Northern Forest Tourism Network
Collaborating to Create a World Class Destination – Join Us!New Hampshire
By Cathy Conway, NCIC, submitted by Samantha Kenney Maltais, Project Manager, Northern New Hampshire Branding Initiative
samantha@ncic.org, (603) 788-2700 ext. 40
After several difficult, snow-less winters, many of our small businesses in the North Country were struggling. Recognizing the need, the Northern Communities Investment Corporation (NCIC) applied in May of 2006 to the USDA Rural Development for assistance to develop a place-based marketing plan in order to assist outdoor recreation and natural resource based businesses in Coos County. We were awarded the funds in the fall of 2007 and with additional support from our partners – NH Business Finance Authority and White Mountains Community College we were able to hire KD Paine and Partners to complete a survey of Coos County residents during the winter of 2007. The results of that survey were presented in the spring of 2007. There was a 28% response rate and many residents thanked us for asking their opinion. The results of that survey indicated that Coos residents are engaged in their future, they value the great natural environment and feel safe; but, are concerned about jobs and the economic climate.
The results of this survey were followed up by a visit from Roger Brooks of Destination Development, Inc (DDI). With the support of the NH Division of Travel and Tourism we were able to bring DDI to the county to complete an assessment of the region and report out to the communities. The assessment provided an unbiased overview of the region, how it is seen by a visitor. The July presentation of this assessment was attended by nearly 100 people and was the point at which county residents and businesses started to become engaged in this process and the effort. DDI was “pleasantly surprised to find that the county had a heck of a lot more to offer than what was originally perceived. This means that the county is under marketed, or that perceptions are not accurate.”
Based on the level of enthusiasm and the work that needed to be done we began additional fundraising after the July presentation. We were able to obtain funds from local banks, the Twin Mountain Chamber of Commerce, Public Service of NH and the Neil and Louise Tillotson Fund This funding has since been supplemented with funds from the US Department of Commerce, Economic Development Administration Sudden and Severe program. These funds were leveraged as a result of the devastating effects of the mill closures. The NH Division of Travel and Tourism also received funding from USDA Rural Development to develop a regional web site. In 2009, we received additional funding from the Neil and Louise Tillotson Fund to continue and expand the effort and to hire a project manager. Also, in 2009 we received a Rural Business Enterprise Grant from USDA Rural Development to provide technical assistance to our small businesses.
The Development and Implementation of the Branding Tourism Development and Marketing Plan
We hired Destination Development Inc (DDI) to work with us on the development of this plan. Work completed to date or in progress is as follows:
- Stakeholder interviews. DDI staff visited the region in April 2008 to conduct interviews with key stakeholders in the region. Instead of meeting with 15 to 20 people, DDI met with over 75 people during their week long visit.
- Review of Existing research, plans and programs. NCIC provided DDI with numerous plans from municipal master plans, to the Coos Economic Action Plan to the Mahoosic Initiative report. In addition, the State Division of Travel and Tourism provided DDI with numerous brochures and tourist related statistics. The local chambers of commerce also provided DDI with their studies and promotional information.
- In May 2008 Roger Brooks of DDI was the guest speaker at the Governor’s conference on Tourism. This provided many with an opportunity to hear Roger speak about tourism and to bring back some of the enthusiasm to their communities. It also gave the Brand Development Committee an opportunity to meet with Roger.
- Market Analysis. DDI conducted an analysis of the state, regional, and local marketing efforts, emerging opportunities, traffic and growth patterns regionally, completion, etc.
- A complete inventory of the assets in Coos County was assembled in June 2008. This data will be included on the website.
- DDI completed the brand feasibility testing as part of the brand identification process. A public meeting was held in October 2008 to present the findings. The NH Grand – Grand Resorts, Grand Adventures brand was presented to nearly 100 people.
- DDI presented the branding, development and marketing action plan to the region in December 2008. Approximately 60 people attended the public meeting in Colebrook.
- In January 2009, we signed an additional contract with DDI to begin implementation of the action plan.
- In March 2009, DDI came to Coos County and spent a week identifying the Grand Adventures and the initial list of Best Ofs that will be marketed in the Coos County website and collateral material. This visit included meeting with the chambers of commerce, the brand leadership team, volunteers, grand resorts and grand adventures and the general public. An open house at the work studio was held to display and discuss the results of the week long design charrette.
- A team of stakeholders from all over the county has been established to manage the overall brand – this group is known as the Brand Leadership Team or the BLT. The group will work with the project manager to make sure that all areas are represented and living up to the brand promise, that the adventures are truly grand and that the logo is used in the correct context and format.
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