Western Nebraska Messaging Guide by Nolan Fast

MESSAGING GUIDE

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Preface ......................................... 01

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Targets ......................................... 03

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Core Values ................................. 04

Lincoln

is looking south to the Transcontinental Railroad he helped create, and the worlds largest rail yard. The Bailey Yard in North Platte is a destination for rail fans from around the world and amazing views of it can be found from the Golden Spike Tower.

S I H T O D ............................ 05 T ’ Demographics N A C U . S N I A T N U O M THE

WestNebraska.com

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Our Focus ................................... 09 lcome.

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Goals ............................................. 15

E P I C I S OV E R R A TED.

Brand Design .............................. 17

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Design Execution ....................... 19

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E P I C IS OVERRATE DO YOU REALLY D. WANT TO GO TO THE MOUNTAINS?

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They block the view, and even in summer it gets cold at night. They’re always attracting tourists with their majesty and that makes traffic and everything else a nightmare. So ask yourself, do you really want to go to the mountains? Or would you rather go someplace where you can hike, bike, camp, ride, float, or mosey on your own terms. Get away from the crowds, blaze your own trail. Find you next adventure. .com

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ADVENTURE /ed’ven(t)SHur/

noun • an unusual and exciting, typically hazardous, experience or activity: her recent adventures in Italy. • daring and exciting activity calling for enterprise and enthusiasm: she traveled the world in search of adventure / a sense of adventure.

It’s impossible to not have adventures in Western Nebraska. I suppose you could sit in a little residential bubble and do nothing, but that’s not in this region’s DNA. This part of the state was settled by adventurers, cattlemen, railroad workers, farmers, trappers, and wanderers—all people willing to take a risk for a new opportunity. The timid never made it this far west. The timid still never make it out here. Western Nebraska is not where you go when you want to be pampered. There are no resorts, no pricey boutiques, no pretentious restaurants. It’s plains, rivers, sandhills, forests and bluffs, just waiting for you to discover what’s around the next bend. It’s a place where you can chart your own course, where you can make your own fun. Western Nebraska is where you can find your next adventure. 01

OUR GOAL Our goal when developing this new Western Nebraska Tourism Coalition brand is to give you an identity that takes advantage of the things that make Western Nebraska such a special place. We want to use imagery and language that show the diversity of landscapes and activities available in the region while staying true to the core values of the people out west.

OUR CHALLENGE When doing research we came across two very distinct responses to the question “Do you ever think about taking a trip to Western Nebraska?” Some responses were along the lines of “I have been out to Grand Island a few times.” or “I’ve been out west on I-80 heading to Colorado.” Another answer was “Yeah, we go there every year, I love _________.” This neatly displays both the challenge and opportunity for the WNTC. Some people don’t even consider traveling to Western Nebraska, but the ones who do, tend to be repeat guests who either return to one place or explore the area. So why do all of these repeat visitors come out to Western Nebraska? They come to canoe the Niobrara, to tank the Middle Loup, to hike and camp in the state parks and national forests, to ride ATVs in Halsey, to ride bikes in Potter’s Pasture, fish the lakes and rivers, and hunt everywhere. People return to Western Nebraska year after year to enjoy all of the outdoor recreation options.

TARGETS So who are these people who are going to find their next adventure in Western Nebraska? They’re adventure seekers, explorers; people searching for a new experience, searching for their next big adventure. They are the type of people who don’t just want to have the same experiences as everyone else; folks who want to get off the beaten path, to discover something new about themselves and the world. It doesn’t matter what their particular interests are, it could be hunting and fishing, it could be hiking and camping, it could be a family just looking to find a new experience and create memories. They’re people who are looking to broaden their horizons to seek out a better, more fulfilling and authentic life. These adventure seekers have a deeply rooted desire to explore and find new things about themselves and the world. This is such a common and durable human trait that it is an archetype. Archetypes are the most deeply rooted character traits in human culture, in our stories and myths, from ancient Greece to present day. These archetypes have been effectively used to narrow branding focus for marketing efforts for years. The archetype embodied by the outdoor adventure seekers that we’re targeting is that of an explorer. This deeply rooted archetype is outlined in Margaret Mark and Carol S. Pearson’s book “The Hero And The Outlaw.” Hero and Outlaw are the other archetypes commonly found. So what are the core values of these Adventure Seekers, these explorers?

