Developing Sustainable Tourism: How Can Branding Help?

Fort St. James, December 7, 2007 Summary Report for the LIRN BC Workshop Presented to the City of Fort St. James
Presented by the Partners of Learning Initiatives for Rural and Northern BC (LIRN BC)

Canadian Rural Partnership SERVICE CANADA 1

Table of Contents
Introduction .................................................................................................................................... 1 About the LIRN partners .............................................................................................................. 2 About the facilitators...................................................................................................................... 5 Content summary ........................................................................................................................... 7 What is tourism branding and what are the benefits of a good brand? ....................................... 7 What is the process of developing a tourism brand? ................................................................... 8 Seven steps in tourism brand development............................................................................... 8 Illustration of a brand platform................................................................................................ 9 What are some common myths that weaken brands?................................................................ 10 What are some common pitfalls in tourism brand development work? .................................... 11 Results of small group discussions .............................................................................................. 12 List of internal stakeholders that should be involved in developing a tourism brand ............... 12 List of external stakeholders that should be involved in developing a tourism brand .............. 13 Summary of the unique features, attributes, opportunities about the FSJ region from the perspectives of residents, tourists and business......................................................................... 14 Next steps for developing a tourism brand for Fort St. James .................................................. 17 Appendices .................................................................................................................................... 18 Appendix one: Evaluation results.............................................................................................. 18 Appendix two: Agenda.............................................................................................................. 20 Appendix three: Participant list ................................................................................................. 22 Appendix four: Funding sources and resources ........................................................................ 23 Appendix five: Related references ............................................................................................ 24

Introduction
On December 7th, 2007, community leaders in Fort St. James gathered at the College of New Caledonia for a workshop to learn and plan for developing a tourism brand for Fort St. James. The City of Fort St. James was the host organization for the workshop. Professor Nicole Vaugeois of Malaspina University College, Professor Pamela Wright and graduate student Diana Kutzner, both of the University of Northern British Columbia, provided presentations on various aspects of tourism as well as facilitated small group discussions. Logistical support and funding for the event was provided by the partners of Learning Initiatives for Rural and Northern BC (LIRN). The Fort St. James LIRN workshop began with a round of introductions and an overview of the days activities, which was followed by presentations on branding and current research on who is interested in tourism in the North. Following the presentations, participants engaged in a series of discussions about branding for Fort St. James. Specifically, participants brainstormed the assets and regional attributes that should be considered in the development of a brand for Fort St. James. Moreover, participants identified who the internal and external stakeholders and how they should be included in a branding initiative. The final portion of the workshop involved a discussion of the next steps in the brand development process. This report provides a summary of the educational content and the results of the small group discussions at the Fort St. James LIRN workshop. In the first section, we provide descriptions of the LIRN project, each of the contributing partners, as well as the backgrounds of the facilitators for the Fort St. James LIRN workshop. In the second section, select features of the presentations are reproduced. The third section consists of a summary of the results of the small group discussions. The final section is the appendices, which include the evaluation results, participant list and a list of resources that relate to the topic of tourism and tourism development in Northern BC.

