Key Challenge
Peanuts. Dothan’s designation as the Peanut Capital was not affording them any real marketing leverage. But they didn’t know where else to turn.
Critical Insight
Hospitality research revealed an exceptionally friendly and competent service sector. Their product for amateur sporting events is exceptional and central to the culture of Dothan is a love of competition.
Brand Strategy
Marry Dothan’s exceptional hospitality to its celebration of the competitive spirit.
Initial Concepts
One of the ways North Star brings your brand to life is with a Brand Identity
package, which is the creative representation of your identity. Creative goodies
include recommendations for a logo, strap line, color palette, print ads,
outdoor boards, t-shirts, websites and more! (Note: The “initial concept” is
North Star’s recommendation. As our client’s brand implementation progresses we
will provide their “evolution of the idea”!)
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 Dothan. All were designed to
help them wear their brands like a second skin.
- Sponsor hole-in-one competitions. Sponsor hole-in-one competitions at trade association conferences, etc. This is a high-profile way to promote your new brand during conferences and meetings.
- Pay homage to the peanut. Tie the history of the peanut to the Dothan brand through peanut use competitions held during the Peanut Festival. Invite restaurants known for serving peanuts (i.e., Logan’s) to sponsor
events and/or host promotions. Invite Cracker Barrel executives to judge the competitions.
Have fun with this event. For example, present winners with a giant peanut trophy. Once again
this is a great PR opportunity so send out releases inviting the media to join the fun.
- Make a fuss over quality service. When the members of Dothan’s service industry compete to keep visitors happy, everyone wins. Recognize those efforts with “Hospitality Awards” that reward excellent service.
Visitors would nominate people from restaurants and hotels. The local paper would announce
the winners and an annual ceremony would celebrate their accomplishments.
Results
- RevPAR is up 32.6% in 2005
