New marketing plan dubs this area "The Beach" - Page 2

Aggie · 02-12-2008, 04:03 PM

COLUMN: How will 'The Beach' lure people here?

http://www.nwfdailynews.com/article/11921

Quote:

...The Coastal Vision 3000 Committee was formed to develop a marketable identity for Okaloosa, Walton, Bay and Gulf counties.

This initiative was apparently triggered by airlines’ complaints that this area was too fractured and that they needed something with 20 letters or less for their billboards.

I’m not sure why the Emerald Coast, at 12 letters, wasn’t considered dynamic enough. But don’t worry, they’ve one-upped it.

Are you ready? Drum roll, please.

At a meeting last week, the new buzz words were unveiled: The Beach.

That’s right, The Beach.

Hmmm. Wow. How did they ever manage to come up with something so riveting? Please tell me you can hear the sarcasm bleeding from every word I type....

sunsetbaby · 02-12-2008, 05:40 PM

The Sun Reported this week...

We are now going to be known as "The Beach". (The Color is orange...Orange Beach...oh that would miss the mark too...like the 331 sign saying Welcome to Walton County) Covering the area between Bay and Okaloosa Counties. They...the airlines...wanted a 20 letter catch phrase to represent this area in advertising campaigns.

How about "The Emerald Coast". Oh, we;ve been know as that for 30+ years...seems to work well! And oh yeah, it's 15 letters!

What the hell are these people thinking. My background is in marketing...can I be of some help here...they seem to be missing the market all together....

I am lost at words...and not much positive to say about any of the marketing I've seen lately. What the F___ Bomb is going on in the heads of the poeple who seem to be in charge...seems to me they don't know much about the area...do they even live here (yes, I know they do...just doesn't seem like it).

beachmouse · 02-12-2008, 05:46 PM

To quote Mister Mouse on the issue: "Yeah the beaches are very nice here, but it's not like they're the Black Album of beaches. No one knows what they're talking about with it. It doesn't make sense. "

browndog · 02-12-2008, 06:46 PM

Does anybody have any idea who the marketing company is that master minded this? I'd like to go after their client base.

Minnie · 02-12-2008, 06:47 PM

Quote:

Hmmm. Wow. How did they ever manage to come up with something so riveting?

that is explained in the brochure, actually.

goodwitch58 · 02-12-2008, 06:51 PM

Quote:

Originally Posted by browndog

Does anybody have any idea who the marketing company is that master minded this? I'd like to go after their client base.

www.thebeachfla.com

Miss Kitty · 02-12-2008, 06:51 PM

Quote:

Originally Posted by Minnie

that is explained in the brochure, actually.

Minnie · 02-12-2008, 07:00 PM

Quote:

Originally Posted by Miss Kitty

are you shocked its in the brochure or that I read it.

browndog · 02-12-2008, 07:19 PM

Quote:

Originally Posted by goodwitch58

www.thebeachfla.com

Does it say who the marketing company is? I mean, I know all the players are listed but...

you know, I guess that is the problem, it isn't really people who do creative, it is more the people who attempt to strategize... and then perhaps they hired someone to execute the graphics...

It is a good argument for why people should not consider themselves marketers unless they themselves have come up with great campaigns... same old story I guess...

Miss Kitty · 02-12-2008, 07:20 PM

Quote:

Originally Posted by Minnie

are you shocked its in the brochure or that I read it.

i guess i am shocked you read it and after seeing the orange color, you can still see.

30A Skunkape · 02-12-2008, 07:23 PM

Pathetic, just pathetic. If the premise is accepted that 'Emerald Coast' isn't good enough, jeez, The Beach? Does anyone know much coin it cost to develop this concept? Seriously, I advocate aborting this thing while there are 66 days left and open a competition among marketing students at FSU and Florida to develop a brand and marketing angle. I promise the product would be better at a far cheaper price.

Miss Kitty · 02-12-2008, 07:29 PM

I feel like we are fighting the color wheel! First BLUE, now ORANGE!!!

Smiling JOe · 02-12-2008, 07:48 PM

skunky, I think that even the OWC students would do a better job.

Minnie · 02-12-2008, 07:52 PM

Quote:

Originally Posted by Miss Kitty

i guess i am shocked you read it and after seeing the orange color, you can still see.

