An internationally known branding expert will spend a week visiting Shawano and Menominee counties to help gauge the area’s strengths and weaknesses in attracting tourists and new residents.
Roger Brooks, CEO of Roger Brooks International, will spend the week “secret shopping” local communities and tourist attractions for the local Brand Development Team, which is made up of area leaders, stakeholders and businesses. Funding is provided by Shawano Country Vision 2017 and a grant from the Wisconsin Department of Tourism.
Brooks will evaluate things such as directional signage, overall appeal, things to see and do, places to eat, customer service, nightlife, retail shops and lodging.
The results of his community assessment will be presented during two free workshops Aug. 7 at Menominee Casino Resort Conference Center in Keshena.
The first workshop, “The Art of Branding,” from 8-9:15 a.m., will explain the process of branding the Shawano Country area, why it’s important and long-term benefits. Brooks will also unveil an online questionnaire.
The second workshop, “Through the Eyes of Our Visitors,” from 9:30 a.m. to noon, will include the findings of Brooks’ “secret shopping” assessment.
The workshops are open to the public, but reservations are requested. For information, call the Shawano Country Chamber of Commerce at 715-524-2139.
Brooks’ visit and workshops will kick off a larger branding initiative facilitated by his company.
Trish Kieckhafer, co-owner of Shawano-based Stone Creations of Wisconsin, is a member of the BDT and is excited about undergoing the branding process with RBI.
“Watching the transformation of our Shawano Country over the last 20 years has been amazing. Now it is time to step up our efforts in bringing more tourism, businesses and full-time residents to our beautiful area,” she said. “This will increase revenues for our retail and tourism sectors but will also help our industrial base — attracting more companies that will invest in our towns and bring more employees to live here. The next months of focus groups and polling will be exciting as we narrow down our message that we want to present to the world.”
Early in August, Brooks and his team will hold stakeholder interviews and public meetings to continue the research process necessary for developing a brand. Targeted groups will be interviewed and the public educated on the branding process.
Brooks is the author of “Your Town: An Amazing Destination — The 25 Immutable Rules of Successful Tourism.” His firm has assisted in the development, marketing, and branding of nearly 1,000 communities, plus numerous states, provinces, and regions around the world. Clients include notable locations such as Copper Mountain Resort in Colorado, Whistler Resort in British Columbia, and Wisconsin Dells and Door County in Wisconsin.
Romy Snyder, Wisconsin Dells Visitor and Convention Bureau executive director, said Brooks assisted Wisconsin Dells with establishing its brand.
“It was that initial assessment that convinced us our brand had to be the ‘Waterpark Capital of the World.’” Snyder said. “A destination’s brand must have a very narrow focus to be memorable, and that is where Roger excels.”
Vision 2017 is a five-year economic development plan designed to address various needs of area businesses and communities. The plan’s overall goal is to spur capital investment and grow the economy by implementing steps in key areas, including business expansion, attraction and recruitment; tourism/retail development; workforce issues; and community development.
This plan was initiated four years ago by the board of directors of Shawano County Economic Progress Inc. and the Shawano Country Chamber of Commerce.