Porter County, Indiana
THE CHALLENGE: Millions come to the Indiana Dunes National Lakeshore, but few spend money or travel south of the interstate to visit communities just minutes away.
Nestled along the southern shore of Lake Michigan and home to the spectacular Indiana Dunes National Lakeshore, Porter County hosts millions of visitors each year.
But people weren’t spending money in the area or exploring the rest of the county. They were packing up each day and heading home. Their challenge: people spend the day at the Dunes but don’t travel south to the nearby communities.
As part of a team assembled by Destination Development, Vicky Soderberg designed and managed a 10-day charrette process for the county and eight communities. This collaborative process resulted in an action plan that established independent brands for each community and an overall stronger positioning for the county.
Throughout the process, Vicky served as primary client liaison, managed and facilitated on-going public input and conducted necessary research. While working with steering committees in each community, Vicky crafted recommendations and implementation strategies for the eight cities and towns and contributed several additional recommendations for the county as a whole.
THE CHALLENGE: Define an identity that sets it apart from other southern California beach communities and then maintain momentum and implement the plan.
Oxnard is home to great assets: a diverse population, temperate weather, verdant agricultural fields, a beachfront park and an architecturally appealing downtown. What it lacked was an identity that set it apart from other southern California communities with similar attributes.
As part of a team assembled for this branding, marketing and product development project, Vicky worked with the Convention and Visitors Bureau and local steering committee to create and manage a charrette process that provided a forum for the residents’ broad range of opinions and visions to be heard and discussed in an open, respectful manner. She then conducted an exhaustive research effort to test the feasibility of various suggestions about brand and product directions. Throughout, she was the primary client and public contact for the project.
Subsequently, Cygnet Strategies was hired to work with the local steering committee to create a detailed implementation plan for the project, create a new logo and style guide and assist the Convention and Visitors Bureau with a related marketing and social media plan.