Arkansas delta imaging and branding lo res

Arkansas Delta
Branding & Imaging Workshop

Arkansas Delta
Branding & Imaging
Reconnaissance Workshop Report
for
The National Trust for Historic Preservation
Rural Heritage Development Initiative
by
The Community Design Solutions Team
Community Design Solutions, Inc.
Arnett Muldrow Associates
August 22 - 25, 2006

Table of Contents

1. Executive Summary 3
2. Marketing & Branding 10
3. Record of Public Input 29
4. Credits 34

Arkansas Delta Branding & Imaging Workshop • Table of Contents |

1. Executive Summary
Arkansas Delta
Imaging Branding
Reconnaissance Workshop Report
August 22-25, 2006

Executive Summary
After three days of exhaustive tours, stakeholder interviews and
public input sessions, the challenges and opportunities facing
the Arkansas Delta could be summarized as: The assets of the
Arkansas Delta must be promoted internally and marketed exter-
nally in a compelling and coordinated way.

The response of the consultant team to this four-point synopsis
is summarized below:
A. Internal Asset Promotion
B. External Marketing Strategy
C. The Compelling Message
D. The Coordinating Organization

Internal Asset Promotion
An observation that was made by many workshop participants
was that there is a sense of apathy on the part of many
“In terms of tourism
emphasis and support residents of the Arkansas Delta. Namely, the residents of
from the state, we feel the Delta themselves (i.e. the internal market) do not see
like we are a stepchild
to the rest of Arkansas.” anything special about their place, it’s history, it’s people,
-- Workshop Participant it’s music, etc. Therefore, why would anyone else see
any merit here? Exacerbating this sentiment is a feeling
of non-support from state-wide tourism entities. One participant
summed it up this way, “In terms of emphasis and support from
the state, we feel like we are a stepchild to the rest of Arkansas.”

Arkansas Delta Branding Imaging Workshop • Executive Summary |

As a result, many residents simply do not see the beauty of
their place and lack the vision to see how either the perception
or reality of their place could change significantly in the future.
However, the consultant team sees great potential in the Arkan-
sas Delta. The quantity and quality of tourism assets ranging
from a rural agricultural beauty, to a strong music heritage, to a
rich history of a resilient people make the Delta a prime attraction
for travelers seeking an authentic tourism experience. The team
was reminded of the phenomenon of parents and their children
whereby the parents fail to see the beauty and characteristics
of their children because they grow up with them on such an
incremental, daily basis. It is our belief that when residents of the
Delta see their place the way we see it, vision for its current real-
ity and future potential will be achieved.

We would strongly suggest the execution of an advertising
campaign that seeks to build pride of place among residents
of the Delta. As was reiterated often during the workshop, until
the residents of the Delta believe their place is worthy of touring,
investment, business and residential recruitment, etc. it will be
very difficult to convince anyone outside the Delta that it is. The
“Believe It: Mississippi!” campaign was cited as an example of
how such a campaign --in that case targeted to change percep-
tions about that state to a post-Katrina America-- actually had
the unintended affect of instilling pride in Mississippians in light of
the amazing contributions of its athletes, actors, doctors, writ-
ers, soldiers, etc. Some examples of this form of advertising are
included in Marketing Branding section of this report.


External Asset Marketing
While instilling pride in the residents of the Delta through an in-
ternal marketing campaign is important, it does not preclude the
importance nor necessity of marketing the Delta to the external
market (i.e. anyone not from the Arkansas Delta). The infusion of
new tourism and investment dollars from outside the Delta will
be crucial in the long-term success and sustainability of its tour-
ism efforts. In absence of external investment, the same players
and funding sources will continue to exist in the Delta and the
likelihood of significant fiscal improvement in both the tourism
and local retail environment is unlikely to change.

The first steps in establishing an external marketing campaign
lies in answering these basic questions: to whom are we going
to market the Arkansas Delta and what are we going to market?
In this case, the latter question is easier to answer than the first.
There is an abundance of assets to “sell” concerning the Arkan-
sas Delta: an authentic tourism experience, friendly people, a
rich musical heritage, a history that was at times proud and at
times painful --both of which make for a “real” story, a “culture
of Agriculture,” a pristine natural environment, charming small
towns, interesting architecture, intriguing personalities --past and
present, amazing food, etc. (Note: for a comprehensive list of
assets and attractions, see the Record of Public Input section of
this report.

