Marketing and Promotions Toolkit Table of Contents

Introduction...... page 4 - 5

Brand Promise ...... page 6 - 7

Keywords ...... page 8 - 9

Logo Rules ...... page 10 - 15

Typography...... page 16

Colour Palette...... page 17

The Campaign Message ...... page 18 - 19

Visitor Icons ...... page 20 - 21

Demographics ...... page 22 - 23

Marketing Plan...... page 24 - 31

Executables ...... page 33 - 39

Contact Information...... page 40

2 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 3

Building Better Downtowns Introduction

Sauble Beach is the second longest fresh water beach in the In the early decades of the 20th century, Sauble Beach became an world on the pristine shores of Lake Huron. Sauble Beach was increasingly popular vacation destination in concert with the growth of the automobile and leisure time among the middle class. Most of the resort originally named by the French explorers for the sandy sable river development of the modern beach area dates from about 1948, including that empties into the lake at Sauble Falls. “La Riviere Au Sable” still-surviving attractions like the Sauble Lodge Motel and the Crowd Inn was its original name, which means “River to the Sand”. This title hot-dog stand. The main street has remained relatively untouched in the was used on maps until 1881, when it was changed to “Sauble past 50 years, drawing visitors back year after year and reminding them of simpler, more carefree days. River.” Soon after, the beach was named “Sauble Beach” which when translated means Sand Beach or Beach of Sand. The first Over the years Sauble Beach has received notable Tourism recognition settler is reported to have been John Eldridge, who built a cottage including: nearby in 1877. A number of people followed and Sauble Beach “Sauble Beach – One of Canada’s Top 10 Beaches” began to grow steadily to become the community it is today. It “Sauble Beach – Voted Best Beach in Ontario” began with a few people building cottages, then a boarding house “Sauble Beach- Named one of Canada’s Top 5 beaches” and finally a store. Development proceeded south and eventually Each community possesses a unique character and history and east. In the 1900’s a large sawmill was located just below the falls although Sauble Beach is part of the amalgamated Corporation of the on the Sauble River, employing 40 people. Although it burned to Town of South Bruce Peninsula, the goal of this Toolkit is to showcase the ground in 1906 taking half of the surrounding forest with it, Sauble Beach’s specific and unique community brand and distinct dedicated reforestation by Bruce County and the Province has destination development.

resulted in beautiful tall pine groves. The Sauble Beach toolkit is presented to be complimentary to other Town of South Bruce Peninsula toolkits.

4 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 5 Retro Sauble Beach

Sauble hit its stride in the late 1940’s when much of the commercial area was under development. Most of the resort development on the current beach area dates to 1948, including the still-surviving attractions like the Sauble Lodge Motel and the Crowd Inn hot-dog stand.

The main street still reflects the atmosphere of the bygone days.

The identity for Sauble Beach should reflect a throwback atmosphere to the mid-20th century with art deco elements and retro-sleek design featuring exciting colours which portray an era and attitude of optimism and opportunity. Sauble Beach brand promise is one of time spent at the beach reflecting on the good old days of summer. The Sauble Beach experience is one of summer family fun, old fashioned values, retro flashbacks all set on a beautiful beach.

6 Kincardine Toolkit - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 7 Keywords

Summer Family Fun Retro Flashback Beautiful Natural Beach A Simpler Time Old Fashioned Values

8 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 9 Logo

The Sauble Beach logo has been developed to highlight retro-sleek design while featuring exciting colours. The logo conveys the fun, classic character of Sauble Beach and quickly reiterates that Sauble Beach’s Brand is Retro.

10 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 11 Logo Positioning Logo Variations

The Logo should be surrounded by a minimum amount of clear space to allow for optimal Below are examples of the logo used in colour and grayscale. Colour messaging. The clear space around all versions of versions of the logos are the preferred version, and should be used the logo is equal to the height of the letter “S” in whenever possible.The logo can be used when the background of the the word Sauble (shown as blue in this illustration). application is a dark colour.