About the LIRN partners

LIRN is a collaborative approach to building on the capacities of rural, remote and northern British Columbian communities. The LIRN process encourages government (municipal, provincial and federal), First Nations, non-government organizations (community-based, regional and provincial) and businesses to work together to plan, deliver and evaluate a locally relevant learning initiative. LIRN is made possible through a partnership of federal and provincial governments, as well as non-government organizations that recognize the strengths and challenges of rural, remote and Northern BC communities. The LIRN partners also understand the importance of local opportunities to learn about and work on current issues, as well as assess, envision, plan and act for a better future. As LIRN partners, the BC Rural Network, Canadian Rural Partnership, Service Canada, the Self Help Resource Association of BC, and the Social Planning and Research Council of BC (SPARC BC) have combined their expertise and resources in an effort to maximize community capacity building opportunities for people living in rural, remote, and northern parts of the province. The objective of the LIRN process is to create a safe space in which community members learn and work together in a manner that is locally relevant. On the following pages, we provide brief descriptions of each of the LIRN partners. BC Rural Network and the Regional Rural Forums Founded in 2004, the BC Rural Network is a coalition of organizations, communities, and individuals who share a commitment to enhance the capacity of British Columbia to develop responses to rural and remote community issues. The BCRN is a non-profit organization whose members and Board of Directors come from all regions of British Columbia. Our objectives are to: Act as a coordinating body for the dissemination of information, tools, and resources of importance to rural and remote communities in British Columbia; Act as a catalyst to build linkages between communities, rural organizations, and policymakers who work on issues of importance to rural and remote communities in British Columbia; Improve awareness of the current work of existing rural groups and organizations in BC by providing a forum for rural and remote communities and organizations to voice concerns and issues, and learn from each other. For more information about the BC Rural Network and the Regional Rural Forums, please visit our website at www.bcruralnetwork.ca or contact us at info@bcruralnetwork.ca

Canadian Rural Partnership Canadian Rural Partnership (CRP) is a federal initiative which supports rural communities by helping to identify the issues they are facing, by taking collaborative action to address these issues, and connecting community to community and community to government to share information on available resources and best practice in rural development. We identify issues by bringing rural community residents together for dialogue or at conferences. The information from these gatherings is shared with a federal/provincial Rural Team which can undertake collaborative action to address these issues and can provide the input toward influencing government policies and programs with a Rural Lens. We also share information from one community to another and from government to communities through listservs, newsletters, best practice guides, and program lists. For more information about the Canadian Rural Partnership, please visit our website at: http://www.rural.gc.ca/team/bc/bchome_e.phtml Service Canada and the New Horizons for Seniors Program Service Canada is becoming the program delivery arm of the federal government. Over a dozen federal departments are working with Service Canada so it can become a single window of service and program delivery for the federal government. Service Canada is home to the Employment Insurance system, labour market programming to help unemployed people return to work, income support like Old Age Security and Canada Pension. Service Canada also coordinates the New Horizons for Seniors program, which is a program that provides funding for community-based projects that aim to encourage seniors to contribute to and become more engaged in their local communities. Service Canada is interested in strengthening linkages with communities for more effective delivery of federal programs and services. For more information about Service Canada and the New Horizons for Seniors program, please visit our website at: http://www.sdc.gc.ca/en/isp/horizons/toc.shtml Social Planning and Research Council of BC (SPARC BC) and the Community Development Education Program SPARC BC, a registered non-profit society and a federally registered charity, was established in 1966 and is a leader in research, public education and advocacy regarding issues of community development, accessibility, and income security. SPARC BC is a provincial organization with over 15,000 members and is governed by a Board of Directors from across BC. Our mission is to work with communities in building a just and healthy society for all. The Community Development Education Program is one of our methods for realizing our mission. The Community Development Education Program aims to empower individuals and organizations by providing them with learning opportunities to identify local assets and issues, build local knowledge and develop skills and action-plans that contribute to effecting local consensus-oriented change. The curriculum resources and facilitation services of the Community Development Education Program are available to communities through the LIRN BC process. For more information about SPARC BC and the Community Development Education Program, please visit our website at www.sparc.bc.ca.

The Self-Help Resource Association of BC

The Self-Help Resource Association of BC (SHRA) promotes peer support approaches to community development, building the capacity of individuals and communities to become healthy, responsive and self-determining. SHRA programs and services focus on the processes of self-help and peer support, so that people can apply the information to their individual, organizational or community needs. SHRA offers: Capacity-building workshops on group development and facilitation. Consultations, collaborations and partnerships related to peer support and community development initiatives. The Kinex Youth Initiative, a youth driven team supporting social and systemic change through peer support approaches. Information and referral services in the Lower Mainland. PeerNetBC.com, an online space for peer support communities. Find out more about SHRA at www.selfhelpresource.bc.ca or contact us at cheryl.shra@telus.net.

