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HomeMy WebLinkAboutAgenda - 11-05-2003-6aORANGE COUNTY BOARD OF COMMISSIONERS ACTION AGENDA ITEM ABSTRACT Meeting Date: November 5, 2003• Action Agenda Item No. ~-Q SUBJECT: Triangle Family of Communities Campaign DEPARTMENT: Visitors Bureau PUBLIC HEARING: (Y/N) No ATTACHMENT(S): An Overview of the Triangle Family of Communities Campaign List of Frequently Asked Questions Campaign Public Service Ads INFORMATION CONTACT: Joe Blake, 968-2060 TELEPHONE NUMBERS: Hillsborough 732-8181 Chapel Hill Durham Mebane 968-4501 688-7331 336-227-2031 PURPOSE: To provide the BOCC with a brief, informational presentation on the "Triangle, A Family of Communities" Campaign and present an "Orange County" Triangle Family of Communities flag to the Board of County Commissioners. BACKGROUND: The mission of the Triangle Family of Communities campaign, which is initially a collaboration of the cities, towns, counties, chambers of commerce, and convention and visitors bureaus in the 3-county region of Orange, Durham and Wake counties, is to capture the spirit of The Triangle, promote regional pride among individual Triangle communities and residents, and celebrate both the area's independence and shared values. Eventually, the campaign will expand to the other counties in the broader region. To do that, a regional brand, "Triangle Family of Communities," has been developed to serve as a rallying point, sustain along-term program, and generate loyalty and pride throughout the region. Finally, to bring that regional brand to life, a campaign that combines print, television and radio to position The Triangle as a family of communities has been developed and create a sense of region by celebrating the region's unique sense of community. FINANCIAL IMPACT: None RECOMMENDATION(S): The Manager recommends that the Board receive the presentation as information and provide any feedback to staff. 2 AN OVERVIEW REGIONAL PRIDE, INDIVIDUALITY, INDEPENDENCE AND A SPECIAL PLACE CALLED THE TRIANGLE Our mission is to capture the spirit of The Triangle, promote regional pride among individual Triangle communities and residents, and celebrate both our independence and shared values. To do that, we developed a regional brand to serve as a rallying point, sustain along-term program, and generate loyalty and pride throughout the region. Finally, to bring that regional brand to life, we put together a campaign that combines print, television and radio to position The Triangle as a family of communities and create a sense of region by celebrating the region's unique sense of community. The campaign will present amany-sided Triangle. Cities. Towns. Villages. Crossroads. Neighborhoods. Communities. Each with their own character and personality. Each with their own story to tell. Yet, for all their individuality and independence, they share a unique sense of community and sense of pride. Initially, we're featuring the counties of The Triangle and urging residents to visit their "not too distant relatives.° Because, wherever you are in The Triangle, the rest of The Triangle is right next door, just around the corner, easy to get to, and easy to get to know. Our call-to-action encourages Triangle residents to visit our web site, www.familyofcommunities.com, which is specifically designed to broaden awareness and stimulate "usage" of the region. ALL THE WHOS, WHATS, WHYS AND WHEREFORES WHO A collaboration of the cities, towns, counties, CVBs and chambers in the 3-county Triangle. Eventually, the campaign will expand to other counties in the broader region. WHY Scientific public opinion surveys conducted over the past several years confirmed that residents of The Triangle are far more connected to individual cities, towns and counties than they are to a sense of Triangle or "greater" or "metro." The campaign is designed to augment this strong sense of community with an equally Strang sense of region. The dual identities will engender mutual respect, pride and appreciation while fostering greater cooperation and understanding. WHAT A first ever, inter-regional multi-year communications plan created to build an image and brand that positions both The Triangle as a "Family of Communities," and the individual cities, towns and counties that make it great. Through creating a sense of connection between the communities in the region, the campaign will also facilitate collaboration on issues such as transportation and air and water quality. WHERE The campaign will be conducted initially via public service announcements with Triangle based news media and organizations. WHEN PSAs were launched in March. Additional PSAs will be created periodically and the campaign is designed to run for a period of several years. HOW The campaign will involve broadcast and print advertisements, logos, letterhead, a portal web site and other communications vehicles. Success will be measured by follow-up scientific public opinion surveys. 