Key Challenge
Can’t see the Sequoias for Yosemite. Tulare County, home to the world’s largest tree found in Sequoia National Park, had low awareness among tourists due to competition from its high-profile neighbor, Yosemite. Things weren’t any easier for the County’s economic development department, which battled California’s reputation for high costs and stiff regulations. How could this little-known county super size its reputation among economic development and tourists alike?
Critical Insight
In addition to big trees, the County boasts a slew of superlatives including the tallest mountain in the continental U.S., the world’s leading production of agriculture and dairy, and a bigger bottom line for businesses and residents thanks to affordability relative to the rest of California. The one thing that wasn’t big: awareness among California residents. While everyone was familiar with the Sequoia National Park, Tulare County sparked little recognition.
Brand Strategy
Own the big equity in the Sequoia name. By changing its name to Sequoia Valley, Tulare County instantly super sizes its name recognition and establishes an identity with all things big including “big” benefits to businesses and visitors. An extra incentive – the name joins the national park and agricultural valley in an association that highlights all the area’s strengths and ensures community support
Initial Concepts
 |
 |
 |
In the Sequoia Valley we make more milk than the rest of the US combined. We can help grow your business as big as it gets |
In the Sequoia Valley our families get more house for less money. find out why our home values are as big as it gets. |
The biggest trees, the tallest mountains and the most adventure. It's all here in the Sequoia Valley where fun is as big as it gets. |
Brand Action
Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for the Sequoia Valley. All were designed to help them wear their brand like a second skin.
- Create giant public art - Remind people that things are bigger in the Sequoia valley by creating super-sized public artwork and placing it randomly throughout the county. Ideas include oversized fire hydrants and a giant bat or a ball and glove at the baseball field. Companies could feature giant sculptures of their products (milk jug, burrito, cheese, etc.). Finally, place oversized items in unexpected places at the CVB and visitor’s centers to intrigue visitors.
- Re-name the baseball team - As the Visalia Oaks minor league baseball team seeks a new brand identity, encourage the adoption of the Sequoia Valley name to help spread awareness of the area’s new name throughout California and the U.S. Suggestions include “Sequoia Valley Timbers,” or “Sequoia Valley Big Sticks” – to play on the connection between the wooden bat and the Sequoia tree.