About the facilitators

There were four facilitators for the LIRN event in Fort St. James. Nicole L. Vaugeois, Ph.D. University-College Professor Project Coordinator - Tourism Research and Innovation Project Department of Recreation and Tourism Management/ Faculty of Management Malaspina University-College 900 Fifth Street, Nanaimo, B.C. V9R 5S5 Canada (250) 753-3245 Local Dial 1-2772 http://web.mala.bc.ca/vaugeois/default.htm Vaugeois@mala.bc.ca Nicole Vaugeois is a Professor in the Department of Recreation and Tourism Management at Malaspina University-College. Nicole is currently the nominee for the BC Regional Innovation Chair in Tourism and Sustainable Rural Development, a position which, when funded, will support communities throughout the province to develop tourism. One of her current projects is the Tourism Research Innovation Project. Together with numerous partners, the TRIP team is working with leaders and entrepreneurs in numerous rural communities in BC to collect and share knowledge that can move us all forward. Nicole received her PhD in Tourism Planning and Development at Michigan State University, and her Masters from the World International Centre of Excellence in the Netherlands. Her research interests are in rural community economic development through amenity based industries like recreation and tourism. Scott Graham Researcher and Director of Community Development Education Program Social Planning and Research Council of British Columbia 201-221 East 10th Avenue Vancouver, BC 604.718.8501 sgraham@sparc.bc.ca Scott Graham is a Researcher and Director of the Community Development Education Program at SPARC BC. Scott works collaboratively with over ten rural and Northern BC communities each year to design and implement community learning initiatives. He is principal investigator for the Port Moody Interactive Government project, which aims to improve how the City of Port Moody engages its residents in local decision making processes. He also serves as principal investigator on a project entitled The Power of Place: Integrating Sttimc Knowledge into Lillooet K-12 school Curricula and Pedagogy, which is funded through the generous support of the Canadian Council on Learning. Recently, Scott worked as a facilitator for the UN-Habitat Regional Urban Observatory at Simon Fraser University to formulate good governance indicators for Metro Vancouver. He holds a Master of Arts degree in Theory and Policy Studies in Education from the University of Toronto. He has published many guidebooks on community development methods and has several scholarly publications, including a recent publication in Directions: Journal of Educational Studies, and forthcoming articles in Policy Futures in Education and the Journal of Applied Research on Learning. 5

Pamela A. Wright, Ph.D. Associate Professor Outdoor Recreation and Tourism Management University of Northern BC Chair, BC Protected Area Research Forum 3333 University Way Prince George, BC V2N 4Z9p wright@unbc.ca www.unbc.ca/ortm and www.unbc.ca/bcparf 250-960-5132 Pam is a faculty member at UNBC where she teaches in the Outdoor Recreation and Tourism Management program. Along with graduate students, Pam does research in Aboriginal and cultural tourism and parks and protected areas. Currently she is working collaboratively with the Tlazten First Nation to explore the potential for tourism in Tlazten territory. Pam is also the chair of the BC Protected Areas Research Forum an organization designed to engage researchers with protected area managers. Diana Kutzner, BA MA NRES (Tourism) Candidate University of Northern BC 3333 University Way Prince George, BC V2N 4Z9 250-960-5132 Diana Kutzner is a second-year Masters student at the University of Northern British Columbia (UNBC). She came to Canada from Germany in 2002 and completed a Bachelor of Arts in Resource-based Tourism at UNBC in spring of 2006. Her thesis focuses on indigenous tourism in northern British Columbia one of the hot topics of the current tourism industry. Interviewing industry experts as well as surveying tourists, Diana is interested in contributing to the question what types of indigenous tourism activities visitors are most interested in and the particular characteristics of these visitors. She is currently studying and researching in the city of Prince George, under supervision of Dr. Pamela Wright. In case of questions/interest in her research please feel free to use her contact information below.

