Tuesday, March 27, 2007
Update: Barber Shop
The 'Barber Shop' Presentation will be at 4:30 this wednesday. Make sure you have all of your ideas in to Scott by close of business Today so we can prepare for the presentation.
Brief: Madison Tourism
CREATIVE STRATEGY BRIEF TUITION SCHOOL CLASS ASSIGNMENT
3/17/07
CLIENT: MADISON TOURISM
BACKGROUND
(Exert from the visitmadison.com)
“WELCOME to the Greater Madison Area! You will find the best of all worlds in Wisconsin's vibrant capital city and picturesque surrounding towns: natural beauty and outdoor recreation, stimulating cultural offerings, distinctive restaurants and shops, and an irreverent spirit of fun.
Built on an isthmus between lakes Monona and Mendota, Madison is renowned for its beautiful scenery. A total of five area lakes and over 200 parks provide an abundance of year-round outdoor activities, from hiking, biking, swimming and sailing along with cross-country skiing, snow sailing, and ice fishing.
Urban culture, natural beauty, small town charm - the greater Madison area offers it all!”
Madison, Wisconsin is a unique place and has a variety of reasons to draw visitors from all around the country. It competes with other “fly over area” in the Midwest,” some who have are more metropolitan and others that are a tourist oriented or “tourist traps.” The Dells area has exploded in recent years to become the largest attraction in the state. While places like Lake Geneva and Door County are quaint and attract a quieter and more relaxing oriented trip. Milwaukee, Chicago, IL and Minneapolis/St. Paul have the metropolitan benefits that Madison cannot compete with, such as light rail transportation, large shopping destinations and professional sports teams.
Madison has been voted numerous times as an exceptional place to live. The goal is to make Madison the opposite of the usual cliché. “A great place to visit but I wish I could live there.”
The strategy that Las Vegas, Nevada has chosen is the cliché –“What happens in Las Vegas stays in Las Vegas.” Using the wild life style of visitors to an advantage. Encouraging conventions and events to take place in L.V. with the open bold truth that when you visit you will go wild and enjoy the city’s hedonism - the pursuit of pleasure and sensual self-indulgence.
The goal is to create a persona for Madison. We are not the Dells, we are not Chicago and we are not Las Vegas. Madison is unique. It is a place that should be a destination. We who live here love it here. There is a majority of Madison’s population who come here from other places to go to the University and never leave for the “bright light s” of a bigger city.
The goal is to promote the paradox that is Madison - the “wild” college perception within one of the greatest places to live in the country. How does this make it an appealing place to spend a vacation? How is it a place to have your company’s business convention? Can Madison be a Midwest “Las Vegas?”
STRATEGY
Through two page spreads magazine ads in national publications such has Time and Newsweek, People and Us, as well as on targeted television. There will also be a huge Public Relations marketing effort with mailings, stories on travel channels etc. Accompanying this effort will be a large collateral material, direct marketing and Out Of Home advertising.
The most important aspect is to create a universal umbrella theme - the persona that will make Madison THE unique destination that is proud of not being Chicago, Minneapolis, or the Dells. Madison is unique; it is wild, it is wholesome and it is energetic. The country needs to be aware.
Also part of the assignment is to point out what would be “needed” additions to the city to make it competitive, i.e. light rail.
HOW WE’LL KNOW IT WORKED
Increase in convention booked in the city. Increase in hotel reservations. Increase in tourism dollars coming in to the city. Increase in stories written about Madison and why it is an important destination.
MESSAGE BARRIERS
Madison has not promoted itself in an all-out marketing campaign to this extent before. Madison is not “top of mind” as being a destination does not have the “attractions” of some other major destinations.
Madison is a popular city, has a great reputation but is not well known as a tourist destination.
Madison has limited “attractions.” Cannot complete in quantity of attractions and events with bigger cities.
Madison has lack of “five star” hotels. This is improving….
Madison is “Small college town.”
Madison and the Midwest are in the perceived “fly over” area. The south, east and west coast cities are more geared for tourism.
THE CUSTOMER
The ideal customer recognizes the quality of a visit to Madison. It has more of an intellectual.
CURRENT ATTITUDE
I am interested in finding new destination to travel to for a trip.
DESIRED ATTITUDE
I am interested in Madison as a destination to travel to for a trip.
MY HEADLINE
Madison, Wisconsin is a destination I will try a trip
SUPPORT (SEE NEXT PAGE)
MUST-HAVE
A big idea is needed. This will be an overarching concept that will be encompassing all touch-points with the customer.
Madison & Dane County : Madison Rankings
On Everyone's Short-list: Recent Awards for Madison Madison, Wisconsin consistently ranks as a top community in which to live, work, play, and raise a family. A favorite Midwestern getaway, Madison is also a premier meeting and convention destination. The following is just a sampling of the accolades our destination has recently received!
For information about this ideal American city, call the Greater Madison Convention & Visitors Bureau: 800.373.6376 or 608.255.2537.