Sauble Sauble Beach Beach

Sauble Beach Sauble Beach

12 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 13 Logo Minimum Size Please Do Not

To ensure the effectiveness of the logo in developing Do not skew Do not change colours Sauble Beach brand, there are minimum size standards for use. The minimum size for print applications should be .75 inches wide. In web applications, the e minimum size is 100 pixels wide. Sauble h Saubl Beac Beach

.75 inch Do not change the spacing

100 pixels

14 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 15 Typography Colour Palette

Briquet - Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR Retro Flashback Summer Family Fun STUVWXYZ123456789 CMYK 50/100/15/10 CMYK 0/95/100/0 RGB 135/33/117 RGB 238/49/36 PMS 512 C PMS 485 C Helvetica - Compressed abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

123456789 Old Fashioned Values Natural Beach CMYK 0/12/100/7 CMYK 38/4/0/19 RGB 241/203/0 RGB 126/176/204 Helvetica - Bold Condensed PMS 110 C PMS 550 C abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1213456789

Helvetica - Narrow Simpler Time CMYK 20/0/100/19 abcdefghijklmnopqrstuvwxyz RGB 178/187/30 ABCDEFGHIJKLMNOPQRSTUVWXYZ PMS 383 C 123456789

16 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 17 The Campaign: We’ve been cool since your Grandma was hot.

Sweet ole’ Grandma Eleanor. She spends her days crocheting booties and sweaters for her great grandchildren. Such a sweet woman. Surely she was always like this...

The year is 1954. It’s July and the people of Ontario are ready for summer fun. A stunning young woman of 22, Elly is ready to get out into the world and discover her true self. She planned with her friends to head to the World Famous Sauble Beach. Summer, sand and boys everywhere - she couldn’t wait.

The summer of 1954 was the best of Elly’s life. Hanging out with her girlfriends on the beach, grabbing an ice cream and just being seen was exhilarating. She loved the feeling of the sun on her skin and in her skimpy swimsuit she couldn’t help but giggle about the attention aimed her way from the boys. She had a date every night-sometimes 2. She knew her parents wouldn’t approve but after all it wasn’t her fault, she was so ... hot.

Sitting in her rocking chair at her nursing home, Grandma Eleanor can be found recounting the key moments of her life. There are plenty of highlights and among them the summer of 1954 stands tall. She smiles knowing that the tradition continues and people still make the voyage to the one and only Sauble Beach to celebrate summer, their youth and life.

18 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 19 Mellow Vacationers: Beach Chair - Relaxing on Beach Mellow Vacationers: Beach Chair - Relaxing on Beach

Mellow Vacationers Mellow Vacationers Mellow Vacationers Mellow Vacationers: Beach Chair - Relaxing on BeachMellow Vacationers Mellow Vacationers Mellow Vacationers MSelocloiawl BVoacaomertiones: rCous: Beaplec Dancih Chairng - Relaxing on Beach Social Boomers: Couple Dancing Mellow Vacationers Mellow Vacationers Mellow Vacationers

MeSocllowi aVl aBcoaomerstioners MelSoclowi aVla Bcoaomerstioners MeSocllowia Vl aBcoaomerstioners SMocelilaolw B Voacaomertiosne: Cours: Beaple Dancich Chnairg - Relaxing on Beach Social Boomers Social Boomers Social Boomers SMocemialo Bryo omerMakesr:s: Cou Coupplele Danci with nKgids Memory Makers: Couple with Kids MSocelloiwal BVaocomersationers MSocelloiwal VBaocomersationers MSocelloiawl BVoaomerscationers Memory Makers Memory Makers Memory Makers SocMemialo Bryo omersMakers SocMemial oBroyomers Makers SocMemialo Broy omersMakers MSocemiaolr By oMomerakerss:: CouCouplle Danciwith Knidgs

