Branding the PlaceCasper, Wyoming Area

Summary of Brand Research Results and New Strategic Directions

Introductions and Meeting Overview Opening remarks Brand research and

strategy advisors

Gary Sherwin and Don AndersonBelievable Brands

Purpose of meeting

Place

Destination

Community

Meeting Goals and Outcomes1. To provide a briefing on the reasons why the Casper

brand assessment and strategy development was required.

2. To acknowledge the brand research methodology employed and participation responses.

3. To know about residents, stakeholders, visitors and potential visitors’ images, perceptions and feelings about Casper.

4. To gain insight into what makes Casper unique and distinctive so that a definitive community/destination brand strategy and subsequent stronger place marketing program can be developed and delivered.

An Overview of the Casper Brand Assessment

Program of Work

Brand Development Recognized for Successful Casper Community Development

To be a successful place a strong consumer experience and brand identity needs to be aligned to focused

development and marketing communications.

City of CasperNatrona County Commissioners

Casper Area Convention & Visitors BureauCasper Downtown Development Authority

Casper Area Economic Development AuthorityCasper Area Chamber of Commerce

Casper BrandMarketing Challenges1. Low community/destination awareness

2. Predominant energy and outdoor recreation imagery

3. High overshadowing profile of Yellowstone and Grand Teton Parks

4. Lack of gateway appeal and effective wayfinding

5. Not taking full advantage of its central Wyoming location

National Parks Scenery Natural Experience(driving, hiking and wildlife watching)

Wyoming Top Appeals

Casper Brand Research Outcomes

CompellingPlace/Destination

EXPERIENCE

InfluentialBrand

MESSAGING

To: 1. Drive new and/or

current place demand2. Enhance the

destination experience

Not Just Logos,

Slogans and Ad Campaigns

Casper Brand Research Program of Work

Comprehensive and Inclusive Record of In-Depth Opinions and Insights

Brand Education Brand understanding and expected outcomes

dialogue with prominent community, corporate and visitor industry leaders (November 1, 2013 Brand Leadership Summit)

Competitive city destination brand evaluation Almost 100 people directly involved through

personal interviews, Brand Board/other group meetings and above public forum

Casper Brand Research Program of WorkBrand Public Input Three online surveys across four audiences Data collection and analysis from December 2013

to March 2014 High confidence level for residents/stakeholders

while visitor/potential visitor responses as indicator only

Visitors/Potential Visitors

Community/IndustryStakeholdersResidents

N=282(V: 163; PV: 119)Margin of Error

V: +/–7.68%PV: +/–8.98%

N=83Margin of Error

+/–4.85%

N=1,356Margin of Error

+/–2.63%

Highlights of Casper Brand Research Results

Casper Brand Research Key ResultsMost Frequently Mentioned Functional Image Attributes(percentage of respondents)

Image VisitorsPotential Visitors Residents Stakeholders All

Casper Mountain 14.0 0.0 34.4 27.4 31.0Fishing 12.1 1.5 13.6 12.3 12.8Alcova Lake/Pathfinder Reservoir 5.6 0.0 13.6 8.2 12.1North Platte River 11.2 1.5 12.3 12.3 11.8Casper Events Center 3.7 0.0 13.0 11.0 11.6Shopping 11.2 0.0 10.1 19.2 10.2Outdoor recreation/activities 1.9 7.5 7.8 5.5 7.2Western culture/heritage/history 7.5 17.9 5.9 9.6 6.7Hunting 2.8 0.0 7.1 8.2 6.5Mountains 10.3 16.4 5.3 6.8 6.3

Top Casper Brand Place/Activity Attributes

Casper Mountain North Platte River and Reservoirs

Casper Events Center+

Fishing & Hunting

Visitors

Reside

ntsPotential

Visitors

+

Casper Brand Research Key ResultsMost Frequently Mentioned Emotional Image Attributes(percentage of respondents)

Attribute VisitorsPotential Visitors Residents Stakeholders All

Friendly 39.6 21.4 34.4 38.8 34.5Windy 5.0 0.0 7.8 3.0 7.0Relaxing 8.9 17.9 5.9 1.5 6.4Boring 1.0 0.0 7.0 0.0 5.9Outdoorsy 3.0 7.1 5.1 1.5 4.8Beautiful 5.0 7.1 4.1 9.0 4.6Western 4.0 12.5 3.8 4.5 4.2Welcoming 0.0 0.0 4.6 6.0 4.1Happy 3.0 3.6 4.1 3.0 3.9Rude 1.0 0.0 4.0 9.0 3.8Small town feel 0.0 0.0 4.2 4.5 3.8

Top Casper Brand Feeling AttributesFRIENDLY

Beautiful, Relaxing

and Outdoorsy

WINDY Caution!