Content summary
In this section, we provide a series of questions and answers that were discussed at the LIRN event.

What is tourism branding and what are the benefits of a good brand?
According to Professor Nicole Vaugeois, there are three types of branding: Community wide branding (represents all public and often private sector entities including ED, local government, chamber and tourism) Tourism branding (specific to tourism and visitor audiences) Economic development branding (often focuses on a primary industry and speaks to investment)

The LIRN workshop was focused on the second of these types of branding tourism branding, which was defined as the mixture of attributes tangible and intangible that create value and influence. Brands help consumers differentiate between products (and places) in a crowded marketplace (or world). There are several benefits of a good tourism brand, each of which are explained below. The benefits for visitors to your community Provides peace of mind by increasing trust and reduces uncertainty and risk because they feel it wont let them down Saves time and effort Simplifies choices Being associated with the place reflects well on them Taps into their needs and desires Provides perceived added value and benefits

The benefits for your communitys marketers Provides a greater strategic focus Fosters a unified and cooperative approach to city marketing. Establishes a clear, valued, and sustainable point of distinction in the minds of customers Provides a decision-making framework to build a strong, consistent brand identity and avoid contradictory and changing designs, messages, and images. Results in a higher return on investment (ROI) from marketing investments. Provides an umbrella to capture the character and personality of the city to enable all marketers to use similar consistent and compelling messages. Provides a distinctive look and feel for marketing applications.

The benefits for your community as a whole Creates a unifying focus to aid all public, private, and non-profit sector organizations that rely on the image of the place and its attractiveness Brings increased respect, recognition, loyalty, and celebrity. Corrects out of date, inaccurate or unbalanced perceptions. Improves stakeholder income, profit margins, and increase lodging tax revenues. Increases the ability to attract, recruit, and retain talented people. Enhances civic pride and advocacy. Expands the size of the pie for stakeholders to get a larger share, rather than having to rely on pricing to steal share.

What is the process of developing a tourism brand?

Borrowing from the work of Bill Baker, Nicole Vaugeois presented on the seven steps of tourism brand development. The seven steps are represented in the figure below, and are briefly explained in more detail in the following text. Seven steps in tourism brand development

1. Assess and audit: In this stage of tourism brand development, there are several questions that need to be answered: Internal stakeholders what is their perspective? Strengths and assets what make us different? Performance what has been achieved? Communications and marketing audit what do they reveal? External stakeholders what are they thinking? Competitors how do we stack up? Customers who are they? Experiences how are we doing? Trends which wave will you catch? 2. Analyze and advantage: In stage two, you will create your brand platform and create your destination promise. The basic tenet of a tourism brand is that it is a promise that will be fulfilled. What promise are you making your visitors? The chart below features the ingredients of your brand platform and how it should reflect the promise you are making customers. Illustration of a brand platform

3. Architecture and alignment: In the third step, you will want to consider the relationships that exist between your potential brand and other brands in your area. At this stage it is instructive to consider the following questions: Is an overarching brand appropriate? Will the brand be in harmony with other marketing entities? Is it clear how others will be able to use it? Are there partner related issues and opportunities?

4. Articulate: In Professor Vaugeois presentation, she addressed four tasks that should be completed at this stage of development: Design the brand identity Develop a tagline: Short (less than five words),capture the brand promise, hints at benefits or experience to be found, credible easy to remember and repeat, works with the logo Use stories to articulate the brand Design the visual identity the logo: colour palette, fonts and typography, photography 5. Activation and advertising: Here you are answering the question: How will the brand come to life? There are at least four ways by which you can activate your brand, including: web based marketing, public relations, brochures and publications, and word of mouth. 6. Adoption: There are several questions that require answers at this stage, including: How do we maximize the support of stakeholders? Who should be involved in roll out? What do they need to know? What do they need to do? Have you plans for a launch? 7. Action and afterward: At this final stage, you should be concerned with keeping the brand relevant and fresh. Is the brand integrated into marketing efforts? Is an annual audit of the brand conducted?