#1 Walking City Prevention, April, 2007
One of the Ten Most Eco-Friendly Cities in the United States Country Home, April, 2007
Madison Ranked One of 100 Best Places to Live in America Money, August, 2006
UW-Madison Campus Rated Among Nation's Best LGBT-Friendly Campuses The Advocate College Guide for LGBT Students, August, 2006
Best Outside Towns 2006: Madison Rated Best Road Biking Town in America Outside, August, 2006
4th Brainiest Medium-Sized City bizjournals.com, June, 2006
Devil's Lake State Park (Baraboo, WI) Rated "One of the Top 15 Scenic Views" CampingLife, June, 2006
Devils Lake State Park (Baraboo, WI) Rated "One of the Top 25 Hiking Trails" CampingLife, June, 2006
Devils Lake State Park (Baraboo, WI) Rated "One of the Top 10 Bird Watching Spots" CampingLife, June, 2006
Devils Lake State Park (Baraboo, WI) Rated "One the Top 15 Biking Trails" CampingLife, June, 2006
Madison's Public Schools Rank #8 in Nation Expansion Management Magazine, May, 2006
#3 City in America for Walking Prevention, April, 2006
One of America's Best Vegetarian-Friendly Small Cities www.goveg.com, March, 2006
#1 City for Cycling (Population: 200,000–500,000) Bicycling, March, 2006
Madison Named Most Romantic U.S. City USAWeekend.com, February, 2006
One of Five Emerging Hot Spots for Biotech FierceBiotech, January, 2006
"One of the 10 Best Places to Live the Athletic Life" geezerJock, Fall, 2005
One of the Ten Best Places for Outdoor Activities Sperling's Best Places, Fall, 2005
Madison Ranked One of the 50 Fabulous Gay-Friendly Places to Live 50 Fabulous Gay-Friendly Places to Live, Gregory A. Kompes, Fall, 2005
2005 Award for Garden Excellence, Olbrich Botancial Gardens American Association of Botanic Gardens and Arboreta (AABGA), Summer, 2005
Madison Ranked the 4th "Brainiest City" in the Nation American City Business Journals Inc., Spring, 2005
Madison Ranked #3 in The Top 100 Healthiest Cities for Pregnancy BabyFit.com, December, 2005
Madison Rated #1 in "Digital Cities Survey" Center for Digital Government, November, 2005
"One of 15 Up-and-Coming Hubs for Creative Workers" Fast Company, November, 2005
Madison Rated #6 Mid-Sized City in the U.S. for Entrepreneurs Entrepreneur magazine, October, 2005
"10 Great Places to Welcome Fall with a Flourish" USA Today, October, 2005
UW-Madison Tabbed Best Game-Day Atmosphere Sports Illustrated on Campus, September, 2005
One of 10 "New American Dream Towns" Outside magazine, August, 2005
Middleton Rated One of the Ten Best Places to Live 2005 Money, August, 2005
One of 10 Great Places to Enjoy a Textbook Getaway USA Today, August, 2005
Madison Ranked One of 10 Greenest Cities in the Nation, Vegetarian Times Vegetarian Times, July, 2005
Madison Rated "5-Star Business Opportunity Metro" Expansion Management magazine, July, 2005
Dane County Named One of Nation's Top 20 Nature-Friendly Communities Nature-Friendly Communities, June, 2005
One of the Ten Best Metros for Business and Careers Forbes, May, 2005
One of the 20 Best Walking Cities Prevention, April, 2005
Madison's Public Schools Rank #3 in Nation Expansion Management Magazine, April, 2005
One of America's Top Ten Green Cities The Green Guide, April, 2005
Awarded Five-star Community in Quality of Life Quotient™ Expansion Management Magazine, March, 2005
America's 4th Most Literate City America's Most Literate Cities, A Study by Jack Miller, Ph.D., Winter, 2004
Third Best Child-Friendly City in the United States Population Connection, June, 2004
#2 Best Small City to Live Men's Journal, June, 2004
One of the Most Secure Places in the Country Farmers Insurance Group, June, 2004
Madison No. 1 in Nation for Business and Careers Forbes, May, 2004
One of 12 Best Walking Cities Prevention, April, 2004
#2 Medium Metro Area For Doing Business in America Inc. Magazine, March, 2004
One of the Best Designer Cities in the Country HOW Design, December, 2003
Healthiest City for Men Men's Health Magazine, November, 2003
Best Midsize City in the Midwest for Entrepreneurs Entrepreneur Magazine, October, 2003
Madison Ranks # 1 Best College Sports Towns Sports Illustrated On Campus, September, 2003
Friendliest City in the Midwest Midwest Living Magazine, June, 2003
#2 Among America’s Best Places to Live and Work Employment Review Magazine, June, 2003
#5 Best Places for Business and Careers Forbes Magazine, May, 2003
One of Five Cities that Inspire Delicious Living Magazine, March, 2003
#5 Campus Scenes That Rock Rolling Stone Magazine, February, 2003
Ranked #1 of Small-size Cities for Creativity The Washington Monthly, July, 2002
#2 Best Places to Live Homeadvisor.msn.com, July, 2002
#2 among "America's Best Places to Live and Work" Employment Review Magazine, June, 2002
