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Type Target Contents Usage of the results

Interview

City residents •Open questions about Page•Perception/comparison with other comparable cities (*1)

Online survey

Tourists in Page •Background•Perception of Page

Online survey

Travel agencies •Open questions about Page•Perception of comparable cities•Customers preference

Online surveyRecommendations

Online Survey

City residents(Perception survey)

•Perception/comparison with other comparable cities (*1)

Strength/weaknessPositioning

General tourists(Customer survey)

•Customer behavior/preference SegmentationTargetingRecommendations

(*1) Other comparable cities: Sedona, Flagstaff, St. George, Kanab

COMPARISON OF PERCEPTIONS

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Brands / Attributes Page Sedona Flagstaff St. George Kanab

Amount of hotel selections ★ ★★★ ★★★ ★★★  

Cultural attractiveness   ★★ ★★ ★  

Choices of night activity   ★★ ★★ ★  

Proximity to other famous attractions ★★★ ★★ ★★ ★★ ★★

Travel expense spent ★★ ★ ★★ ★★ ★★★

Quality of the local guided tour ★ ★★      

Attractiveness of the local events   ★★ ★★ ★★  

Restaurant options   ★★ ★★★ ★★★  

Choices of outdoor activity ★★★ ★★★ ★★★ ★★ ★

Special natural sceneries ★★★★ ★★★★ ★★★ ★★ ★★★  Attractive

Less Attractive

★ Perception level

Perception of Page and other neighbor cities (52 responses)Source: Perception Survey, University of

Michigan

CUSTOMER CLUSTERING (SEGMENTATION)

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CL Name Percentile

Characteristic

1 Adventure Explorer 17% •Young, energetic, and open-minded in participating various of activities.

2 Casual Traveler 13% •Enjoy local things•No particular require.

3 Heritage Observer 20% •Interests in cultural/sedentary activities•Likely to join guided tours

4 Service Seeker 10% •Having established lifestyle•Enjoying sharing experiences

5 Outdoor Passionist 18% •Enjoying natural scenery and outdoor activities

6 Spontaneous Independent

10% •Valuing spontaneous•Focusing on regional activities

7 Festival Traveler 12% •Easily to be influenced•Focusing on regional activities

Important attributes for tourists (177 responses) with cluster analysisSource: Customer Survey, University of Michigan

CUSTOMER PREFERENCE & PAGE’S STRENGTH

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Brands / Attributes CL1 CL2 CL3 CL4 CL5 CL6 CL7

Quality of hotel selections ★ ★★ ★ ★★ ★

Cultural experience ★ ★★★ ★★★ ★ ★ ★★★

Night activity       ★    

Proximity to other attractions

★ ★ ★ ★★★ ★ ★ ★★★

Variety/quality of food ★   ★★ ★ ★ ★★

Outdoor activity ★ ★★ ★★★ ★★★   ★

Special natural sceneries ★★ ★ ★★★★ ★★★ ★★★★ ★ ★★★

Target in the very short ~ short term (using current strength): CL5 (Outdoor Passionist)

Important attributes for tourists (177 responses) with cluster analysisSource: Customer Survey, University of Michigan

  Attractive Less Attractive

★ Customer preference

CUSTOMER PREFERENCE & PAGE’S STRENGTH

Brands / Attributes CL1 CL2 CL3 CL4 CL5 CL6 CL7

Quality of hotel selections ★ ★★ ★ ★★ ★

Cultural experience ★ ★★★ ★★★ ★ ★ ★★★

Night activity       ★    

Proximity to other attractions

★ ★ ★ ★★★ ★ ★ ★★★

Variety/quality of food ★   ★★ ★ ★ ★★

Outdoor activity ★ ★★ ★★★ ★★★   ★

Special natural sceneries ★★ ★ ★★★★ ★★★ ★★★★ ★ ★★★

Important attributes for tourists (177 responses) with cluster analysisSource: Customer Survey, University of Michigan

New target in the mid term (overcoming “cultural experience”): CL3 (Heritage Observer)

  Attractive Less Attractive

★ Customer preference 19

CUSTOMER PREFERENCE & PAGE’S STRENGTH

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Brands / Attributes CL1 CL2 CL3 CL4 CL5 CL6 CL7

Quality of hotel selections ★ ★★ ★ ★★ ★

Cultural experience ★ ★★★ ★★★ ★ ★ ★★★

Night activity       ★    

Proximity to other attractions

★ ★ ★ ★★★ ★ ★ ★★★

Variety/quality of food ★   ★★ ★ ★ ★★

Outdoor activity ★ ★★ ★★★ ★★★   ★

Special natural sceneries ★★ ★ ★★★★ ★★★ ★★★★ ★ ★★★

Important attributes for tourists (177 responses) with cluster analysisSource: Customer Survey, University of

