WS Item 611/04/2014
Brand Development Program
Southlake, Texas
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Relevant Experience
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Brand Development Process & Methodology
Immersion Ideation Execution Deployment Stewardship
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Goals
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GOAL T3 – DEVELOPMENT OF A FOCUSED MESSAGE
Having a powerful, speci�c message and reinforcing it through
marketing, public relations, and online tools will provide a synergy
to the staff’s efforts.
T3.3 Promote the best Southlake has to offer.
It is about putting the focus on the very best that Southlake has to
offer – the things that set it apart from the competition. This should
be a major component of any plan to create a message and then
tell the world.
Southlake Tourism Strategy
– Southlake 2030 Economic Development & Tourism Master Plan 02-15-2011 Approved by Council
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Ideally, and to meet the City’s stated tourism goals, a Southlake
tourist is:
A visitor who comes from outside of Southlake and spends
money at retail, dining and/or lodging establishments within
the City limits.
The Southlake Tourist is a Visitor
– Southlake 2030 Economic Development & Tourism Master Plan 02-15-2011 Approved by Council
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The Southlake Target Visitor
– Southlake 2030 Economic Development & Tourism Master Plan 02-15-2011 Approved by Council
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Immersion
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Discover what the Southlake, Texas brand stands for.
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Pro�le the brand’s fans, and explain why.
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Help develop a stronger emotional connection
between the brand and the target audience.
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Help implement more successful brand messaging,
marketing, and operational strategies.
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Secondary Research - 10+ planning documents, extensive online
City Management - 4 groups, 3 interviews, 17 participants
Economic Development & Tourism - 1 group, 4 participants
Hotel + Retail - 2 groups + 1 interview, 12 participants
Residents - 1 group, 1 interview + online survey, 11 participants
Ethnography - 3 visits to Southlake, overnight stays at the Hilton,
dining, shopping, driving tours and a great deal of people-watching
Immersion Scope
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40+ participants
3+ visits
Total Scope
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The Story of Southlake
Planning
Safety
Dragons Achievement
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Planning
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“The evolution of the city is no accident.”
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“We swam to where we wanted to be.
We didn’t let the current carry us.”
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“We have a very robust Master Plan called Southlake 2030, with 16
elements and more than 700 recommendations.”
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“We were comprehensive planning
when comprehensive planning wasn’t cool.”
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“At last Tuesday’s City Council meeting, we had
a 2.5 hour discussion over four residential lots.
We pay a lot of attention to the details here in Southlake.”
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“Our direction is set. I don’t expect many surprises going forward.
I think we’re going to be what we’ve set out to become.”
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“It’s a lot of work to put together organic.”
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Achievement
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“That sense of community and drive to be the best is here.”
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“There’s not a lot of people in Southlake that coast.
They worked really hard in their life and their career
and they’re on the move.”
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“Across the board, we’re not just achieving. We’re blowing the doors
off. That applies to everything. If you’re going to do planning, or
gardening, or run a hotel, have it be the best.”
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Polishing the trash can
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“It’s a very high-achieving community in every sense of the word.”
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“There’s a standard. And then there’s a standard above it.
That’s the Southlake Standard.”
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“When I think of Southlake, I think of the �eur-de-lis,
the French lily, which stands for the best of the best.
That’s what we do. It’s in our DNA.”
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Safety
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Nine out of ten respondents associate Southlake with the phrase
“safe and secure.”
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“You always feel safe.”
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“It’s one of the safest places in the metroplex.”
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“If you saw only that one building, you’d get a sense of our
community. From safety to quality construction to how it’s
positioned, it’s central to our city.”
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“You still get this sense of small town
in the middle of the 4th largest metro area in the U.S.”
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“It’s just one of those Mayberry USA type cities.”
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“My husband and I got married in 2008 and were living in Arlington.
Our favorite place to go for date night was Southlake Town Square.
This became our favorite place to hang out together.
It’s a happy place.”
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“There’s a reason the buildings are designed the way they are, to be
the retro feel and yet be thoroughly modern and tricked out.”
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The Norman Rockwell Story
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Dragons
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“The city comes together as a team. We’re all Dragons.”
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“It’s a sense of pride, for their kids, their families, their homes, their
community, their pets. That’s Dragon Pride.”
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“The Dragon symbol becomes the identity for the community.”
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DOMINATING
GOLD
A LITTLE
FLAIR
DRAGONS
SHIELD
SYMMETRICAL
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Implications
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Discover what the Southlake, Texas brand stands for.
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“It’s kind of this oasis in the middle of two sprawling urban areas.”
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Southlake, Texas is an
Island of Achievement
inhabited by American Dreamers
who plan everything,
play by the rules
and win.
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Pro�le the brand’s fans, and explain why.
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Help develop a stronger emotional connection
between the brand and the target audience.
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Perfectly planned.
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Help implement more successful brand messaging,
marketing, and operational strategies.
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Moodboard
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Next Steps
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Next Steps
Finalize Destination Branding Implementation Plan
Adjust recommendation timeline
Begin creative rollout
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Thank you!
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