American Rose City at Olbrich Botanical Gardens American Rose Society, June, 2002
#3 Great Medium-Sized Cities/College Towns ePodunk.com, May, 2002
#2 Best Place to Live and Work in America BestJobsUSA.com, May, 2002
One of twenty cities offering first-class room rates under $125 Facilities & Destinations, May, 2002
UW-Madison Ranked 35th in the World of Top Executive Education Providers London-based Financial Times, May, 2002
The Most Wired City in the Country The Media Audit, April, 2002
#1 Best (small) Cities for Women Ladies Home Journal, March, 2002
One of Top Five Cities for Entrepreneurial Business Growth National Commission on Entrepreneurship, March, 2002
Madison Children's Museum - Ranked among The 10 Best Children's Museums Child magazine, February, 2002
#2 Mid-size City in the Country for Cycling Bicycling Magazine, November, 2001
#5 Best Cities for Women Ladies Home Journal, April, 2001
#6 Best City for Families Child magazine, March, 2001
Alliant Energy Center and Monona Terrace Convention Center receive Prime Site Awards Facilities & Destinations magazine, December, 2000
Madison CVB Receives Top Destination Award Facilities & Destinations magazine, October, 2000
One of America's Most Environmentally Friendly Cities ENN.com, Environmental News Network, September, 2000
One of the nation's Best Small Cities for Families Family Fun magazine, September, 2000
#5 Fittest City in America Shape magazine, September, 2000
Runner-up for top retirement site in the United States Money magazine, June, 2000
#6 Most Mannerly City Etiquette Expert Marjabelle Young Stewart, December, 1999
#3 City for Business Owners Business Development Outlook Magazine, November, 1999
Best City For Quality of Life Business Development Outlook Magazine, October, 1999
#2 of 25 Great Towns for Raising an Outdoor Family Outdoor Explorer magazine, September, 1999
Top 10 Cities to Have It All A & E Network, September, 1999
#2 America's Most Kid-Friendly Cities Zero Population Growth, August, 1999
#10 University for Women Athletes Sports Illustrated for Women, August, 1999
#1 Best Places to Live in America Money magazine, July, 1998
#1 America's Most-Wired Cities International Demographics, March, 1998
#1 Best Cities for Women Ladies Home Journal, November, 1997
#4 Best Bicycling Cities Bicycling magazine, August, 1997
10 Most Livable Places in America The Advocate, June, 1997
#9 America's Best Places to Live and Work Employment Review magazine, June, 1997
#5 America's 10 Most Enlightened Towns Utne Reader, May, 1997
#3 Great Places to Raise a Family Parenting, May, 1997
#1 Healthiest City for Women American Health, January, 1997
#9 America's Safest Cities Money, October, 1996
#6 Best Schools in the Nation Expansion Management magazine, October, 1996
1 of 3 "Star Farmers' Markets" Food & Wine magazine, September, 1996
1 of 10 Best Cities for Working Moms Redbook, June, 1996
#3 Safest of Nation's 100 Largest Cities Morgan Quinto Press, January, 1996
Top 10 places for 20-somethings SWING magazine, Summer, 1995
1 of 10 Top Canoe Towns in the U.S. Paddler magazine, October, 1995
1 of 5 Top Farmers' Markets Good Housekeeping, August, 1995
No. 1 "Dream Town" Outside magazine, July, 1995
#3 Hottest City for Growth U.S. News & World Report, April, 1995
Best Mid-Sized City Travel Getaway Midwest Living magazine, August, 1994
3/17/07
CLIENT: MADISON TOURISM
BACKGROUND
(Exert from the visitmadison.com)
“WELCOME to the Greater Madison Area! You will find the best of all worlds in Wisconsin's vibrant capital city and picturesque surrounding towns: natural beauty and outdoor recreation, stimulating cultural offerings, distinctive restaurants and shops, and an irreverent spirit of fun.
Built on an isthmus between lakes Monona and Mendota, Madison is renowned for its beautiful scenery. A total of five area lakes and over 200 parks provide an abundance of year-round outdoor activities, from hiking, biking, swimming and sailing along with cross-country skiing, snow sailing, and ice fishing.
Urban culture, natural beauty, small town charm - the greater Madison area offers it all!”
Madison, Wisconsin is a unique place and has a variety of reasons to draw visitors from all around the country. It competes with other “fly over area” in the Midwest,” some who have are more metropolitan and others that are a tourist oriented or “tourist traps.” The Dells area has exploded in recent years to become the largest attraction in the state. While places like Lake Geneva and Door County are quaint and attract a quieter and more relaxing oriented trip. Milwaukee, Chicago, IL and Minneapolis/St. Paul have the metropolitan benefits that Madison cannot compete with, such as light rail transportation, large shopping destinations and professional sports teams.