MNematuorery L Movaerkesr:s: Ba Ccokpauplcek wi - thikh Kingids stick MSocemiaol rByo Momersakers SocMemialo Bryo omersMakers SocMemiaol Bryo Momersakers Nature Lovers: Backpack - hiking stick MemNatourrey MLovakeersrs MNematuorery LovMaekersrs MNematuorery LovMakeersrs Nature Lovers Nature Lovers Nature Lovers Visitor Icons NMatuemroer Ly ovMerakse: rBas: Cckpaoupclek -wi hikth ingKid stick Memory Makers Memory Makers Memory Makers NYatuoutrhe SoLovcialersis:ers: Bac dkparinckink -g hik beeingr stick Nature Lovers Nature Lovers Nature Lovers Youth Socialisers: drinking beer Nature Lovers Nature Lovers Nature Lovers Nature Lovers: Backpack - hiking stick Youthful Socializers Youthful Socializers Youthful Socializers Youth Socialisers: drinking beer Youthful Socializers Youthful Socializers Youthful Socializers Nature Lovers Nature Lovers Nature Lovers Youth Socialisers: drinking beer Pampered Relaxers Mellow Vacationers Youthful Socializers Youthful Socializers Youthful Socializers Mellow Vacationers: Beach Chair - Relaxing on Beach 55+year old, quiet, introverted,Pampe rworkinged Rela couplesxers: Sho pping 35-50 year old females, high income executives, Mellow Vacationers: Beach Chair - Relaxing on Beach PYaomupeth rSoedcial Reislaers:xers :d Shorinkinppig nbeeg r Youthful Socializers Youthful Socializers Youthful Socializers 1/3 identify as part of a visible minority Mellow Vacationers without children,Mellow Va cseekationers rest & relaxationMellow Vacationers Pampered Relaxers Pampered Relaxers Pampered Relaxers Mellow Vacationers Mellow Vacationers Mellow Vacationers Pampered Relaxers Pampered Relaxers Pampered Relaxers Mellow Vacationers: Beach Chair - Relaxing on Beach Pampered Relaxers: Shopping Youthful Socializers Youthful Socializers Youthful Socializers Mellow Vacationers: Beach Chair - Relaxing on Beach Social Boomers: Couple Dancing PKanmopewledredg eR Seleeaxkeerrss:: Sho Readippinngg Book Knowledge Seekers MSelocloiwal VBacaoomertiones:r sCou: Beaplec hDanci Chairn g- Relaxing on Beach Mellow Vacationers Social BoomersMellow Vacationers Knowledge SeeMelklowe rVas:ca tiRoneadiers ng Book Pampered Relaxers Pampered Relaxers Pampered Relaxers MSocellowia l VBaocomersationers MeSocllowia lV Baocomersationers MSocelloiwal VBaocomersationers 55+ females with grown children, employed, PamperedKnowledge Relaxers Seekers PamperedKnowledge Relaxers Seekers PamperedKnowledge Relaxers Seekers Social Boomers 55+year old,Soc socialial Boomers couples, retired, loveSoc entertainmential Boomers Social Boomers: Couple Dancing Mellow Vacationers Mellow Vacationers KPnaomwpeledredge RSMeeeelloawkx Veearcras:stio: n ReShorseadippingn gBook Knowledge Seekers higher levelsKnowledge of education Seekers Knowledge Seekers MSocemiaol rByo Momerakerss:: CouCouppllee Danciwith Knigds KAncotiwveled Etghue Ssiaeetske: rTs:en Rneadiis Racngq Boueot k Pampered Relaxers Pampered Relaxers Pampered Relaxers SMocemial oBroyomer Makes:r s:Cou Copulep lDancie withn Kgids Social Boomers Social Boomers Active EthusiatsSoc:i aTl Beoomersnnis Racquet Knowledge Seekers Knowledge Seekers Knowledge Seekers SocMemialo Broy omersMakers Memory MakersSocMemial oBroyomers Makers SocMemial oBroyomers Makers Memory Makers Memory Makers Memory Makers KAnowledgective Ent hSeekersusiasts Active EnthusiastsKAnowledgective Ent hSeekersusiasts KAnowledgective Enth Seekersusiasts Social Boomers Social Boomers Knowledge SSoceeiakl Beoomersrs: Reading Book Active Enthusiasts Active Enthusiasts Active Enthusiasts Memory Makers: Couple with Kids 35-50 year old couples,A oftenctive sandwichEthusiats generation: Tennis R acquet 35-54 year old males, enjoy spectator events, down to NMatuemroer yL ovMaerkse:r s:Ba Cckpaoupclek wi- hikth iKngid stick with elementary aged children Memory Makers Memory Makers ANcetiwve C EatnhuadiasiatsnMs:em: To6rey nMAandkersiuls Rtsac &q 4u eKtids Knowledge Seekers earth, employed,Knowledge value Seekers recreational opportunitiesKnowledge Seekers MNematuorrey LMovakeresrs:: Ba Cocukpaplec kwi -t hhik Kiingds stick New Canadians: 6 Adults & 4 Kids Active Enthusiasts Active Enthusiasts Active Enthusiasts MNematuorery Lov Maekrsers MNaemtureor yLov Mearskers MNematureor yLov Maekrsers