What makes you go somewhere? see more
Mirroring the post from last week, you MUST find your Unique Selling Proposition. And you must avoid the generic lines that mean nothing. Really, have you ever gone anywhere because they had "something for everyone"? Probably not. We're looking for things that cater to us, specifically. The wineries in Napa Valley. Country music in Nashville. Kids and family experiences in Orlando. Music theater in Branson, Missouri (49 theaters in a city of 10,000 residents). The beaches in Hawaii. Surfing in Huntington Beach, California. Rock climbing in Squamish, British Columbia. The drift diving on Cozumel, Mexico. High tech in Seattle and Silicon Valley. Find your niche and promote it like crazy.
A Brand is a Perception see more
Every person, product and place has a brand - a perception. When you tell people you’re from a certain city, town or neighborhood, what is their initial reaction? What do they say? Whatever that initial reaction is, that’s your brand in their mind. If they say “I’m so sorry,” then perhaps it’s time for some “re-branding” or “repositioning.” If they say, “I know you for those great trails!” or “Wow! I wish I could live there!” then you’ve got a solid brand - a solid reputation - a solid perception.
Want some tips and tricks to assist you with your brand? Visit our Resource Center to access our videos and how-to guides on branding here.
Action Plans are for Action! see more
Want to learn more about creating a community action plan? Head to the Resource Center to watch the video "Big Success Starts With a Plan: Creating Your Own Action Plan" here.
ArticleIf you can avoid these three killers, you are well on your way to becoming an outstanding destinatio see more
In this video blog, Roger presents the 3 killers of any community branding effort. If you want your community to stand out from the rest, you must narrow your focus. This is not an easy strategy to undertake. If you can avoid these three killers, you are well on your way to becoming an outstanding destination. Watch out for those killers!
ArticleDetermine which type of request is best to find the most qualified firm for your next project see more
If you were Noah, and you received orders from above to build the ark, you’d probably have a lot of questions: How big does it have to be? How long will we be afloat? How many cages will we need? What about provisions and storage? What about navigation and propulsion?
Noah had the benefit of divine inspiration to build his ark. Most of us, particularly in the public sector, would start by forming a committee, then developing a Request for Proposals, then interviewing several ship designers, picking one of the low bids, then crossing our fingers that what is designed will actually meet all our needs. If Noah had gone through this arduous process, chances are the rain would have started falling before the first plank was attached to the hull.
As Noah watched the waters rise, working in panic-mode, he would have wondered why he hadn’t issued a simpler Request for Qualifications, cut to the chase, hired the best he could find, and had the boat designed.
All of his questions would have been answered in the process. THEN he would have issued a Request for Proposals for construction of the ark, based on a solid set of plans.
When you want something built to certain standards and pre-defined instructions, then issuing a Request for Proposals is the best way to get the best bang for your buck, both in terms of cost and expertise. But in the wild world of consulting or design where there are no absolute parameters, and the first step is getting those specifics written up, then issuing a Request for Qualifications is the obvious thing to do.