CORE VALUES OF AN EXPLORER Core Desire:

The freedom to discover themselves and the world through exploration.

Greatest Fear:

Goal:

To experience a better, more authentic, more fulfilling life.

Strategy:

Getting trapped, conforming, inner emptiness, non-being.

Journey/Adventure, experience new things, escape entrapment and boredom.

Trap:

Gift:

Aimless wandering, becoming a misfit.

Autonomy, ambition, ability to be true to oneâ&#x20AC;&#x2122;s own soul.

These core values give you the tools you need to communicate with your target audience of Adventure Seekers. These values will form the word choices, imagery, tone, and attitude that youâ&#x20AC;&#x2122;re seeking to portray. But first, you need a better idea of where these people are and how many of them you can efficiently target. 04

DEMOGRAPHICS It’s been established that a group of people who love the core recreational opportunities Western Nebraska has to offer exists, but how many people are in this group? You need to focus on two target regions, the Lincoln-Omaha metro and the Front Range of Colorado. Together these regions give you an overall target population of over 5.5 million people. LNK-OMA Omaha-Council Bluffs-Fremont metro population is 931,666 Lincoln metro population is 302,157 FRONT RANGE Cheyenne-Fort Collins-Denver-Colorado Springs metro population is 4,295,181 Facebook’s audience data was used to trim down the percentage of this population that is interested in the core of Western Nebraska’s appeal. The information that comes through Facebook is some of the most robust available due to Facebook tracking online behaviors and Experian, their data partner, who tracks offline purchase behaviors. It truly gives you the complete picture. The focus was on people who have indicated their interest in outdoor recreation through one or more of the following activities: camping, fishing, hiking, horseback riding, hunting, boating and/or mountain biking. There are obviously other activities that fit within outdoor recreation but these numbers should give you a good baseline for what you’re looking at from the overall population.

LNK/OMAHA

FRONT RANGE

MEN 18-24

36%

25-34

32%

35-44 45-54 55-64

19% 9% 4%

MEN

WOMEN 18-24

35%

25-34 35-44 45-54 55-64

26%

18-24

33%

18-24

30%

25-34

35%

25-34

32%

35-44

16%

45-54

11%

55-64

WOMEN

17% 9% 4%

35-44 45-54 55-64

19% 11% 5%

This shows you that while what Western Nebraska has to offer may not be everyoneâ&#x20AC;&#x2122;s cup of tea, there are around 1 million people within a reasonable driving distance who are looking for exactly what you have to offer. In addition to that, interesting patterns are emerging in buying/recreation habits over the last few years that are extremely promising for Western Nebraska. The Futures Company emphasized these patterns and they primarily affect two generations: the Baby Boomers, and the Millennials.

As for the Millennials, they are no longer the youth of the country. They are those 25 to 34 year-olds in the Facebook data. As they more and more move into heavily populated urban areas, they are focusing a large portion of their recreational spending on outdoor recreation and escaping the urban environment. These trends are manifesting themselves in different ways, but the result is that a larger population than ever is interested in the core of what Western Nebraska has to offer.

First the Boomers, as this generation is approaching or has already reached retirement age they are healthier and more active than any previous generation. Boomers, unlike the prior generations, are still looking for adventures and activity-based recreation well into their retirement years. That doesnâ&#x20AC;&#x2122;t just mean golf; it also means all of the outdoor recreation that is present in Western Nebraska. This is an extremely promising development for tourism in your region.

These trends are even more pronounced in the Front Range where outdoor recreation has been a dominant force for generations.

