Kentucky State Parks Branding Book

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KENTUCKY STATE PARKS REBRANDING

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THE CHALLENGE • Update an aging visual brand by re-introducing Kentucky State Parks to coeds and young families as economical and exciting destinations. • Develop sample promotional materials. • Make recommendations to advertise Kentucky

State Parks as a destination regionally and nationally. • Position Kentucky State Parks as the ideal place for weddings. • Establish unique brands for the seventeen resort


BRAND MANUAL

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restaurants and organize branding for the smaller park eateries. • Provide the golf courses at Kentucky State Parks with expanded merchandise for their pro shops. • Create new branded merchandise to increase

park shop revenue. • Recommend improvements to current website and organize social media efforts.

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KENTUCKY STATE PARKS REBRANDING

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IMAGE STRATEGY Our strategy will couple the beauty of the parks with memories made between close friends and family. We recommend combining the backdrop of the parks with images of our target markets enjoying everything the parks have to offer. The

photos should be candid and saturated with color to reflect the intensity of human emotion. Our audience will see themselves reflected in the campaign and want to have similar experiences.


IMAGE STRATEGY + PROMOTION

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PROMOTION The Kentucky State Parks are dealing with drastic budgetary constraints. Printed materials are costly. We recommend expanding the capabilities of all digital properties to conduct the majority of reservations and bookings. Online content is

inexpensive to create and requires no printing. Printed materials should be limited to what is absolutely necessary and should always re-direct to the web.

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KENTUCKY STATE PARKS REBRANDING

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PROMOTION CONT.

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KENTUCKY STATE PARKS REBRANDING

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SOCIAL MEDIA Twitter:

Twitter should be updated much more frequently than Facebook, and should aim to attract a younger audience. Twitter should be updated once daily, and may include any of the following types of tweets: • Daily Events. If any event relates to a restaurant, the name of the restaurant and the park should be stated. • Weather Updates • Park Conditions • Coupons & Deals • Personal Accounts Retweets:

Whenever a follower posts a picture or tweet, it should be retweeted and/or favorited in order to show excitement about visitors utilizing the parks.

Facebook:

Operate and update three times a week. These posts should include but not be limited to: • Encouragement of visitation to the parks • Weather updates • Contests, both photo and video • Encourage personal accounts of any visitors’ stay at a park


SOCIAL MEDIA

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Pinterest:

Boards will include: Science & Nature History Kids Gifts & Merchandise Scenery Travel Wedding Décor, Venues & Settings

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Pinterest boards will be updated: • Each time a new wedding takes place at a Kentucky State Park • Once a week

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KENTUCKY STATE PARKS REBRANDING

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PARKS

ABOUT

RESTAURANTS

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GOLF

EVENT PLANNING

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STORE

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NEWS Kentucky State Parks is looking for folks interested in being a volunteer campground host. Click here to download the application.

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ANIMAL OF THE MONTH

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WEBSITE + BLOG Though the website must follow government regulations, it doesn’t necessarily have to look like a government website. This plan will clean up the design and feature beautiful photographs to showcase the beauty of the parks and the stories they inspire. The creation of an online booking system is essential. The design will be stream-lined and user-friendly.

Due to the strict limitations of government-based websites, the creation of a third-party blog not obviously linked to the government site would be a great solution. It would allow for an honest picture of the state parks without adhering to government regulations. Most people gather information from third-party sources before making a decision on anything. The blog would feature articles highlighting the parks most interesting attractions.


WEBSITE + BLOG

PARKS

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CALENDAR

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BOOKING

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KENTUCKY DAM VILLAGE ABOUT US

THINGS TO DO

PLACES TO STAY

GALLERY WHAT PEOPLE SAY

FIND A FIT

Your Location

UPCOMING EVENTS May 11th

ABOUT

PARKS

May 29th

June 2nd

June 15th

July 4th

Activities

up to

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miles away

CALENDAR

BOOKING

STORE

Lake Barkley (555-555-5555) KNOWN FOR: Archery, Basketball, Miniature Golf

ALL

ALSO FEATURED: Beach, Soccer, Boating, Horseback Riding, Canoeing ACCOMMODATIONS: Lodging, Campgrounds

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PARKS

RESTAURANTS

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CONTACT FAQ SOCIAL MEDIA

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Must Haves

CALENDAR

BOOKING

Lodging

Campground Resturant

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We recommend delegating this workload to an intern instead of a full-time employee. The parks would need interns to manage photography, blogging, and social media. These internships would provide the parks with a database of photography and online content, while giving valuable experience to a young professional.

STORE

GET DIRECTIONS

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KENTUCKY STATE PARKS REBRANDING

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Stunning courses provide Kentuckians w Stunning courses provide Kentuckians with a affordable way to enjoy one of American affordable way to enjoy one of Americans favo pastimes. The golf courses are staffed by pastimes. The golf courses are staffed to byguara pro a Stunning courses provide Kentuckians with the most spectacular in the state. Many and professional turf managers EXPANDING THE BRAND scenery and professional turf managers to in guarantee EXPANDING THE BRAND an affordable way to enjoy one of their favorite parks provide lodging and alternative activities positive experience. Tucked around tha positive experience. Tucked in around theofpar pastimes. The golf courses are staffed by pro ideal for large family reunions, corporate eventsof some the courses take advantage th the courses takeshops advantage some of The the mo athletes to guarantee a positive experience. and wedding parties. The pro are well spectacular scenery inofthe state. par scenerybranded in the state. The parks als Professional greens keepers manage some of merchandised.spectacular However, product

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with an provide a variety of lodging and alternative activities ns favorite especially for large family reunions, corporate events y pro athletes and wedding parties. specifically Parks Golf Courses antee a Thefor proKentucky shops areState well merchandised but additional can increase awareness and revenue. With 16 golf16 golf he parks, merchandise can increase awareness. With the Statethe Parks are an excellent option he most properties, properties, Kentucky State Park Golf Courses are for country club memberships. rks also an excellent option to country club memberships.

