1. Jon
Rahl
|
jrahl@cityofseaside.us
|
503.738.3097
Partnering
locally
to
deliver
Seaside’s
Brand
Promise
to
Visitors

2. THE
PROBLEM
TO…
Create
recrea+onal
awareness
beyond
Seaside’s
famous
beach.

3. TO:
Create
recrea+onal
awareness
beyond
Seaside’s
famous
beach.
BY:
Building
non-­‐tradi+onal
rela+onships
and
deepening
our
knowledge
base
of
area
product.
HOW
TO
SOLVE
OUR
PROBLEM?

4. TRADITIONAL
+
NON-­‐TRADITIONAL
PARTNERS
• Necanicum
Watershed
Council
• City
of
Seaside
Public
Works
Department
• City
of
Seaside
Police
Department
• Seaside
Fire
&
Rescue
• Sunset
Empire
Park
&
Recrea+on
District
• Our
neighbors,
our
compe+tors
(i.e.
Astoria
to
our
north,
Cannon
Beach
to
our
south)

5. INSPIRATION
• A
story
about
our
water
system
/flood
mi+ga+on
• Classes
for
locals
=
possibili+es
for
visitors
• Thinking
about
our
aging
popula+on
with
thirst
for
adventure

6. INSIGHTS
• Seaside
2034
–
“Building
a
bridge
to
our
future”

7. SEASIDE’S
BRAND
TRUTH
Seaside
IS
“More
than
just
a
day
at
the
beach!”
We
know
it,
but
how
can
we
help
our
visitors
discover
it?

8. CREATIVE
INSPIRATION
Diving
into
the
story
of
water
in
Seaside.
The
impacts
and
uses.

9. EXPRESSING
THE
IDEA
A
short,
how-­‐to
video
showing
off
Seaside’s
new
kayak
launch

10. EXPRESSING
THE
IDEA
• Immediately
posted
to
all
partner
social
channels.
(Four
Facebook
Accounts)
– Generated
11K
views
• Outreach
to
tradi+onal
state
partner
– Specifically
to
seek
larger
media
story
• Included
in
local
business
mee+ngs
&
news
– Local
knowledge
=
more
ambassador
power

11. CHALLENGES
• Is
this
the
best
use
of
my
+me?
S+cking
to
our
guns
by
visi+ng
a
watershed
and
an
area
that
has
been
mi+gated
for
flooding.
Does
this
really
equal
daily
produc+on?
• ADA
Accessible,
but
are
we
promo+ng
it
through
the
eyes
of
those
with
mobility
limita+ons?
• Measurement
(how
do
you
measure
free?)

12. THE
RESULTS
(SO
FAR)
• One
story:
Weekenders,
who
are
making
a
transi+on
to
Seaside
as
full-­‐+me
residents,
bought
kayaks
BECAUSE
of
this
new
launch.
• Strict
observa+on
is
something
we’ve
used
to
measure
success.

13. THE
RESULTS
(SO
FAR)

14. THE
RESULTS
(SO
FAR)

15. LESSONS
+
THE
BIGGER
PICTURE
Just
one
of
many
steps
towards
development
of
Seaside’s
Natural
History
Park!