Michigan

New target in the long term : CL4 (Service Seeker) and CL7 (Festival Traveler)

  Attractive Less Attractive

★ Customer preference

Canyons & Water

Build awareness

Improve awareness &Perceived quality

Develop leadership reputation

Develop leadership reputation ~ Loyalty

Heart

Build awareness

Improve awareness &Perceived quality

Improve awareness

Perceived quality

Develop leadership reputation ~ Loyalty

Heritages

-

-

Improve awareness

Perceived quality

Develop leadership reputation

Elements of the brand identity

Target

• Outdoor Passionist

• Outdoor Passionist

• Outdoor Passionist• Heritage Observer

• Outdoor Passionist• Heritage Observer• Service Seeker• Festival Traveler

STRATEGIC DIRECTIONS

Very Short

Short

Mid

Long

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RECOMMENDATIONVERY SHORT ~ SHORT TERM

STRATEGIC DIRECTIONS

Target

• Outdoor Passionist

• Outdoor Passionist

• Outdoor Passionist• Heritage Observer

• Outdoor Passionist• Heritage Observer• Service Seeker• Festival Traveler

Canyons & Water

Build awarenessTrigger the cycle of WoM

Improve awareness &Perceived qualityGenerate more WoM

and in-depth exposures

Developing leadership reputation

Developing leadership reputation ~ Loyalty

Heart

Build awarenessTrigger the cycle of word-

of-mouth (WoM)

Improve awareness &Perceived qualityGenerate more WoM

and in-depth exposures

Improving awareness

Perceived quality

Developing leadership reputation ~ Loyalty

Heritages

-

-

Improving awareness

Perceived quality

Developing leadership reputation

Elements of the brand identity

Very Short

Short

Mid

Long

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ACTION PLANS (VERY SHORT TERM)

Build awareness by generating WoM

Communicate with travel agencies

Build relationships with key influencers to trigger WoM

Spread WoM on internet

Create closer relationships with travel agencies by having main communication personnel

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Select and invite “Key influencers” Visit Page

TakePhotos

Share experien

ce & photos

Spread WoM

Attract More

tourists

CYCLE OF WORD-OF-MOUTH

Key Influencers:• Professional photographers• Writers • Media personnel • Frequent traveler who like to share travel experience online

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ACTION PLANS (SHORT TERM)Improve awareness and perceived quality of canyon & water by WoM & official tourism website

Emphasize Page’s multi-functional convenience as a “Heart”

• Create diverse topics on social media about Page’s natural scenery

• Establish integrated official website, themed with vivid canyon and water images

• Communicate the geographic advantage and convenience, accessibility, and quality travel facility on travel related websites

• Associate with neighboring attractions to provide integrated travel information and tours course.

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RECOMMENDATIONMID TERM

Canyons & Water

Build awareness

Improve awareness &Perceived quality

Develop leadership reputation ~ Loyalty

Heart

Build awareness

Improve awareness &Perceived quality

Develop leadership reputation ~ Loyalty

Heritages

-

-

Develop leadership reputation

Elements of the brand identity

Target

• Outdoor Passionist

• Outdoor Passionist

• Outdoor Passionist• Heritage Observer

Very short

Short

Mid

• Outdoor Passionist• Heritage Observer• Service Seeker• Festival Traveler

Long

Term

MID TERM

Develop leadership reputation

Develop the leadership Reputation

Improve awareness

Perceived qualityDevelop the leadership

Reputation

Improve awareness

Perceived qualityInitiate the Awareness

and Quality efforts

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PERCEIVED QUALITY OF “HEART”

Perceived Quality of “Heart”

Can you feel “Heart” in Page?

Page

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PERCEIVED QUALITY OF “HEART”

You can feel “Heart” in here

Niagara on the lake

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PERCEIVED QUALITY OF “HEART”

You can feel “Heart” in herePicture Source:http://www.etraveltrips.com/blog/?p=437

Santa Fe

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PERCEIVED QUALITY OF “HEART”

Cultural Attractiven

essConvenienc

e

Brand Main Street

What’s the key anchor for Branding “Heart”?

