Marketing and Promotions Toolkit - Bruce County · The Campaign Message ..... page 18 - 19 Visitor...

Marketing and Promotions Toolkit

2 Lion’s Head Style Guide - Spruce The Bruce 3Lion’s Head Style Guide - Spruce The Bruce

Table of ContentsIntroduction ....................................... 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 32 - 37

Contact Information............................ page 38

Building Better Downtowns


Introduction

The Municipality of Northern Bruce Peninsula (NBP) covers

an area of 782 square kilometres and is the most northerly

community in Bruce County. This municipality is neighbour

to the Town of South Bruce Peninsula (the home of Wiarton

Willie) and boasts a permanent population of 3,850 year

round residents. Highway 6 traverses through the middle

of NBP bringing record numbers of visitors to the peninsula

each year.

The peninsula itself is surrounded on the east by Georgian Bay

and on the west by Lake Huron. The area is host to Fathom Five

National Marine Park, Bruce Peninsula National Park, the Bruce

Trail, Cabot Head and Lion’s Head Nature Reserves, two First

Nations Hunting Reserves and a large Bruce County Forest Tract.

In 2004, NBP was proclaimed as a “dark sky community” in the

hope of preserving and protecting the night time environment

and their heritage of dark skies from the adverse effects of light

pollution. Tourists and residents alike are attracted to places that

offer unique and exciting experiences, and are more likely to return

to places where they have unique opportunities and experiences.

Residents and visitors stay longer, spend more, return to, and speak

well about places where they form positive impressions.

Although they are part of the amalgamated Municipality of Northern

Bruce Peninsula, each community in Northern Bruce Peninsula

possesses a unique character and history. The purpose of this

toolkit is to showcase the community’s unique identity for the

purpose of marketing and promotions.

6 Lion’s Head Toolkit - Spruce The Bruce 7Lion’s Head Style Guide - Spruce The Bruce

Serenity on the Bruce Peninsula

The backdrop for the Lion’s Head brand should feature its dramatic

setting. The downtown is within one of the most dramatic landscape

features in the County. Imagery that comes to mind are places like

small coastal communities. Lion’s Head echoes the experiences found

in a quaint Newfoundland village hugging jagged cliffs on the Atlantic

ocean. The rugged cliffs coupled with the warm hospitable local flavour

define this community.

Lion’s Head should embrace the contrast between the stunning

escarpment and the turquoise waters of Georgian Bay. Lion’s Head

is intriguing and draws visitors to explore its coastlines, escarpment,

trails, marina and adventure sports. The community’s dedication to

maintaining a balance of development and natural environment through

its dark skies initiative is a strong asset that enhances its distinct

setting.

Lion’s Head is a place to get away, relax, and enjoy the meeting of blue

and green under the shadow of the majestic escarpment, an appealing

place for both local residents and tourists alike. The calm, peaceful

nature of the Town is in sharp contrast to those areas of the County

that are high energy and oriented for day trippers. Lion’s Head needs to

promote its uniqueness, its tranquility and its vacation retreat potential.


Keywords Dramatic Setting Escarpment Hospitable Local Flavour Turquoise Waters Environmental AwarenessVacation Retreat

11Lion’s Head Style Guide - Spruce The Bruce

The logo conveys the character of Lion’s Head and its close

ties to the escarpment and the blue waters of Georgian

Bay. This logo draws visitors to explore its coastlines,

escarpment, trails, marina and adventure sports. The

serene and tranquil lines in the icon suggest flowing water

or wildlife found in the area.

Logo

10 Lion’s Head Style Guide - Spruce The Bruce


Logo Variations

Colour versions of the logo are the

preferred application, and should

be used when the background of

the application is light in colour.

A black version of the logo should

be used when the background of

the application is light in colour or

grayscale has been requested.

The Logo should be surrounded by a

minimum amount of clear space to allow for

optimal messaging. The clear space around

all versions of the logo is equal to the height

of the letter “o” in the word Lion’s Head

(shown as blue in this illustration). A reverse version of the logo

should be used when the

background of the application is a

dark colour.

A reverse version of the logo

should be used when the

background of the application is a

dark colour or grayscale has been

requested.

Logo Positioning


To ensure the effectiveness of the logo in developing

Lion’s Heads brand, there are minimum size standards

for use. The minimum size for print applications

should be 1.25 inches wide. In web applications, the

minimum size is 115 pixels wide.

