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Urban Waterfront Community in America

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Urban Waterfront Community in America 9/29/2014 Norfolk’s Future Update On Two Initiatives & A Few Observations September 22, 2014 Southeastern Institute of Research, Inc. 1. Norfolk Collaboratory Creating A Brand Message Architecture 2. Communications Alignment Initiative Improving the City’s Communications 3. Norfolk’s Future A Few Observations 1 9/29/2014 Opportunity How to Package Norfolk’s Story in a More Seamless Message - What We’re All About Where We’re Headed 3 “Law of Attraction” Aspirational – Something the brand lovers know … Something that attracts first followers and fuels the movement. 2 9/29/2014 Brand Message Architecture How We Package All of This 3 9/29/2014 SIR’s Brand Print SIR’s Brand Message Architecture Blueprint 1. Purpose: It’s not what you do, or how you do it, but “why” you do what you do. 2. Positioning Statement: How you want consumers and other audiences to know and understand your brand – the one sentence or thought they keep in their minds that helps “position” you relative to others. 3. Strategic Word Choice: Rationale for key words and phrases in the Positioning Statement. 4. Promise Statement: What you say to your audiences so they understand your position, answering the “what’s in this for me” question. 5. Reasons To Believe: Proof points for why audiences will believe your Promise and accept your Position Statement. These proof points should be both rational and emotional. 6. Personality: Not “what you say” but “how you say it” – the tone and manner you project about your brand. This is the strong emotional side of the messaging. 7. Tagline: The word or phrase that expresses the gestalt of all of the aforementioned components. The Norfolk Collaboratory Crowdsourcing Norfolk’s Message Architecture www.norfolkcollaboratory.com 8 4 9/29/2014 The Collaboratory’s Mission Formulate a message architecture to help Norfolk’s marketing organizations advance the city’s story in a more consistent and seamless manner. 9 Collaboratory Process SIR gathers initial input Collaboratory creates draft statement and input survey Public and stakeholder input gathered via survey Collaboratory shares all input and recommendations with the consortium members – September Consortium members reach consensus on messaging architecture – October Track impact – Ongoing 10 5 9/29/2014 Survey Methodology • A short online survey was conducted from April through August 2014. • Links to the survey were posted on the Collaboratory’s website (www.norfolkcollaboratory.com) and circulated among stakeholders. 11 Participation 1,276 726 Clicked on the survey Usable responses for SIR’s analysis and reporting 12 6 9/29/2014 Nearly Nine in Ten Respondents Work in Norfolk, and Over Half are Residents Work in Norfolk 89% Live in Norfolk 58% Volunteer in Norfolk 39% Live in Hampton Roads region 33% Go to school in Norfolk 10% Live outside of the Hampton Roads region 2% 0% 20% 40% 60% 80% 100% n = 563 Q. Please share with us your affiliation with the City of Norfolk. Check all that apply. 13 Southeastern Institute of Research The Majority of Respondents are Gen Xers Millennials (18-31 years) 16% Generation X (32-49 years) 45% Baby Boomers (50-68 years) 36% Silent/GI (69 years and older) 2% 0% 20% 40% 60% 80% 100% n = 420 Q. In what year were you born? 14 Southeastern Institute of Research 7 9/29/2014 3 Key Findings 15 1 Norfolk enjoys a very strong brand personality that is anchored by three core attributes - diverse, historic, and water. This perception is shared across all segments. 16 8 9/29/2014 We asked respondents to list three words that best describe Norfolk’s brand personality. Compared to other cities, Norfolk is… 17 All Respondents - Norfolk Describe It As… n = 726 18 9 9/29/2014 Top 10 Words (in Order) for All Respondents 1. Diverse (includes diversity) 2. Historic (includes historical and history) 3. Water (includes coastal, maritime, nautical, waterfront, port, and beach) 4. Urban Tied for 4th 4. Military (includes naval and navy) 6. Friendly 7. Fun Tied for 7th 7. Vibrant 9. Culture (includes cultural and cultured) 10.Unique 19 Those Who Live in Norfolk Describe It As… n = 325 20 10 9/29/2014 Those Who Work in Norfolk Describe It As… n = 500 21 Boomers/Silent/GI Generations Describe Norfolk As… n = 161 22 11 9/29/2014 Gen Xers Describe Norfolk As… n = 191 23 Millennials Describe Norfolk As… n = 68 24 12 9/29/2014 Implication Norfolk’s current brand personality is consistently associated with diversity, history and water. These positive attributes are Norfolk’s key brand differentiators. They must be included in Norfolk’s final positioning statement. 25 2 People with greater familiarity of “what’s happening” in Norfolk view the city as More Friendly, Fun, Vibrant, and Urban. 