What are some common myths that weaken brands?

There are several myths about developing a tourism brand that can impede the success of an effort to create a brand. Here is a short list of common myths: We have a logo! We have a tagline... We created our brand this afternoon! We have rules for using our logo We dont need to get approval or buy in We dont need to consult anyone We dont need a brand strategy We can do it ourselves We cant afford it Branding is done by the marketing experts Advertising builds brands

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What are some common pitfalls in tourism brand development work?

Over the course of the workshop, participants were reminded on several occasions to be aware of common pitfalls when engaging in a project to develop a tourism brand. Here is a summary of the pitfalls that were shared by professor Vaugeois. Insufficient stakeholder support Not sticking to guidelines of use Too much emphasis on marketing vs delivery on site Unhelpful mindsets and too much political influence Brand fatigue letting go of a good thing too early Trying to be something you are not Not engaging expertise when you need it Insufficient understanding of destination branding Focus on short term results vs. long term image Forgetting the customer view is your ace Issues on scope of branding how wide or narrow? Insufficient research done to assess place We have it all trap risk and pick what differentiates you! Reneging on the promise

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Results of small group discussions

One of the first exercises of the day was to divide the large group into smaller groups and identify internal and external stakeholders who should be involved in the process of building a brand for Fort St. James. The table below summarizes the result of this exercise.

List of internal stakeholders that should be involved in developing a tourism brand

Internal stakeholders (groups within the region to be branded) Chamber District Bands Business owners Tourism operators Accommodation providers Community Churches Friends of the historic park Rotary Community service groups Art council Ski hill society Bike and skate board club Golf course Tl'azt'en Fisheries Recreation groups Industry Resorts Day care centres Senior citizens society Schools Social services Traditional knowledge holders Sarah Teegee How to incorporate their perspectives in branding (ask to sit on a committee, host a special meeting, invite in) Fort St. James tourism committee n/a n/a Newsletter / survey with business license notice Annual meeting Annual meeting Survey competition Survey Meeting Meeting Meeting Meeting Meeting Meeting Meeting Call , develop natural resource committee Meeting Face-to-face Annual meeting Group with schools contest Stories, meeting Contest Contest Stories Stories about history

In addition to identifying the internal stakeholders, workshop participants were invited to identify the external stakeholders as well. The table on the following page features the list of external stakeholders that should be involved the Fort St. James branding process.

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List of external stakeholders that should be involved in developing a tourism brand

External Stakeholders (groups outside of the region to be branded) FFD RD Tourism PG Tourism Smithers Tourism Rupert Tourism Vanderhoof MIN economic development Prov. Govt CKPG Citizens BCTV MTSA Utilities companies Motor Coach Your Operators Travel Trade Tourism Operators Service Canada NCMA UBCM UNBC / CNC Community Futures OBAC RDBN Federal Government MLA MP MOF NHA NBCTA SD # 91 ATBC Parks Canada BC Chamber of Commerce How to incorporate their perspectives in branding? (ask to sit on a committee, host a special meeting, invite in) Meeting Invite in special meeting Invite in special meeting Invite in special meeting Invite in special meeting Meeting Special meeting Press release Invite press release Press release Meeting Meeting Meeting Meeting Meeting Meeting Meeting Invite in Committee Invite Invite Invite Invite Invite Committee Special meeting Special meeting Committee Invite in special meeting Invite in Meeting How will they be part of delivering on the promise? (i.e. marketing, visitor experience, services, information) Information Marketing Marketing Marketing Marketing Marketing Services Market Market Market Market Market Market Market Services Information Information Marketing Information Information Information / service Services / information Services / information Services / information Information / market Information / marketing Information / marketing Marketing Marketing Share information Marketing

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Workshop participants also brainstormed some possible features for a tourism brand from three different perspectives. Numbers beside the named features denotes the number of times the feature was selected in the exercise.