Logo Minimum Size Please Do Not

1.25 inches

115 pixels

Do not skew

Do not change the font

Do not change colours

Do not change the size of portions of the logo

Do not add text Do not change the spacing

Lion’s Head

ON THE BRUCE PENINSULA

17Lion’s Head Style Guide - Spruce The Bruce16 Lion’s Head Style Guide - Spruce The Bruce

Cantina - Regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo

PpQqRrSsTtUuVvWwXxYyZz123456789

Avenir - Black



Avenir - Book



Myriad Pro - Condensed



Jenna Sue - RegularAaBbCcDdEeFfGgHhIiJ jKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz123456789

Typography

NavyPMS 289

CMYK 100/60/0/70

RGB 0/38/73

HEX 002649

LimePMS 368

CMYK 65/0/100/0

RGB 91/191/33

HEX 5BBF21

SkyPMS 293

CMYK 100/65/0/0

RGB 117/178/221

HEX 0051BA

SlatePMS Cool Gray 7

CMYK 0/0/0/40

RGB 165/163/158

HEX A5A39E

Colour Palette


Your Masterpiece

Time without distractions. It’s rare, elusive, uncommon and longed for. It’s when extra hours seem to magically appear, cell phones remain quiet and clocks remain out of sight.

What if you could find both a place and time without distractions to get back to your unfinished project? The one that has been sitting in your guest room, calling you each time you walk past the door way. What if there was a way to leave the to-do list and the habitual routine behind and immerse yourself in a creative retreat where time is measured by passionate accomplishments rather than numbers. You say yes-and book time for yourself, without distractions in peaceful Lion’s Head. Just off the busy highway but miles away from the hustle and bustle of life.

You feel a magic quality when you arrive. Maybe it’s the dramatic landscapes that inspire the creative process. Or the renewed energy found after a deep night’s sleep under dark skies and a cozy bed.

You arise to the promise of an endless day ahead where you and only you determine how far your creativity will stretch. It’s still mysterious watching it transform before your eyes-an idea into a masterpiece. Personal satisfaction is yours for the taking, as within moments you’re breathing deeply and honing your craft.

Your masterpiece is waiting for you in Lion’s Head.

The Campaign:


Mellow Vacationers: Beach Chair - Relaxing on Beach

Mellow Vacationers Mellow Vacationers

Social Boomers

Memory MakersMemory Makers

Nature Lovers Nature Lovers Nature Lovers

Youthful SocializersYouthful SocializersYouthful Socializers

Pampered Relaxers Pampered Relaxers Pampered Relaxers

Knowledge SeekersKnowledge SeekersKnowledge Seekers

Active Enthusiasts Active Enthusiasts Active Enthusiasts

New CanadiansNew CanadiansNew Canadians

Connected Socialites Connected Socialites Connected Socialites

Memory Makers

Social BoomersSocial Boomers

Mellow Vacationers

Social Boomers: Couple Dancing

Memory Makers: Couple with Kids

Nature Lovers: Backpack - hiking stick

Youth Socialisers: drinking beer

Pampered Relaxers: Shopping

Knowledge Seekers: Reading Book

Active Ethusiats: Tennis Racquet

New Canadians: 6 Adults & 4 Kids

Connected Socializers



Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers










Category

Mellow Vacationers55+year old, quiet, introverted, working couples

without children, seek rest & relaxation

Social Boomers55+year old, social couples, retired, love entertainment

Memory Makers35-50 year old couples, often sandwich generation

with elementary aged children

Nature Lovers35-54 year old couples, with young children,

budget conscious, love outdoors

Youth Socializers18-34 year old, extroverts, students, living in suburbs

Pampered Relaxers35-50 year old females, high income executives,

1/3 identify as part of a visible minority

Knowledge Seekers55+ females with grown children, employed,

higher levels of education

Active Enthusiasts35-54 year old males, enjoy spectator events, down to

earth, employed, value recreational opportunities

New Canadians25-34 year old couples with young kids, high levels of

education, influenced by trends, large networks, majority

identify as part of visible minority/ immigrant segment

Connected Socialites18-34 year old, without kids, employed, constantly

connected to digital & social networks, majority identify

themselves part of visible minority

Visitor Icons

Lion’s Head’s Target Audience


NOWCATEGORY FUTURE

Target Audience

Visitor

Geography

Season

Length

Assets

Long Weekends Shoulder Seasons andWeeklong Stays

Summer

Winter

Spring

Fall

Summer

Winter

Spring

Fall

Summer

Winter

Spring

Fall

Spring Fall



Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers












Social Boomers









Memory Makers


Mellow Vacationers










londonsarnia

windsor

buffalo

toronto

georgian bay

owen sound

kitchenerwaterloo

guelph

lake huron

BruceCounty

N

londonsarnia

windsor

buffalo

toronto

georgian bay

owen sound

kitchenerwaterloo

guelph

lake huron

BruceCounty

N

Familiar with Area

Wiarton Visitors Now

Educationalopportunities

Use as home base

Adventureexperiences

Accomodationoptions

Distance fromHome

Bruce Trail

Wiartonn Willie

Centralization of amenities

Flower Pot Island, Grotto, National Park Flower Pot Island, Grotto, National Park

National Reputation

Activities for multiple ages

DramaticScenery

Bruce Trail

Distance fromhome

Full servicemarina

Chi-Cheemaun

Water activities(scuba/kayak)

Festivalsprogramming

Variety ofbeaches

Lighthouses & Shipwrecks Lighthouses & Shipwrecks

Tobermory Visitors Now

Familiar with Area


Use as home base


Accomodationoptions

Distance fromHome

Bruce Trail

Wiartonn Willie


Wiarton Target Visitors Future

National Reputation


DramaticScenery

Bruce Trail

Distance fromhome

Full servicemarina

Chi-Cheemaun



Variety ofbeaches

Tobermory Target Visitors Future

Scottish Culture Scottish Culture

BeachPrivateaccommodation

Distance fromUrban centre

Architecture

Friends & Family

Water sports

Lighthouse

Shop/Dining

FestivalsProgramming

Kincardine Visitors Now

Familiar/Connection to area Familiar/Connection to areaProvincialRecognition

Youthdestination

Relaxedatmosphere

Vacation photoopts

Inexpensive tripcost

Walkability

Retro Flavor

Amenities closeto beach

Programming/events

Accommodationoptions

Sauble Beach Visitors Now



Architecture

Friends & Family

Water sports

Lighthouse

Shop/Dining


Kincardine Target Visitors Future

Accomodation options

Spas/Pampering

Boutiqueshopping

Social options

Downtownconnects with beach

Distance from homeRelaxed atmosphere

Golf/Tennis

Reputation

Architecture

CommunityProgramming

Southamption Visitors Now


Spas/Pampering

Boutiqueshopping

Social options



Golf/Tennis

Reputation

Architecture


Southamption Target Visitors Future


Outdoor recreation

Familyprogramming

Inexpensiveactiviy costs

Distance from home

Variety of beachesFamiliar with area

Establishedreputation

Full servicedowntown

Kid amenities

Visiting family & friends

Port Elgin Visitors NowAccomodation options

Outdoor recreation

Familyprogramming


Distance from home




Kid amenities


Port Elgin Target Visitors Future

ProvincialRecognition

Youthdestination

Relaxedatmosphere

Vacation photoopts


Walkability

Retro Flavor


Programming/events


Sauble Beach Target Visitors Future

Bruce Trail

UNESCO

Environment/Dark Skies

EscarpmentLocalprogramming

Photographyopportunities

Marina/Harbor

Familiarity witharea

Relaxed watersports

Lion’s Head Visitors Now

Bruce Trail

UNESCO




Marina/Harbor


Relaxed watersports

Lion’s Head Target Visitors Future

MellowVacationers

KnowledgeSeekers

NatureLovers

MellowVacationers

MemoryMakers

NatureLovers

Connected Socialites

YouthSocializers

MemoryMakers

NewCanadians

YouthSocializers

MemoryMakers

SocialBoomers

MellowVacationers

MemoryMakers

SocialBoomers

MellowVacationers

MemoryMakers

NewCanadians

MemoryMakers

NatureLovers

NewCanadians

MemoryMakers

Nature Lovers

NewCanadians

NatureLovers

KnowledgeSeekers

MemoryMakers

Nature Lovers

SocialBoomers

MemoryMakers

Mellow Vacationers

Active Enthusiasts

MemoryMakers

MellowVacationers

YouthfulSocializers

PamperedRelaxers

SocialBoomers

KnowledgeSeekers

MellowVacationers

Social Boomers

MemoryMakers

Familiar with Area

Wiarton Visitors Now


Use as home base


Accomodationoptions

Distance fromHome

Bruce Trail

Wiartonn Willie


Flower Pot Island, Grotto, National Park Flower Pot Island, Grotto, National Park