Where, or to whom, to market the Arkansas Delta might be
the more difficult questions to answer. In terms of personali-
ties, anyone interested in heritage tourism or geo-tourism will


be a prime candidate for the Delta. Those interested in music or
southern culture or African-American history would find a wealth
of opportunities here. In terms of geography, certainly nearby
larger municipalities, adjoining states and the southeast would
be likely candidates to visit the Delta. Likewise, to the degree
possible without “turf wars,” the cross-packaging of tourism in
the Arkansas Delta with the same in the Mississippi Delta could
have the effect of multiplying the tourism sites and resources for
both. While this is not precluding recruitment on a larger, national
scale, it is simply the opinion of the consultant team that prior to
that scale of recruitment, additional tourism infrastructure (e.g.
additional hotel accommodations and restaurants) will need to
be in place.

Finally, a movement is afoot to promote products, goods and
services that originate in the Arkansas Delta. The “Delta Made”
brand was addressed during our workshop and a graphic iden-
tity and advertising strategy was proposed. Please see Section
2 for the collateral pieces for this movement that most certainly
merits external market promotion.

The Compelling Message
There is one undeniable truth about the Arkansas Delta: the
land defines the people. The land of the Arkansas Delta is as
unique as it is beautiful and bountiful. However, what makes that
land fertile is also what makes it fickle! The alluvial soils of the
Arkansas Delta are literally the residual soil left behind after the
shifting of the mighty Mississippi River. As such, the soil of the
Arkansas Delta is made up of soil from everywhere upstream.


Not only is the land diverse, it is also destructive. The same land
that “gives” by producing some of the richest crops anywhere
also “takes away” by its very nature with rain, drought, flood and
storm. It is no wonder that the people of the Delta have such a
love/hate relationship with their land. Some years it causes them
to prosper, while during others it causes them to despair. It is no
wonder that the people of the Delta are so resilient and able to
endure much hardship. This same spirit, coupled with a certain
humility derived from a livelihood derived from forces beyond
their control, will stand them well as they move forward into the
next stage of their development. Likewise, this same dynamic
could easily explain how such a soulful genre of music as the
blues was nurtured here. The history of this place and depen-
dency of its people on such a powerful force as nature can
touch the deepest of emotions.

Therefore, the marketing tagline developed for the Delta was:
“Arkansas Delta: Soil Soul.” The rationale for the tagline is
simple and captured above: the land of the Arkansas Delta --it’s
richness, diversity, history, hardship and beauty-- are what de-
fine it’s residents with what someone termed, “The Delta person-
ality, or mystique.” The definition of that mystique or personality
is not uniform but it is very much present. You simply know you
are “there when you are there” even though describing why you
know it is elusive. It is precisely those attributes that makes the
Delta message compelling: it is real, authentic, and made of the
stuff of life that evokes palpable feelings of joy, pain, peace and
beauty.


The Coordinating Organization
Without the clear delineation of a responsible party, or parties,
to carry out the recommendations of this report, the chances for
successful implementation are greatly reduced. In our estima-
tion there are three entities that are positioned best to execute
this branding and marketing plan: Arkansas Delta Byways (ADB),
Main Street Arkansas (MSA) and the Rural Heritage Develop-
ment Initiative (RHDI). Arkansas Delta Byways has a well-de-
served, established good reputation within the Delta that was
obvious and well-received in every area we toured. Main Street
Arkansas also enjoys a great reputation and brings a long-term,
proven process to the equation. Finally, while we recognize that
the current RHDI grant and accompanying staff support is a
temporary, three-year, commitment, we would strongly urge the
retention of the current staff in some capacity after the termina-
tion of the grant. In a perfect world, a consortium comprised of
leadership from ADB, MSA, and RHDI would be best suited to
both rally the various entities doing tourism work in the region
around the common cause of “Soil Soul” as well as have the
leadership capacity, political savvy, and financial backing to
implement the recommendations of this report.


Public Presentation
A public presentation was conducted at the conclusion of the
workshop. The presentation recalled the purpose and itinerary of
the familiarization tour and introduced the concepts and recom-
mendations mentioned in this report. Presented on the following
pages are the illustrative design collateral that was generated
during the workshop. A “Best of the Delta” photo slideshow was
also developed and presented at the public presentation.

Conclusion
The Community Design Solutions team worked in concert with
Beth Weidower of the National Trust for Historic Preservation’s
Rural Heritage Development Initiative and Cary Tyson of Main
Street Arkansas to coordinate this workshop. Without their help,
and myriad other local volunteers, this effort would have been
impossible. The CDS team, as noted below, is indebted to their
gracious help and hospitality.

