Small City Is On Track To Become a Brand Destination | Bottom Line Market Research & Consulting — Greenbook

Small City Is On Track To Become a Brand Destination

Presented by Bottom Line Market Research & Consulting

Challenge

A small Southeastern (U.S.) city planned to position itself as a vibrant destination that would attract three distinct stakeholder groups: residents, business owners, and visitors. The challenge was to develop a branding and marketing strategy based on a deep understanding of experiences, perceptions and viewpoints from a broad cross-section of City stakeholders.

Meeting the challenge was high-stakes. It impacted the development of the City’s core value proposition, which would guide branding, marketing, and, ultimately, the City’s future economic growth and quality of life.

Proprietary solution

We provided strategic direction to the marketing agency contracted by the City to develop the City’s value proposition, brand and marketing strategies, and brand collateral. We delivered implications and recommendations based on insights from a composite of seven segments of primary research, which were implemented mostly on site and analyzed within the allocated budget and timeline. The research design we implemented included:

• Client Discovery Session
• One-on-one Interviews with City and Community Leaders
• One-on-one Interviews with Visitors and Residents
• Web-Based Survey (of residents, business owners, executives of nonprofit organizations that serve the City)
• City Leaders Workshop
• Community Leaders Focus Group
• Web-based Analysis of Social Media Content

Result

We provided insight and strategic direction to the marketing agency contracted by the City to develop the City’s value proposition, brand and marketing strategies, and brand collateral. Our implications and recommendations guided and inspired the creative team that delivered the solution to the City’s challenging goal of becoming a branded destination for three stakeholder groups vital to its growth. The end-client was thrilled with the strategic brand campaign and marketing collateral, delivered on schedule and ready to implement immediately.

About this project

Business issue:

Gain trial Gain new customers Develop, revitalise market Social, political, non-profit goals Increase awareness Brand / product / service repositioning

Market research specialties

Ethnography / Observational Research Communications Strategy Research Brand Identity On-Site Questionnaire Design Concept Testing - Advertising Consumers Digital Media Research Qualitative Research Executives / Professionals Public Opinion Research Website Analysis / Web Analytics Brainstorming / Facilitation In-Depth (IDI) / One-on-One Travel Consultation Government One-on-One / In-depth Interviews (IDIs) Quantitative Research CX - Customer Experience Market Opportunity Evaluation Market & Competitive Intelligence Full Service Online - Quantitative Moderator Services Hybrid / Mixed Methodology Brand Loyalty / Satisfaction Consumer Research - General Business Insights Brand Positioning Market Segmentation Qualitative Strategic Research

Presented by:

Bottom Line Market Research & Consulting

Consulting

Qualitative Research

Quantitative Research

We provide expertise in research design, project implementation, and deliverables to facilitate the integration of insights into growth initiatives.