National Reputation


DramaticScenery

Bruce Trail

Distance fromhome

Full servicemarina

Chi-Cheemaun



Variety ofbeaches

Lighthouses & Shipwrecks Lighthouses & Shipwrecks

Tobermory Visitors Now

Familiar with Area


Use as home base


Accomodationoptions

Distance fromHome

Bruce Trail

Wiartonn Willie


Wiarton Target Visitors Future

National Reputation


DramaticScenery

Bruce Trail

Distance fromhome

Full servicemarina

Chi-Cheemaun



Variety ofbeaches

Tobermory Target Visitors Future

Scottish Culture Scottish Culture



Architecture

Friends & Family

Water sports

Lighthouse

Shop/Dining


Kincardine Visitors Now

Familiar/Connection to area Familiar/Connection to areaProvincialRecognition

Youthdestination

Relaxedatmosphere

Vacation photoopts


Walkability

Retro Flavor


Programming/events


Sauble Beach Visitors Now



Architecture

Friends & Family

Water sports

Lighthouse

Shop/Dining


Kincardine Target Visitors Future


Spas/Pampering

Boutiqueshopping

Social options



Golf/Tennis

Reputation

Architecture


Southamption Visitors Now


Spas/Pampering

Boutiqueshopping

Social options



Golf/Tennis

Reputation

Architecture


Southamption Target Visitors Future


Outdoor recreation

Familyprogramming


Distance from home




Kid amenities


Port Elgin Visitors NowAccomodation options

Outdoor recreation

Familyprogramming


Distance from home




Kid amenities


Port Elgin Target Visitors Future

ProvincialRecognition

Youthdestination

Relaxedatmosphere

Vacation photoopts


Walkability

Retro Flavor


Programming/events


Sauble Beach Target Visitors Future

Bruce Trail

UNESCO




Marina/Harbor


Relaxed watersports

Lion’s Head Visitors Now

Bruce Trail

UNESCO




Marina/Harbor


Relaxed watersports

Lion’s Head Target Visitors Future

MellowVacationers

KnowledgeSeekers

NatureLovers

MellowVacationers

MemoryMakers

NatureLovers

Connected Socialites

YouthSocializers

MemoryMakers

NewCanadians

YouthSocializers

MemoryMakers

SocialBoomers

MellowVacationers

MemoryMakers

SocialBoomers

MellowVacationers

MemoryMakers

NewCanadians

MemoryMakers

NatureLovers

NewCanadians

MemoryMakers

Nature Lovers

NewCanadians

NatureLovers

KnowledgeSeekers

MemoryMakers

Nature Lovers

SocialBoomers

MemoryMakers

Mellow Vacationers

Active Enthusiasts

MemoryMakers

MellowVacationers

YouthfulSocializers

PamperedRelaxers

SocialBoomers

KnowledgeSeekers

MellowVacationers

Social Boomers

MemoryMakers


Marketing Plan

Target AudienceLion’s Head’s marketing plan encourages the target market segments;

Knowledge Seekers, Mellow Vacationers and Nature Lovers from Guelph

and Kitchener Waterloo to have weeklong stays in the shoulder seasons

in Lion’s Head. This marketing plan will promote Lion’s Head as a Spring

and Fall destination.

The primary target audience for Lion’s Head are the Knowledge

Seekers. Knowledge Seekers are visitors 55+ females with grown

children, employed and have higher levels of education. The secondary

target audience are Mellow Vacationers, they are 55+years old, quiet,

introverted, working couples without children and seek rest & relaxation.

The third target audience are Nature Lovers. Nature Lovers are 35-54 year

old couples, with young children, they are budget conscious and they love

the outdoors.


Action Plan

That the promotion of Lion’s Head 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.

COLLATERAL AND PRODUCT SPRUCE THE DEVELOPMENT PIECES YEAR BRUCE FUNDING?

1. Retreat Package Year 1 YES

2. Video Development Year 1 NO

3. Facebook Ads Year 1 NO

4. Online Ads and Print Ads Year 2 NO

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

6. Media Tours Ongoing NO


1. RETREAT PACKAGEAction Year: 1

Design Concept: Develop Retreat packages targeted to Hooking, Yoga

and Painting instructors to host their next retreat in Lion’s Head. This

retreat package will be personalized for each group. This retreat package

includes: letterhead, envelopes, rackcards, sign up sheets and discount

cards.

