We put you on the map.

Community buy-in drives the entire branding process, so it’s essential to identify and engage stakeholders early on.

Using strategic communications that build excitement, Pinpoint helps determine partners who have the most interest and influence.

Public relations, digital marketing and/or video may be used to explain the project’s purpose, the anticipated benefits and the critical role of community input.

Pinpoint develops the positioning copy that explains the rebrand, the reasoning for it and what role residents will have in the project. This statement will make it clear that their opinions matter as they will become a critical piece of the community’s future image.

Press releases and internal communications like newsletters mark the initial push. Our PR department will gain as much distribution and coverage as possible.

We may use an educational video as a shareable digital asset that also makes great content for social media efforts.

A project may need a microsite featuring regularly updated content regarding the rebranding project so the community can connect or locate public surveys as necessary.

Over the course of several sessions, Pinpoint’s team questions people within the organization. This internal focus helps establish what you see as the community’s most important assets, largest challenges and biggest competition. We can then determine what’s worked in the past and, more importantly, what hasn’t.

We also audit any current marketing materials at this time.

Pinpoint works with you to choose community stakeholders who will offer the most worthwhile insight into what makes the location unique.

The opinions of business owners, nonprofit organization leaders and others with a vested interest in community assets, challenges, past efforts and competing destinations set up the later phases of research.

Pinpoint can craft an invitation designed to grab the attention of targeted stakeholders as well.

Stakeholders you choose are interviewed one-on-one to gain deeper insight.

In addition to analyzing community demographic data, Pinpoint tours the community with you for a firsthand look at what makes it unique.

Our team may perform some candid interviews for further analysis of public perception.

Pinpoint conducts a public survey based on the information digested during the internal research phase. This provides a baseline of popular opinion within the community.

We may focus groups to get a more in-depth look at current perceptions.

Pinpoint compiles a list of assets and begins constructing personas for the target audiences. In addition to the qualitative data collected to this point, we review any available numbers that help with consumer identification.

Local lodging, businesses and attractions also help produce demographic data and establish target markets that exist as well as those yet to be tapped.

We dig deep online to analyze behavior of the target audiences. Using SEO methodology, the team identifies the most desirable keywords a destination does or should rank for.

SEO can reaffirm the assets established in the research and planning sessions, meetings and surveys as well as uncover new opportunities based on what the desired personas are searching for, where they are coming from and the type of destination they’d like to visit.

We use various tools and software to understand online user behavior and search demand. This gives Pinpoint valuable information about topics people are searching online. It provides insight into how much demand for a given topic or search term exists. In addition, Pinpoint’s experts can spot trends and demand by date range and geography.

Pinpoint uses every tool at its disposal to do a comparative analysis that shows what other communities with similar makeup and assets are doing – or not doing – to boost their profile and internal morale.

We take full advantage of the latest technology, including software that tracks coverage and mentions in traditional and social media that add to the insight collected via research and planning meetings and surveys.

Pinpoint assembles a tactical brand report that spells out the methodologies behind data collection and explains key findings that will factor into the brand positioning. This extensive report outlines every step of the research and planning process, the results of those efforts and the recommended takeaway from each data set in great detail.

You’ll be able to review exhaustive lists of sources and the results as well as the insights that our teams glean from them.

Pinpoint then activates its creative team, which will dig into the insights and begin formulating a message that captures the community’s unique selling point and speaks to the right audience.

This idea moves everything else forward. It’s the statement that the community can rally around and external audiences will be attracted too. In close collaboration with the client, we begin developing strategies that push the messaging forward.

Pinpoint reassembles the stakeholders identified in the planning and research stage to share the results and pitch the recommended brand narrative. The input and dialogue from this session assures the agency, stakeholders and client that the brand message is heading in the right direction.

The brand narrative tells the story that needs to be told in a clear statement that guides concept development. With the narrative well established and the client completely on board, Pinpoint can start spinning that concept into creative with a wide variety of tools.

Pinpoint develops logos that incorporate clients’ greatest strengths and evoke messaging the agency develops for the new brand.

Once the creative build-out is complete, you receive a complete branding guide, which includes every brand asset of the campaign. This guide covers everything from the color palette to messaging to a style guide for copy.

Pinpoint takes the brand and begins developing the best formats to communicate it with.

A campaign can include any or all of our services. Our creative director and his team determine what form the campaign will take, be it print, digital, broadcast or social medium.

Utilizing powerful intra-industry tools, we tap into a network of marketing peers that can offer feedback and insight into the campaign concept. This gives extra confidence that Pinpoint’s efforts will put you in the best possible position to achieve the goals set forth during the research and planning period.