BRAND DEVELOPMENT

June 2009 – November 2009 (Phase 1)

• Creation of interactive website (Completed!  Go to www.brandmanisteecounty.com)
• Situational Analysis (a review of various existing plans and strategies)
• Community vision survey, including on-line survey (www.brandmanisteecounty.com)
• One-on-one meetings and focus groups
• Familiarization tour by consultant
• Assessment of competitive data
• Perception study
• Communication and media audit
• Assessment of Manistee County's reputation compared with the rest of the U. S.
• Geo-demographic resident and consumer profiles
• Perception studies
• Competitive positioning review
• Competitive opportunity analysis
• Creation of brand platform statement – guiding statement for management and development of the Manistee County brand

November 2009 – February 2010 (Phase 2)

• Development of brand concepts
• Development of two distinct options for “bringing the brand concept to life”
• Brand Action Recommendations:  (economic development, tourism, people, culture and more)
• Recommendations for leadership and managing the brand

BRAND IMPLEMENTATION AND ROLL OUT

February 2010 --

• Brand implementation and roll out
• Brand web site completion
• Decision on “ownership” of the brand
• Marketing and implementation support
• Accountability measures
• Annual branding check-up

ROLL-OUT

The roll-out process is a time of implementation – when all key players are exposed, indoctrinated and trained in the finely tuned beliefs, behaviors and ways of a destination brand. This phase will raise the level of brand awareness with a view toward improving the ability to "live the promise."  Total commitment and support is critical. All levels of government, business, hospitality, community service and others become spokespersons for the brand.