2. VIDEO DEVELOPMENTAction Year: 1

Design Concept: Develop videos targeted to groups looking for a

retreat destination.

3. FACEBOOK ADSAction Year: 1

Design Concept: Develop Sponsored Ads on Facebook to encourage

people to click through to the website.

4. ONLINE ADS AND PRINT ADSAction 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. For example, advertisements in

the Zoomer magazine will speak to the Mellow Vacationers looking for

relaxation.

Collateral and Product Development Pieces


5. SEASONAL CAMPAIGNS (BASED ON ITINERARIES)

Action Year: 2

Design Concept: To encourage visitors to travel during the

shoulder seasons, Lion’s Head 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.

6. MEDIA TOURAction Year: Ongoing

Design Concept: The purpose of this is to invite media writers

and bloggers to come to Lion’s Head. Design itineraries that can

be posted on the Lion’s Head Website, Media Request page, and

design printed copies to be given out at Travel Media Association

of Canada (TMAC)events and design online copies to be e-mailed

out to journalists, media writers and bloggers. Create activity

based itineraries that is unique to Lion’s Head and interesting

enough for media writers to write about Lion’s Head. Developing a

pitch kit will entice writers to visit Lion’s Head


ExecutablesThe executables provided are samples to illustrate

the use of the brand elements in common

marketing tactics, and should not be considered

final artwork.


Instructor Package

Dear Tabatha,

Thank you for taking the time to review this package we have prepared for you. If you are looking to broaden your service off erings and building a stronger relationship with your clients, you will fi nd this package very interesting.

Lion’s Head was recently recognised as an ideal destination for yoga retreats. Located in a secret nook on the Bruce Peninsula, Lion’s Head is close enough to get to, yet far away enough to leave behind the day-to-day rigmourole. It has the facilities and amenities required to host a retreat without any unnecessary distractions. And it’s beautiful!

We have worked with local businesses to make this simple for you to facilitate. We have also negotiated deals with accommodators/businesses so that you can profi t. A detailed “Instructor Savings Plan” is included in this package.

I am confi dent that by bringing a group to Lion’s Head you will help your clients/students elevate their skills and passion for yoga. It will build your relationship with your clients/students and ultimately strengthen your business.

Again, I very much appreciate you taking the time to review this package. If you have any questions please contact me on (519) 123-4567.

Namaste Marydale AshcroftLion’s Head Promotional Group

Sign up sheet

a yoga retreat.

Name

Phone NumberRetreat Date

Name

Phone Number

Name

Phone Number

Name

Phone Number

Name

Phone Number

Name

Phone Number

Name

Phone Number

Name

Phone Number

Present this card to participating

businesses to receive your Instructor’s

Discount. This card is only valid during a

visit to Lion’s Head with your students.

Rack cards

a yoga retreat

on the Bruce Peninsula.

Finding the time to dedicate to your passion

can be challenging. Wouldn’t it be great to

just disappear for a few days and dedicate

your precious time to you and your yoga?

Situated on a secret nook of the Bruce Peninsula, Lion’s Head

is the perfect location for a yoga retreat. It’s the place where

you can practice yoga in an idyllic natural setting. The view

from the bluff s over crystal turquoise waters will soothe your

soul and let you submerge into your yoga like never before.

In between your yoga sessions there is a wide range of

activities to do. Kayaking, SUPing and hiking is in abundance

and will relax your body. Or you can just sit and enjoy the

stillness. Speak to your instructor for details about your yoga

retreat on the Bruce Peninsula.

on the Bruce Peninsula.

www.VisitLionsHead.ca

a yoga retreat


Facebook Sponsored Ads Print Ad

www.VisitLionsHead.ca

Finding the time to dedicate to

your passion can be challenging. Wouldn’t it

be great to just disappear for a few days and dedicate

your precious time to you and your painting?

on the Bruce Peninsula. a painting retreat

38 Lion’s Head Style Guide - Spruce The Bruce

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

Contact

39Lion’s Head Style Guide - Spruce The Bruce

Marketing and Promotions Toolkit - Bruce County · The Campaign Message ..... page 18 - 19 Visitor...

Documents

Transcript of Marketing and Promotions Toolkit - Bruce County · The Campaign Message ..... page 18 - 19 Visitor...