The good news is that the demographics are trending in the right direction for Western Nebraska tourism. The better news is that this market is already huge. While there is currently (late 2015) some drama surrounding Cabela’s, the numbers show that outdoor recreation is a massive market in the United States. For a better perspective take a look at Cabela’s and REI, two of the dominant outdoor retailers in your target markets.

Cabela’s had $3.75 billion in revenue in 2014 REI had $2.2 billion in revenue in 2014 So in this one slice of the outdoor market we see people spending nearly $6 billion on things that allow them to go play outside. It’s also useful to look at these companies because while they have some overlap they do have their own specialties within the outdoor recreation industry. Cabela’s is more focused on hunting and fishing, REI more toward biking, climbing, and skiing. Broadly speaking the core targets are people in our geographic regions who shop at one or both of these stores or smaller specialty retailers who sell the same products.

WHAT MAKES WESTERN NEBRASKA APPEALING TO ADVENTURE SEEKERS? What do we need to show these explorers to convince them to make the trek out to Western Nebraska? We need to show them the ways that Western Nebraska has exactly what they’re looking for. We need to show them how you promote a unique experience. How you’re more authentic than thier other options. No matter if it’s staying home or going to the mountains. We’ll accomplish this by focusing on certain elements.

FOCUS ON

Your Story Western Nebraska is a place where people create fun and adventure with whatever happens to be on hand. Dropping a cattle tank in a river, turning cattle pasture into a great mountain biking destination. Hiking, camping, paddling, boating, fishing, and hunting, we need to show the full breadth of all of the activities that Western Nebraska has to offer. We also need to emphasize the character of the region, the personality. There is a resourcefulness that shows through not just in your recreation options, but also in the dining and lodging throughout the region. There’s always a café, bed and breakfast, or hidden gem that you didn’t expect to find. You’re the people who invented tanking, which perfectly sums up the combination of fun and resourcefulness that characterizes Western Nebraska. That is what makes travelling through WesternNebraska an adventure.

FOCUS ON

Your Landscape When people think of Nebraska the common images are of cornfields and the landscape along I-80. One of our biggest challenges and opportunities is to show the varied landscapes that exist throughout the western region of the state. From the Pine Ridge to the river valleys, the Sandhills, bluffs, and everything in between. The diverse topography of Western Nebraska is a reason to make it your destination as opposed to something you just pass through. You need to ensure that you showcase the entirety of what makes the west special, that this is not the flat land of corn fields that most people think of. You need to showcase why Western Nebraska isnâ&#x20AC;&#x2122;t what people think it is, but is the perfect place to find your next adventure.

FOCUS ON Your Public Lands The vast majority of the land in Nebraska is privately owned, in a state with such a vibrant agricultural sector that’s not exactly surprising. Fortunately a huge chunk of the public lands in Nebraska reside in the WNTC footprint. We need to ensure that we get the word out about the variety of experiences one can have in areas that are open to the public throughout Western Nebraska. This doesn’t just mean the State Parks and SRA’s but the smaller places like Potter’s Pasture that are the hidden gems throughout the state. These public areas represent something that just aren’t as readily available in the eastern Nebraska metro regions, and they have a huge advantage over many of the public lands in Colorado as they are less likely to be as crowded and expensive as areas closer to the Front Range. For many people in our target markets the public lands of Western Nebraska represent an opportunity for exploration and adventure.

FOCUS ON Your Open Spaces Part of what makes Western Nebraska special and a great destination for adventure seekers are the vast open spaces. It’s something that we don’t always acknowledge because it seems normal to us. The gigantic skies that stretch out and the views that you can find coming up over a hill in the Sandhills or the bluffs is something to be treasured and promoted. The fact that this region is so open is one of the reasons that stargazers make the trek. For an increasingly urban population it’s not something they can find at home. These open spaces produce a different view and can give adventure seekers a different perspective than the one they’re used to wherever they call home.

