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Destination branding <br />requires balance. <br />Whether we’re creating an entirely new brand, or defining an identity system <br />for a brand with a strong foundation, success is contingent on balancing the <br />needs and priorities of 3 distinct elements. We manage this with an approach <br />and process unique to SPARK that we’ve refined over the years to deliver <br />proven results. Throughout this process we also leverage a wide variety of tools <br />designed to give our clients the inside track with consumer insights, social <br />conversation analysis and more. <br />First, we have to understand and articulate the organization’s <br />objectives, and identify measurable goals for the brand we’re <br />developing. These will be short and long-term goals that will <br />inform the process and outcomes. <br />Next, we have to gain an understanding of what our visitors <br />think of us now and what they prioritize when it comes to <br />travel. This helps us understand what they want from the <br />future brand we’re creating, and allows us to draft a roadmap <br />for getting there. <br />Finally, it’s critical that our brand identity and destination <br />experience help us to help our partners. Not only are they <br />invested in the results, they’re the people who will help <br />ensure visitors have the experience we envision. <br />ORGANIZATIONAL & BRAND GOALS <br />CONSUMER INSIGHTS <br />STAKEHOLDER PRIORITIES <br />ORGANIZATIONAL <br />& BRAND GOALS <br />CONSUMER <br />INSIGHTS <br />STAKEHOLDER <br />PRIORITIES <br />SPARK REQUEST FOR PROPOSAL <br />NO. 19-07-02 <br />2. QUALIFICATIONS <br />38