The color was kinda glaring.

had my shades on. I do think a beautiful sea blue/green would have been much more appropriate.

kurt · 02-12-2008, 08:00 PM

I'll mention again that I believe the reason "Emerald Coast" is not being used is because (St. Joe owned) Gulf County is included in the coalition. Gulf County is part of the "Forgotten Coast".

I am waiting for someone from Coastal Vision 3000 to contact me.

BeachSiO2 · 02-12-2008, 08:08 PM

Quote:

Originally Posted by kurt

I'll mention again that I believe the reason "Emerald Coast" is not being used is because (St. Joe owned) Gulf County is included in the coalition. Gulf County is part of the "Forgotten Coast".

I am waiting for someone from Coastal Vision 3000 to contact me.

Not to mention the Emerald Coast is already the "location" used by the Destin/FWB Tourism group (http://www.destin-fwb.com/) . I doubt the other areas would want to support a name that is already used by one of the members. It would in essence be more advertising for one over all the others. On the other hand, I bet Destin/FWB was pushing for the Emerald Coast.

TooFarTampa · 02-12-2008, 08:25 PM

Quote:

Originally Posted by BeachSiO2

Not to mention the Emerald Coast is already the "location" used by the Destin/FWB Tourism group (http://www.destin-fwb.com/) . I doubt the other areas would want to support a name that is already used by one of the members. It would in essence be more advertising for one over all the others. On the other hand, I bet Destin/FWB was pushing for the Emerald Coast.

Well, then they should pick one of these ...

Quote:

Originally Posted by Busta Hustle

top 10 brandings considered but not used...

10. Redfish Riviera
9. Emerald Toast
8. Da Beach "That's Hot!!!"
7. Doodle's Forest Sandy Thing
6. Bubbaland
5. Pendesforgrapan City
4. Really NO SPEEDO Beach
3. Sunburnahick Beach
2. Panhandle This
1. Paradise Paved

(The word beach could be added to each for a more boom effect)

Personally I like Doodle's Forest Sandy Thing, but that's too many letters. How about Red Tide Riviera?

kurt · 02-12-2008, 08:26 PM

Quote:

Originally Posted by BeachSiO2

Not to mention the Emerald Coast is already the "location" used by the Destin/FWB Tourism group (http://www.destin-fwb.com/) . I doubt the other areas would want to support a name that is already used by one of the members. It would in essence be more advertising for one over all the others. On the other hand, I bet Destin/FWB was pushing for the Emerald Coast.

Escambia, Santa Rosa, Okaloosa, Walton, and Bay are historically known as the Emerald Coast. If you are promoting this region it makes sense, except for Gulf County being the odd county out. I wonder if there was some consideration for them to defect from the Forgotten Coast.

Beachaholic · 02-12-2008, 09:01 PM

I Don't Like Anyone Calling My Home "fractured"!

Smiling JOe · 02-12-2008, 09:06 PM

What about, the "Emerald Coast, and oh yeah, I almost forgot, Gulf County, too?" Nevermind, it has too many letters.

SWGB · 02-12-2008, 11:18 PM

Some don't like tourists, so a defunct marketing campaign from the beginning is a bad thing?

TooFarTampa · 02-12-2008, 11:34 PM

Quote:

Originally Posted by sowalgayboi

Most of us don't like tourists, so a defunct marketing campaign from the beginning is a bad thing?

Who is "us"? I hate the idea that people reading this board might think the frequent posters don't like tourists.

Edit to say that I think you are joking, but some may think otherwise.

SWGB · 02-13-2008, 12:27 AM

Quote:

Originally Posted by TooFarTampa

Who is "us"? I hate the idea that people reading this board might think the frequent posters don't like tourists.

Edit to say that I think you are joking, but some may think otherwise.

I apologize for that, I was not clear.

I meant to say that some prefer the area as is and don't want to further the marketing of the area (i.e. secret club).

Personally I can't shut up about the beauty, welcoming locals, and uniqueness (sp?) of the area.

hnooe · 02-13-2008, 07:29 AM

How about instead using The Beach, how about "You Wanna Be My Beach" or "Sun-Over-Beach."

Busta Hustle · 02-13-2008, 07:39 AM

The really sad part about the whole idea is that you have really intelligent people thinking they can market or brand their way out of this tax and insurance debacle. It's like if we come up with the right color or nick name that will solve our problems and once again buyers will swoop in to buy or rent and it will all be because of marketing and consulting. It's time to think outside the Crock...