Madison has been voted numerous times as an exceptional place to live. The goal is to make Madison the opposite of the usual cliché. “A great place to visit but I wish I could live there.”
The strategy that Las Vegas, Nevada has chosen is the cliché –“What happens in Las Vegas stays in Las Vegas.” Using the wild life style of visitors to an advantage. Encouraging conventions and events to take place in L.V. with the open bold truth that when you visit you will go wild and enjoy the city’s hedonism - the pursuit of pleasure and sensual self-indulgence.
The goal is to create a persona for Madison. We are not the Dells, we are not Chicago and we are not Las Vegas. Madison is unique. It is a place that should be a destination. We who live here love it here. There is a majority of Madison’s population who come here from other places to go to the University and never leave for the “bright light s” of a bigger city.
The goal is to promote the paradox that is Madison - the “wild” college perception within one of the greatest places to live in the country. How does this make it an appealing place to spend a vacation? How is it a place to have your company’s business convention? Can Madison be a Midwest “Las Vegas?”
STRATEGY
Through two page spreads magazine ads in national publications such has Time and Newsweek, People and Us, as well as on targeted television. There will also be a huge Public Relations marketing effort with mailings, stories on travel channels etc. Accompanying this effort will be a large collateral material, direct marketing and Out Of Home advertising.
The most important aspect is to create a universal umbrella theme - the persona that will make Madison THE unique destination that is proud of not being Chicago, Minneapolis, or the Dells. Madison is unique; it is wild, it is wholesome and it is energetic. The country needs to be aware.
Also part of the assignment is to point out what would be “needed” additions to the city to make it competitive, i.e. light rail.
HOW WE’LL KNOW IT WORKED
Increase in convention booked in the city. Increase in hotel reservations. Increase in tourism dollars coming in to the city. Increase in stories written about Madison and why it is an important destination.
MESSAGE BARRIERS
Madison has not promoted itself in an all-out marketing campaign to this extent before. Madison is not “top of mind” as being a destination does not have the “attractions” of some other major destinations.
Madison is a popular city, has a great reputation but is not well known as a tourist destination.
Madison has limited “attractions.” Cannot complete in quantity of attractions and events with bigger cities.
Madison has lack of “five star” hotels. This is improving….
Madison is “Small college town.”
Madison and the Midwest are in the perceived “fly over” area. The south, east and west coast cities are more geared for tourism.
THE CUSTOMER
The ideal customer recognizes the quality of a visit to Madison. It has more of an intellectual.
CURRENT ATTITUDE
I am interested in finding new destination to travel to for a trip.
DESIRED ATTITUDE
I am interested in Madison as a destination to travel to for a trip.
MY HEADLINE
Madison, Wisconsin is a destination I will try a trip
SUPPORT (SEE NEXT PAGE)
MUST-HAVE
A big idea is needed. This will be an overarching concept that will be encompassing all touch-points with the customer.
Madison & Dane County : Madison Rankings
On Everyone's Short-list: Recent Awards for Madison Madison, Wisconsin consistently ranks as a top community in which to live, work, play, and raise a family. A favorite Midwestern getaway, Madison is also a premier meeting and convention destination. The following is just a sampling of the accolades our destination has recently received!
For information about this ideal American city, call the Greater Madison Convention & Visitors Bureau: 800.373.6376 or 608.255.2537.
#1 Walking City Prevention, April, 2007
One of the Ten Most Eco-Friendly Cities in the United States Country Home, April, 2007
Madison Ranked One of 100 Best Places to Live in America Money, August, 2006
UW-Madison Campus Rated Among Nation's Best LGBT-Friendly Campuses The Advocate College Guide for LGBT Students, August, 2006
Best Outside Towns 2006: Madison Rated Best Road Biking Town in America Outside, August, 2006
4th Brainiest Medium-Sized City bizjournals.com, June, 2006
Devil's Lake State Park (Baraboo, WI) Rated "One of the Top 15 Scenic Views" CampingLife, June, 2006
Devils Lake State Park (Baraboo, WI) Rated "One of the Top 25 Hiking Trails" CampingLife, June, 2006
Devils Lake State Park (Baraboo, WI) Rated "One of the Top 10 Bird Watching Spots" CampingLife, June, 2006
Devils Lake State Park (Baraboo, WI) Rated "One the Top 15 Biking Trails" CampingLife, June, 2006
Madison's Public Schools Rank #8 in Nation Expansion Management Magazine, May, 2006
#3 City in America for Walking Prevention, April, 2006
One of America's Best Vegetarian-Friendly Small Cities www.goveg.com, March, 2006
#1 City for Cycling (Population: 200,000–500,000) Bicycling, March, 2006
Madison Named Most Romantic U.S. City USAWeekend.com, February, 2006
