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TRUCKEE BRAND

Colleen Dalton

Brand Communications Director Truckee Chamber of Commerce

Truckee.com

Scott Keith Founder

Keith Design Group

KeithDesignGroup.com

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TRUCKEE BRAND

A Place-Based Marketing Initiative

Chosen by Truckee Tomorrow Group

Funded By

Town of Truckee Public / Private Partners – 2015-2016

Facilitated By

Truckee Chamber of Commerce

Presentation Outline

•  Goal & Objectives •  Stakeholders •  Timeline •  Truckee Research & Discovery •  Truckee Brand Essence •  Truckee Consistent Marketing Message •  Web Research & Discovery •  Truckee Brand + Web Site •  Chamber of Commerce – A New Era

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Place Based Marketing Initiative Project GOAL

To sustain our quality of life, and to foster a vibrant, prosperous Truckee for future generations.

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1.  To create a consistent and authentic message about Truckee that serves as the foundation for all brand marketing and communication for years to come.

2.  To build a new Truckee.com website that helps current and prospective residents, business owners, and visitors find the information they need to live, work and play in our community.

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Place Based Marketing Initiative Two OBJECTIVES

Place-Based Marketing Initiative Key STAKEHOLDERS

1.  Truckee Community

2.  Truckee Tomorrow (citizens + government)

3.  Town of Truckee (government)

4.  Truckee Tomorrow Public + Private Partners

5.  Place-Based Project Team - Chamber

1.  Colleen Dalton, Project Manager (TDCC)

2.  Scott Keith, Keith Design Group (KDG)

3.  Dave Sick, Brand Breadcrumbs, Tech Advisor

4.  Lynn Saunders, Melody Rebbeck, Ruth Geresy (TDCC)

5.  Board and Technical Advisors

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Place-Based Marketing Initiative Project Approval + Kickoff

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§  2013 (Feb.) The Truckee Tomorrow group overwhelmingly voted for a Place-Based Marketing Initiative out of four recommended economic development strategies.

The Place-Based Marketing Initiative addresses the need for a consistent Truckee “brand” platform plus one integrated and comprehensive web site that unifies our economic, destination/tourism and community messages.

§  2014 (Aug.) Town of Truckee – Grant Approved

§  2015 (Feb.) Truckee Tomorrow + Truckee Chamber

§  Matching Funds Raised with Public + Private Partners

§  2015 (Feb.) Truckee Tomorrow Public-Private Partner Meeting #1

§  2015 (Aug.) Community Workshop #1, followed by 3 more.

Project Execution Timeline

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2015 2016

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Brand Research & Discovery Process

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1:1 Interviews – 34 Partner Interviews & Interactive Input –Community Stakeholders & Media Meetings

Online Surveys (Qualitative + Quantitative)

–618 Respondents §  Online Survey #1: 326 respondents §  Online Survey #2: 292 respondents §  Nearly 1,000 individual comments

Community Workshops & Interactive Input

– 200+ Attendees §  Community Workshop #1 – Town Hall §  Community Workshop #2 – Tahoe Donner §  Community Workshop #3 – Glenshire §  Town of Truckee Mixer #4 – Town Hall

Brand Research & Discovery Community Input

Truckee Brand Essence

1. Friendly & Welcoming 2. Exciting, Adventurous & Playful 3. Creative 4. Open Minded 5. Laid Back/Casual/Relaxed 6. Energetic/Confident 7. Thoughtful 8. Natural

CONFIDENTIAL

Truckee Attitude & Personality

The attitude and personality definitions were collected and ranked from interviews and surveys.

•  Fun, not too serious •  We have a youthful mindset •  Tone is a little more masculine •  We are full of life •  Casual, laid back, informal •  Exciting, not subdued •  More adventurous than most •  Our voice is smart, intelligent •  We are straightforward •  We are down to earth •  We are caring •  We value Live/Work/Play balance

CONFIDENTIALThe voice and tone of our communication is based upon descriptions gathered from interviews, surveys.

Truckee Voice & Tone

Scott Shots Photography

•  Healthy living •  Family friendly •  Environmentally conscious •  Community minded •  Art, History & culture

CONFIDENTIAL

Truckee Core Values – Quality of Life

Core Values were collected through workshops, interviews and surveys.

