Iconic red-headed comedienne, Lucille Ball, once said "The more things you do, the more you can do." But she also decreed, "Ability is of little account without opportunity." The challenge? Creating that necessary opportunity so that you can learn more and in turn, do more.
As if channeling her philosophy, Lucy's hometown of Jamestown, New York was looking for a way to generate opportunities for residents, visitors and businesses to take advantage of the community's passions for learning and laughter. The idea: The easier Jamestown makes it for people to experience or learn new things (like starting a business, trying a new food, even going to college); the more people will be able to do.
And Jamestown is certainly equipped to succeed. Centrally located between Cleveland, Pittsburgh, Buffalo and Toronto, the community is the cultural and commercial center of Chautauqua County and the surrounding area. Jamestown also offers the greatest concentration of year-round learning assets and opportunities in the County and unlike many places has seen an increase in recent years of the creative class and young entrepreneurs downtown.
But poor community self-esteem, uncoordinated marketing efforts, a lack of leader cooperation and aesthetic issues with the city's appearance were all challenges to be overcome.
Jamestown leadership partnered with North Star on a strategic action management plan designed to put in place strategies for overcoming challenges and realizing goals. Focusing on the idea that Jamestown is a hub for learning and laughter, suggested tactics are both practical and cost-effective, yet imbued with the whimsy, creativity and promise of discovery that are hallmarks of the community.
A sampling of the ideas included in the plan:
- Synchronize success. Identify ambassadors for Jamestown and equip them with a professional PowerPoint designed according to the city's graphic identity that talks about the importance of consistently promoting Jamestown according to the strategy that the city is a hub for learning and laughter. The PowerPoint must include concrete ways that every audience can get involved with spreading the message and should be used to recruit volunteers immediately following the presentation.
- Develop brand strength through local sports facilities. Jamestown is fortunate to have some top-notch sports facilities available to residents. Associate the brand with your sports venues by making sure it is visible to athletes and spectators in a variety of ways.
- Invest in a mobile Visitors Center. Since no central bricks and mortar center exists, abandon tradition and capitalize on the current trend of pop-up and brand place-making. A mobile center easily transports to festivals, venues or attractions such as the city's Ice Arena or Audubon Nature Center, events like grand openings or health fairs, downtown, schools or even beyond the Jamestown city limits.
- Mark downtown for success. The transition from neighborhoods to the "official" downtown area of Jamestown is often fuzzy. Provide a sense of arrival by featuring the community logo in decorated crosswalks at the corner of the main intersections on the outer edges of downtown.
- Use YouTube. Leverage the power of social media to spread the love about Jamestown by posting interesting videos based on learning and laughter. For example, videos showing Jamestown babies laughing, locals telling their favorite jokes, the hospital giving health and wellness tips, area chefs making a well-known dish or attractions giving tours or instruction related to their destination.
- Incorporate the brand into signage. Jamestown should install a directional wayfinding system to provide guidance to recreational amenities, historical and cultural amenities, hospitals, and government services. The brand color palette should be incorporated in the wayfinding signs.
- Transform a source of tension into charity. Residents and retailers don't like downtown parking meters. Transform retired meters into an artistic community fundraising project. Ask civic groups, businesses, individuals and charities to decorate old donated meters and transform them using paint. Money inserted into the meters can be used for a charitable cause.
- Pursue one-of-a-kind regional attractions. In keeping with the community's heritage pursue development of experiential attractions such as workshops for brewing your own beer, pubs where you can serve yourself at your own table, a comedy club that offers comedy workshops, beer schools, a heavy machinery park, a furniture museum and workshop featuring a "furniture maker/designer in residence" and a quality outdoor outfitter that not only provides gear and clothing for Jamestown outdoor activities but also offers workshops from local experts that let people try some of the equipment before buying.
- Develop creative spaces downtown to entice potential entrepreneurs. One idea within this larger tactic, create a Laughter and Learning Lounge where creative/entrepreneurial professionals can gather, show off their wares and collaborate. For instance, local coffee shops might initiate tastings and get feedback on a new blend; local artists can establish a communal gallery and curate their own exhibits for the public; restaurants can test new recipes; a furniture store might contribute the latest in funky furniture; local music groups can play their CDs; open mic nights can provide exposure for young comics; learning events can focus on web design workshops and boot camps; photographers can take head shots and more. This should be a collaboratively run effort designed to bring together the creative class.
- Create branded merchandise/promotional items. One idea would be java wraps or disposable place mats for Jamestown restaurants and coffee houses. Feature Knock Knock jokes, fun learning puzzles and games, or interesting historical tidbits about Jamestown.
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