SWGB · 02-13-2008, 09:22 AM

How about:

"The sun'll come out tomorrow"

scooterbug44 · 02-13-2008, 09:50 AM

Quote:

Originally Posted by Busta Hustle

The really sad part about the whole idea is that you have really intelligent people thinking they can market or brand their way out of this tax and insurance debacle. It's like if we come up with the right color or nick name that will solve our problems and once again buyers will swoop in to buy or rent and it will all be because of marketing and consulting. It's time to think outside the Crock...

I think the really sad part is that there aren't any "really intelligent people" or "thinking" involved in this debacle.

Jennifer Steele Saunders · 02-13-2008, 10:16 AM

Quote:

Originally Posted by BeachSiO2

Not to mention the Emerald Coast is already the "location" used by the Destin/FWB Tourism group (http://www.destin-fwb.com/) . I doubt the other areas would want to support a name that is already used by one of the members. It would in essence be more advertising for one over all the others. On the other hand, I bet Destin/FWB was pushing for the Emerald Coast.

Santa Rosa County is not included in the Coastal Vision 3000, though. How is that for fractured?

destinscuba · 02-13-2008, 11:44 AM

This is it plain and simple.

Where is "the beach"?

Here is the Emerald Coast!

SWGB · 02-13-2008, 12:03 PM

Get back to work.

Minnie · 02-13-2008, 01:02 PM

Quote:

Who is "us"? I hate the idea that people reading this board might think the frequent posters don't like tourists.

It does seem that way sometimes, which I am sure is not intentional and certainly not from SWGB, I know he loves us.

Mango · 02-13-2008, 01:16 PM

Quote:

Originally Posted by Minnie

It does seem that way sometimes, which I am sure is not intentional and certainly not from SWGB, I know he loves us.

You want to name some specifics? Seems like the people with some of the highest post counts do not own or live full time in Sowal, but obviously feel welcome. Honestly Minnie, of late I have not seen you post anything positive.

reddsings · 02-13-2008, 03:53 PM

Quote:

Originally Posted by Smiling JOe

I think the idea is to post big orange signs everywhere to go with the big blue signs... and now we know why the big signs in SoWal are blue -- somewhere in that group of private companies and people, lie a few Florida Gators. Just makes me sick that they would choose either for road signs.

The thought is making me ill

30A Skunkape · 02-13-2008, 04:29 PM

Here is some official scoop from a WALCO insider:

It will never be 'The Beach'...it is 'The Beach for (fill in the blank)'

Orange was selected because it stands out in newsprint. The marketing company felt like using blue or green would create advertising that would easily be overlooked.

Emerald Coast could not be used because (I am not making this up and only reporting this) it implies that a visit would guarantee emerald waters...and sometimes our waters are not emerald green, and that would be a false representation. But we can always guarantee a beach will be here (OK, that may not be a given with erosion, and it certainly becomes complicated when a bunch of homeowners run people off the beach, which is supposed to be guaranteed!)

Enjoy

Sea Sothebys · 02-13-2008, 04:33 PM

Quote:

Originally Posted by Mango

You want to name some specifics? Seems like the people with some of the highest post counts do not own or live full time in Sowal, but obviously feel welcome. Honestly Minnie, of late I have not seen you post anything positive.

I think Minnie is plenty positive...

Sea Sothebys · 02-13-2008, 04:35 PM

Quote:

Originally Posted by 30A Skunkape

Here is some official scoop from a WALCO insider:

It will never be 'The Beach'...it is 'The Beach for (fill in the blank)'

Orange was selected because it stands out in newsprint. The marketing company felt like using blue or green would create advertising that would easily be overlooked.

Emerald Coast could not be used because (I am not making this up and only reporting this) it implies that a visit would guarantee emerald waters...and sometimes our waters are not emerald green, and that would be a false representation. But we can always guarantee a beach will be here (OK, that may not be a given with erosion, and it certainly becomes complicated when a bunch of homeowners run people off the beach, which is supposed to be guaranteed!)

Enjoy

Do you happen to know who the marketing company is?

30A Skunkape · 02-13-2008, 04:39 PM

Quote:

Originally Posted by Sea Sothebys

Do you happen to know who the marketing company is?