Summary of the unique features, attributes, opportunities about the FSJ region from the perspectives of residents, tourists and business
Perspectives Perspective of residents Unique features, attributes, opportunities Volunteer opportunities Family life (2) Know everyone Off the road isolated Pioneer spirit Small town Camping Historical museum Historical capital of BC Biking Hiking Skiing (2) Snowmobiling Traditional place names Community pride Hunting and fishing (2) Stuart Lake (3) Forest Salmon Sky view Friendly environment Surrounding First Nations birds The only community off Highway 16 that has a lake, ski hill and historical site

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Perspectives Perspective of tourists

Unique features, attributes, opportunities Historic picture picture of woman in long dress with an apple pie Accessible lake Lake fishing Remote wilderness Fishing experience Easy access to recreation venue Clean air and water Longest t bar in North America (2) Longest salmon run in BC Aboriginal communities Moose hunting Downhill skiing Largest group of original wood buildings representing the fur trade in North America Historic site First Capital in BC west of Rockies in North America 3rd oldest church in BC Not crowded 200 year history Interface between native and non-native cultures Chief Kwah Site Summer lake side golfing Down hill skiing Russ baker memorial Self guided tour of town Lit cross country ski trail

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Perspectives Perspective of business owners

Unique features, attributes, opportunities Nice hotel to capture historic park visitors and ski hill Affordable housing (2) Airport access to remote fly-in areas Rail: access to freight (2) Dedicated, hard working skilled work force, trades and farmers Less competition Low rent Reasonable taxes (2) Return customers Wood waste resources potential bioinitiatives Accessible recreation facilitates Quality of life Undeveloped opportunities, fine dining, retail, etc. The future of business is in small towns Quality and quantity of natural resource Quality of life for employees Guided bird watching at Sowchea Swamp Sport fishing guide Specialized wood manufacturing Secondary manufacturing Family life Education opportunities at CNC

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The final exercise of the day involved the small groups discussing their next steps. The table below features the next steps, in no particular order, as defined by workshop participants:

Next steps for developing a tourism brand for Fort St. James
Review communications / marketing brochures Chamber, District working together Narrow down attribute exercise to key attributes Attribute list needs to be increased Get together all parties to collaborate on attributes Exchange / fresh eyes / facilitate through TRIP visitors and feedback to FSJames 60 second sales pitch (develop) before branding perhaps by a contest Pam has info for competition for pitch (story) Above assists with youth involvement Hockeyville idea involves youth Cameras given to children to see what they take pics of Survey ideas and interests for branding Decide level (type) of branding Discuss with others where we are going sequential branding Review visioning process to know what direction you are going in and why you are doing what you are doing use it to inform future directions Develop media plan and how you are going to communicate with your community to keep ball rolling ensure updates and information is available to all District community to community meeting to work in partnerships; what to do when groups are at different stages/steps; when brand is on board, waiting may not have to be a part if people are included and part of the process Important to identify champions Who is the champion? Is there an org or a group; recommendation made by past consultant to consider the creation of a tourism association municipality considering costs of / not doing this If there is no champion / group taking leadership opinion is too early for an association rather an advisory committee to get this further down the road Committee can provide inclusivity because of lack of formal, municipal structure municipality stay in touch with representation to ensure balance and boundaries Municipality provides terms of reference Ground level and we can all evolve gradually Collaboration has to take place Branding can be successful This will take awhile to settle on a brand (should take awhile Correct the media messages that are wrong and do that immediately

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Appendices
Appendix one: Evaluation results
All participants were asked to complete an evaluation of the LIRN workshop. In this appendix, we feature the summary of the evaluation results.
1. Please indicate the sector in which you work. Government (Federal, Provincial, or Municipal) 4 Social and/or community (Cultural groups, groups serving families, youth, women, and seniors, etc.) Economic (Community futures, chamber of commerce, employers, etc.) 1 Environment (Conservation groups, etc.)

