Beckley, WV - Brand Strategy by DbD Planning

BRAND STRATEGY

BECKLEY, WV BASECAMP BECKLEY

BASECAMP BECKLEY

LIGHTING THE WAY TO ADVENTURE

BRAND IDENTITY

BRAND CONCEPT Basecamp Beckley

TAGLINE OPTIONS Your New River Gorge Basecamp From Coal Camp to Basecamp The Confluence of Comfort and Adventure Lighting The Way To Adventure Bike Beckley

INITIAL BRAND AWARENESS CAMPAIGN Basecamp Beckley

URL BasecampBeckley.com Handle: @basecampbeckley

HASHTAGS #basecampbeckley #myNRGbasecamp #BeckleyWV #lightthewaytobeckley #bikebeckley

BRAND POSITION The strategic process of defining and communicating Beckley’s unique value and relevance in the minds of our target audience, distinguishing us from competitors and clarifying our place in the market.

PURPOSE Beckley is a central and strategic hub for healthcare, academia, recreation, and retail in southern West Virginia. Easily accessible for residents and visitors, the City of Beckley serves as a practical starting point, a reliable support hub, and an appealing gathering space for outdoor recreation and cultural experiences in the New River Gorge region. Beckley provides not just a sense of orientation and convenience, but also serves as a catalyst for a deeper connection to the spectacular natural landscapes that surround us; a place where adventure is nurtured and camaraderie flourishes right on the city’s doorstep. Our purpose is to serve as a place where individuals embark on transformative experiences and forge lasting connections with both nature and community.

EMOTIONAL APPEAL Curious about Beckley’s history, heritage, and transition to the recreation economy. Desire to be part of the story of America’s newest national park and Beckley’s revitalization. Excitement about stepping outside of the comfort zone and learning to play outdoors. Carefree about knowing that amenities can always be found in Beckley.

PROMISE

To be a central hub for exploration, connection, and the start of an unforgettable journey. We commit to providing, not just a location, but an experience – a place where adventure begins, community thrives, and memories are made, set against the backdrop of the New River Gorge.

ESSENCE

Your New River Gorge Basecamp.

BRAND PILLARS Foundational principles, representing key areas of focus and differentiation, that guide Beckley’s communications.

Access to Outdoor Recreation

Appalachian Art, Music, and Culture

The Heart of Southern West Virginia

History and Heritage

Bike-Centric Downtown

BRAND PILLARS

ACCESS TO NATURE & OUTDOOR RECREATION: Adventure on Our Doorstep Recreation Academy Discover the art of outdoor recreation in Beckley. The great outdoors that surround Beckley, and the city itself, offer a diverse array of accessible and attainable adventures. The city’s investment in bike infrastructure is paving the way for the city to be a hub for biking in the region. Four Seasons of Recreation: Enjoy endless play throughout every season. No matter the time of year, there’s always an enticing outdoor adventure waiting. From the slopes, to the river, to the OHV trails, to mountain bike trails, one trip won’t be enough, it will take a lifetime to explore these hills and hollers. Scenic Drives & Vistas: Gaze at views unparalleled on the east coast. Beautiful ribbons of pavement turn even a simple drive into a picturesque experience. But why stop there, access to worldrenowned OHV trails means you don’t have to stop when the road turns rugged. Memorable Family Fun: Connect and create lasting memories with activities that appeal to every family member. With enough adventures to last a lifetime, why only come for a weekend when you could have Beckley’s great outdoors just outside your front door.

BRAND PILLARS

APPALACHIAN ART, MUSIC, AND CULTURE: Experiencing Beckley’s Vibrant Soul Performance Venues Indulge in an immersive acoustic experience at the Raleigh Theatre. Enjoy live musical performances and historical dramas that entertain and educate audiences about the culture of Beckley and West Virginia. With Theatre West Virginia just twenty minutes down the road in Grandview, there’s no shortage of on-stage entertainment in Beckley. Tamarack Marketplace Experience traditional Appalachian crafts at America’s most unique rest stop. Whether its a quick stop on a road trip or your daily lunch stop, enjoy working artist showcases, incredible Appalachian cuisine, and the opportunity to take a little piece of Beckley home with you. Beckley Art Center Nurture a diverse array of artistic expressions that forge a city where creativity flourishes and inspires all who encounter it. Planned murals will let visitors and residents alike know that Beckley is an outdoor hub. Sounds of the Mountains Listen to the echoes of Beckley’s musical legends and the traditional Appalachian sound that reverberates through the streets and the hills. From Little Jimmy Dickens, to Bill Withers, to Calvin Simon, Beckley has a rich musical heritage that continues today.