MemNaotruyre M Lovakersers MemNaoturrey M Lovakersers MemNaotruyre M Lovakersers ActNiveew E Canadiansnthusiasts ActNiveew E Canadiansnthusiasts ActNiveew E ntCanadianshusiasts Nature Lovers: Backpack - hiking stick Nature Lovers NAecwtiv eC aEnthuadiasiantss:: 6T eAndnulist sR ac& 4qu Keidt s New Canadians New Canadians New Canadians NYoatuuthre So Lovcialeriss:ers: Ba cdkparinkinck g- hikbeeingr stick 35-54 year old couples, with young children, New Canadians Nature Lovers Nature Lovers N Cewonn Caecntadiaed Snocs:Nat iuali6re LovAzedersruls ts & 4 Kids Active Enthusiasts Active Enthusiasts Active Enthusiasts NYatuourteh LSoovcialersis: ers:Bac kpadrinckink - ghik beeingr stick Category New Canadians New Canadians New Canadians Nature Lovers budget conscious,Nature Lov loveers Coutdoorsonnected SocNialiaturez Loveresrs 25-34 year old couples with young kids, high levels of Nature Lovers Nature Lovers Nature Lovers New Canadians education, Ninfluencedew Canadians by trends, large Newnetworks, Canadians majority Youth Socialisers: drinking beer Youthful Socializers Youthful Socializers New CanadianYous:thful 6 Socializers Adults & 4 Kids Youthful Socializers Youthful Socializers Connected SocYouitalihful zSocializersers Connected Socialites identify asC opartnnect edof S ovisiblecialites minority/ immigrantConnected S osegmentcialites Youth Socialisers: drinking beer Connected Socialites Connected Socialites Connected Socialites Youth Socializers Connected Socializers New Canadians New Canadians New Canadians Youth Socialisers: drinking beer Youthful Socializers Youthful Socializers Youthful Socializers Pampered Relaxers: Shopping 18-34 year old, extroverts, students, living in suburbs Pampered Relaxers: Shopping Youthful Socializers Youthful Socializers Youthful Socializers Connected Socialites ConnectedConnec tedSocialites Socialites Connected Socialites Youthful Socializers Youthful Socializers Connected SYouocthfuliali Socializerszers Pampered Relaxers Pampered Relaxers Pampered Relaxers Connected Socialites 18-34 yearCo nold,nected withoutSocialites kids, employed,Connec constantlyted Socialites Pampered Relaxers: Shopping Pampered Relaxers Pampered Relaxers Pampered Relaxers connected to digital & social networks, majority identify KPanmowpeledredge RSeeelaxkerss:: ShoReadippinng gBook Connected Socialites themselvesC opartnnected of So civisiblealites minority Connected Socialites PaKmnopewledredg Re eSlaeexekresr:s: Sho Readipping Book Pampered Relaxers Pampered Relaxers Pampered Relaxers Pampered Relaxers Pampered Relaxers Pampered Relaxers Knowledge Seekers Knowledge Seekers Knowledge Seekers Knowledge Seekers: Reading Book PamperedKnowledge Relaxers Seekers SaublePamperedKnowledge Beach’s Relaxers Seekers Target AudiencePamperedKnowledge Relaxers Seekers AKcntiovweled Etghue siaSeetsk:e Tres:n nRieadis Racngq uBoetok KAncotiwvlede Egtehu Ssiaeektse:r s:Te nRneadiis Rnacg qBoueotk Knowledge Seekers Knowledge Seekers Knowledge Seekers AKcnowledgetive Enth uSeekerssiasts KAcnowledgetive Enth uSeekerssiasts AKcnowledgetive Enthu Seekerssiasts Active Ethusiats: Tennis Racquet KnowledgeActive Ent Seekershusiasts KnowledgeActive Ent Seekershusiasts KnowledgeActive Ent Seekershusiasts 20 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 21 NAcetiwv eC Eanthuadiasiantss:: T6e Andnulis tRs ac& q4u Ketids AcNtievwe CEtahunadiasiatsn:s: T e6n Andisul Rtacs &q u4e tKids Active Enthusiasts Active Enthusiasts Active Enthusiasts AcNtiewve ECanadiansnthusiasts AcNtewive CanadiansEnthusiasts AcNtiewve ECanadiansnthusiasts New Canadians: 6 Adults & 4 Kids ActiveNew Ent Canadianshusiasts ActiveNew Ent Canadianshusiasts ActiveN ewEnt Canadianshusiasts NCeownn Cecantedadia Snocs:i ali6 zAedrsul ts & 4 Kids N eCwo nnCaecnadiated nSs:oc 6iali Azdeulrst s & 4 Kids New Canadians New Canadians New Canadians New Canadians New Canadians New Canadians New Canadians New Canadians New Canadians Connected Socializers Connected Socialites Connected Socialites Connected Socialites Connected Socializers Connected Socialites Connected Socialites Connected Socialites Connected Socializers Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Mellow Vacationers: Beach Chair - Relaxing on Beach