First Nations (Government or groups) 2 *1 = N/A

2.

Please indicate how relevant this event was for your community?

Mode 5 Mean 4. 9 3. Please indicate how the LIRN event helped you connect with the people in your community.

Mode 5 Mean 4.4 Comments: -Yes, its been a positive experience hope for the future 4. Did the LIRN event increase your interest in exploring new ways to work with people in your community?

Mode 5 Mean 4.8 Comments: -Definitely!

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5.

How would you rate the event facilitator?

Mode 5 Mean 4.8 Comments: -Fun, lots of laughter and learning 6. Please comment on the usefulness of the event materials?

Comments:

-Great resources -Pros and Cons in regard to our action of planning

7.

Did the LIRN event increase your understanding of the role of branding in tourism development?

Mode- 5 Mean 4.9 8. What other outcomes were achieved?

Comments: -to have a broader vision in regards to marketing and promoting Fort St. James -hopefully a Tourism Advisory Group -cant do this without collaboration

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Appendix two: Agenda

Developing Sustainable Tourism: How Can Branding Help?

Objectives of Workshop:
To discuss the role of marketing in general and branding in particular To learn the process and skills needed to create an effective brand for our area To develop strategies that are designed to help us move forward with promoting Fort St. James

MORNING SESSION
8:30 Introductions and overview Anna Hughes from the District of Fort St. James will provide an overview of work to date and explain why the LIRN event is taking place Scott Graham from SPARC BC will explain LIRN and provide overview of day Nicole Vaugeois from Malaspina University College, Pamela Wright of UNBC and Trish Jacques of College of New Caledonia will explain TRIP Roundtable: Who is in the room and what do they do?

9:30 What is branding? Why is it essential for economic diversification and tourism? Nicole Vaugeois will explain what destination branding is and how it can help Ft St James build stronger collaboration among community stakeholders and build an identity to share externally. After learning about the branding process, the rest of the workshop will be used to begin on step one: Assessment and Advantage. 10:15 Coffee break 10:30 Who is interested in travel in the north? Pam Wright and Diana Kutzner will present some research about market trends in the region. Participants will learn about potential markets, what they are interested in and who might be a good fit for the region. 11:00 What are our strengths and assets? Brainstorm regional attributes for the brand Pam Wright and Diana Kutzner will facilitate a brainstorming session on generating ideas/key concepts/phrases on potential messages for the regional brand. 11:35 Report to large group

11:50 Lunch

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AFTERNOON SESSION 12:30 Who are our internal and external stakeholders? Successful branding requires collaboration with stakeholders so that they take ownership of the brand, use it and deliver on the brand promise to external audiences. Nicole and Trish will facilitate this session to generate a list of internal and external stakeholders, and determine how to include them in the next stages of the branding process. 1:00 Who are our competitors and how do we stack up against them? Pam Wright and Diana will show examples of different brands from Northern BC to allow participants to learn how other communities and regions are positioning themselves to the outside world. We will then compare how the common trends link with what is unique about Ft St James. How do we move forward with branding? Branding promises an experience. Once you promise it, you must deliver. The last session will allow the participants to develop a plan of action to continue with the branding process. Summary The facilitators will review the outcomes for the day and suggest next steps for the branding process to move forward in the region. Evaluate the workshop End

1:30 2:00

2:15 2:30

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Appendix three: Participant list

Name Freida Prince Bob Grill Megan Wood Kris Nielsen Melinda Cheung Mindy Thompson Shawna Goran Brenda Gouglas Andrea Robertson Byron Goerz Anna Hughes Sharon Bird Amelia Stark Nigel Black Trish Jacques Organization Nak'azdli Band Fort St. James Historic Park CNC/Chamber/Rotary Planner District of Fort St. James Contact E-Mail friedap@nakazdli.ca bab.grill@pc.gc.ca mwandpk@telus.net jplay@telus.net