• Randy L. Wilson, President Director of Design Services,
Community Design Solutions, Columbia, SC

• Ben Muldrow, Community Branding Specialist, Arnett Muld-
row Associates, Greenville, SC


2. Marketing
Branding

An Image and Branding
Campaign for the
Arkansas Delta

Arkansas Delta Branding Imaging Workshop • Marketing Branding | 10

Introduction Background
The Arkansas Delta recognized the need to create a system to
unite the efforts in marketing and branding of all the groups that
currently promote the heritage and attractions of the region. This
unification of efforts would serve all organizations by driving the
effectiveness of resources farther and by setting the expecta-
tions of the marketplace.

Existing Logos and Images
One of the first steps in developing a brand is to understand
what is currently being used to market the community. Arkansas
Delta has a great variety of logos and brands that exist today,
including what is shown below.
The purpose of the brand is to create a system that allows these
organizations and destinations to begin to connect themselves
visually, instead of leaving it up to the consumer to make the
connection.


Developing the Brand

What is a brand? A brand is a promise that is made to the con-
sumer. It is the setting of an expectation and the meeting of that
expectation, thus creating a dynamic relationship where trust is
built. Over time, that trust is converted into equity. Brand equity
is the asset that helps to attract developers, motivate new resi-
dents, attract new shoppers, and enhance overall quality of life.
The development of a brand is the overall goal of most market-
ing efforts. To figure out where to start, we interviewed the public
and many key stakeholders. From there, we needed to look
at the logistics for implementation. The first is the name itself:
Arkansas Delta. This name is established and there is absolutely
no reason to create a new brand name for the region, but simply
to formalize what people already call it. From there, the sites,
sounds, character, and overall way of life in the Arkansas Delta
should lead the development of the brand.


The New Arkansas Delta Brand

The Arkansas Delta region is made up of 15 counties in eastern
Arkansas along the Mississippi River. Because of the connection
with the land and nature, a rich brown and blue-green will be the
dominant colors. These colors will be the basis of a complemen-
tary color palette for the brand. The font has been customized
to create a flowing connection between Arkansas and the Delta.
The icon is a triangle, the symbol for “delta,” with a river flowing
through it. Finally, we introduce the tagline, “Soil Soul.”


Brand Extension
Brand extension occurs when organizations
and events adopt elements and styles of the
brand. Several examples are shown here:
Arkansas Delta Byways is the local tourism
organization which promote travel in the area.
The Arkansas Blues Heritage Festival is
PROJECT
the Former King Biscuit Music Festival. Delta
f e s t i v a l Made is a new campaign promoting productsPROJECT
f e s t i v a l made in the delta. The Delta Bridge Project
is an initiative to improve the gateway into
Arkansas at Helena.

PROJECT

PROJECT


Wayfinding Sign System
The wayfinding system should be introduced as part ing as a speed control. They too can be color coded
of the brand because it plays such an important role by district and can promote local events as well as
in visitor perception and flow through the region. The promoting the brand.
wayfinding system could include the following pieces: Building Markers- the markers can be either wall
mounted or monument style and denote important
Primary Gateways- These gateways are the primary landmarks in the downtown district.
intersection points and main entry ways to Arkansas Parking Signage- Identifying parking is important
Delta. They need to be highly visible and introduce the in creating a parking system in downtown. Visitors
brand. These could employ sign toppers to get the are more likely to walk a block or two to shop if the
Delta Brand into entry ways. signage system leads them directly to a public parking
Trailblazers- Trailblazers are the directing signs lead- lot and tell them how to proceed. The parking markers
ing motorists to the main attractions in the area. These can be by themselves or as attachments to trailblazer
should have between three and four locations per sign signs.
and should carry motorists from gateway to parking Informational Kiosk- The final piece of the plan is
lot. Colors can be used to distinguish between differ- the informational kiosk, which serves as the transition
ent districts and can become smaller as the scale and point for vehicular traffic to pedestrian traffic. These
speed of the roadway narrows.
Arkansas-Wayfinding.pdf 8/25/06 11:28:32 AM
kiosks should be located at major public parking lots
Street Banners- Banners are very popular and help and should include a map and the shopping dining
to add color and movement to the lanes of travel, act- guide, along with the walking tour brochures.
Trailblazer

Gateway Banners
Gateway Topper

Informational Kiosk
Great River Road

Crawley Ridge Road

Delta Cultural Center
Welcome
to the River Overlook
C

M

Y

CM

MY

CY

CMY

K


Web Site
Web sites are becoming more and more important in today’s
society. This proposed site sets a professional tone for a visitor
who is looking for information on the Arkansas Delta and cre-
ates a way for them to request additional information and find
out about its up-to-date events. The site also creates a resource
for all of the communities in the Delta to download resources for
them to use to produce professional advertising with a consis-
tent quality standard.