Mellow Vacationers Mellow Vacationers Mellow Vacationers

Social Boomers: Couple Dancing

Social Boomers Social Boomers Social Boomers

Memory Makers: Couple with Kids

Memory Makers Memory Makers Memory Makers

Nature Lovers: Backpack - hiking stick

Nature Lovers Nature Lovers Nature Lovers

Youth Socialisers: drinking beer

Mellow Vacationers: Beach Chair - Relaxing on Beach Youthful Socializers Youthful Socializers Youthful Socializers Mellow Vacationers Mellow Vacationers Mellow Vacationers

Social Boomers: Couple Dancing

Social Boomers Social Boomers Social Boomers Pampered Relaxers: Shopping Memory Makers: Couple with Kids

Memory Makers Memory Makers Memory Makers Pampered Relaxers Pampered Relaxers Pampered Relaxers

Nature Lovers: Backpack - hiking stick Wiarton Visitors Now Wiarton Target Visitors Future KnowledNatureg Loveers WiartonSeeker s:Visitors ReadiNature LovNowenrs g Book Nature Lovers Wiarton Target Visitors Future

FamiliarFamiliar with Area with Area FamiliarFamiliar with Area with Area Knowledge Seekers Knowledge Seekers Knowledge Seekers Youth Socialisers: drinking beer EducationalEducational CentralizationCentralization of of EducationalEducational CentralizationCentralization of of Mellow Vacationers: Beach Chair - Relaxing on Beach Mellowopportunities Vacaopportunitiestioners: Beach Chair - R e amenitieslaxi amenitiesng on Beach opportunitiesopportunities amenities amenities Youthful Socializers Youthful Socializers Youthful Socializers Mellow Vacationers Mellow Vacationers Mellow Vacationers Mellow Vacationers Mellow Vacationers Mellow Vacationers AUsecti asUsev homee as homeEbasethu base siats: Tennis RacWiartonnqWiartonnu Willieet Willie Use asUse home as homebase base WiartonnWiartonn Willie Willie Social Boomers: Couple Dancing Social Boomers: Couple Dancing Pampered Relaxers: Shopping Active Enthusiasts Active Enthusiasts Active Enthusiasts AdventureAdventure Social Boomers Social BoomersAdventureAdventure Social Boomers Social Boomers Social Boomers Social Boomers Bruce BruceTrail Trail Bruce BruceTrail Trail experiencesPamperedexperiences Relaxers Pampered Relaxers Pampered Relaxers experiencesexperiences Memory Makers: Couple with Kids Memory MAccomodationakeAccomodationrs: Couple with KDistanceids Distance from from AccomodationAccomodation DistanceDistance from from Knowledge Seekers: Reading Book New Caoptionsnadiaoptions ns: 6 AdHomeultHomesM &ell o4w VKacaidtisoners: Beach Chair - Relaxing on Beach optionsoptions HomeHome Mellow Vacationers: Beach Chair - Relaxing on Beach Memory Makers Memory Makers Memory Makers Memory Makers Memory Makers MemoryMemory NatureMemoNaturer y Makers SocialSocial New New NatureNature KnowledgeKnowledge Makers Lovers Boomers Canadians Lovers Seekers Knowledge SeekersMakers Lovers KnowledgeBoomers Seekers Knowledge Seekers Mellow VacaCanadianstioners Lovers MelSeekerslow Vacationers Mellow Vacationers Target AudienceMellow Vacationers Mellow Vacationers Mellow Vacationers New Canadians New Canadians New Canadians Nature Lovers: Backpack - hiking stick Nature LovTobermoryersTobermory: Backpack Visitors - hik Visitorsing sti Nowck Now TobermoryTobermory Target Target Visitors Visitors Future Future Active Ethusiats: Tennis Racquet Flower Pot Island, Grotto, National ParkSocial Boomers: Couple Dancing Flower Pot Island, Grotto, National Park Social Boomers: CouCATEGORYple Dancing Flower Pot Island, Grotto,NOW National Park Nature Lovers Nature Lovers Flower PotFUTURE Island,Nature LovGrotto,ers National Park Nature Lovers Nature Lovers Nature Lovers LighthousesLighthouses & Shipwrecks & Shipwrecks NationalNational Reputation Reputation LighthousesLighthouses & Shipwrecks & Shipwrecks NationalNational Reputation Reputation Active Enthusiasts Active Enthusiasts Active Enthusiasts Social Boomers Social Boomers Social Boomers ConnectedSocia l BSoomersocializers Social Boomers Social Boomers Youth SoVarietycialVariety isofers: of drinking beer ActivitiesActivities for for VarietyVariety of of ActivitiesActivities for for Youth Socialisers: drinking beer beachesbeaches multiplemultiple ages ages beachesbeaches multiplemultiple ages ages New CMaemnadiaoryn Ms: a6k eArds:ul Ctso u&p 4le Kwiidtsh Kids Memory Makers: Couple with Kids Visitor Festivals Dramatic Festivals Dramatic Festivals Dramatic Youthful Socializers Youthful SocializersFestivalsMemory Makers Youthful Socializers Memory MDramaticakers Memory Makers Youthful Socializers Youthful SocializersprogrammingNprogrammingew CanadiansMemory Makers Youthful SocializersNew CanadiansSceneryMemorSceneryy