Image consultants Group Members:

Katie CornwellLindsay Vaughn

Chris CarterAmber Hatke

Lindsey HaganJodi Studniarz

Overview1. Purpose & Expected Outcome2. Accessing Current & Desired

Destination Image3. Positioning & Target Market4. Destination Size and Composition5. Visitor Image Survey6. Assessing & Developing Brand

Identity

Purpose & Expected Outcome

• Purpose:– To improve the gap between the

projected, perceived, and the desired image

• Expected Outcome:– Enhance the image and brand identity of

New Harmony to attract and retain more tourists

Stage 1: Accessing Current and Desired Destination Image• Existing Organic Image

– arise from unbiased sources (i.e. books, school, television documentaries)

• Existing Induced Image– Derived from the destination area & from marketing

and promotional material (i.e. posters, brochures, website, guidebooks)

Positioning and Target Markets• Who

– Everyone?• Where

– Southwest Indiana?– Southeast Illinois?– Northwest Kentucky?

• Why • Brand Element Mix?

Destination Size and Composition • Current

• Future

• Life styles

• Attitudes

Stage 2: Visitor Image Survey

• What brings visitors to New Harmony– Profile Study

• Where to conduct the survey– Hotels– Local eating establishments– B&Bs and other attractions

• We plan to survey– Visitors Organic Image of New Harmony– Induced Image of New Harmony– Positioning & Target Market – Destination Size & Composition

Example of Survey Questions

• How did you hear about New Harmony? • Did your perceived image of NH match

the actual image?• What attracts you to New Harmony?• What form of advertisement had the most

impact on our decision to visit NH?• What would bring you back to NH?• Did you find NH clean & attractive?• Do you find the people of NH friendly &

helpful?

Stage 3: Assessing and Developing Brand Identity • Focus on historic/educational town

appropriate– Incorporate other elements– Determine gap between perceived

image and desired image• Use primary data collected with survey• Use secondary data

Steps to Enhance Brand Image & Identity

• Meet with CVB & country seat/ tourism officials to determine desired image

• Propose new positioning statement– Display NH as town of tradition, rich cultural

heritage and scenic beauty– A pinnacle of all of Southern Indiana

Summary• Compare the current and desired image of NH• Examine the current and desired target market• Research the destination size and composition• Conduct a Visitor Survey• Assess the current brand identity• Identify gaps between the projected, perceived,

& desired image• Provide feedback and examples for a new

positioning statement & brand identity.

The next group up is the Thunder Cats and they will discuss the Visitor Database Development

First up is Jenna Cox