3 FREQUENTLY ASKED QUESTIONS What is the time frame for the campaign? We envision a multi-year program, not ashort-term effort, which will gain momentum over the years. Why is this campaign important to me? The goal of the campaign is to make the region's residents aware of all the things that make The Triangle so special, to celebrate its uniqueness and diversity, and to generate pride in both the region and its individual communities. That kind of pride can and will have a positive influence on how external markets view The Triangle. What are the practical benefits? First, it creates a basis for a shared identity and a shared destiny. Although independent and unique, the cities and towns of The Triangle are continually working together to solve problems (e.g., air and water quality), affect solutions (traffic and transportation) and address opportunities (economic development). Second, the campaign will broaden recognition of regional opportunities and increase awareness of The Triangle's unique diversity, a direct result of its individual communities. Such a combination of regional power and localized individuality is a real strength, and the campaign is specifically designed to call attention to that strength. The bottom line, then, for all of us is a multitude of cross regional marketing opportunities. Finally, the ultimate goal of the campaign is to create a greater understanding and appreciation of The Triangle and its individual communities among Triangle residents, prospective residents and visitors. This will most likely have a significant financial impact in terms of future economic development and visitor/tourism-related opportunities. While the initial phase of the campaign is internally driven, its messages, tone and character could serve as the foundation for external marketing efforts in the future. How much will you spend on this? What's the total budget? Although much of the work that has gone into the campaign to date is pro Bono and the initial media is comprised predominately of PSAs, we are exploring ways to raise real dollars as well to enhance the campaign's long-term success. We also plan to attract additional sponsors who share our excitement and are willing to support the concept. Clearly, we envision an extensive campaign that will continue to grow over a number of years. How do you envision the additional communities being involved? We see this campaign as a very fluid, open-ended process. Every community in The Triangle is a partner in it ... a member of the family, if you will. The extent to which they tie in will be up to them. We invite their collaboration and encourage their involvement. You describe the region as "The Triangle." What area specifically are you talking about? At the moment, the words "The Triangle" refer specifically to the three core counties of Durham, Orange, and Wake. Our ultimate goal is to be inclusive of all counties and communities that make up The Triangle's Combined Metropolitan Statistical Area (MSA). In fact, as the campaign matures and gains momentum, we expect broader participation. Who is heading the campaign? Who's in charge? The campaign is the work of a steering committee, a core group that was assembled to put together and "test drive" the campaign. Craig Jackson & Partners, Advertising has been responsible for creating the campaign. a.. (. f-+ F~3 ~~~ a f %~~+ ~~{i ~~. t6- Y~~i~ ~ i3f3:"". D'a a.e E.1 ~~~:~, :<. tea: .... 4 FAQ Page 2 You've talked about ads, electronic media, etc. What else is involved? The types and kinds of support are limitless. While the primary campaign is media-driven, we see a "grassroots" effort featuring everything from bumper stickers and stationery icons to decals, window stickers and all sorts of specialty items. The opportunities are endless. Where will the funding come from? We are building a sponsorship framework across the region to fund some production costs. Ben Waters, formerly of Capitol Broadcasting, has graciously agreed to head this effort. We are also relying on the support of local media to run the PSAs when appropriate. How will you involve "the community?" Every community will bring their unique stamp to the campaign. As the campaign develops, details for community involvement will become clearer and opportunities will emerge. We see an inclusive process and both welcome and encourage the interest and support of any and all parties. In fact, an integral part of the campaign launch is the establishment of channels of communication for feedback and the involvement of the community at large. 5 ~ ~ ~' ~~ ,~.. 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