Discover Green Bay, formerly the Greater Green Bay Convention & Visitors Bureau, sought to advance its efforts as a leading destination marketing organization.
The goal? To significantly increase the economic impact of tourism and hospitality in the Brown County and Lakeshore areas. Additionally, they sought O’Connor Connective’s expertise in partnering for a fundraising campaign and developing a communications strategy to build a new Visitor Center.
To begin, we collaborated, created campaign materials and provided campaign support to help raise funds for the new Visitor’s Center.
Transitioning into strategic planning, we and our partner, The Utech Group, collaboratively shaped Discover Green Bay’s vision, mission, values, and culture statement. This phase was about charting a coherent roadmap aligning the organizational ethos with strategic objectives.
We then delved into the culture and brand process, aligning the organization’s inner ethos with an external expression that rings true to its core values.
Rebranding unfolded next. Through industry research and trend analysis, a new organizational name and positioning strategy emerged: Discover Green Bay. This new brand identity broadened the narrative, encapsulating a diverse range of experiences awaiting visitors.
With the new brand identity, we transitioned into the implementation phase. Every touchpoint was revisited to ensure a coherent and compelling brand resonance across all interfaces.
The narrative further materialized with the opening of a temporary visitor center, a tangible touchpoint of Discover Green Bay’s renewed narrative.
Lastly, we finished with strategic planning to fine-tune strategies to ensure alignment with the evolved brand identity and the current operational environment.
This journey, marked by strategic, collaborative, and creative milestones, sets the stage for the subsequent chapter, where the ribbon-cutting ceremony of Discover Green Bay’s new Visitor Experience Center unfolds as a testament to the collective endeavor and community engagement.
On September 12, 2023, a momentous occasion unfolded: Discover Green Bay’s new Visitor Experience Center ribbon-cutting ceremony. This event celebrated years of hard work, collaboration and community support.
This partnership has been a shining example of what can be achieved when vision, strategy and community come together. Congratulations to Discover Green Bay on this monumental achievement. If you have yet to visit, please make it a point to check it out!
O’Connor Connective is proud to have played a role in this transformative journey, working alongside the talented team of Discover Green Bay. We believe in the power of strategy that communicates, and this case study is a prime example of how to bring that belief to life. Thank you, Discover Green Bay, for allowing us to partner in the evolution of your incredible story.