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Flint Hills
Technical Advisory Group
Regional
Branding & Marketing
Report
A presentation prepared for the
2015 Regional Leaders' Retreat
Jan 16 & 17, 2015
Presentation Outline
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Meet the TAG Team
Phase I Project Objectives and Deliverables
Situation Review
Goals of Regional Branding & Marketing
Defining “Our Region”
Target Audiences
Key Implementation Actions
Building a Model that Works
Closing & Next Steps
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Phase I Objectives and Deliverables
a)
b)
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d)
e)
Define Scope of regional branding & marketing program
Define goals and objectives … why is it important?
Define “our region” for branding and marketing
Identify various “target audience” focus
Develop high level scoping document that provides:
– situation analysis and discussion of scoping topics above
– recommended next steps on the road to implementation
– sufficient content to provide Committee with information to
approve and move the regional branding and marketing project
to Phase II
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What our Team Didn’t Do…
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Develop a brand for “our region”
Create a logo
Design or write a marketing program
Establish a marketing budget
Define details of an organizational structure
All of above are important!
However, the TAG team recognized that development
of a regional branding and marketing program will require
professional facilitation and oversight.
If approved to proceed – the above actions would commence in Phase II.
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Brand & Marketing Defined
The TAG agreed on key definitions to ensure understanding…
• BRAND: The cumulative perception people have about a
place, product or organization, drawn from all sources. A
brand is a promise of what to expect. It encompasses all of
the experiences associated with it.
• MARKETING: The process of communicating the value of a
product, service, place or entity to a defined set of target
markets for the purpose of selling. A marketing program is a
series of steps and instruments that creates awareness for a
product, place, service or organization.
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Desired Outcomes of a Regional Plan
Two (2) primary desired results:
1. Expand the economy with jobs and spending
(generate increased revenue in the region)
2. Leverage a unified, regional marketing spend
(create measurably higher return on investment / ROI)
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Key Goals & Objectives
Four (4) key objectives of a Regional program:
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Shape, create and control our image
ii.
Increase probability and degree of success
iii. Leverage resources and assets in the region
iv. Generate greater influence and increase power to
persuade
Let’s review a few details together…
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Shape, Create and Control our Image
a) Improve the national perception of Kansas
b) Develop “The Flint Hills” brand so that it is recognized
and resonates nationally
c) Project an image of growth to inspire more growth
(regional growth makes bigger impact)
d) Promote the core region Metropolitan image (larger
perception of the region provides greater opportunities)
e) Develop an authentic brand that attracts attention
desired from target audiences
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Increase Probability & Degree of Success
a) Increase appeal to wider audience(s) by including
more resources – more communities
b) Attract more people to region
c) Retain youth in region post-graduation
d) Retain/entice transitioning population to return
e) Harness the power of collaboration/partnerships
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Leverage Regional Resources & Assets
a) Reflect reality of how economy truly functions
b) Create new opportunities for economic
expansion
c) Preserve community individuality, while
celebrating collaboration
d) Connect region with other well-known entities
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Increase Influence & Power to Persuade
a) Attract funding and/or provide access to funding
through a regional approach
b) Create stronger voice in Congress, Kansas Legislature,
and with regulatory groups
c) Develop brand ambassadors to champion our
message
d) Build broader networks and social media
opportunities
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Defining “Our Region”
The Flint Hills
Core Region
Neighboring Region
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“Core” Synergies & Responsibilities
• Assets and Synergies Common to the Core Region
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Kansas State University
Fort Riley
Metropolitan Statistical Area designation – Riley/Pottawatomie counties
Micropolitan Statistical Area designation – Geary county
Flint Hills Metropolitan Planning Organization (transportation planning)
Joint Urban Area Planning
• Primary Responsibilities of Core Region
– Drive development/implementation of region brand/marketing strategy
– Provide funding resources for regional marketing and brand program
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Neighboring Flint Hills Region
• Includes entire Flint Hills geographic region
• Assets/synergies common to contiguous “neighboring” area
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Rural communities and rural lifestyle
Natural rural beauty and accoutrements
Workforce both for local and for core region employers
Flint Hills Economic Development District
Flint Hills Tourism Coalition
Flint Hills Regional Council
• Responsibilities of the Neighboring Region
– Entities in these areas are not expected to drive development of or
fund the regional marketing initiatives
– Neighboring region assets will most certainly be included in the Flint
Hills Region branding and marketing program
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Target Audiences
Business & Industry Eco Devo
• Primary employers (i.e.
Manufacturers, Corp HQ, etc…)
• Local existing business
• Bioscience industry
• Agricultural science
• Professional services
• Health care providers
• Military
• Military families
• Recent graduates
• Retirees
• Higher education faculty
• Elected officials
• Current residents
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Tourism Eco Devo
• Conference and meeting planners
• Tourists — regional, national, and
international
• Current residents
• Sports teams — regional, state,
national
• Local existing business recruits
• Visiting business clients
Important Note:
Marketing programs for Business/Industry
& Tourism Eco Devo are distinctly different
but may share common themes and there is
some audience overlap. TAG team recognized
there are likely benefits in joint marketing
planning and development.
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Key Implementation Actions
(See Appendix II of TAG report for related discussion and background)
1. Identify ownership entity (organization/staff)
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TAG recommendations include:
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Independent Incorporated Not for Profit Business
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Leverage regional organization in place?
Create new organizational structure?
2. Identify financial resources
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TAG recommendations include:
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Long-term funding be established – 5 year minimum initially
3 year “checkpoint” to evaluate preliminary results
Annual budget cycles but some programs will require multi-year funding
3. Identify performance metrics
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TAG recommendations include:
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Agree upfront how success will be measured against established baseline
Utilize publicly available economic measurements where applicable
Specific program/campaign-related metrics as appropriate
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Build a Model that Works
ED models discussed @ 2014 Conference included…
Model One: Formal Marketing Entity
Model Two: An Ad-hoc, Nimble, Grass-roots Approach
Model Three: A Regional Partnership of Organizations & Businesses
The Branding & Marketing TAG leans toward Model 3.
With this caveat … the TAG acknowledges that more
external research and due diligence is required prior to
finalizing this very important decision!
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Closing and Next Steps…
 The Regional Marketing and Branding TAG team believes the time is now
to move forward and initiate actions necessary to create and fund an
independent entity that can support the creation and deployment of a
regional branding and marketing program for “Our Region” as defined in
this report.
 The team also believes that collaboration and leveraging of existing
resources with a focused approach across the region will amplify results
that independently would not otherwise be achieved.
 Time is of the essence to capitalize on emerging Core region economic
opportunities.
 Or to quote classic rock group The Steve Miller Band …
“Time keeps on slippin’, slippin’ … “.
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