Makers New CanadiansMemory Makers programmingprogramming SceneryScenery Connected Socialites Connected Socialites Connected Socialites Water Wateractivities activities BruceNatu BruceTrailre TrailLovers: Backpack - hiking stick Water Wateractivities activities Bruce BruceTrail Trail ConnNecatutedre S Locovialiersz:e rBas ckpack - hiking stick (scuba/kayak)(scuba/kayak) (scuba/kayak)(scuba/kayak) Pampered Relaxers: Shopping Distance from Distance from Pampered Relaxers: Shopping Chi-CheemaunChi-Cheemaun Distance from Chi-CheemaunNaChi-Cheemaunture Lovers NDistanceature Lov efromrs Nature Lovers Nature Lovers georgian bay homehomeNature Lovers Nature Lovers georgian bay homehome Full serviceFull service Pampered Relaxers Pampered Relaxers FullPampered serviceFull Relaxersservice Pampered Relaxers Pampered RelaxersConnected Socialites lake humarinaProamperedn marina RelaxersConnected Socialites Connected Socialites lake huron marinamarina New New BrucMemorye Memoryowen soundNatureNature New NewBruce MemoryowenMemory sound NatureNature County Youth Socialisers: drinking beer County Youth Socialisers: drinking beer CanadiansCanadiansMakersMakers LoversLovers N CanadiansCanadiansMakersMakers LoversLovers N Knowledge Seekers: Reading Book Knowledge Seekers: Reading Book KincardineKincardine Visitors Visitorst orNowonto Now KincardineKincardine Target Target Visitors tVisitorsoronto Future Future Geography Youthful Socializers Youthful Socializers Youthful Socializers Youthful Socializers guelph Youthful Socializers Knowledge SeekersYouthful Socializers Knowledge Seekers Knowledge Seekersguelph Knowledge Seekers Knowledge Seekers Knowledge Seekerskitchener kitchener waterloo buffalo waterloo buffalo ScottishScottish Culture Culture ScottishScottish Culture Culture PrivatePrivate london PrivatePrivate london Active Ethusiats: Tennis Racquet Active accommodationEthuaccommodationsiats: Tennis saRrniaacquet BeachBeach accommodationaccommodation sarnia BeachBeach Pampered Relaxers: Shopping Pampered Relaxers: Shopping Active Enthusiasts Active Enthusiasts Active Enthusiasts Active Enthusiasts Active EnthDistanceusiasts from windsorActive Enthusiasts Distance from windsor Distance from Water sports DistancePampered from Relaxers PamperedWater Relaxers sports Pampered Relaxers UrbanUrban centre Pcentreampered Relaxers PamperedWater Relaxers sports Pampered Relaxers UrbanUrban centre centre Water sports New Canadians: 6 Adults & 4 Kids New Canadians: 6 Adults & 4 Kids Knowledge Seekers: Reading Book Knowledge Seekers: Reading Book ArchitectureArchitecture LighthouseLighthouse New Canadians New CanadiansArchitectureArchitecture New Canadians LighthouseLighthouse New Canadians New Canadians New Canadians SummeKrnowledge Seekers Knowledge Seekers Knowledge Seekers Season SummeKnowledger Seekers Knowledge Seekers Knowledge Seekers ConnecFriendstedFriends & SFamilyoc & iFamilyalizers Shop/DiningShop/Dining FriendsFriends & Family & Family Shop/DiningShop/Dining Connected Socializers Active Ethusiats: Tennis Racquet May - August Active Ethusiats: Tennis Racquet FestivalsFestivals FestivalsFestivals ProgrammingProgramming ProgrammingProgramming Active Enthusiasts Active Enthusiasts Active Enthusiasts Active Enthusiasts Active Enthusiasts Connected SociAaclittivees Enthusiasts Connected Socialites Connected Socialites Connected Socialites Connected Socialites SocialSocial CoMellownnectedMellow Socialites MemoryMemory SocialSocial MellowMellow MemoryMemory Length BoomersDayBoomers Vacationers TrippersVacationersMakersMakers ExtendedBoomersBoomers Vacationers WeekendsVacationersMakersMakers New Canadians: 6 Adults & 4 Kids Winter New Canadians: 6 Adults & 4 Kids WintSaubleerSauble Beach Beach Visitors Visitors Now Now SaubleSauble Beach Beach Target Target Visitors Visitors Future Future New Canadians New Canadians New Canadians New CanadiansFamiliar/ConnectionFamiliar/Connection to area to areaNew Canadians New Canadians Familiar/ConnectionFamiliar/Connection to area to area YouthYouth ProvincialProvincial YouthYouth ProvincialProvincial destinationdestination RecognitionRecognition destinationdestination RecognitionRecognition Connected Socializers Connected Socializers Relaxed Relaxed Relaxed Retro Flavor Relaxed Retro Flavor Assets atmosphereatmosphere Retro Flavor Spriatmospherengatmosphere Retro Flavor Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites SVacationprVacationin photog photo AmenitiesAmenities close close VacationVacation photo photo AmenitiesAmenities close close opts opts to beachto beach opts opts to beachto beach

