Brand Tone

Helpful & Convenient, Friendly & Welcoming, Practical & Essential-focused, Community-Oriented/Nostalgic

Brand Values

• •Visitor Support & Convenience
• •Promoting Outdoor Recreation
• •Family-Friendliness
• •Connection to Nature & Place
• •Reliability

Best Practices

• •Focus on the Visitor Experience: Always frame copy around how the store's products and services make the park visit easier, more enjoyable, or more memorable. Use 'you' and 'your' to speak directly to the visitor.
• •Keep it Simple and Clear: Avoid jargon or overly complex language. Communication should be as straightforward and easy to understand as finding a well-marked trail. This is particularly important for practical information like store hours or delivery services.
• •Infuse Local Park Identity: Regularly reference South Higgins Lake State Park, its natural beauty, and specific activities it offers. This reinforces the store's connection to the location.
• •Maintain a Helpful and Approachable Voice: Whether it's on the website, in-store signage, or any (future) social media, the tone should consistently be welcoming and ready to assist, reflecting the friendly nature of a park environment.
• •Highlight Convenience and Tradition: Emphasize time-saving aspects like online ordering and campsite delivery, and subtly weave in the store's long-standing presence and role in the park community to build trust and a sense of nostalgia.

Social Perception

Positively Viewed as a Convenience, Integral Part of the Park Experience, Associated with Enjoyable Park Visits, Seen as a Source for Souvenirs

Copy Examples

• •Headline: Forgot Something? We've Got You Covered! Body: From tent stakes to sunscreen, South State Park Store has all your camping essentials right here in the park. Plus, enjoy complimentary delivery to your campsite! Tone: Helpful, Convenient, Friendly.
• •Headline: Your Higgins Lake Adventure Starts Here. Body: Gear up for a day on the water with kayak and paddleboard rentals, or grab a treat before hitting the trails. Find everything you need for unforgettable park memories. Tone: Encouraging, Practical.
• •Headline: More Than a Store – It's a Park Tradition. Body: Serving South Higgins Lake State Park visitors for generations. Stop by for your supplies, a friendly chat, and a piece of park history. Tone: Welcoming, Nostalgic, Community-Oriented.
• •Headline: Maximize Your Park Time! Body: Don't let a missing item cut your fun short. Order online at southstateparkstore.com and we'll bring your camping needs, snacks, and firewood right to your site. Tone: Convenient, Practical, Helpful.
• •Headline: Sweet Treats & Sunny Day Essentials. Body: Ice cream, cool drinks, snacks, and sun care – everything to make your day at South Higgins Lake perfect. Visit the Park Store in the day-use area! Tone: Friendly, Appealing.