Enhance “Heart” through Brand Main Street! 32

ACTION PLAN “HEART”

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• Establish a “Brand Main Street Committee”• Communicate the branding identity with

stakeholders• Improve public facilities to match the brand

identity• Encourage business owners to come with

incentives• Support training and hiring service persons

Make development with the Brand in Mind

ACTION PLAN “CANYONS + WATER”

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Develop the leadership Reputation

• Create more options of outdoor activities• Join the tourism events and workshops • Enlist award-winning photographers

ACTION PLAN “HERITAGE”

Initiate the Awareness and Quality efforts

• 　 Sell Native American cultural products• 　 Create Heritage event

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AWARENESS/PERCEIVE QUALITY “HERITAGE”Provide “Heritage” products and events!

e.g. Native American Vendors ProgramSanta Fe(NM) / Palace of the Governors

Picture Source: http://www.santafesageinn.com/hotel/santa-fe-attractions/shopping/davis-mather-folk-art-gallery/

RECOMMENDATIONLONG TERM

CONTINUE IMPROVING IN ALL ASPECT

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Confidence

Leadership Reputation

Perceived Quality

High Awareness

Loyalty

Association

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Target

• Outdoor Passionist

• Outdoor Passionist

• Outdoor Passionist• Heritage Observer

• Outdoor Passionist• Heritage Observer• Service Seeker• Festival Traveler

Canyons & Water

Improving awareness

Improving awareness

Perceived quality

Developing leadership reputation

Heart

Improving awareness

Improving awareness

Perceived quality

Perceived quality

Further DevelopingFurther improving its facilities and managing their qualityExpanding its facilities & optionsDeveloping cultural attraction

Heritages

-

-

Improving awareness

Perceived quality

Core element of the brand identity

Very short

Short

Mid

Long

Term

STRATEGIC DIRECTIONS

Form brand management committee

Build storyline

• Serves to unify long term brand identity

• Be responsible for monitoring and motivating stakeholders

• Form its unique culture stories based upon the mix of Southwestern and Native American

• Utilize Page’s heritage, such as Navajo Generation Station and Dam

ACTION PLANS (LONG TERM)

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Appendix

Thank you for join our adventure

“Heart of Canyons, Water, and Heritage”

QUESTIONS & ANSWERS

APPENDICES

CUSTOMER NEED FOR THEIR LONGER STAY

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What would make you stay longer in the same city, which is on the route between your travel destinations? (177 responses)

Source: Customer survey, University of Michigan

Short Mid LongMean Status

CL5 CL4 CL3 CL7

Local event 41% 53% 36% 55% 41%Improving(Mid)

Natural attraction 93% 88% 91% 80% 82%Improved(short)

Quality of restaurant/Dining 45% 47% 39% 45% 41%

Improving(Mid)

Shopping attractions 7% 35% 18% 30% 23%Improving(Mid)

Sport activities 59% 35% 27% 20% 29%

Water activities 28% 29% 18% 19% 19%

Other Excellent hotel, cultural museum, etc.Improving(Mid)

(average of answer, 0: No, 1: Yes)

CUSTOMER PREFERENCE & PAGE’S STRENGTH

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Brands / Attributes CL1 CL2 CL3 CL4 CL5 CL6 CL7

Quality of hotel selections ★ ★★ ★ ★★ ★

Cultural experience ★ ★★★ ★★★ ★ ★ ★★★

Night activity       ★    

Proximity to other attractions

★ ★ ★ ★★★ ★ ★ ★★★

Variety/quality of food ★   ★★ ★ ★ ★★

Outdoor activity ★ ★★ ★★★ ★★★   ★

Special natural sceneries ★★ ★ ★★★★ ★★★ ★★★★ ★ ★★★

Important attributes for tourists (177 responses) with cluster analysisSource: Customer Survey, University of Michigan

New target in the mid term (overcoming “cultural experience”): CL3 (Heritage Observer)

  Attractive Less Attractive

★ Customer preference

CUSTOMER PREFERENCE & PAGE’S STRENGTH

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Brands / Attributes CL1 CL2 CL3 CL4 CL5 CL6 CL7

Quality of hotel selections ★ ★★ ★ ★★ ★

Cultural experience ★ ★★★ ★★★ ★ ★ ★★★

Night activity       ★    

Proximity to other attractions

★ ★ ★ ★★★ ★ ★ ★★★

Variety/quality of food ★   ★★ ★ ★ ★★

Outdoor activity ★ ★★ ★★★ ★★★   ★

Special natural sceneries ★★ ★ ★★★★ ★★★ ★★★★ ★ ★★★

Important attributes for tourists (177 responses) with cluster analysisSource: Customer Survey, University of

Michigan

New target in the long term : CL4 (Service Seeker) and CL7 (Festival Traveler)

  Attractive Less Attractive

★ Customer preference