Community Branding: Tehachapi, CA Case Study

One of the biggest boons to a community's reputation is how residents feel about their hometown. When citizens really dig their town as a place to live, work and play they are much more apt to go tell it on the mountain!

But tell exactly what to whom . . . and how . . . were the questions that needed answering in Tehachapi, California. Forward-thinking city leaders knew they needed to pull everyone together under one community brand for the good of their distinct city in the mountains. But tough economic times and confusion about what branding really is made funding this project a challenge. Their solution: a phased approach which used the initial research to educate stakeholders and build enthusiasm within the community. The results; success on all fronts!

"Research revealed some of the strongest citizen advocacy numbers we've ever seen when it comes to livability and business," explained Don McEachern, CEO of North Star. "This meant an eager band of ambassadors was ready to sing the praises of Tehachapi -- once the chorus was written."

Research also revealed that many of the assets and benefits Tehachapi enjoys are the result of their mountain setting. The famous Tehachapi Loop, the climate boasting four true seasons, fresh air, scenic beauty, renewable energy, outdoor life and general mountain town charm all owe their existence to the community's elevated altitude.

But the city is technically not "in the mountains", but rather is a mountain valley. So there was some debate how to best claim their "mountain town" status. The conclusion; regardless of mountain or mountain valley, there is only one direction the population base of Southern California can go to reach Tehachapi - and that's up.

North Star Destination Strategies recommended that Tehachapi leverage their mountain setting as a way to elevate all things. In other words "Live Up". In Tehachapi, living up means reaching new heights professionally and personally, as well as mentally and physically. It means you're consistently working up, playing up and growing up in every sense of the word. When you live up, you experience a newfound sense of freedom. One that only continues to take you higher.

Go HERE to read the Tehachapi Brand Anthem

A customized action plan features basic ideas for integrating the brand and some out-of-the-box ideas for bringing it to life. A sampling:

• Launch a locally grown campaign: Tehachapi is home to many growers including organics and even an ostrich farm. Identify these locally grown/made products with a special certification and seal for produce and other items. These can be promoted in area farmers markets and among LA chefs celebrating the local food movement. Title the initiative for these local products: Grown UP.
  


• Engage the private sector: Allow different organizations to incorporate consistent brand elements into their marketing materials without logo confusion by providing a graphic treatment of the word UP that can be used in product and service offerings or programming by organizations.
  


• Stand out at trade shows: When visiting events in other areas leverage the comfort of cooler air in Tehachapi by having handheld battery-powered fans. Or highlight your golf assets by giving away branded golf balls.
  


• Develop an ambassador program:Organize all those enthusiastic voices with the Talk Up Tehachapi community pride and ambassador program.

• Reach out to students: Provide the high school with a huge banner that reads: Warrior Up! Proud partner in Living Up Tehachapi. Warrior Up can be a kind of city-supported booster club that sponsors community-wide pep rallies, sportswear, scholarship programs, email communications, etc.