Loudoun County BrandPrint

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Loudoun County BrandPrint
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Understanding

• Where the brand has been and why

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Vision Survey
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Vision Survey
When you first think of Loudoun County, what
three adjectives first come to mind?

• Growing
• Beautiful
• Rural
• Scenic
• Suburban.

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Vision Survey
What is your impression of Loudoun County?

• Great place to raise a family
• Great place to live and work
• A place that is growing rapidly
• A beautiful county
• A good place to grow business.

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Vision Survey
In your opinion, what are the top three things
in/about Loudoun County that attract visitors?

• Shopping
• History
• Countryside/ beautiful rolling hills
• Dulles Airport
• Wineries/ vineyards.

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Vision Survey
In your opinion, what are the top three things
in/about Loudoun County that attract businesses?

• Dulles Airport / Distance to Dulles Airport
• Proximity to Washington D.C.
• Highly skilled / educated workforce
• Lower cost office / business space / rates
• Great quality of life / standard of living.

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Vision Survey
In your opinion, what are the top three things
in/about Loudoun County that attract residents?

• Excellent schools
• Affordable / available new housing real estate
• County side / space / scenery / rural areas
• Excellent jobs / job opportunities proximity to
  jobs
• Safety / lower crime.

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Vision Survey
What is Loudoun Countys greatest asset?

• Proximity to DC and Dulles Airport
• Vanishing beautiful rural country side open
  space
• The people
• Its location
• Its history.

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Vision Survey
In your opinion, what are the top three things
in/about Loudoun County that prevent people from
learning more about the area?

• Lack of news/ media/ little to no tourist or
  general info to public
• Too far from D.C
• Expensive area to be in
• Too much traffic and congestion in the area
• Overshadowed / dominated by larger areas-
  Washington D.C. and Fairfax County.

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Vision Survey
If you could make Loudoun County even better,
what would you do to improve it?

• Better transportation system added and improved
  roads, public services
• Slowing down/ controlling the rate of growth
• Balancing/ encouraging the preservation of the
  rural west and growing suburban east
• More education for voters on county issues.

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Vision Survey
If you could add something to Loudoun County,
what would you add?

• Easier Transportation- public services/ improving
  and adding roads
• Entertainment/family attractions- ballparks,
  night clubs
• A four year university
• Cultural attractions- symphony, theatre, center
  for the arts, etc

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Vision Survey
If you could take away anything from Loudoun
County, what would you take away?

• Traffic/congestion
• Rapid growth/ development
• Certain areas- east vs. west conflicts and
  Sterling
• Anti growth attitudes.

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Vision Survey
What are the biggest challenges currently facing
Loudoun County?

• Growth/ developing too rapidly
• Controlling traffic/transportation woes
• Poorly managed infrastructure
• Balancing attractive, pleasant rural west, with
  the changing and growing suburban east.

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Vision Survey
In terms of economic development, what are the
biggest opportunities for growth in Loudoun
County?

• Biotechnology
• Dulles airport/aviation business
• Information technology
• Higher education/ recognized university create
  more educated workforce
• Tourism mainly rural.

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Vision Survey
How does Loudoun County differ from Virginia?
Northern Virginia?

• From VA Loudoun has higher education and income
  levels
• Loudoun still has rural areas / chance to
  preserve beautiful outdoor areas
• Loudoun has better planning and organization
• More related to northern Virginia
• Loudoun still has room to grow.

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Vision Survey
What does Loudoun County add to Virginia?
Northern Virginia?

• Tax revenue / strong economy
• A sense of balance / greenspace but you can
  now live and work here
• Dulles airport
• Room to grow
• Rural scenic beauty / getaway.

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Vision Survey
If Loudoun County were a person, who would this
person be?

• Age 30s young parents growing a family
• Marital Status Married committed Loudoun is a
  family community
• Children Yes, schools are important
• Occupation Tech job - government / defense
  contractor or Dual jobs farmer turned inventor
  / blacksmith with a computer.

