Montana Branding Initiative 2007-08

Project Timeline (current as of October 1, 2007)

JULY

  • Target Audience Definition/Clarification
       ·Week of July 16th
  • Identify Stakeholders and Schedule Meetings
       ·Late July/early August

    • AUGUST

  • Consumer Focus Groups
       ·Week of August 13th
       ·Two groups in three different out-of-state locations
          -Seattle, WA
          -Chicago, IL
          -Atlanta, GA

    • NOVEMBER

  • Stakeholder Meetings
       ·Weeks of November 5th and November 12th
       ·½ day workshops
          -Overview of branding initiative
          -Presentation of consumer research
          -Small group discussion to identify key statements about the Montana
          tourist experience
          -Large group discussion to identify common themes
       ·Workshop locations
          -Kalispell, Missoula, Helena, Bozeman, Billings, Glasgow & Great Falls

    • DECEMBER / JANUARY

  • Branding Advisory Committee Summit
       ·Summary of consumer research
          -Summary of stakeholder workshops
          -Presentation of draft branding statements
          -Discussion – Identification of options to test

    • JANUARY

  • Consumer Testing of Branding Statements
       ·250-500 online, out-of-state market test interviews

    • FEBRUARY / MARCH

  • Presentation of Final Brand Platform to Travel Montana & Branding Committee

    • For more information on this branding project, contact Katy Peterson, Consumer Marketing Manager, 406-841-2870 or kapeterson@mt.gov.