FOCUS ON Your Unique Lodging There are big resorts all over the country, and chain hotels and motels dominate most towns but for our target market neither is particularly enticing. They serve a purpose but no one has ever instagrammed a Holiday Inn. For people looking for the reliability of a national chain and just someplace to stay for the night they have that option. For people coming to Western Nebraska as a destination we need to highlight the amazing diversity of the unique campgrounds, cabins, guest ranches, bed and breakfasts, and even sheepwagons that are available. That is the type of lodging that people post to social media and tell stories about. As people go searching for their next adventure letâ&#x20AC;&#x2122;s make sure that theyâ&#x20AC;&#x2122;re aware of all the options that are really available. By providing WNTC member lodging businesses with an outline and branding toolkit, we can help ensure that they have the tools to promote the unique lodging in the region in a way that reinforces what is special about Western Nebraska.

FOCUS ON Your Small Town Charm Small towns have advantages and disadvantages. You’re not going to find highend shopping, unless you’re looking for custom hats, boots, or saddles. These small towns are authentic small town America. For a population that is increasingly sucked into the pace and stresses of city life, there is an appeal to visiting a place where those don’t exist. There’s the appeal of being waved to on the highway, and the price of food and drinks, or any entertainment really, will be somewhere between affordable and let’s order the big steak. You know that if you get turned around that people will be willing to give you directions and probably let you know road conditions. This small town authenticity is something to be celebrated and promoted. It probably won’t bring someone to the area, but it can be a huge factor in getting them to return.

WHAT MAKES WESTERN NEBRASKA DIFFERENT? Less Crowded

Less Expensive

Less Traffic

WHAT DO WE NEED TO DO? WHAT ARE OUR GOALS?

We need to raise awareness of what Western Nebraska has to offer: Hiking

Hunting

Camping

Fishing

Mountain Biking

Horse Riding

Boating

In order to do that, we need to establish a distinct brand voice and design aesthetic that captures what makes Western Nebraska great. Imagery and language that shows why you should visit and ties into those deep-seated archetype desires while maintaining the fun and irreverence that personifies fun in Western Nebraska. We need to show and tell people why Western Nebraska is the perfect place to... 15

TO DO THIS WE’LL USE THE FOLLOWING TOOLS: BRAND VOICE

Your brand voice needs to communicate the freedom, adventure, possibilities, and resourcefulness that are at the core of Western Nebraska. This breaks down into three elements that cascade into one another to build your voice and identity. These elements are:

Words:

Tone:

The words chosen should reinforce the core of every great adventure. These words reinforce the core values of what Western Nebraska has to offer. For every story you’re trying to tell, use words that paint a picture and entice people to place themselves within it. Choose active words, and highlight how you’re different from other options. Do not shy away from being bold and making a statement.

Strive for forward motion and irreverence. By emphasizing motion we tap into the idea of adventure and personal exploration. By adding irreverence and sarcasm in the voice, it can create a fun, lighthearted tone that let’s everyone know that while you believe Western Nebraska is awesome and has a ton to offer, you’re not going to take the whole thing too seriously. It’s an adventure, have some fun with it.

DESIGN

The key is simplicity. We want to emphasize the use of one amazing picture and make the headline and copy work around that photo. For things like print ads that means sticking to just one image; for pieces like the membership brochure that means using one image per area. These large images will help us explain the geography and activities that Western Nebraska has to offer so that we can effectively challenge the stereotypes of Nebraska.

Fonts: Colors:

Logo presented in Black or White depending on what works best with the background of the photo.

OSWALD BOLD - TITLES

Klinic Slab Bold - Subtitles Klinic Slab Book & Bold - Body Copy

VALUES Letâ&#x20AC;&#x2122;s make sure we reinforce these ideas that we discussed earlier throughout the campaign and branding.

Core Desire:

Goal:

The freedom to discover themselves and the world through exploration.

To experience a better, more authentic, more fulfilling life.