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KENTUCKY STATE PARKS REBRANDING

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EXPLORE KENTUCKY EXPANDING THE BRAND The retail shops at the Kentucky State Parks sell sundries, snacks, local artwork and limited branded merchandise. The stores are not well stocked or decorated. Some parks include tourist items such as tumbled rocks and low-priced

children’s toys. Replacing the tourist merchandise with Kentucky State Park product lines will reposition the stores as legitimate profit centers. Customers who wear branded merchandise will increase park revenue and, most importantly,


PARK MERCHANDISE

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KY

spread awareness. A wider variety of products and apparel will encourage guests to purchase The retail shops at the Kentucky State Parks sell more gift items. We also snacks, recommend all from local artists and sundries, somethat artwork merchandise be available for sale online. limited branded merchandise. The stores are not well stocked or decorated. Some parks include tourist items THE BRAND such as tumbled rocks and cheap children’s toys. Replacing the tourist merchandise with Kentucky

pro�it centers. And what better way to ness to our target markets than have t Kentucky State Park branded messagi wider variety of products and apparel to purchase gift items. We also recomm merchandise be available for sale onli


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KENTUCKY STATE PARKS REBRANDING

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RESTAURANT S.W.O.T. The restaurants at the Kentucky State Resort Parks have been

Strengths: for the The constant buffet style food their own destination. Boasting accomplished chefs, and staff. beautiful RE-DEFINING DINING facilities,Restaurants the restaurants require their own branded identities and are causing restaurants without The Kentucky State Parks are local expenditures material. restaurants that provide a unique experience consistent business to lose money. Without a when compared to franchises. Every location has a website, customers are unable to learn about the beautiful resort setting unique to each restaurant restaurants. They are obligated to follow a social rather than one standardized environment. Along networking site for current promotions. This does with reasonable prices, the quality of their food not provide sufficient information for park visitors. draws in park visitors and the local community. The restaurants at the Kentucky State Resort Parks have been Opportunities: their own destination. Boasting accomplished chefs, and beautiful RE-DEFINING DINING Weaknesses: Kentucky Park Restaurants theidentities and facilities, State the restaurants require their ownhave branded material. of providing customers with friendly, The Kentucky State Park Restaurants are not capability branded. This creates a very low awareness, and comfortable environments along with quality food. no established expectation. The rural location The scenery, food, and visual branding such as Theanrestaurants at the Kentucky presents greater time and commitment concerns menus and logos establish identity. Partnerships

RE-DEFINING DINING

their own destination. Boasting facilities, the restaurants requir


RESTAURANT REBRANDING

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ucky State Resort Parks have been ing accomplished chefs, and beautiful quire their own branded identities and

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The restaurants at the Kentucky State Resort P

with Kentucky Proud programs will lead to target audience has become a difficult task. With their own destination. Boasting accomplished RE-DEFINING DINING being more economically savvy than community involvement opportunities. Culinary consumers facilities, the restaurants require their own br arts competitions and shadowing for students ever, they want to invest their money in locations material. of Bowling Green Tech Culinary School are two with established expectations. Many consumers possibilities. This also leads to the possibility of perceive buffets as cafeteria-like settings and, as creating Chef idolization at specific restaurants. an evolving culture, this is less desirable. Another opportunity is to provide catering for weddings and events held at The Kentucky State Parks. Also, park events such as geocaching could aid to promote restaurants. Threats: The Kentucky State Park Restaurants budget is limited. With minimal state funding, reaching the


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KENTUCKY STATE PARKS REBRANDING

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RE-DEFINING DINING The restaurants at the Kentucky State Resort Parks have become unique destinations. Boasting accomplished chefs and beautiful facilities, the restaurants require their own branded identities.

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RESTAURANT REBRANDING CONT.

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INNOVATIONS One of the innovations for the State Parks to consider is a content database featuring park photography and visitor’s stories. In order to build this database without extra spending, the State Parks can host a photography contest aimed at current photography students. The winner would be hired as an intern of the parks. Other internships such as social media and online content manager should be implemented as well. Another opportunity to build local interest is hosting a culinary contest with student chefs on KET. The contest could help bring innovative ideas to the restaurant menus. The winner of the contest will be

offered an internship as a Junior Chef in one of the restaurants. With smartphone use skyrocketing, hosting geocaching events will encourage much more public interaction with the parks. Modern day scavenger hunts will bring the community together with one goal in mind. The events will invite people to have fun and marry their love of technology with exploration of nature. Participating in wedding trade shows will help position the parks as wedding venues and connect the parks with professionals in the wedding planning industry. If money is available, the parks


RESTAURANT REBRANDING + PARK INNOVATIONS

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should hire a dedicated wedding planner to assist the brides in imagining and implementing their Kentucky State Park wedding. A push during the college Spring Break season could bring in a large, youthful crowd. The campaign could invite young adults to save money unplugging and relaxing in the State Parks.

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KENTUCKY STATE PARKS REBRANDING

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49 PARKS. 0 EXCUSES.

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Why Havent You?

With more parks than any other state, Why Haven’t You visited Kentucky At your wedding, surround yourself with State Parks? what matters most. Lake Barkley offers a beautiful estate seated lakeside, distant from busy city streets.

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ADVERTISEMENTS

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At your wedding, surround yourself with what matters most. Lake Barkley offers a beautiful estate seated lakeside, distant from busy city streets.

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