1250 H. St. NW, Suite 1000
Washington, DC 20003
tel: 202.365.2523 | fax: 202.661.7598 | cundari.com
Greater Raleigh
Image and Brand Study
“Positioning Workshop”
Nov 06, 2007
[Meeting opens with slide show from Fast Company.com
cycling through the 30 fastest cities that are shaping the
future of the world…]
http://www.fastcompany.com/multimedia/slideshows/content/fas
tcities07_pagen_10.html
[Dennis Edwards to welcome everyone, clarify for them
what the role of the GRCVB is and what it is that they
have asked Cundari/Longwoods to do, then ask
ask each person to introduce themselves and in a minute
or less to share what their particular role in promoting
Raleigh is…]
Fast Company
What makes a Fast City? …opportunity… a culture
that nurtures creative action. Fast Cities are places
where entrepreneurs and employees alike can
maximize their potential. Fast Cities invest in physical,
cultural, and intellectual infrastructure that will sustain
growth. Fast Cities have energy, that ethereal thing
that happens when creative people collect in one
place… environments where fresh thinking stimulates
action and… attracts new talent in a virtuous cycle of
creativity.
Raleigh is fast…
2007
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•
•
•
•
#1 Best Place for Business and Careers
Forbes, April 2007
#1 School District in the Nation for Certified
Teachers (Wake County)
National Board of Certified
Teachers, January 2007
#3 Best City for African Americans
Black Enterprise, May 2007
#5 Best Place to Find a Mate
Men’s Health, March 2007
Top 5 Cities for Young Singles
Kiplinger’s Top 25 Cities for Every
Phase of Life list, June 2007
2006
•
•
•
•
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#1 Best City for Women Entrepreneurs
AllBusiness.com, November 2006
#1 Highest Growth County in NC (Wake
County, NC)
US Census Bureau, March 2006
#3 Most Educated City (Raleigh, NC)
American Community Survey, US
Census Bureau, 2004 (Released
January 2006)
#3 Best US City for Bargains
Hotwire Travel Value Index,
January 2006
#10 Best Walking City (Raleigh, NC)
Prevention, March 2006
Visionary Company
“SparkCon is a festival with a purpose… They
addressed a central riddle that, despite all the gains,
still bedevils many Raleighites: If we rank so highly in
national surveys about quality of life, why isn't it more
exciting? … What do we want Raleigh to look like in
the future? How do we attract and keep the creative
people -- ingenious high-tech entrepreneurs,
talented restaurateurs, visionary artists -- who will
build the type of community we want to live in?”
Powerful Company
“Placemaking capitalizes on a local community’s
assets, inspiration and potential… We want to be
experience builders.” – Mitch Silver, Raleigh Planning
Director
“Raleigh now has a once-in-a-generation chance to
set a new course of development… the big ideas:
sustainable development and ‘placemaking.’ ”
– News & Observer
Our deliverables
August - September
√
√
√
√
Quantitative research
Stakeholder interviews
Resident engagement web site
SWOT and gap analysis
October – November √ Positioning scenarios for review
Brand messaging development/recommendations
-Mission and vision
-Positioning
-Promise
-Character
-Personality
-Reward
Our Research
Quantitative
Longwoods: 2007 Raleigh, NC Image and Brand Research (500 traveler surveys)
Qualitative
130+ individual and group interviews with 3rd party stakeholders
GRCVB Board
Downtown Raleigh Alliance Board
Raleigh Convention Center Commission Board
The Conference Table
Industry/Community Partners
Attractions, Restaurants, Retail, Arts, Creative Class, Universities
Hotel Representatives
Brand Strategy Task Force
Larry Wheeler and Melanie Davis, NC Museum of Art
Russell Allen, Raleigh City Manager
Mayor Meeker
David Cooke, Wake County
Ted Abernathy, Research Triangle Regional Partnership
Gregory Poole, Jr., Dix Visionaries
Chris Larson, Raleigh Urban Design Center
90+ survey responses from www.shareyourraleigh.com
What we
heard…
Destination Hot Buttons
Importance
•A measure of the degree of association between each factor
and whether Destination is a place “I would really enjoy visiting.”
Source: Longwoods 2007
Top Individual Hot Buttons
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Fun place to visit
Unique travel experience
Exciting place
Good for families
Good place for adults/couples
Children would enjoy
Lots to see and do
Great for walking/sightseeing
Interesting festivals/fairs/events
Beautiful gardens and parks
Source: Longwoods 2007
Raleigh’s Image vs. Competitors*
* Include Charlotte, Richmond, Greensboro/Winston-Salem
Source: Longwoods 2007
Raleigh’s Product vs. Image
*Those who visited within the past 5 years.
