We put you on the map.

So, what do you want from your destination? What do you want from your attraction, your city, your town, your county, your region? What can you expect from – how high can you raise your expectations for – your place in the world?

Pinpoint’s community branding process helps destinations answer those questions and gives them the tools to achieve those goals.

Community branding is rooted in the principles of Pinpoint’s idea-based marketing philosophy, which relies on research and creativity to develop effective concepts and execution.

Education and Buy-In

Education and Buy-In

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.

Positioning Copy

Positioning Copy

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 Release

Press Release

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

Web Video

Web Video

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

Microsite

Microsite

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.

Research and Planning

Research is the cornerstone of Pinpoint’s idea-based marketing philosophy. The quantitative and qualitative data gathered for this project drive the creative process.

A wide range of sources help the creative and account management teams begin to understand, uncover and discover the unique selling points of the community.

Internal Audit

Internal Audit

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.

Stakeholder Meeting

Stakeholder Meeting

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.

One-on-One Interviews

One-on-One Interviews

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

Familiarization Tour

Familiarization Tour

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

Undercover Interviews

Undercover Interviews

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

Public Survey

Public Survey

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.

Focus Groups

Focus Groups

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

Consumer Identification

Consumer Identification

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.

Behavioral Analysis

Behavioral Analysis

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.

Comparative Analysis

Comparative Analysis

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.

PR Analysis

Meltwater (Proprietary Software)

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.

Brand Positioning

With the data compiled, organized and analyzed, the community branding can truly start taking shape.

Review Findings

Review Findings

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.

Develop Strategies

Develop Strategies

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.

Presenting Brand Statement and Understanding Direction

Presenting Brand Statement and Understanding Direction

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.

Creative Build-Out

This is where the consultant role ends and the full-service creative agency capabilities are deployed.

Brand Narrative

Brand Narrative

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.

Logo Development

Logo Development

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

Branding Guide

Branding Guide

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.

Campaign Concepts

Campaign Concepts

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.

Creative Professional Evaluation

Creative Professional Evaluation

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.

Strategic Communication Plan

One of the most daunting challenges of any organization is creating and implementing a marketing plan. That’s why we build a solid strategy on an idea-based foundation. The success of the brand will rely on it.

With buy-in achieved and the creative build-out complete, Pinpoint’s team of account managers can go to work developing strategy.

True to its commitment to partnership with the client, we lay out this plan in a step-by-step format.

However, this strategic communications plan is no simple outline of intentions. It’s an in-depth document that touches each aspect of the campaign in great detail.

The strategic communications plan specifies what content will be developed and what media the PR team will target.

The plan includes complete findings of the Web, social media and marketing material audits with proposed solutions for optimization and explanations of how each ties in to the overall rebrand.

Content Marketing
  • Content Development
  • SEO and Content Strategy
  • Brand Storytelling
Digital Marketing
  • Digital Advertising
  • Behavioral Training
  • Re-Messaging
  • Search Engine Marketing
  • Email Marketing
Media Planning and Buying
  • Media Planning
  • Added Value
  • Creative Placement
Brand Development and Strategic Marketing
  • Idea-Based Marketing
  • Brand Management
  • Strategic Planning
Web Development and Design
  • Responsive Design
  • Design for Mobile
  • Web Management
  • SEO Integration
Search Engine Optimization
  • SEO Approach
  • Keyword Research
  • Measurement
Public Relations
  • PR Asset Development
  • PR Strategy
  • Events
  • Stunts
  • Measurement
Social Media
  • Development Strategy
  • Social Media Management
  • Creative Branding
  • New Media
Video Production
  • Online Video
  • Social Application
  • Broadcast
  • Long Form
  • Corporate
  • Video Strategy
  • Emotion Tracking
Research
  • Video Testing and Analysis
  • Internal Audit
  • Surveys and Focus Groups
  • Competitive Analysis
  • Account Planning

Signup

Get our destination marketing insights right to your inbox. Subscribe

Get our Destination Marketing Insights Right to Your Inbox.

Optional