BrandingLafourche PARISH, Louisiana
BrandingLafourche PARISH, Louisiana
Lafourche Parish is a place worth bragging about. As we seek opportunities to grow our economy and enhance the quality of life for residents and businesses, we must do so in a manner that preserves the beautiful character of the community we all love. We must also actively manage our community’s image. The more attractive a community that exists of Lafourche Parish, the more successful we will be at the recruitment of new jobs, increased retail sales receipts, increased restaurant sales receipts and tourism revenues.
Destination branding is about creating a unified story we can all share that positively affects our reputation. It allows us to market Lafourche Parish outwardly so we are leveraging what makes us unique and attractive. Unlike traditional and familiar consumer product brands, a destination brand is not limited to one organization. We all share it. We all are responsible for delivering the many experiences that can be found throughout our community, from our downtown and parks to our restaurants and businesses. Everyone is part of the Lafourche Parish brand.
This is more than a logo and catchy tagline. This branding project offers a new and sturdy platform that encourages respectful working relationships to deliver the brand promise consistently, and supports the community’s effort to establish and sustain their reputation. It will provide marketing direction for many community organizations within Lafourche Parish. It will identify new opportunities for programs that can unite and grow local businesses. It will give everyone something to rally behind.
The branding project is using qualitative and quantitative research from inside and outside of Lafourche Parish. The research is focused on learning about Lafourche Parish mostly from the people that know it best – residents, businesses, leaders and our neighbors.
Community storytelling involves a lot of different tools. Sometimes it is advertising, but other times it may be a public art project. The Lafourche Parish story is deep and rich and can be told in many ways. This project will help create ways for everyone to be storytellers in their own way.
How will Lafourche Parish benefit from a competitive identity?
As the world changes quickly around us, it is important we understand and reinforce the values and heritage that make Lafourche Parish distinct. Without actively managing the desired direction of our reputation, we are vulnerable to factors we cannot control, and as a community, we may suffer from fragmented communications. The goal is to create an authentic place of distinction and a cohesive community voice that can be used by all our stakeholders in a unified effort to highlight the best of what Lafourche Parish offers.
How is this project being funded?
The Bayou Lafourche Area Convention & Visitors Bureau is completely funding this project. No local tax dollars are being used to fund the branding initiative.
How was this process initiated?
The Bayou Lafourche Area Convention & Visitors Bureau identified the need for a purposeful branding direction for the community, not only for growing tourism but also for rallying the entire community behind a central theme. The Bayou Lafourche Area Convention & Visitors Bureau carefully reviewed several proposals from companies experienced in this type of consulting. Eventually, the marketing company Chandlerthinks, proven experts in place branding, was selected to help us navigate through this process.
Will Lafourche Parish residents and businesses have an opportunity to contribute?
In addition to a series of community interviews and focus groups, we will also have an online community survey. Everyone is encouraged to participate in the process. The cooperation, leadership and unity of these organizations will create a new strength and vitality in our community for greater teamwork and growth.
Lafourche Parish is on its way to being a destination of distinction.
What will the process entail?
This process will be broken into four phases:
1) Research that explores and uncovers the Lafourche Parish identity;
2) Development of a competitive identity strategy;
3) Development of a Lafourche Parish voice and creative platform;
4) An action plan that provides a detailed program for involving all stakeholders in marketing our new competitive identity.
How long will the project take to develop?
A research and strategy project of this size typically takes 8-10 months for completion.
How can I be a part of the Lafourche Parish branding project?
For more information or questions, please email Timothy Bush at the Bayou Lafourche Area Convention & Visitors Bureau email@example.com
During the course of the destination branding project, we will be sharing upcoming dates that may be of interest to you.
March 14-17, 2016 | The Chandlerthinks team begins the branding project with an in-market visit to Lafourche Parish
April 11-12, 2016 | The Chandlerthinks team back for another visit of more of the community
April 25, 2016 | Community Survey for Branding Project https://www.surveymonkey.com/r/LafourcheParishCommunitySvy
May 20, 2016 | Article published on dailycomet.com relating to the community branding initiative that is currently underway:
October 5, 2016 | Conceptual creative elements presented by Chandlerthinks and The Graham Group to branding committee.
Next steps: Creative work finalized and logo development to be presented.
January, 2017 | The final presentation for the Lafourche Parish branding project was presented to the steering committee.
The Brand Navigator document was delivered to Timothy Bush with the Bayou Lafourche Convention & Visitors Bureau.
Are you interested in learning more about this process or looking to get involved? Any questions about the Lafourche Parish destination branding project can be directed to Timothy Bush from the Bayou Lafourche Area Convention & Visitors Bureau at firstname.lastname@example.org