Programming/Programming/ Programming/Programming/ InexpensiveInexpensive trip trip eventsevents InexpensiveInexpensive trip trip eventsevents cost cost cost cost Accommodation Fall Accommodation Walkability Accommodation Walkability Accommodation Walkability optionsoptions Walkability optionsoptions New New YouthYouth MemoryMemory ConnectedConnected Youth Youth MemoryMemory Fall CanadiansCanadiansSocializersSocializersMakersMakers SocialitesSocialites SocializersSocializersMakersMakers 22 Sauble Beach Style Guide - Spruce The Bruce Lion’sLion’s Head Head Visitors Visitors Now Now Lion’sLion’s Head Head Target Target VisitorsSauble Visitors Beach Future Style Future Guide - Spruce The Bruce 23

Bruce BruceTrail Trail Bruce BruceTrail Trail

Marina/HarborMarina/Harbor UNESCOUNESCO Marina/HarborMarina/Harbor UNESCOUNESCO

PhotographyPhotography Environment/Environment/ PhotographyPhotography Environment/Environment/ opportunitiesopportunities Dark SkiesDark Skies opportunitiesopportunities Dark SkiesDark Skies

Local Local Local Local programmingprogramming EscarpmentEscarpment programmingprogramming EscarpmentEscarpment

RelaxedRelaxed water water FamiliarityFamiliarity with with RelaxedRelaxed water water FamiliarityFamiliarity with with sportssports area area sportssports area area

MellowMellow MemoMryemory NatureNature MellowMellow KnowledgeKnowledge NatureNature VacatioVacatnersionersMakersMakers LoversLovers VacatioVacatnersionersSeekersSeekers LoversLovers PortPort Elgin Elgin Visitors Visitors Now Now PortPort Elgin Elgin Target Target Visitors Visitors Future Future AccomodationAccomodation options options AccomodationAccomodation options options VisitingVisiting family family OutdoorOutdoor recreation recreation VisitingVisiting family family OutdoorOutdoor recreation recreation & friends& friends & friends& friends

Kid amenitiesKid amenities FamilyFamily Kid amenitiesKid amenities FamilyFamily programmingprogramming programmingprogramming

Full serviceFull service InexpensiveInexpensive Full serviceFull service InexpensiveInexpensive downtowndowntown activiyactiviy costs costs downtowndowntown activiyactiviy costs costs

EstablishedEstablished DistanceDistance from homefrom home EstablishedEstablished DistanceDistance from homefrom home reputationreputation reputationreputation

FamiliarFamiliar with area with area VarietyVariety of beaches of beaches FamiliarFamiliar with area with area VarietyVariety of beaches of beaches

MemoryMemory MellowMellow YouthfulYouthful MemoryMemory MellowMellow Active Active MakersMakers VacatioVnaecrsationers SocializersSocializers MakersMakers VacationersVacationersEnthusiastsEnthusiasts

SouthamptionSouthamption Visitors Visitors Now Now SouthamptionSouthamption Target Target Visitors Visitors Future Future

AccomodationAccomodation options options AccomodationAccomodation options options CommunityCommunity CommunityCommunity ProgrammingProgramming Spas/PamperingSpas/Pampering ProgrammingProgramming Spas/PamperingSpas/Pampering

Boutique Boutique ArchitectureArchitecture Boutique ArchitectureArchitecture Boutique shoppingshopping shoppingshopping

ReputationReputation SocialSocial options options ReputationReputation SocialSocial options options

Golf/TennisGolf/Tennis DowntownDowntown Golf/TennisGolf/Tennis DowntownDowntown connectsconnects with beach with beach connectsconnects with beach with beach RelaxedRelaxed atmosphere atmosphere DistanceDistance from homefrom home RelaxedRelaxed atmosphere atmosphere DistanceDistance from homefrom home

MellowMellow SocialSocial MemoryMemory PamperedPamperedSocialSocial KnowledgeKnowledge VacatioVnaecrsationersBoomersBoomers MakersMakers RelaxersRelaxers BoomersBoomers SeekersSeekers Marketing Plan

Target Audience

Sauble Beach’s marketing plan encourages the target market segments; Connected Socialites, Youth Socializers and Memory Makers from Toronto to have extended weekends in Sauble Beach. The marketing plan will promote visitation to Sauble Beach during the shoulder Seasons (May and June) and summer months (July and August.)