One of Five Emerging Hot Spots for Biotech FierceBiotech, January, 2006
"One of the 10 Best Places to Live the Athletic Life" geezerJock, Fall, 2005
One of the Ten Best Places for Outdoor Activities Sperling's Best Places, Fall, 2005
Madison Ranked One of the 50 Fabulous Gay-Friendly Places to Live 50 Fabulous Gay-Friendly Places to Live, Gregory A. Kompes, Fall, 2005
2005 Award for Garden Excellence, Olbrich Botancial Gardens American Association of Botanic Gardens and Arboreta (AABGA), Summer, 2005
Madison Ranked the 4th "Brainiest City" in the Nation American City Business Journals Inc., Spring, 2005
Madison Ranked #3 in The Top 100 Healthiest Cities for Pregnancy BabyFit.com, December, 2005
Madison Rated #1 in "Digital Cities Survey" Center for Digital Government, November, 2005
"One of 15 Up-and-Coming Hubs for Creative Workers" Fast Company, November, 2005
Madison Rated #6 Mid-Sized City in the U.S. for Entrepreneurs Entrepreneur magazine, October, 2005
"10 Great Places to Welcome Fall with a Flourish" USA Today, October, 2005
UW-Madison Tabbed Best Game-Day Atmosphere Sports Illustrated on Campus, September, 2005
One of 10 "New American Dream Towns" Outside magazine, August, 2005
Middleton Rated One of the Ten Best Places to Live 2005 Money, August, 2005
One of 10 Great Places to Enjoy a Textbook Getaway USA Today, August, 2005
Madison Ranked One of 10 Greenest Cities in the Nation, Vegetarian Times Vegetarian Times, July, 2005
Madison Rated "5-Star Business Opportunity Metro" Expansion Management magazine, July, 2005
Dane County Named One of Nation's Top 20 Nature-Friendly Communities Nature-Friendly Communities, June, 2005
One of the Ten Best Metros for Business and Careers Forbes, May, 2005
One of the 20 Best Walking Cities Prevention, April, 2005
Madison's Public Schools Rank #3 in Nation Expansion Management Magazine, April, 2005
One of America's Top Ten Green Cities The Green Guide, April, 2005
Awarded Five-star Community in Quality of Life Quotient™ Expansion Management Magazine, March, 2005
America's 4th Most Literate City America's Most Literate Cities, A Study by Jack Miller, Ph.D., Winter, 2004
Third Best Child-Friendly City in the United States Population Connection, June, 2004
#2 Best Small City to Live Men's Journal, June, 2004
One of the Most Secure Places in the Country Farmers Insurance Group, June, 2004
Madison No. 1 in Nation for Business and Careers Forbes, May, 2004
One of 12 Best Walking Cities Prevention, April, 2004
#2 Medium Metro Area For Doing Business in America Inc. Magazine, March, 2004
One of the Best Designer Cities in the Country HOW Design, December, 2003
Healthiest City for Men Men's Health Magazine, November, 2003
Best Midsize City in the Midwest for Entrepreneurs Entrepreneur Magazine, October, 2003
Madison Ranks # 1 Best College Sports Towns Sports Illustrated On Campus, September, 2003
Friendliest City in the Midwest Midwest Living Magazine, June, 2003
#2 Among America’s Best Places to Live and Work Employment Review Magazine, June, 2003
#5 Best Places for Business and Careers Forbes Magazine, May, 2003
One of Five Cities that Inspire Delicious Living Magazine, March, 2003
#5 Campus Scenes That Rock Rolling Stone Magazine, February, 2003
Ranked #1 of Small-size Cities for Creativity The Washington Monthly, July, 2002
#2 Best Places to Live Homeadvisor.msn.com, July, 2002
#2 among "America's Best Places to Live and Work" Employment Review Magazine, June, 2002
American Rose City at Olbrich Botanical Gardens American Rose Society, June, 2002
#3 Great Medium-Sized Cities/College Towns ePodunk.com, May, 2002
#2 Best Place to Live and Work in America BestJobsUSA.com, May, 2002
One of twenty cities offering first-class room rates under $125 Facilities & Destinations, May, 2002
UW-Madison Ranked 35th in the World of Top Executive Education Providers London-based Financial Times, May, 2002
The Most Wired City in the Country The Media Audit, April, 2002
#1 Best (small) Cities for Women Ladies Home Journal, March, 2002
One of Top Five Cities for Entrepreneurial Business Growth National Commission on Entrepreneurship, March, 2002
Madison Children's Museum - Ranked among The 10 Best Children's Museums Child magazine, February, 2002
#2 Mid-size City in the Country for Cycling Bicycling Magazine, November, 2001
#5 Best Cities for Women Ladies Home Journal, April, 2001
#6 Best City for Families Child magazine, March, 2001
Alliant Energy Center and Monona Terrace Convention Center receive Prime Site Awards Facilities & Destinations magazine, December, 2000
Madison CVB Receives Top Destination Award Facilities & Destinations magazine, October, 2000
One of America's Most Environmentally Friendly Cities ENN.com, Environmental News Network, September, 2000
One of the nation's Best Small Cities for Families Family Fun magazine, September, 2000
#5 Fittest City in America Shape magazine, September, 2000
Runner-up for top retirement site in the United States Money magazine, June, 2000
#6 Most Mannerly City Etiquette Expert Marjabelle Young Stewart, December, 1999
#3 City for Business Owners Business Development Outlook Magazine, November, 1999