Advertisements
Presenting the resources and products of Arkansas Delta in a professional and polished
manner is important – not only to visitors and potential customers – but to the preserva-
tion and promotion of pride within the community itself. The following ads show some
of the things that the Arkansas Delta should truly be proud of.

Celebrate the Difference
between “u” and “I” The rich soil that
makes up the Arkansas
Delta was deposited
from all over by the power
of the mighty Mississippi
River. People from all over
are flocking to the Arkansas
Delta to see the places, people
and history that make up this
rich land. The question is, when
you visit, what will you leave
behind? Come experience the
Arkansas Delta, it’s soil and it’s soul!

For more information on the arkansas Delta, please visit www.soilandsoul.com


Delta Chatroom Just ask anyone around
here and you’ll quickly find
that the Arkansas Delta has a
distinct personality. Our personality
is strong, proud and born out of the
kind of prevailing spirit that comes
from a people and place dependent
upon fickle nature and the mighty
Mississippi which sometimes gives
and sometimes takes away. Our
culture flows out of that prevail�
ing spirit and our best days are
ahead of us. Come be a part of
our history and our future in the
Arkansas Delta: Soil and Soul.



Delta web
browser
If you take the time to get of the inter�
net, you would find that the great
outdoors await you in the Arkansas
Delta. From world�class duck hunting in
Stuttgart, to birding for the Ivory�Billed
Woodpecker in Brinkley, to catching the
big one on Lake Chicot, nature’s finest
awaits you in our backyard. The Arkansas
Delta has even more to offer, so log off
the computer and step into our wild.
The Arkansas Delta: Soil and Soul.



Wait a
cotton pickin’ minute!
A minute in the Arkansas Delta takes you back to a
lifetime of memories. And time simply moves at a more
relaxed pace here. So expect a wave, a friendly chat
through a rolled down window, or an extended
conversation over coffee. We want to hear
your story, and we can’t wait to tell you
ours. The Arkansas Delta: where stories
of our land from our soul come alive.



Deltoids
Curiously Strong Personality
Just ask anyone around
here and you’ll quickly find
that the Arkansas Delta has a
distinct personality. Our personality
is strong, proud and born out of the
kind of prevailing spirit that comes
from a people and place dependent
upon fickle nature and the mighty
Mississippi which sometimes gives
and sometimes takes away. Our
culture flows out of that prevail�
ing spirit and our best days are
ahead of us. Come be a part of
our history and our future in the
Arkansas Delta: Soil and Soul.



What will you
Take away?
The rich soil that makes up the
Arkansas Delta was deposited from all
over by the power of the mighty Missis�
sippi River. In that spirit, People are
flocking to the Arkansas Delta to
experience the rich history, engulfed by
the agricultural heritage, and enter�
tained by the stories. The question is,
when you visit, what will you take away?
Come experience the Arkansas Delta,
it’s soil and it’s soul!



Water Towers
Few physical elements are as prominent as water towers on the
rural southern landscape. In many instances they represent the
first indication from a distance that one is arriving at a municipal-
ity. Particularly in a delta environment when the topography is
primarily flat, their vertical demarcation of “place” cannot be un-
derstated. We would recommend that the historic towers, along
with other civic elements receive the Arkansas Delta brand to
indicate visually their connection to something --a region-- larger
than their own town. As is illustrated below, the city or town
need not lose its own identity in the process. In cases where two
towers exist, paint one with the town name and the other with
the delta logo. In cases where only one exists, paint the town
name on one side, and the delta logo on the other.

Existing Conditions

Proposed Conditions


Delta Made
Arkansas Delta Made is a brand awareness campaign that makes
people more familiar with the products produced in the Delta.
The following ads show some of the great products that come
from the Heart of the Delta.

PROJECT
l

STRENGTHening AMERICA
The great outdoors awaits you in the Arkansas
Delta. From world�class duck hunting in Stutt�
gart, to birding for the Ivory�Billed Woodpecker
in Brinkley, to catching the big one on Lake
Chicot, nature’s finest awaits you in our back�



One HOT Tamale

Woodpecker in Brinkley, to catching the big
one on Lake Chicot, nature’s finest awaits
you in our backyard. The Arkansas Delta
has even more to offer, so log off the
computer and step into our wild.



Woodpecker in Brinkley, to catching the big
one on Lake Chicot, nature’s finest awaits
you in our backyard. The Arkansas Delta
has even more to offer, so log off the
computer and step into our wild.



Implementation
Dealing with a 15 county region is never easy, and launching
an umbrella brand over those 15 counties requires buy-in from
everyone. We recommend that the Arkansas Delta Brand be
managed by Arkansas Delta Byways, along with Arkansas Main
Street, and a Regional Economic Development Organization to
promote the correct usage of the brand in local efforts.