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Vision Survey
If Loudoun County were a person, who would this
person be?

• Wardrobe Casual business / lifestyle for
  comfort (Khakis with Polo / golf shirt)
• Personality Outgoing / confident (Type A
  personality) Open, honest / sincere focused on
  the family / family oriented, conservative,
  slightly materialistic
• Current Issues Job security, income matching
  standard of living / keeping up with the
  Joness/ whether or not to spend money on new
  car/house/private school etc. Juggling career and
  family, loss of open space / over crowdedness.

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Vision Survey
If Loudoun County were a famous person, who would
it be? Why?

• Tom Hanks great actor who excels in his
  profession and always taking on new roles

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Vision Survey
What consumer product brand does Loudoun County
most resemble? Why?

• Dual purpose items Hybrid car (half gas/ half
  electric) a split between the suburban East
  rural West

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Vision Survey
Imagine Loudoun County is a product on a shelf.
What would the label on it say to make the county
stand out, while being accurate and truthful?

• Wide open spaces, for now
• A 17th century original but updated to meet your
  21st century needs.

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Community Survey
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Community Survey

• Key Findings General Perceptions
• Almost 61 of respondents state that they feel as
  though Loudoun County is a good mix between rural
  and suburban development.
• Residents overwhelming agree that Loudoun County
  is a great place to live and work (84), grow a
  business (81) and raise a family (84). However,
  fewer residents state that Loudoun County offers
  a good balance of amenities (63.5).

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Community Survey

• Key Findings Business Perceptions
• Approximately 58 of residents believe that the
  growth in Loudoun County is beneficial to
  residents and business owners
• When asked what attracts business to Loudoun
  County, residents list Proximity to Dulles
  Airport first for bringing lots of business to
  Loudoun County (58), followed by Quality of Life
  (48) and the skill and education of its
  workforce (45.5).

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Community Survey

• Key Findings Visitor Perceptions
• When asked what attracts visitors to Loudoun
  County, approximately 54 of residents state that
  Dulles airport brings most visitors to Loudoun
  County
• The Countryside/beautiful rolling hills ranks
  second with almost 45, History (29) and
  Shopping (26) rank third and fourth,
  respectively.

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Community Survey

• Key Findings Resident Perceptions
• No one aspect of Loudoun County was seen by
  residents as a dominate attractor for residents.
• Among aspects listed, Proximity to Washington
  D.C. ranked first as bringing a lot of residents
  to Loudoun County (46), followed by Quality of
  schools (41), Availability of housing (40) and
  Availability of jobs (39)
• Almost 41 Residents state that the affordability
  of housing brings very few residents to Loudoun
  County.

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Community Survey

• Key Findings Perceptions of the Future
• When asked about investments Loudoun County
  should make for future business growth,
  approximately 62 of residents feel that
  Infrastructure issues like roads and bridges is
  of most critical importance
• Public transportation investments ranks second
  (38), followed by Cultural events and
  attractions (12).

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Community Survey

• Key Findings Greatest asset
• Residents state that the greatest assets of
  Loudoun County are
• Green space/rural western part of the county
  combined with the developed/modern eastern part
  of the county
• The quality of schools and education in Loudoun
  County
• Its people
• Dulles Airport.

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Community Survey

• Key Findings Biggest area to fix or improve
• Respondents express that the rapid growth
  within the county has created a strong need to
  improve the road and traffic conditions
  throughout the county
• Respondents also express a strong desire for
  limited and/or careful growth in order to
  preserve the beauty and quality of life residents
  currently enjoy.

