Page 44 - High Knob Master Plan

HIGH KNOB REGIONAL INITIATIVE IDENTITY
The High Knob Regional Initiative (HKRI) brand serves to represent the organization and initiative moving forward. As the organization that is growing and developing recreational assets and tourism in the area, the HKRI’s communication goal would be to connect local partners to the regional vision and its implementation . One the other hand, the High Knob Brand presented on the preceding page, is a destination identity and would be used to market the destination and connect to the user. Therefore, while it is important that the HKRI organizational brand visually connects to the High Knob destination band, it should stand alone as a unique identity to reflect the official functions of the organization as it carries out its mission.
The graphic is a singular HKRI icon that incorporates various regional assets: High Knob Tower, Flag Rock, Stone Face Rock, and the Daniel Boone Trail. The use of Stone Face Rock and the Daniel Boone Trail, in particular, is a direct result of the need to connect other regional assets that may not initially be considered part of High Knob.
High Knob Regional Initiative Brand
REGIONAL BRAND IMPLEMENTATION
The High Knob brand identity was created as part of a collaborative and open process with representatives from each community, partner agency, and recreation destination within the region. It is a community brand created through community participation, with a strategic connection to existing brand identities within the community and region. The brand identity package has been developed for the High Knob Regional Initiative to represent the region and the organization.
It is recommended that the implementation of the brand be conducted in the same manner to the Southwest Virginia (SWVA) brand that has been so successfully realized throughout the region, or the similar regional brand developed for Clinch River Valley. In each case, the lead partner organization is the steward of the brand and allows it to be used by brand partners.
For example, for the SWVA brand, Friends of Southwest Virginia first held regional brand reveals throughout the nineteen-county region to present the brand system. Rather than have each community “adopt” the brand that represents the entire region, it allowed each community, destination and business to become a brand partner and utilize the branding tools in their own marketing. Much like the signage system presented in this master plan, this allows the communities to present themselves as being part of the High Knob Region, while still retaining their own unique brand identity, connecting them to other communities in the region, and building brand equity to each place.
STRATEGICMARKETINGANDDEVELOPMENT RECOMMENDATIONS
The HKRI brand identity and messaging has been based on the initiative’s strategic mission. Marketing recommendations and strategic implementation strategies are built on a tactical, four-themed approach to what the High Knob Regional Initiative can and should achieve.
MARKETING & PRIDE
These recommendations focus on integrating the High Knob brand into both external and internal marketing for regional and local partners.
1. Adopt the High Knob Brand- The first step is for the HKRI to adopt the brand and style guide. The HKRI will be the owner and steward of the brand and will work with local community and destination partners to deploy the brand and its messaging.
2. Share the Brand with Brand Partners- The Heart of Appalachia, Southwest Regional Recreation Authority, Crooked Road and others currently market the region to tourists and should be encouraged to incorporate the High Knob brand and messaging into their regional marketing. The HKRI should meet with each of these organizations to share the brand system, and discuss potential methods for inclusion.
3. Coordinate Marketing with SWVA- High Knob is one of eight anchor destinations promoted by Friends of Southwest Virginia in its marketing for all of Southwest Virginia. Like similar regional brands, such as the Clinch River, the High Knob icon should be integrated into SWVA regional marketing.
4. Deploy “Virginia’s Backyard” External Marketing Strategy- Working with its regional marketing partners, the HKRI should explore strategies to collectively position the High Knob area as “Virginia’s Backyard” in all external visitor marketing.
5. Deploy “Discover Your Own Backyard” Internal Marketing Strategy- The High Knob region’s “basecamps” are the local communities and destinations within the region. Working with these local partners, regional assets should be marketed directly to residents in a “Discover Your Own Backyard” campaign. HKRI can present the brand identity to community partners and explore collaborative methods to reintroduce the area’s assets to its citizenry.
44 CHAPTER 7: THE HIGH KNOB BRAND
HIGH KNOB REGIONAL INITIATIVE