One way to garner excitement about the brand is to have the
brand launched in a ceremony or at a special event. This will
create the energy locally that will have business owners and
residents wanting to promote and spread the brand.

Some limited rules should be applied to the display of the brand
but the goal is to have as many communities using the logo in
their promotions as possible. Among the most important rules
are:
1. Always maintain the correct proportions. Many times, people
stretch logos to make them fit their space. This can throw off the
effectiveness of the design.
2. Colors start to become very important with branding, so pick
your colors, and stay with them. The resource team has provid-
ed the template for a variety of complementary uses.
3. A PDF file accompanies this report on CD Rom. This file can
be distributed to local businesses and groups as “the official”
logo to be used on marketing for their business.
4. Use the logo in as many ways as possible, the more it is seen,
the more valuable it becomes as “brand equity” is established.


3. Record of
Public Input

What image would you feature on a post card to capture the
essence of the Arkansas Delta?

• Cotton fields
• Mississippi River
• Sharecropper house
• Music venue
• King Biscuit
• Steamboat
• Ice House, West Memphis
• Blues music
• Crowley’s Ridge
• Levee
• Flat fields with rows of crops
• Musicians
• Curves in the road

Arkansas Delta Branding Imaging Workshop • Record of Public Input | 29

• Silos
• Oxbow lakes
• Water towers

What “connects” the people of the delta?

• Music (bus station, church/gospel music, blues, Heritage
Music Festival, Helena Blues, Music Heritage Trail, jazz, “juke
joints”)
• Farms
• People
• Gathering for conversation at breakfast
• Storytelling
• Talking politics
• Co-ops
• Churches (strong faith-based community)
• Food! (Dixie Pig, BBQ)
• Agriculture (cotton fields, crops, Wilson, AK)
• History
• Work Ethic
• The Mississippi River
• Hunting culture (duck hunting at Stuttgart, fishing)
• Eco-Tourism
• Pride (even though we feel like “step-children” within the
state)
• It’s what we miss when we go someplace else
• Soil and river and its relationship to the people culture
• Resilience (we will prevail no matter what)

Words or phrases that capture the essence of the delta?

Arkansas Delta Branding Imaging Workshop • Record of Public Input 30

• Unique
• People
• Pace with purpose
• Football reinforces community
• Sense of community
• Comfortable
• Trust

Why should anybody/everybody cooperate in this effort to
brand the delta as a whole?

• Sense of desperation
• Music Heritage Trail
• Youth/Brain drain...everyone leaving the area

What do you perceive to be the chief problems to overcome?

• Internal pride
• Apathy
• Delta attitude (we are poor, uneducated, etc.)
• Sharecropper whites
• Hillbilly/Redneck perception
• Stepchild to the rest of the State’s tourism efforts

What do people of the delta value?

• Mississippi River
• Work ethic
• Rich history (both event and people based)
• Agricultural lifestyle


• Music
• The “Delta Personality”

Describe “The Delta Personality?”

• Live off the land
• Warm and hospitable
• Talkative (friendly chats, strorytelling)
• Laid back
• Relaxed
• Places of worship/faith
• Caring
• Good looking :-)
• Optimistic
• Family is important
• Not in a hurry
• Might not have everything, but grateful for what they have
• Lives and breathes its history

Where can you experience the “Delta Personality?”

• Crowley’s Ridge
• St. Francis National Forest
• Miss Cora Bullock’s Restaurant
• Civil War Museum
• Cemeteries
• African-American Heritage (churches)
• Lake and river views
• This is the best kept secret in Arkansas
• Lake Wallace


• Rhoda’s Hot Tamales
• Coffee shops
• Meador’s Drug Store
• Arts Center
• Churches
• Museums

Why do entities not currently get along? What are the pitfalls
that might prevent cooperation on this effort?

• Divide between the “haves” and “have nots”
• Lack of communication
• Lack of broad base of involvement
• Apathy...many people just don’t care
• Fear...of the unknown or previous failures
• Hard to convince people it can happen
• Lost a sense of belief in ourselves


4. Credits

Executive Summary
Randy Wilson, Community Design Solutions
Marketing Branding Recommendations
Ben Muldrow, Arnett Muldrow Associates
Record of Public Input
Randy Wilson

Community
Design Solutions
2307 lincoln street columbia, sc 29201
803.240.9050
randylwilson@earthlink.net
www.randylwilson.com

...creative services for community building

Arkansas Delta Branding Imaging Workshop • Credits | 34

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