Tahoe Donner Assiciation

1. Natural beauty 2. World class ski areas 3. Access to recreational activities 4. Open spaces 5. Authentic small town vibe 6. Convenient location 7. Proximity 8. Community spirit

Qualities & Best Attributes

People were asked, “What are Truckee’s best Qualities and Attributes?” Answers are ranked.

Northstar California

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TRUCKEE

RENO

SAC

BAY

TAHOE

ACCESS

WORLD CLASS

REC

TRAILS

NATURAL BEAUTY

TOWN

1.  Access 2.  Landscape & Natural Beauty 3.  Community Spirit 4.  Authentic Town 5.  Outdoor Recreation 6.  Location 7.  History 8.  Friendly 9.  Clean Fresh Air and Water 10. Pioneering Spirit

Truckee’s Strengths

Truckee’s Strengths were collected through interviews, SWOT exercises, community workshops, and surveys.

Erskine Photography

Energy/Mojo There’s a cool vibe, energy & enthusiasm for life here. Community Spirit There’s a strong sense of pride, Truckee Love, giving back. Natural Beauty The physical location, outdoor playground, natural elements are highly valued. Balanced, Quality of Life is high priority

Truckee People

Erskine Photography

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Truckee “Brand Platform” A Consistent Marketing Message

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Components of Truckee Brand Platform

•  Brand Pillars (Core Values)

•  Brand Positioning Statement

•  Brand Promise

•  Truckee Logo

•  Truckee Tagline

•  Brand Guidelines

Truckee Brand Pillars

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Healthy Lifestyle

Family Friendly

Natural Beauty

Community Minded

Arts, History & Culture

Quality of Life

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How to Build a Positioning Statement

Two sentences:

For (who) with (this need), Truckee is the (what), that provides (the key benefit/compelling reason to be here).

Unlike other (competitor), Truckee is (primary differentiation).

Truckee Positioning Statement

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For healthy-minded outdoor enthusiasts, who value a higher quality of life,

Truckee is the authentic mountain town that offers access to world-class recreation and a vibrant business community in a natural, beautiful setting.

Unlike other mountain communities, Truckee is uniquely positioned to support a balanced live, work, play lifestyle.

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Truckee Brand Promise

Truckee promises an authentic mountain town experience, with easy access to inspiring natural beauty, world class recreation and a vibrant community.

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Truckee Logo

Logo Inspiration

Embodies elements of brand promise, our strengths, our essence.

1.  Monogram T for Truckee

2.  A badge of place / heritage

3.  Mountain shape

4.  Access / Trails / Roads / River

Symbolism is not obvious right away to some.

Meaning grows as the different elements are found, or new ones ideated.

The Badge

Mountain

Trail / River

Road

The Wordmark

Custom font created to be unique, bold, timeless, and friendly.

The Tagline

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TODAY

Truckee.com Programming + Content

Brand Production

Community Engagement

Project Execution Timeline

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2015 2016

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Web R&D & Development Process

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160 Websites Reviewed

1.  Economic 2.  City, Town & State 3.  Chambers 4.  Destinations

New Truckee.com Web Site

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EconomicDevelopmentSustain&RetainExisHngBusinesses.Toolfornewtalent,businesses,jobs

non-seasonablydependent.

VisitaHon/TourismSustainExisHngLevelsGrowShoulderSeasons

CommunityRetain,Engage,Build,Support,Connect

Truckee.com Login + Community

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The Truckee Brand + Website

Funded by Town of Truckee and Public/Private Partners

How Can You Leverage the Truckee Brand?

Use Free Resources + Tools

Reinforce the Message

Truckee Brand – Integrate with Yours

Truckee Brand Leverage the “Quality of Life” Message

Truckee Brand Reinforce, Strengthen Brand Positioning

Leverage Truckee Brand assets. Partner with Truckee Chamber.

Community Engagement= Brand Loyalty

Participate!

Be a Big Life Local!

Community Engagement= Brand Loyalty

Community Engagement= Brand Loyalty

Be a Big Life Local

Join the Social Conversation #truckee #basecampforabiglife

Have Fun! Be “On Brand”

Truckee.com Login + Community

Post Events

Post Truckee Jobs

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Truckee Chamber of Commerce

Paradigm Shift = A New Era

EXECUTIONOFSTRATEGIES/TACTICS&METRICS

STAKEHOLDERS

BRANDPLATFORM

INTEGRATEDMARKETING&COMMUNICATIONSPLAN

VISITATION ECONOMIC COMMUNITY

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Thank you!

Photograph by Bill Stevenson