26 13 9/29/2014 Many Respondents Are Not Too Familiar with Norfolk’s Latest Developments Amtrak Norfolk Station 22% 39% 61% Food trucks now in downtown Norfolk 22% 38% 60% Chrysler Fine Art Museum’s expansion 25% 34% 59% Wards Corner redevelopment 23% 35% 58% The new Courthouse Complex 21% 34% 55% The new Waterside 25% 26% 51% Slover Library 16% 31% 47% New downtown hotel and convention… 22% 23% 45% Kroc Community Center 18% 26% 44% Improved bikeability 21% 21% 42% The new Arts District 14% 22% 39% 600 new downtown apartments 19% 20% 39% East Beach expansion 17% 22% 39% Northampton Boulevard Premium Outlets 18% 21% 39% 35th Street Better Block 15% 16% 31% Chelsea Business District 11% 16% 27% 0% 20% 40% 60% 80% 100% 4 5 - Very familiar n = 696 Q2. How familiar are you with the new developments and place-making activities that are unfolding across Norfolk? 27 Two Groups Were Created Based on the Number of Developments Respondents Were Familiar With High Familiarity Group • Familiar with 7+ of the 16 developments listed • 48% of respondents Low Familiarity Group • Familiar with 6 or fewer of the 16 developments listed • 52% of respondents A respondent was “familiar” with a development if they provided a rating of “4” or “5” for the 28 development in Q2. 14 9/29/2014 Low Familiarity Respondents Describe Norfolk As… n = 359 29 High Familiarity Respondents Describe Norfolk As… n = 337 30 15 9/29/2014 Implication Norfolk’s positioning statement should include words like urban and vibrant to help inspire communicators to advance this traits and provide appropriate support when making these claims. 31 3 People offered many suggestions to refine the straw nan (Draft #1) Positioning Statement. 32 16 9/29/2014 Proposed “Straw Man” Positioning Statement for Norfolk The City of Norfolk is America’s vibrant, heritage port city where people of all backgrounds and ages are actively transforming their neighborhoods, economy, and culture into the most fun and livable waterfront community in the world. Very well How well 5 17% 45% does this 4 28% statement capture the 3 28% essence of 2 16% Norfolk? 1 11% Not well at all n = 626 17 9/29/2014 Feel that the straw man statement captures the essence of Norfolk. 55% 52% Those who live in Boomers/ Norfolk Silent/GI generations n = 688 Q3. On a scale of 1 to 5, how well does this positioning statement capture the essence of Norfolk? 35 Respondent Suggestion: “I wouldn't improve it. I think it accurately describes how I feel about Norfolk and I love it!” “No change needed-excellent statement.” “I could not improve it any more.” “Sounds great.” “I wouldn't change anything.” 18 9/29/2014 Respondent Suggestion: “ I think it says we want you to come and stay.” “It's a keeper.” “I think it's perfect!” “I would not improve this positioning statement. I like it!” “The statement is good overall, and it oversees the main points of the mission towards branding Norfolk.” The statement seems to describe Norfolk very well. .” Key Issues Identified And Suggestions Offered 19 9/29/2014 Issue #1: Direct Versus Indirect Reference to Military “Military” Was Not Included In Initial “Straw Man” Positioning Statement The City of Norfolk is America’s vibrant, heritage port city where people of all backgrounds and ages are actively transforming their neighborhoods, economy, and culture into the most fun and livable waterfront community in the world. 20 9/29/2014 How much primary “message weight” needs to be given to the military association? We do not need We must include to include the the military and military and the port as a port as a primary part of primary part of Norfolk’s Norfolk’s messaging messaging n = 384 Respondent Suggestion: “I'm proud of our military heritage-and I think this statement is inclusive without putting additional focus on that aspect.” 21 9/29/2014 Respondent Suggestion: “Include reference to Navy.” “Norfolk's distinguishing feature is the Navy, and always will be the Navy. Completely ignoring their existence is a major pain point in every one of these exercises.” “The statement doesn't reference the military. Norfolk is home to the largest Navy base in the world.” .” Respondent Suggestion: “Military is left out- not sure if “Heritage Port City” really reflects the military presence. Otherwise I like it! “Should include mention of the large military presence in Norfolk.” “Although it has port in the statement it does not speak to the strong military presence.” .” 22 9/29/2014 How much primary “message weight” needs to be given to the military association? We do not need We must include to include the the military and military and the port as a port as a primary part of primary part of Norfolk’s Norfolk’s messaging messaging Respondent Consensus n = 384 Issue #2: Heritage Versus Historic Port 23 9/29/2014 “Heritage” Implies Historic Significance The City of Norfolk is America’s vibrant, heritage port city where people of all backgrounds and ages are actively transforming their neighborhoods, economy, and culture into the most fun and livable waterfront community in the world.
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