The primary target audience for Sauble Beach are the Connected Socialites. Connected Socialites are visitors 18-34 year old, without kids, employed, and constantly connected to digital & social networks. The secondary target audience are Youth Socializers, these are 18-34 year old, extroverts, students and living in suburbs. The third target audience are Memory Makers. Memory Makers are 35-50 year old couples, the are often the sandwich generation with elementary aged children.

24 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 25 Action Plan

COLLATERAL AND PRODUCT SPRUCE THE DEVELOPMENT PIECES YEAR BRUCE FUNDING?

1. 2 Min. Video Development Year 1 YES

2. Stickers Year 1 YES

3. 10 Second Videos Year 1 NO

4. Website Development Year 1 NO

5. Facebook Ads Year 2 NO

6. Online Ads Development Year 2 NO

7. Seasonal Campaigns Year 2 YES (based on Itineraries)

8. Media Tours Ongoing NO

That the promotion of Sauble Beach be strengthened and leveraged through specific and targeted brand enhancing marketing initiatives.

* Spruce the Bruce Funding criteria subject to change

* Additional marketing and promotion Action Plan Items recommended as a result of the Brand Development project.

26 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 27 1. 2 MIN. VIDEO DEVELOPMENT Action Year: 1

Design Concept: Set in present time, the video shows “Grandma” interacting with her grandchildren. We watch as Collateral her grandchildren find out there is more to grandma than they thought. They learn that she was once like them and was “hot”. The goal is to show that generations have been enjoying Sauble and Product Beach and it is a proven place to spend your summer. 2. STICKERS Action Year: 1 Development Design Concept: Develop Stickers to be given away both in market and out market using the campaign “We’ve been cool since your grandma was hot” Pieces 3. 10 SECOND VIDEOS Action Year: 1

Design Concept: Using the ‘We’ve been cool since your grandma was hot’ video and make short videos to be promoted on Youtube or Social Media Websites. The purpose is to tease the viewers to encourage them to want to learn more.

4. WEBSITE DEVELOPMENT Action Year: 1

Design Concept: Develop a website incorporating the Sauble Beach messaging. Develop content that speaks to generations having enjoyed the summer here while highlighting attractions of Sauble Beach.

28 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 29 5. FACEBOOK ADS Action Year: 2

Design Concept: Develop sponsored Facebook Advertisements using either an image or 10 second video to encourage visits to click on the advertisement which will bring them to the website.

6. ONLINE ADS DEVELOPMENT Action Year: 2

Design Concept: The purpose of redesigning the print advertisement and online advertisement is to ensure the same message is communicated consistently to visitors. The online and print advertisement will have the same look and feel but the message will vary depending on the publication.

7. SEASONAL CAMPAIGNS (BASED ON ITINERARIES) Action Year: 2

Design Concept: To encourage visitors to travel during the shoulder seasons. Sauble Beach should develop itineraries for their different target audiences. These itineraries should include, places to stay, eat, shop and do. This will help visitors plan their vacation.

8. MEDIA TOURS Action Year: On going

Design Concept: The purpose of this is to invite media writers and bloggers to come to Sauble Beach. Design itineraries that can be posted on the Sauble Beach’s Website, Media Request page, and design printed copies to be given out at TMAC’s events and design online copies to be e-mailed out to journalists, media writers and bloggers. Create activity based itineraries that are unique to Sauble Beach and interesting enough for media writers to write about Sauble Beach. Developing a pitch kit will entice writers to visit Sauble Beach.

30 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 31 Executables

The executables provided are samples to illustrate the use of the brand elements in common marketing tactics, and should not be considered final artwork.

32 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 33 Advertisement Rack card

34 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 35 Sticker Interactive Art

Since your grandma was hot. Sauble Beach

36 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 37 Videos Facebook Sponsored Ads

38 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 39 Contact

For more information, further instructions for use or digital copies of this toolkit and its associated elements please contact:

Department of Planning and Development County of Bruce [email protected] 1-800-268-3838

Economic Development Town of South Bruce Peninsula [email protected] 1-519-534-1400

40 Sauble Beach Style Guide - Spruce The Bruce Sauble Beach Style Guide - Spruce The Bruce 41