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PRIZM Analysis
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PRIZM Analysis-WHO
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PRIZM Analysis-WHAT

• Lifestyle (High Propensity)
• Own/Lease New Volvo 233
• Business Travel by Airplane, 3, 1 year 220
• Domestic Travel, 3000, 1 year 205
• Use Internet for Investments Tracking, 1
  month 204
• Member of 2 Frequent Flyer Programs 204
• Own Handheld/Palmheld PC 195
• Buy Men's Sweater, 100, 1 year 194
• Belong to a Country Club 191
• Own Hot Tub/Whirlpool Spa 190
• Go Sailing, 1 year 187
• Buy Digital Camera, 1 year 185
• Buy from Houlihan's, 6 months 183
• Shop at Ethan Allen Galleries, 1 year 182
• Buy Tennis Equipment, 1 year 181
• Drink Bottled Water Home Delivery, 6 months 179.

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PRIZM Analysis-WHAT

• Lifestyle (Low Propensity)
• Use Denture Cleaner, 6 months 46
• Drink RC Cola, 1 week 56
• Use Prescription Diabetes Remedy, 1 year 60
• Grocery Shopping,lt60, 1 week 61
• Use Spam, 1 month 62
• Shop at Revco Drug Store, 6 months 62
• Muffler Install by Self/Other HH Member, 1
  year 65
• Buy Tires at Wal-Mart, 1 year 66
• Use Plain Kelloggs All Bran, 1 week 66
• Heavy User, Cake Mixes, 6 months 78
• Shop at Lucky Stores, 1 month 80
• Use Coupons for Tobacco, 1 year 80
• Visit Cardiologist, 1 year 81
• Most Recent Vehicle Bought/Leased, 5 years
  Ago 82
• Buy from Fast Food Fish Restaurant, 6 months 83.

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PRIZM Analysis-WHAT

• Media Usage (High Propensity)
• Read Runner's World 202
• Read Wall Street Journal, Daily 199
• Read Airline Magazines, Net Audience 193
• Read Conde Nast Traveler 183
• ABC ESPN Radio, Net Audience 183
• Classical Radio, Net Audience 164
• National Public Radio, Net Audience 163
• Jazz Radio, Net Audience 160
• Read Outdoor Recreation Magazines, Net
  Audience 153
• Watch Home Garden TV, 1 week 151
• US Open (Golf), 1 year 149
• Will Grace, 2-4 Times/month 148
• TV Ice Hockey, Net Audience 146
• Watch MSNBC, 1 week 144
• Watch E! Entertainment TV, 1 week 141.

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PRIZM Analysis-WHAT

• Media Usage (Low Propensity)
• Spanish Radio, Net Audience 47
• Read WWF Magazine 48
• People's Court, 3-5 Times/week, Syndication 51
• Montel Williams Show, 3-5 Times/week,
  Syndication 53
• Price is Right, 3-5 Times/week 53
• Passions, 3-5 Times/week 54
• Cops, 3-5 Times/week, Syndication 57
• Read Essence 60
• Read Fraternal Magazines, Net Audience 69
• Miss Teen USA, 1 year 69
• Read Star 71
• Use Yellow Pages, gt3 months ago 71
• Watch Much Music, 1 week 75
• Urban Contemporary Radio, Net Audience 78
• Read Bassmaster 80.

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Competitive Analysis
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Economic Competitive Analysis

• Demographics
• Population
• Households
• Migration
• Education
• Four-Year Institutions
• Community Colleges
• Vocational/Technical Colleges
• Labor Force
• Workforce Profile
• Employment by Industry
• Employment by Occupation
• Commute Times
• Unemployment
• Labor Participation
• Power Cost

• Quality of Life
• Health Care
• Air Pollution
• Housing
• Salaries
• Professional
• Clerical
• Unskilled
• Semi-Skilled
• Skilled
• Technical
• Information Technology
• Taxes Incentives
• Corporate Income Tax
• Personal Income Tax
• Sales Tax
• Worker's Compensation

• Transportation
• Interstate Highways
• Commercial Airports
• Seaports
• Foreign Trade Zones
• Bonded Warehouses
• Custom Port of Entry
• LTL Carriers
• Railroads
• Unions
• Labor Legislation
• Union Elections by Sectors