Strategy:

Greatest Fear:

Getting trapped, conforming, inner emptiness, non-being.

Journey/Adventure, experience new things, escape entrapment and boredom.

Trap:

Gift:

Aimless wandering, becoming a misfit.

Autonomy, ambition, ability to be true to oneâ&#x20AC;&#x2122;s own soul.

DESIGN EXECUTIONS

You could go to the mountains this weekend. Get stuck in traffic with 20,000 of your closest friends on their way to do the EXACT SAME THING, and be overcharged for lunch, dinner, drinks, your room, breakfast… to hell with that.

GO HAVE AN ADVENTURE.

Don’t fight traffic and crowds. Don’t pay through the nose for the same weekend as everyone else. Go. Go hike, bike, camp, float, ride, and mosey on your own terms. Get away from the crowds. Blaze your own trail. Find your next adventure.

Come to Western Nebraska.

DO YOU REALLY WANT TO GO TO THE MOUNTAINS? They block the view, and even in summer it gets cold at night. Theyâ&#x20AC;&#x2122;re always attracting tourists with their majesty and that makes traffic and everything else a nightmare. So ask yourself, do you really want to go to the mountains? Or would you rather go someplace where you can hike, bike, camp, ride, float, or mosey on your own terms. Get away from the crowds, blaze your own trail. Find you next adventure.

Come to Western Nebraska.

YOU CAN’T DO THIS IN THE MOUNTAINS. Not that you’d want to. The rivers are too cold, too fast, and too full of giant rocks. But that’s just fine because some river adventures have nothing to do with being cold, wet, and in constant danger. Some river adventures happen at a mosey. Just you, some friends, a cooler, and an unsinkable cattle tank. It’s called tanking. Invented in Western Nebraska.

You’re welcome.

EPIC IS OVERRATED. You could go shoot rapids, get wet, get cold, and spend an hour hanging on for dear life, all for the low cost of…$%&# that’s a lot of money. Or you could float. Sitting in lawn chairs, in a cattle tank. Sure it’s a different way to go, but if you’re looking for a leisurely way to get eight friends and a big cooler down a river tanking is the way to go. Epic is overrated, adventures aren’t. Find your next adventure.

Come to Western Nebraska.

DRIVE A TANK.

Find your next

ADVENTURE. WESTERN NEBRASKA

Find your next

ADVENTURE. WESTERN NEBRASKA

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ADVENTURE. WESTERN NEBRASKA

UNDER A WESTERN SKY. WESTNEBRASKA.COM

GO EXPLORE.

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ADVENTURE. WESTERN NEBRASKA

DO SOMETHING WORTH POSTING ABOUT.

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ADVENTURE. WESTERN NEBRASKA

GO.

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ADVENTURE. WESTERN NEBRASKA

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ADVENTURE. WESTERN NEBRASKA

GO WEST.

Find your next

ADVENTURE. WESTERN NEBRASKA

Find your next

GO EXPLORE.

ADVENTURE. WESTERN NEBRASKA

Find your next

ADVENTURE. WESTERN NEBRASKA

YOUR NEXT STORY.

Washington

is jealous of all the ways people are having fun on the water in Western Nebraska. Canoeing the Niobrara, tanking the Middle Loup, and jet skiing on Lake Mac all seem like way more fun than crossing the frigid Delaware.

WestNebraska.com

Jefferson,

the ardent naturalist, is gazing down at the glory of Western Nebraskaâ&#x20AC;&#x2122;s natural heritage. From the bighorn sheep, elk, deer, and other wildlife that roam the area to the fossils that have been uncovered, Western Nebraska would have piqued his endless curiosity.

WestNebraska.com

Roosevelt

is looking to the State Parks, National Forests, wilderness areas and open rangeland that he helped create and preserve. Heâ&#x20AC;&#x2122;s looking to the places where one can still go exploring to learn more about nature and themselves.

WestNebraska.com

Lincoln

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