Jump In!
Moses Lake, Washington
The Situation
Moses Lake, a small city in eastern Washington State, is located at the intersection of two major state highways between Seattle and Spokane. But what were they known for? Some people have said tumbleweeds. Recognizing they have much more to offer, the city leaders have been working hard to enhance their image, encourage economic growth, and still maintain their character as a friendly, livable, family-oriented rural community. To this end, they retained DDI to help them come up with a unique brand promise and a plan for revitalizing the downtown core.
DDI conducted community outreach, reviewed past plans and studies, completed an assessment and competitive analysis, and conducted research to determine the best course of action for Moses Lake.
The Solution
Moses Lake is a large body of water, unusually shaped with several "fingers." Located in the sunny half of the state, it is also warm fresh water - ideal for swimming, water skiing, kayaking, canoeing, and just plain splashing around in. The city hugs the shores of this recreational paradise, providing ample opportunities for enjoyment. The most natural and economically feasible choice for Moses Lake is a "Lake Sports" brand, taking advantage of this natural resource for which the city is named. Warm water is rare in the Pacific Northwest and provides a valuable lure for all kinds of water recreation.
The Branding, Development and Marketing Action Plan created by DDI for Moses Lake lays out the specific, interrelated steps the city is taking to become a thriving water sports destination. This includes a logo, slogan and other graphic recommendations, including the tagline "Jump In!" along with coordinating graphic elements to represent the brand.
But for Moses Lake to deliver on the promise of offering "Lake Sports," it's critical for the city to provide a wealth of water recreation choices. The plan DDI created includes product development initiatives - improvements to the city and development of numerous water activities all across the lake. One finger of the lake might host dragon boat races; another will offer kayaking lessons; a third may provide scuba diving classes and swim training; while a fourth can hold water skiing lessons and activities. Additional product enhancements will create a unique and enjoyable "Lake Sports" experience, as well as diversionary activities to make it a well-rounded destination.
A vibrant mix of destination retail, shops and restaurants will satisfy the expectations of discerning visitors. Beach and lakeshore improvements, building restorations, and other beautification efforts will enhance the ambiance of Moses Lake, reinforcing the "Lake Sports" brand and offering a one-of-a-kind destination residents and visitors will all enjoy. Moses Lake is in an excellent position to become a first-class center for water-sports activities in the state. With their unique natural resources and beautiful setting, plus the hard work and determination of their brand champions, Moses Lake has tremendous potential to create an active and entertaining destination that people will want to visit over and over again.
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