Best City For Quality of Life Business Development Outlook Magazine, October, 1999
#2 of 25 Great Towns for Raising an Outdoor Family Outdoor Explorer magazine, September, 1999
Top 10 Cities to Have It All A & E Network, September, 1999
#2 America's Most Kid-Friendly Cities Zero Population Growth, August, 1999
#10 University for Women Athletes Sports Illustrated for Women, August, 1999
#1 Best Places to Live in America Money magazine, July, 1998
#1 America's Most-Wired Cities International Demographics, March, 1998
#1 Best Cities for Women Ladies Home Journal, November, 1997
#4 Best Bicycling Cities Bicycling magazine, August, 1997
10 Most Livable Places in America The Advocate, June, 1997
#9 America's Best Places to Live and Work Employment Review magazine, June, 1997
#5 America's 10 Most Enlightened Towns Utne Reader, May, 1997
#3 Great Places to Raise a Family Parenting, May, 1997
#1 Healthiest City for Women American Health, January, 1997
#9 America's Safest Cities Money, October, 1996
#6 Best Schools in the Nation Expansion Management magazine, October, 1996
1 of 3 "Star Farmers' Markets" Food & Wine magazine, September, 1996
1 of 10 Best Cities for Working Moms Redbook, June, 1996
#3 Safest of Nation's 100 Largest Cities Morgan Quinto Press, January, 1996
Top 10 places for 20-somethings SWING magazine, Summer, 1995
1 of 10 Top Canoe Towns in the U.S. Paddler magazine, October, 1995
1 of 5 Top Farmers' Markets Good Housekeeping, August, 1995
No. 1 "Dream Town" Outside magazine, July, 1995
#3 Hottest City for Growth U.S. News & World Report, April, 1995
Best Mid-Sized City Travel Getaway Midwest Living magazine, August, 1994
Monday, March 12, 2007
Reminder
A reminder to everyone that you need to set up a time to meet with Scott before the next class. This meeting will take about an hour and will go over your ideas for the past two classes. This should be a weekly meeting. Any questions please contact Jon at jon@extraboldschool.com.
Thursday, March 8, 2007
'Real Estate Law Creative Brief'
CREATIVE STRATEGY BRIEF
2/10/07
CLIENT: REAL ESTATE LAW FIRM GRH2-07IV1
BACKGROUND
The current name of the law firm is “Graham Law Offices,” and they specialize in real estate law and handling real estate transactions for homebuyers. Attorney Jim Graham, the sole proprietor, has ample experience in real estate, both residential and commercial. He often works with developers on legal real estate matters and in some cases acts as “part-time” in house council for developers.
Law firms are traditionally named after the firm partners, and all law offices, no matter their specialty, have operated under this principal. Given that everyone is operating under that principal, we want to zag when every else zigs. Therefore we will need to develop a new name for “Real Estate” law and create a unique brand identity for the real estate law firm.
In this case we will be creating a unique name that is specific to real estate law and creating a unique brand identity around that particular name. This will be done to demonstrate to our target audience that a lawyer can handle real estate transactions, and the inherent value to the client.
STRATEGY
Develop a name and identity for the “Real Estate Law Firm” that will lay the foundation for all work via the web. The new brand and name will be a fresh start for the firm to actively take on the task of advertising to individuals buying or selling their homes without the aid of a realtor.
HOW WE’LL KNOW IT WORKED
Increase in awareness of the new name.
Increase in awareness of “flat rate fee” transactions for real estate.
MESSAGE BARRIERS
The name concept is new. As stated, all law firms are usually named after the firms’ partners. We need to make sure everyone understands that this is a professional law firm that focuses on a specific area of law.
Money. As a sole proprietor, money is limited. Funds will be allocated to ensure that all current Graham clients will know and understand the name change. Much of the money for this project will be allocated to web and Internet lead generation.
Most people do not consider hiring a lawyer in order to buy or sell a home. The flat-fee concept is new to clients
THE CUSTOMER
The customer is a home buyer or seller who is not working with or does not want to work with a realtor. They are the “do it yourself” type, since they have already found the home they want to purchase or are selling it themselves without the aid of a realtor.
Purchasers: They are using the Internet to narrow their search of homes, looking at a few and deciding to purchase without the aid of a realtor. What they do not know is they could use real estate law and have someone looking out for their interests (the selling agent certainly isn’t). They would pick up the brokerage fees, which would cover the cost of Real Estate Law’s flat fee transaction.
Sellers: They are using the Internet to market their home and are doing so without the aid of a realtor. When they have found a buyer for their home they need someone to handle the transaction. Real Estate Law can handle the transaction for a flat fee.