Source: Longwoods 2007
Top Product Strengths vs. Image
Note: Bolded items are attributes that are some of the most important image hot buttons for travelers
Source: Longwoods 2007
Competitive Product Strengths Raleigh vs. Combined Competitors
Base: Visited Respective Destinations in Past 5 Years
Note: Bolded items are attributes that are some of the most important image hot buttons for travelers
Source: Longwoods 2007
Competitive Product Strengths Raleigh vs. Combined Competitors
Base: Visited Respective Destinations in Past 5 Years
Note: Bolded items are attributes that are some of the most important image hot buttons for travelers
Source: Longwoods 2007
Stakeholder SWOT Analysis
Strengths
Weaknesses
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•
•
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• Sleepy, southern, conservative reputation
• Limited public transportation and wayfinding
• Tourism product not sufficiently
developed or promoted
• Perception that city is not forward
thinking enough
• Image and focus on being “a great place
to live vs. being “a great place to visit”
State capital
Green, safe and friendly
Good location and scale
Fast growing, educated and prosperous
Opportunities
Threats
• Leverage the convention center
• Signature locations, landmarks, features
and events
• More things to see and do than you think.
• Better package the tourism product
• The competition/doing nothing
Source: Cundari SFP 2007
The opportunity…
Take what Raleigh is already known for and credible for and
turn it into a personal benefit and motivator to travel.
Dynamic
Environment
Emerging
Creative
Hub
Diverse
Urban
Amenities
(shopping, sports etc.)
Brand territory
Word Scales
Exercise…
Word Scales
DESTINATION
TRADITIONAL
ENERGETIC
PREDICTABLE
CONSTRUCTED
PRESERVING
ACCESSIBLE
URBAN
BLOOMING
CREATIVE
Today
Tomorrow
INCIDENTAL
EDGY
CALM
SURPRISING
AUTHENTIC
PROGRESSING
HIDDEN
SUBURBAN
EXPLODING
INNOVATIVE
Positioning
Scenarios…
Scenario 1:
Creative Capital
The big idea:
Raleigh is the cultural capital of the Southeast that’s redefining urban
creativity. Lively, smart and unexpected, explore its burgeoning cosmopolitan
offerings—arts, sports, food and shopping—in a one-of-a-kind capital setting.
Scenario 1:
Creative Capital
The promise:
Raleigh is the creative heart of the idea-fueled Southeast. Lively, smart
and unexpected, explore its burgeoning cosmopolitan life and culture in a
one-of-a-kind capital setting.
How visitors will feel:
Curious, surprised, rewarded
Alignment with the City:
Supports the investment in building “creative capital”
Builds local pride and engagement, links to new master planning process
Themes:
Creative state of mind… Capital ideas… Business capital…
Creative to the core
Scenario 2:
Power Play
What it means:
Raleigh is action central for the Southeast’s innovation belt. Fueled by lively
neighborhoods; top cultural and sport attractions; and a calendar of stellar
festivals and events. Raleigh is your place to connect to the capital’s vibrant
energy.
Scenario 2:
Power Play
The promise:
Whether you are watching the play or in the play, Raleigh connects you to
powerful places, experiences and events in a vibrant, capital setting.
How visitors will feel:
Energized, connected, stimulated
Alignment for the City:
Supports capital’s role as power central
Supports its power base, high-performance and professionalism
Builds local pride and engagement
Supports new masterplan and placemaking process
Themes:
High performance themes… winning, connections, options
Scenario 3:
Next City
The big idea:
Raleigh fuels what’s next… Tap into the energy and creativity of the
burgeoning capital that next generation innovators call home. Think smart–
from fashion to food. Think performance– from big games to star names. Think
ahead– Raleigh is there… your key to the best of what’s current and what’s
coming.
Scenario 3:
Next City
The promise:
Raleigh recharges you…with easy access to the best of what’s current and
what’s comin -- from fashion and food, to the rising stars of sport, arts and
culture.
How visitors will feel:
Energized, smart, ahead of the curve. Positive convention messages.
Alignment with the City:
Builds local pride and engagement, feeds off of commercial successes
Supports new masterplan and placemaking process
Themes
Raleigh, NC… From “Nice City” to “Next City”
Multiple themes: Next City/Culture/Creativity/Community/Commerce
Pros, Cons +
Proofs Breakout
Exercise…
Next steps…
Our deliverables
August - September
√
√
√
√
Quantitative research
Stakeholder interviews
Resident engagement web site
SWOT and gap analysis
October – November √ Positioning scenarios for review
Brand messaging development/recommendations
-Mission and vision
-Positioning
-Promise
-Character
-Personality
-Reward
Thank you…