Small Business Owner / Chamber of Commerce wmcheung@telus.net Chamber of Commerce Web Development District of Fort St. James Service Canada District of Fort St. James District of Fort. St James Carrier Sekani Tribal Council Tl'azt'en Nation District of Fort St. James District of Mackenzie fsjchamber@fsjames.com shawnalgoran@gmail.com tandbr@telus.net andrea.robertson@servicecanada.gc.ca byron.goerz@bcgeu.ca n/a sbird@cstc.bc.ca amelia@johnprinceresearchforest.com cao@fortstjames.ca trish@district.mackenzie.bc.ca

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Appendix four: Funding sources and resources

New Horizons for Seniors - Service Canada: This program provides funding for communitybased projects across Canada. Projects encourage seniors to continue to play an important role in their community by: helping those in need; providing leadership; and sharing their knowledge and skills with others. Calls for Applications are issued once or twice a year. http://www.hrsdc.gc.ca/en/isp/horizons/toc.shtml 300 plus community development programs a searchable database put together by the Canadian Rural Partnership, BC Rural Network, BC Healthy Communities, and Community Futures in Trail http://www.communityfutures.com/cms/Funding_Sources.2.0.html Union of BC Municipalities site for local government programs including green projects, healthy living, crime prevention, FN relations, and infrastructure http://www.civicinfo.bc.ca/18.asp Charity Village: Sources of Funding: Corporate Funding Programs, Government, Foundations, etc. http://www.charityvillage.com/cv/ires/fund.asp Charity Village Main Street Suppliers, careers, resources, training, etc. http://www.charityvillage.com/cv/ires/fund.asp The Green Source from Environment Canada http://www.ec.gc.ca/ecoaction/grnsrc/index_e.cfm Voluntary Sector Knowledge Network management, fund raising, accountability, leadership and other resources http://www.vskn.ca/ Centre for Sustainability - Partners in Organizational Development (POD), a technical assistance granting program for not-for-profit organizations in British Columbia in social services, arts, or environment. http://www.centreforsustainability.ca/programs/ The Canada Site A to Z http://www.gc.ca/azind/bindex_e.html BC Healthy Communities: Community Involvement, Political Commitment, Inter-sectoral Partnerships, Healthy Public Policy regional facilitators and seed funding http://www.bchealthycommunities.ca/content/home.asp Community Foundations of Canada foundation finder and other tools http://www.cfcfcc.ca/who_we_are/list.cfm?id=2 Real Estate Foundation land use planning and conservation http://www.communitytransition.org/about.php Service Canada The Partnership Handbook building and maintaining effective partnerships to move communities forward. http://www.hrsdc.gc.ca/en/epb/sid/cia/partnership/handbook.doc Free internet based long distance calling http://www.skype.com/ Free meeting organizing utility http://www.meetingwizard.com/ Free on-line collaboration for files and spreadsheets https://www.google.com/accounts/ServiceLogin?service=writely&passive=true&continue=htt p%3A%2F%2Fdocs.google.com%2F&ltmpl=WR_tmp_2_lfty&nui=1

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Appendix five: Related references

Text-based references Baker, Bill. 2007.Destination Branding For Small Cities - the essentials for successful place branding. Creative Leap Books. Kutzner, D., P.T. Maher and P.A. Wright. 2007. Aboriginal Tourism Marketing: A Research Bibliography. Outdoor Recreation and Tourism Management Program Publication Series 2007-04. Kutzner, D., P.T. Maher and P.A. Wright. 2007. Aboriginal Tourism: A Research Bibliography. Outdoor Recreation and Tourism Management Program Publication Series 2007-02. Web-based references Brand Canada blog: http://cblog.brandcanadablog.com/ Total destination management: http://www.destinationbranding.com/branding.html Community branding experts: Northstar http://www.northstarideas.com/branding-researchservices.htm The Hat Factory: Destination branding http://www.destinationbranding.co.uk/destination_branding.html Brands create customers: http://tenayagroup.com/blog/category/destination-brands/

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