BRAND PILLARS

THE HEART OF SOUTHERN WEST VIRGINIA: A Hub of Commerce

Roads and Travel Infrastructure Well-established travel routes, coupled with an easily accessible airport, provide convenient and reliable infrastructure to nurture Beckley’s growth. These routes establish Beckley as a hub for healthcare, retail, entertainment, and lodging. Remote Work Opportunities State-level incentives for remote work, combined with the expanding downtown infrastructure, offer abundant prospects for career advancement in an affordable and scenic setting. Local Entrepreneurship Independent businesses and local entrepreneurs are an elemental part of Beckley’s distinct appeal. This unique and distinctive environment encourages these innovative ventures that in turn support the entire community. Established Chain Restaurants and Lodging Beckley provides a seamless blend of well-known and recognizable options, ensuring that individuals can enjoy their chosen creature comforts, creating a familiar and reliable environment.

BRAND PILLARS

HISTORY AND HERITAGE:

The City With a Mine of its Own Exhibition Coal Mine A testament to preserving the past, this invaluable cultural resource offers an insightful look into Beckley’s past. Take a tour of a retired mine or just delve into the free history lessons on the museum walls. As the proposed center of Rider’s Village, this museum is poised to be not only the core of heritage for the town, but also a haven for bike recreation. Whitewater Legacy The New River Gorge stands as a cornerstone in the narrative of commercial rafting, weaving a legacy that resonates profoundly with paddlers and that continues to echo in the gorge today. Historical Capital of the Coal Fields Beckley’s heritage played a pivotal role in shaping the nation, making it a compelling destination for history seekers. The remote hills of southern West Virginia offer a glimpse into the storied history of US coal. Timeless Tiny Towns Explore nearby small towns that share a timeless connection to Beckley. Born from the same era, these communities are part of the Beckley experience and offer additional context to the region.

BRAND PILLARS

HISTORIC AND BIKE-CENTRIC DOWNTOWN:

An Evolving Downtown, Rich with History and Potential Main Street Businesses Supporting these local shops is not just a transaction; it’s a pledge to sustain the heart of downtown, ensuring that the rejuvenation of the city center seamlessly aligns with the city’s historical roots. Beckley’s future is in bike-centric infrastructure, allowing for easy access to these historic streets. E-Bike Infrastructure From the development of scenic greenways to the enhancement of vibrant streetscapes, the city is actively shaping a downtown that not only appeals to residents, but invites people to embrace a lifestyle centered around urban living and bike-centered transportation. With proposed access to trails in downtown, bike lanes are Beckley’s future. Architecture Built By Coal With grandeur and elegance, these architectural treasures await a new future that preserves their historical essence while embracing modern adaptations, ensuring they continue to grace the cityscape with a timeless allure. Energetic Academic Hub A beacon of the city’s forward thinking vision, WVU Institute of Technology has injected a new wave of energy that bridges education and opportunity. Joining the five other existing institutions of higher education in the area, these colleges position the city as a magnet for talent, ushering in a vibrant community of students and valuable employment prospects.

BRAND GOALS Outcomes that Beckley aims to achieve in order to fulfill our long-term vision and strategic direction, guiding our actions and measuring our success.

BRAND GOALS

1. Promote Beckley as a leading outdoor and cultural hub in West Virginia. 2. Connect Beckley’s evolving identity to the New River Gorge. 3. Preserve Beckley’s history & heritage by relating it to a new vision for the city’s future. 4. Create a unifying focal point in the community to foster economic development.

