Melissa Harrison will be presenting the feature presentation for the Minnesota Resort and Campground Association’s annual conference as well as a 90-minute workshop session.
Feature presentation: “Your brand is more than a logo”
Your brand is more than a logo. It’s your personality. Your value. The human aspect you bring to your property. And now, more than ever, it’s important to have a strong handle on what your brand represents—from your visual identity to your online conversations and on-site look and feel. Trends in branding are not focused around what’s “hot” this year; they’re about what will sustain your property for the long haul. The varying generations play a role. The economy can play a role. Regulations in the fishing and gaming industry can play a role. So, what can you do to ensure you are comfortable with your brand’s portrayal? How can you motivate your staff and your guests to appreciate and support that brand? Be aware of the change around you–and be prepared to learn how to “walk the walk” in this feature presentation all around your brand.
Workshop: “Refining your brand”
This hands-on workshop will provide attendees with templates and strategies to refine (or define) their brand. From the front of the house, to housekeeping, to the grounds crew–how do you keep the crux of your brand cohesive? Tie in your website, printed materials, digital marketing channels (and your guests…what are they saying online?) and the aspects of managing your brand can start to feel overwhelming. This workshop will incorporate break-out exercises to help you navigate through all aspects of defining your brand. Bring your questions as the final 30 minutes of this session will be reserved to answer your hot-button issues. When you leave this session, you will be equipped with templates and exercises to develop overall business goals, brand voice, guest personas/target audiences, paths to purchase/demographics of guests, content calendars, distribution strategies and a template for crisis communication to protect your brand.