Introduction & Scope of Work
guides, and other marketing materials; and (2) a multiday on-site assessment where DDI looked at Vulcan’s attractions and amenities, signage, wayfinding, overall appeal, downtown, visitor information, operating hours, beautification, business mix, and branding focus. The findings of these assessments were presented to the Vulcan community in a public presentation, followed up by a Findings and Suggestions report. Following the assessment, Vulcan saw that producing a Branding, Development and Marketing Action Plan would help them to achieve their goals of attracting visitors and more businesses, reinvigorating downtown, and creating a community in which residents enjoy spending their time and money. Scope of Work The primary goal of this project was to develop a comprehensive vision or “brand” for Vulcan that maximizes its current assets and amenities, while providing recommendations for the development of “product” and the steps necessary to support the brand vision. The recommended brand direction will enable Vulcan to stand out from the other communities in the area, making it more attractive for local residents, visitors and investors. As the title of the plan implies, it includes the brand direction – what you want to be known for; product development – what you need to do or create so you “own” the brand; and marketing – how to tell the world.
Destination Development International (DDI) to perform the following scope of work to produce the Branding, Development and Marketing Action Plan: Meetings with Local Stakeholders DDI met with stakeholders who will play a role in the effort, learning more about local concerns, direction, opportunities, organizations, and businesses. Establishment of an introductory “Brand Development Committee,” or steering committee, to be DDI’s partners in the plan development process. Community Branding Forum Two members of DDI’s staff visited Vulcan conducting community outreach for education, feedback, brainstorming, and researching and analyzing all of the information and input that was received. A public meeting was held to educate the public about the basics of branding, and to solicit the values, vision, and needs of the stakeholders and the community at large. Brand Identification Upon return to their office, the DDI team reviewed all the research, reviews, interview summaries, demographic and psychographic research, market data, community input, and on-site evaluations. Additional research was conducted as feasibility testing was undertaken. Through the results of this analysis and through brainstorming and discussion, Vulcan’s most feasible brand was identified.
In order to achieve these objectives, Vulcan hired Vulcan, Alberta - October 2011
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