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Competitive Analysis
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Competitive Analysis
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Competitive Analysis
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Competitive Analysis
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Competitive Analysis
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Competitive Positioning

• Atlanta, GA Positions its cooperation between
  business and government through an administration
  committed to relationships
• Austin, TX City Connection
• Charlotte, NC Positive Energy
• Fairfax County, VA . . . Is this a great
  county, or what?
• Montgomery County, MD The Idea Location
• Prince William County, VA Positions itself as a
  primary center for business and technology in the
  Washington D.C. area
• Richmond, VA The only city to have the flavor
  of the Northeast with the attributes of the
  Southeast.

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Perceptions Study
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Perceptions Study

• Methodology
• Qualitative phone interviews and personal
  interviews with stakeholders, developers,
  brokers, prospects and state directors.

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Perceptions Study

• Brand Perception
• Loudoun Countys location was reported to be
  its greatest asset, citing the proximity to the
  airport, Washington D.C. as reasons for locating
  in Loudoun County.

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Perceptions Study

• Brand Perception
• Business owners (prospects and developers) also
  see the diverse landscape of Loudoun County as a
  genuine appeal for employees and their families.
  They see the county as very family oriented
• However, many respondents state that the cost of
  living in Loudoun County prevents recruitment of
  entry level and mid-level employees within the
  county.

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Perceptions Study

• Brand Perception
• Respondents expressed a perception that Loudoun
  County seems inconsistent in terms of how the
  county will grow. This led to an opinion that
  Loudoun County was somewhat indecisive and
  created caution in the prospects mind before
  choosing Loudoun County.

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Perceptions Study

• Brand Perception
• Respondents also expressed a desire for more
  entertainment (dining and retail) options
• My restaurant choices are weak. I would like to
  have more options when I take people out to
  lunch.
• They need a more diverse mix of dining,
  entertainment and general retail offeringsmore
  conducive for interesting and creative people.
• They (Loudoun County) need more retail.

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Perceptions Study

• Brand Perception
• Overall, respondents are very optimistic about
  the Loudoun Countys future. They believe that
  the growth will continue to remain primarily to
  the east portion of the county, and they feel
  confident that the infrastructure will eventually
  catch up and support the growth.

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Insights

• Where the brand should be

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Insights

• Loudoun County is a place of contrast.

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Insights
17th century yet 21st century Rural yet
Suburban Preservation yet Growth Grapes
yet Micro-chips Appalachian Trail yet 767
runway Emu oil yet Trojan Horse therapy Llama
farms yet AOL 4-Hers yet The
symphony Horse Country yet Corporate
headquarters Virginia yet D.C. REDC yet DED
We bide our time yet Fastest growing county
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Insights

• Contrast makes everything richer.

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Insights

• Contrast makes everything more interesting.

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Insights

• Contrast occurs at intersections.

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Insights

• Interesting places occur at intersections

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Insights

• Commerce occurs at the intersections.

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Insights
Strategic Position

• Loudoun County is a place of contrast

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Insights

• If Loudoun Countys brand is about a rich
  contrast, then
• I have the resources my business needs and a
  place where I want to live.
• They are interested in protecting this balance
  that brought me here.
• Of course I knew about their proximity to D.C.
  and about Dulles, but I didnt know there was a
  balance to that.
• Smart people must live there.
• Sounds interesting.

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Insights

• If the DED is promoting a rich contrast, then
• They are interested in orchestrated growth.
• They want to preserve what is special here.
• They care about an agricultural producer as well
  as a bio-tech firm.
• They understand the real assets of Loudoun
  County.

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Insights
Strategic Position

• Loudoun County is a place of contrast

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Next Steps

• Approval of brand strategy
• Craft and test positioning lines
• Approval of positioning lines
• Logo development
• Foundation Creative development
• Imagination Evaluation presentation.

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