HomeMy WebLinkAboutMetropolis 7 �{yr
MAY 162017
5/2/17
K
The Honorable Patrick.Downie
Mayor
City of Port Angeles
Ptd Bax 1151
Part Angeles,WA 95362
Dear Mr Downie:
In the past few years I have had quite a number of clients and friends who have headed "way
down under," for a long escapade in New Zealand. They have described it as magical,immense,
and almost like visiting another planet in its almost impossible beauty. Talking about this,with
these well-traveled folks,it occurred to me that we have a remarkably similar experience in our
own state: the Olympic Peninsula (mountains,rain forests,rivers,lakes,straits,beaches),and
what I think could reasonably be called its capital—your city of Port Angeles and its environs.
What prompted these conversations—and lead to the hypothetical Core Concepts you'll find
enclosed—was one of my frequent trips to Port Angeles (sometimes we drive, sometimes we
sail in--see attached shot). I've been visiting and enjoying the area,frequently,for over 30
years,and we have friends (former client—national marketing director) who live in the area
(Blue Mountain Road). What was special on this trip,however,was that a bell went off:
"This place almost looks like another planet; a dream planet,and it's so incredibly close." I
came over the rise that leads down to Port Angeles,with the sea and mountains in the
background,and I said to myself,"This is i nipossiably7 beautiful...and so impossibly close."
Of course,you folks know all this,but has this reality clicked with the public to the degree
one would expect? In my admittedly outsider position,I would say it hasn't. Not yet.
It's an interesting thing about marketing and creating a consumer surge: very often your
intended target consumer(visitor) will have almost all the facts,but never really put those
facts together into one cohesive"Core Concept": a concept that sums it all up into one key
thought that is colorful,memorable,and compels action. I've noted with interest the
campaigns the Olympic Peninsula Visitor's Bureau has run in the Seattle area the past
couple years, and I've liked them. However,I just think there is a far bigger—all year—
story...a next step Story that would connect with your targeted customers here (at least 1.5
million),and in the rest of the country,and would significantly increase the impact of
everything you folks have been trying to do. As noted,we have developed a few concepts
that we believe might represent such a next step effort. For the sake of expediency,I have
enclosed these concepts with this letter. There are two distinct,yet complimentary/parallel
paths represented in these concepts,but both are based around the concept of"pure heaven."
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One of our project clients (for well over 10 years) is AAA of Washington. They have
expressed considerable interest in helping us fully exploit these concepts,for the benefit of
their members,and for the benefit of their partners (hotels,lodging,etc.) in the Olympic
Peninsula area. So,there is considerable horsepower behind this,right from the start,if it
came to fruition. (Ironically,the "most important" shot in such an effort is not yet in these
concepts: we could not find an overall shot of Port Angeles itself that we thought did the
city visual,and setting,justice—,A,e are working on that issue)
Metropolis7 is a marketing consulting and creative services group based in Kingston. We
are, a small company that tends to serve category leading clients and project customers. I
have enclosed our multi-decade client and project list for your inspection. For the past
decade or so 1x17 has been emphasizing one particular aspect of the marketing equation:
what we call "Next Step" scenarios. Typically,these Next Step actions include four key
elements: 1) Core Concepts: distilling everything a company/product/destination
represents into a thought,tagline,campaign theme that connects,motivates,and sticks,2)
Story: where you are,where you've been,but more importantly where you are going,and
why desired customers should want to go with you,3) Look and Feel: those touches that
hook the senses,define a brand,and fulfill the Story in a finished product/form,and 4),4G
Digital Strategy,based on interactive websites and Affinity Group Marketing:
advertising,promotions,and connections that are Welcomed(see attached overview)—
including SEC! and SEM,and social and native ad efforts.
We have found that a superior story tends to become almost self-fulfilling. Ultimately,
however, Story comes down to whether a client's product/offering is seen as an Essential,
or as a deferrable luxury (or simply a desirable option).To quote the classic mantra(in
the context of being viewed as an essential),"Superior marketing is truth well told." We
believe that,and we believe there are a number of truths about the whole Olympic
Peninsula experience (and Port Angeles in particular)that could cause the focus of
travelers—and couples seeking higher adventure and romance—to shift dramatically
toward your home,of which you are so justifiably proud. We also have some thoughts
about this coming fall/winter,and how to help Port Angeles gradually gain ownership of
fall/winter in this region—similar to what Leavenworth has achieved in its own way.
In the next few days,I'll call to follow up on this letter of introduction (and the enclosed
rough concepts),and to see about arranging an appointment. At your convenience,.I'd
like to take a little road trip,and introduce myself(I work out of Kingston).
Thank you for your time.
Bob Musselman
RLM:jc
The Cease for Affinity Group Marketing: Advertising,promotions,and connections
that are Welcomed.
A, In a period when time-tested"conventional" advertising and marketing techniques
seem to have stalled,or become obsolete (in the face of direct digital marketing),one
reality we believe every marketing director is likely to face,or is facing,is Haat digital
marketing itself may be tipping over its own digital abyss, Why? Too many uninvited
ads/connections,too many times,consuming too much consumer bandwidth and data,
with too little taste and tact, The result,ad blockers are skyrocketing—at present
(mid-2016),over 70,000,0C1f1 are in use in the US..
B. What is a marketer to do when so many of the people you need to reach,convert—
and(ideally)tarn into missionaries--are becoming increasingly hostile,and blocking
most entry and connection points? The M7 alternative"? Affinity GroupMarketing:
advertising,promotions,and connections that:are Welcomed. In many ways, it is
like a two-way RSS feed,enhanced to the level of a conummity/user/owner group.
It's a multi-platform approach that enhances and exploits the unique ability of
digital to create personal and community (Affinity Group) connections (along with
SEC and SEM),combined with the inherentability of select "conventional media" to
create amass experiences (outside the digital envelope,and free of digital ad blockers)
that can move a target group, and often an entire population,
C. Our main tools in these scenarios are, 1) Core Concepts—distilling everything a
company/product represents into a thought,tagline,campaign theme that connects,
motivates,and sticks,2) tory: where you are,where you've been,but more
importantly where ou are c>iaa and wh desired customers should want to gowith
ypu, 3) Look ;and peel. those touches that hook the senses,define a brand, and fulfill
the Story in a finished product/form.and 4) 4G DigitalStrategy--interactive website
development,and social marketing (Affinity Croup Marketing),including SEE and
SEM.
D. As an example of eine Affinity Croup(in the marine context). Catalina Yachts:
Catalina built over 6,500 Catalina O's (average price,in 2016 16 dollars,$130,000). That's an
affinity group,and they are already organized,and ready to be touched, individually,and as a
communicating group. Almost 4,000 of my Catalina`6 were built; big group,too
(equivalent 2016 price,$245,0)00). Total Catalina production,to 2014? Over 60,000 hulls.
That's one large affinity group, and they would welcome well targeted messages that treated
them as yachting partners,The: ayliner and Wellcraft numbers are even more extraordinary,
Other,reachable,Affinity Croups would be young moms,aircraft engineers, bass fashenma:n,
RV owners,home remodelers (consumers,and/or builders),home chefs,gamers,runners,etc,
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METROPOLIS 7 • PO Box 1191', Kingston,WA 9I7346 . 206 3876037