CURRENT ATTITUDE
“We are buying/selling a home and are concerned about how to handle the transaction. We could work with a realtor, but they take an unfair price for handling the transaction. If there was a way to handle the transaction differently we would.”
DESIRED ATTITUDE
“We were not aware of Real Estate Law and the cost savings of handling the transaction through them and the security of having a lawyer handle the transaction, all while looking out for our best interest. I would not have thought of hiring a lawyer to handle the transaction, but it really makes sense to do so.”
MY HEADLINE
“Real Estate Law can provide you with more security and advice in your transaction while saving you cost on your home sale or purchase.”
SUPPORT
The real estate market is changing to more of a flat-fee course. For instance, flatfeemls.com is a company that does not work off a percentage of the sale, but simply a flat fee. Real Estate Law is along the same lines; they handle the actual transaction for a flat fee (not the listing) and not a percentage of the sale like a realtor does.
MUST-HAVES
A BIG idea is needed.
A name for Real Estate Law is needed.
Full-page print ads that can be converted into web and interactive advertisements are a must have.
2/10/07
CLIENT: REAL ESTATE LAW FIRM GRH2-07IV1
BACKGROUND
The current name of the law firm is “Graham Law Offices,” and they specialize in real estate law and handling real estate transactions for homebuyers. Attorney Jim Graham, the sole proprietor, has ample experience in real estate, both residential and commercial. He often works with developers on legal real estate matters and in some cases acts as “part-time” in house council for developers.
Law firms are traditionally named after the firm partners, and all law offices, no matter their specialty, have operated under this principal. Given that everyone is operating under that principal, we want to zag when every else zigs. Therefore we will need to develop a new name for “Real Estate” law and create a unique brand identity for the real estate law firm.
In this case we will be creating a unique name that is specific to real estate law and creating a unique brand identity around that particular name. This will be done to demonstrate to our target audience that a lawyer can handle real estate transactions, and the inherent value to the client.
STRATEGY
Develop a name and identity for the “Real Estate Law Firm” that will lay the foundation for all work via the web. The new brand and name will be a fresh start for the firm to actively take on the task of advertising to individuals buying or selling their homes without the aid of a realtor.
HOW WE’LL KNOW IT WORKED
Increase in awareness of the new name.
Increase in awareness of “flat rate fee” transactions for real estate.
MESSAGE BARRIERS
The name concept is new. As stated, all law firms are usually named after the firms’ partners. We need to make sure everyone understands that this is a professional law firm that focuses on a specific area of law.
Money. As a sole proprietor, money is limited. Funds will be allocated to ensure that all current Graham clients will know and understand the name change. Much of the money for this project will be allocated to web and Internet lead generation.
Most people do not consider hiring a lawyer in order to buy or sell a home. The flat-fee concept is new to clients
THE CUSTOMER
The customer is a home buyer or seller who is not working with or does not want to work with a realtor. They are the “do it yourself” type, since they have already found the home they want to purchase or are selling it themselves without the aid of a realtor.
Purchasers: They are using the Internet to narrow their search of homes, looking at a few and deciding to purchase without the aid of a realtor. What they do not know is they could use real estate law and have someone looking out for their interests (the selling agent certainly isn’t). They would pick up the brokerage fees, which would cover the cost of Real Estate Law’s flat fee transaction.
Sellers: They are using the Internet to market their home and are doing so without the aid of a realtor. When they have found a buyer for their home they need someone to handle the transaction. Real Estate Law can handle the transaction for a flat fee.
CURRENT ATTITUDE
“We are buying/selling a home and are concerned about how to handle the transaction. We could work with a realtor, but they take an unfair price for handling the transaction. If there was a way to handle the transaction differently we would.”
DESIRED ATTITUDE
“We were not aware of Real Estate Law and the cost savings of handling the transaction through them and the security of having a lawyer handle the transaction, all while looking out for our best interest. I would not have thought of hiring a lawyer to handle the transaction, but it really makes sense to do so.”
MY HEADLINE
“Real Estate Law can provide you with more security and advice in your transaction while saving you cost on your home sale or purchase.”
SUPPORT
The real estate market is changing to more of a flat-fee course. For instance, flatfeemls.com is a company that does not work off a percentage of the sale, but simply a flat fee. Real Estate Law is along the same lines; they handle the actual transaction for a flat fee (not the listing) and not a percentage of the sale like a realtor does.
MUST-HAVES
A BIG idea is needed.
A name for Real Estate Law is needed.
Full-page print ads that can be converted into web and interactive advertisements are a must have.