Boring and Rude

Casper Brand Research Key ResultsTop Distinctive Attractions and Events

(percentage of respondents)

Attraction VisitorsPotential Visitors Residents Stakeholders All

Casper Mountain 19.0 2.7 22.1 18.8 21.2Casper Events Center 6.0 0.0 17.1 15.9 15.8College National Finals Rodeo 3.0 0.0 16.3 26.1 15.4Central Wyoming Fair and Rodeo 7.0 0.0 11.5 10.1 10.9National Historic Trails Center 12.0 0.0 10.2 18.8 10.5Fort Caspar 6.0 8.1 9.3 7.2 8.9Hunting/Fishing 12.0 5.4 8.6 10.1 8.8Rodeos (not specified) 13.0 29.7 7.8 2.9 8.5Beartrap Summer Festival 2.0 0.0 8.3 11.6 7.8Alcova Lake/Pathfinder Reservoir 3.0 0.0 7.3 7.2 6.8

Casper Brand Research Key Results25 Descriptive Statements of Casper as a Destination

(mean rating based on a 5-point scale)

Survey Type VisitorsPotential Visitors Residents Stakeholders All

The area has wide open spaces 4.15 3.88 4.19 4.43 4.19

The area contains beautiful nature and scenery 4.20 4.12 4.09 3.99 4.09

The area offers plenty of opportunities for outdoor recreation 4.07 3.87 3.96 4.35 3.98The area is rich in history and culture 4.06 3.88 3.76 4.06 3.80Casper is easily accessible 3.81 3.60 3.66 3.72 3.67Casper is a safe area 3.70 3.66 3.64 3.78 3.66

Casper is protective of its natural landscape and wildlife 3.81 3.90 3.57 3.60 3.60

Casper Brand Research Key Results25 Descriptive Statements of Casper as a Travel Destination

(mean rating based on a 5-point scale)

Survey Type VisitorsPotential Visitors Residents Stakeholders All

People residing in Casper are warm and friendly 3.97 3.75 3.53 3.64 3.58

The overall mood of the area is peaceful and relaxed 3.92 3.83 3.50 3.67 3.55

The area offers a good variety of accommodation choices 3.62 3.65 3.47 3.61 3.49

The area offers a variety of dining experiences 3.65 3.56 3.43 3.44 3.46The destination is affordable 3.71 3.43 3.42 3.75 3.46

The area offers affordable accommodation choices 3.66 3.56 3.32 3.54 3.37

Casper Brand Research Key Results25 Descriptive Statements of Casper as a Travel Destination

(mean rating based on a 5-point scale)

Survey Type VisitorsPotential Visitors Residents Stakeholders All

The area offers year-round activities 3.60 3.58 3.29 3.68 3.35

Casper is clean 3.49 3.73 3.30 3.35 3.33

Casper is a unique destination 3.65 3.67 3.26 3.35 3.31

Casper offers a variety of shopping options 3.46 3.37 3.26 3.64 3.29

The destination offers good value 3.54 3.63 3.23 3.66 3.29Casper provides good service quality to its visitors 3.65 3.48 3.20 3.39 3.26

Casper Brand Research Key Results25 Descriptive Statements of Casper as a Travel Destination

(mean rating based on a 5-point scale)

Survey Type VisitorsPotential Visitors Residents Stakeholders All

Well-developed general infrastructure is in place 3.37 3.23 3.11 3.29 3.14

The area offers a variety of things to do for families 3.59 3.55 3.02 3.65 3.12

Casper has a good reputation as a visitor destination 3.44 3.53 3.03 3.11 3.09

Interesting cultural activities are available 3.49 3.38 2.93 3.33 3.01

The area offers a variety of nightlife and entertainment 3.09 3.41 2.56 2.56 2.63

Casper has good weather 3.03 3.36 2.52 2.53 2.60

Casper Brand Research Main Conclusions1. Casper’s key “attraction/activity” appeals are

Casper Mountain, fishing and hunting, open spaces/ranges, North Platte River, shopping, rodeos and Casper Events Center.

2. Casper’s key “emotional” appeals are friendly, relaxing and outdoorsy; negative feelings as being boring and rude.

3. Casper’s destination stories and tourism messaging to center on outdoor recreation, sports and adventure travel, and cultural heritage tourism experiences.

Casper Brand Research Main Conclusions4. Casper’s tourism marketing to be primarily online

communications with strong social media/VFR engagement and efforts directed to key city origin markets, destination event promotion/sales and contact database growth and regular brand messaging.

Casper Brand Development Opportunities There is a long term need for an enhanced gateway

experience and improved visitor wayfinding. Casper “Pride in Place” program directed at

residents would be beneficial. A Customer Service Training Program would

enhance the visitor/guest experience. There is an opportunity for a Tourism Development

Master Plan to focus on expanding visitor infrastructure (more shopping, walking trails, convention center, etc.).

Formulation of the Casper Brand Promise

The Casper Brand Promise Rationale Designed to be used by the Casper community as

an internal guiding star in telling its story to audiences

Based on the brand research findings, this defines what makes the city unique and distinctive from an activity and feeling behavior basis

Used to measure against all future brand marketing programs so that messaging is consistent and influential

The promise is the Casper place/destination “brand”!

The Proposed Casper Brand PromiseWith a legacy of western historic trails set against Casper Mountain in central Wyoming, Casper is a relaxing outdoor recreation destination featuring open ranges, fishing, hunting and beautiful Alcova/Pathfinder Lakes and the North Platte River. With its friendly people, the community is the state’s business capital and home to the College National Finals Rodeo, Fort Caspar and the Casper Events Center. With its revitalized 1920s downtown, it is a place that attracts the adventuresome, the risk takers and those seeking a peaceful family lifestyle.

Casper Brand Strategic Focus and DirectionsNext Steps1. To document the Casper place/destination brand

strategy blueprint and summary report

2. To understand and apply the Casper place/destination brand strategy conclusions and new directions and present final results to the public

3. To prepare the Casper place/destination creative guidelines for identity refinement

Casper, Wyoming AreaSummary of Brand Research Results

and New Strategic Directions

Closing Remarks