Objective
The objective of this project is to build a distinctive and
long-lasting brand foundation to consistently guide marketing
and promotional efforts for Greater Raleigh. By focusing Greater
Raleigh’s marketing on key strengths and perceptions,
we expect to drive awareness, interest and investment in the
county from this country and around the world.
Process
• An online survey is being conducted with 300 consumers
in our regional advertising market. We are including responses
from Greater Raleigh residents and from residents across
the country and in the markets that attract the most visitors,
such as Charlotte, Greensboro and Richmond.
• We are conducting interviews with approximately
10 key Greater Raleigh stakeholders representing government,
hospitality, business, cultural and media entities.
• We are conducting approximately seven focus groups/workshops
with arts, hospitality and community residents and leaders.
• We developed this website in order to engage our
local residents in the process on a wider scale through
an online survey.
Next Steps
Based on the research findings and analysis, the brand architecture
will be created including guidelines for the execution of
visual and written communication. The brand architecture will
drive the changes and enhancements we make to our marketing
and communications strategy.
Contact Us
Any questions about the project should be
directed to:
Ryan Smith
Director of Communications
(919) 645-2676
rsmith@visitraleigh.com
|