Wednesday, February 28, 2007
'Barber Shop'
BARBER SHOP CREATIVE STRATEGY BRIEF
2/10/07
CLIENT: BARBER SHOP BAR2-07IV1
BACKGROUND
Currently called Arnie & Dick’s Barber Shop, the shop is located in Middleton, WI. It has been in the same location for over 40 years and has been in the Middleton area for 60 years. Until last year, it was owned by two gentlemen, Arnie and Dick. It was recently purchased by Lisa, who has worked as a barber at The Stadium Barber for over 20 years. The clientele of the Barber Shop was steady, however it has aged and many of the clients have been going there for a long time. Lisa the current owner is looking to rename the Barber Shop and create a brand identity to attract new clientele.
STRATEGY
Through advertisements develop a brand identity for Barber Shop. This will include a name; advertisements, direct mail, in-store signage and the overall feel of the Barber Shop.
HOW WE’LL KNOW IT WORKED
Increase in awareness of the Barber Shop
Increase in traffic and clients for Barber Shop
MESSAGE BARRIERS
The Barber Shop has little name recognition outside of their current clients and will be using a different name.
Money. This is a small Barber Shop that cannot afford to advertise, as larger ‘chain’ stores such as Cost Cutters are able to. We need to develop a brand identity that will be used for in store signage, look and feel and in order to develop a quality customer experience and generate referral business.
THE CUSTOMER
Men looking for a quality haircut and comfortable experience. They are loyal and looking for “their” barber to cut their hair. They like to know the people at the Barber Shop and have them know who they are. It is a personal touch that they are looking so they don’t have to explain how they want their hair cut each time they go in.
CURRENT ATTITUDE
“I get my hair cut like everybody else, but I have not found ‘the place’ that I go. I frequent Cost Cutters and other such chains, but the people are always different and of all different levels so I do not get the highest quality. I wish there was a ‘town barber’ that would take the time to get to know how I want my hair cut and actually care about getting to know me personally.”
DESIRED ATTITUDE
“I go to ‘Barber Shop’ because they know me personally. I do not have to explain how I like my hair each and every time I get my hair cut. They take the time to get to know me and the same people are there every time I visit. It is comforting to know that the quality of my haircut is predictable and not ‘up in the air’ depending on who happens to be working there that week like at a Cost Cutters.”
MY HEADLINE
“Barber Shop is the place I go because of the high quality and the one-on-one personal attention that I cannot find anywhere else.”
SUPPORT
The Barber Shop has been in the same location for over 40 years.
Lisa, the owner, has over 20 years experience as a barber in Madison, WI.
MUST-HAVES
A BIG idea is needed. This will be carried through all touch points to the customer including how we communicate with them and the look and feel of the interior.
2/10/07
CLIENT: BARBER SHOP BAR2-07IV1
BACKGROUND
Currently called Arnie & Dick’s Barber Shop, the shop is located in Middleton, WI. It has been in the same location for over 40 years and has been in the Middleton area for 60 years. Until last year, it was owned by two gentlemen, Arnie and Dick. It was recently purchased by Lisa, who has worked as a barber at The Stadium Barber for over 20 years. The clientele of the Barber Shop was steady, however it has aged and many of the clients have been going there for a long time. Lisa the current owner is looking to rename the Barber Shop and create a brand identity to attract new clientele.
STRATEGY
Through advertisements develop a brand identity for Barber Shop. This will include a name; advertisements, direct mail, in-store signage and the overall feel of the Barber Shop.
HOW WE’LL KNOW IT WORKED
Increase in awareness of the Barber Shop
Increase in traffic and clients for Barber Shop
MESSAGE BARRIERS
The Barber Shop has little name recognition outside of their current clients and will be using a different name.
Money. This is a small Barber Shop that cannot afford to advertise, as larger ‘chain’ stores such as Cost Cutters are able to. We need to develop a brand identity that will be used for in store signage, look and feel and in order to develop a quality customer experience and generate referral business.
THE CUSTOMER
Men looking for a quality haircut and comfortable experience. They are loyal and looking for “their” barber to cut their hair. They like to know the people at the Barber Shop and have them know who they are. It is a personal touch that they are looking so they don’t have to explain how they want their hair cut each time they go in.
CURRENT ATTITUDE
“I get my hair cut like everybody else, but I have not found ‘the place’ that I go. I frequent Cost Cutters and other such chains, but the people are always different and of all different levels so I do not get the highest quality. I wish there was a ‘town barber’ that would take the time to get to know how I want my hair cut and actually care about getting to know me personally.”
DESIRED ATTITUDE
“I go to ‘Barber Shop’ because they know me personally. I do not have to explain how I like my hair each and every time I get my hair cut. They take the time to get to know me and the same people are there every time I visit. It is comforting to know that the quality of my haircut is predictable and not ‘up in the air’ depending on who happens to be working there that week like at a Cost Cutters.”
MY HEADLINE
“Barber Shop is the place I go because of the high quality and the one-on-one personal attention that I cannot find anywhere else.”
SUPPORT
The Barber Shop has been in the same location for over 40 years.
Lisa, the owner, has over 20 years experience as a barber in Madison, WI.
MUST-HAVES
A BIG idea is needed. This will be carried through all touch points to the customer including how we communicate with them and the look and feel of the interior.
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