BRAND APPROACH

Basecamp Beckley positions Beckley as THE premiere origin for all types of adventures in the New River Gorge and the greater southern West Virginia region. Whether for just a weekend, or for years to come, Beckley serves as a basecamp; as both the starting point and conclusion to any adventure. Beckley is an essential haven where travellers and residents acquire provisions, find respite, strategize, and gear up for exploration of the area around them. In this sense, the city of Beckley strategically utilizes its diverse range of hotels, amenities, and its pivotal location at the heart of the newly established New River Gorge Park and Preserve, to evolve into the paramount recreation and economic hub of southern West Virginia. Beckley is not just a place to pass through. It is a genuine home away from home, inviting visitors to linger, experience Appalachian culture, and become part of the city’s neighborly embrace again and again, transforming visitors to residents. #BasecampBeckley

COMMUNITY VISION

The Beckley community is well-poised to embrace the future by capitalizing on economic opportunities and built infrastructure, redefining themselves as a premiere place to settle down, establish a profession, and enjoy recreational pursuits in Southern West Virginia. Located at the crossroads of major travel routes and at the intersection of modern innovation and historical significance, Beckley seeks to capitalize on its unique intersectionality by leveraging the spectacular landscapes, e-bike centered infrastructure development, and abundant outdoor opportunities of the New River Gorge to create a vibrant future for residents, students, and visitors alike. More than just a waypoint, Beckley aspires to be a destination where the spirit of adventure is nurtured, innovation flourishes, and cultural history seamlessly intertwines into our daily lives, either for a moment or for a lifetime.

UNIQUE VALUE STATEMENT

Beckley is centrally located with abundant modern amenities, making it the place to

embark on a new adventure in the heart of the New River Gorge National Park and the greater southern West Virginia region. Beckley is lighting the way for people to enjoy the outdoors in an accessible, attainable, and comfortable way. Basecamp Beckley makes it easier to get people outside, not just for one vacation, but for years to come, or even settle down for a lifetime.

BRAND TONE

Hospitable Basecamp Beckley will convey a sense of welcome that takes away the stress of planning. Everything a visitor needs is here, allowing the focus to remain on enjoying the moment – making it easier for visitors to return, or even make Beckley their home. Inclusive and Empowering Beckley is a place where everyone should feel inspired to be their best self. The brand should be supportive and welcome people with open arms. Encouraging Basecamp Beckley encourages visitors to explore just outside of their comfort zones, to push themselves to take just a single step in a new direction, knowing that they can try new things and always have a warm bed to return to at the end of the day. Adventurous and Intrepid Beckley is the place to turn nervousness into excitement. Where adventure is not about how big you go, but about how much fun you have. Adventure is about exploring the unknown, and Beckley is undiscovered. Optimistic Whether knowing that you can find a place to rest your head (even on bridge day!), or where to catch that elusive brown trout, or how to find a hike to fit your ability level. Beckley’s brand should encompass a sense of optimism.

BRAND AVATAR

Meet Adventure Ally, your trusted guide in Beckley… Her deep Appalachian roots give her an intimate knowledge of the surrounding NRG terrain, as well as Beckley’s hidden gems. Ally embodies Appalachian hospitality in her warm and welcoming manner. She ensures that Basecamp Beckley stands as the premier rendezvous point for all adventures in the New River Gorge National Park and southern West Virginia. Accessible and attainable adventure is at the core of Ally’s philosophy – adventure doesn’t necessitate summiting barren peaks; it’s about choosing your own path and dipping your toes into new experiences. Basecamp Beckley is where the fear of trying something new is replaced by the excitement of a fresh opportunity. Ally knows that in the everyday can lie unexpected adventure. Just as a historic mine shaft can blend into the environment, Ally makes you look twice at the landscape around you, inspiring you to discover something new in West Virginia’s mountain playground. By understanding and learning from Beckley’s rich cultural heritage, Ally sees the power in a story and knows Beckley’s history will help shape the city’s future around bike-centric infrastructure. Ally isn’t just a navigator; she’s your friend, ensuring that every journey in Beckley is an unforgettable exploration of history, nature, and the authentic Appalachian spirit.

BRAND VALUES

ACCESSIBLE AND ATTAINABLE ADVENTURE

The fundamental beliefs, principles, and ideals that guide Beckley’s behavior and decision-making.

PRESERVATION AND INNOVATION

COMMUNITY COHESION

SUSTAINABLE DESTINATION MANAGEMENT