No, I didn't ask. This was a very brief conversation

John R · 02-13-2008, 05:20 PM

Quote:

Originally Posted by 30A Skunkape

It will never be 'The Beach'...it is 'The Beach for (fill in the blank)'

Emerald Coast could not be used because (I am not making this up and only reporting this) it implies that a visit would guarantee emerald waters...and sometimes our waters are not emerald green, and that would be a false representation. But we can always guarantee a beach will be here (OK, that may not be a given with erosion, and it certainly becomes complicated when a bunch of homeowners run people off the beach, which is supposed to be guaranteed!)

this is some serious BS. who's on first?

the entire country knows this region as the emerald coast, just as they know the 'gold coast', the 'space coast', etc. Thank G_d we grabbed it first

the other coasts must be pissed that they can't use it.

so, do all the businesses that are 'emerald coast' based change their name to 'the beach magazine', 'the beach electric', 'the beach association of realtors', etc?

this a blunder of enormous magnitude, larger than the blue signs. amazing that our business leaders approved this.

NotDeadYet · 02-13-2008, 06:19 PM

Quote:

Emerald Coast could not be used because (I am not making this up and only reporting this) it implies that a visit would guarantee emerald waters...and sometimes our waters are not emerald green, and that would be a false representation. But we can always guarantee a beach will be here

And this was said with a straight face?

I don't believe it. There is some other reason why Emerald Coast cannot be used that they are not saying.

Sea Sothebys · 02-13-2008, 06:47 PM

I just chatted with one of the leaders mentioned on the brochure. He brought up something that I have been considering myself, but only now have really digested the significance: we haven't seen the actual campaign.

All we have seen is the logo and some tag lines.

I imagine since Lewis Communications designed the campaign, that it will have great photography and some excellent design that will help gain the attention of what is our demographic/target market.

Maybe we will be impressed when we see the whole campaign, maybe we won't.

I certainly think this 'release' should have included some of the 'magic' of the campaign- especially if the idea was to gain credibility/sponsors. The actual poor marketing move was that all the magic was lost in presentation, and instead of building high expectations with suspense, they will have to back peddle to gain acceptance.
Something tells me that this presentation approach was not a strategic move, but rather a rushed solution to a deadline. I love telling people there are no marketing emergencies, just poor planning. This is the perfect example.

goodwitch58 · 02-13-2008, 07:55 PM

I am not familiar with Lewis Communication? Who are they? What have they done?

Seems very strange if they are so good they would let that brochure with the horrible Orange get out...if the campaign was going to be significantly different...first impression and all that....

Can you give more information?

Sea Sothebys · 02-13-2008, 08:05 PM

http://www.lewiscommunications.com/

I get your point... I hope you get mine too....I think that is exactly the problem... no magic, all logic, makes an underwhelming release of what could be a good campaign... or a bad...

But yeah, they are a talented group...I posted their site. I haven't looked at their site...

scooterbug44 · 02-13-2008, 08:18 PM

I question how great a marketing company is that can't control the release of its own marketing campaign and avoid a HUGE backlash of national negative publicity.

Checke dout the site - no pizzazz! A bad orange logo calling us the generic "beach" fits right in IMO!

I vote we let the SWHS students take a whack at it - think they can do better!

Sea Sothebys · 02-13-2008, 08:33 PM

Goodness, I am not saying they are some great marketing company, I am only suggesting they have good creative normally and that the release was what really was the problem. I don't know who was responsible for that...

I own a marketing consulting company and I would not have made this mistake... Though, I have made mistakes getting in with a client who would not take advice... and perhaps, this happened... I simply don't know. Just offering my thoughts...

goodwitch58 · 02-13-2008, 08:45 PM

Well, I agree with ScooterB....no magic here.

There must be some other reason they are involved...there are many great Florida companies to chose from and many national companies who have done Florida Economic Development and Tourism campaigns....there must be something else going on here.

I would like to see the Request for Proposals..

scooterbug44 · 02-13-2008, 09:04 PM

I know it's much easier to critique than be creative, but IMO "marketing" this area would be a heck of a lot easier if they focused more on controlling & combatting the negatives than on "rebranding".

Intelligently planning for the future and expansion, welcoming and listening to community input, and being careful about how the area appears to the rest of the world goes alot further than a logo.

A dissatisfied customer will repeat their complaint until it reaches 300 people, a satisfied one will tell 30.

How many tourists and $ are the hideous blue signs, private beaches, incompetent government, and petty squabbling between different communities/destinations costing us?