Community Branding: Marathon County, WI Case Study

Community brands with an economic development focus can sometimes be a bit dry . . . with little appeal for residents and visitors. Is it possible to develop a community brand that is both economically competitive AND emotionally compelling?

Located between Green Bay and Minneapolis, Marathon County serves as the gateway to Wisconsin's Northwoods. County economic development leaders wanted a community brand with a focus on recruitment and retention of business and industry that would also resonate with residents. They turned to North Star Destination Strategies to develop this multi-purpose branding plan.

"Our research showed that Marathon County's central location in the state is its most significant economic development benefit. Its access, convenience and affordability are big draws for business," explained Don McEachern, CEO of North Star. "Leaders knew their location and proximity were economic assets but the idea of a brand based on a central location left them feeling flat. Research insights revealed a distinct work/life balance that defines the region . . . the diversity of activities and attractions and the vitality and energy of the people."

Strategically North Star addressed this conundrum by expanding the idea of being in the center of the state to also being "centered" as a state of being. The creative concept is based on the idea of Marathon County being "Wisconsin Central Time", a place where time is on your side because you are close to the best of everything Wisconsin has to offer. A place where you can work, play, and live, in whatever order suits you. Messaging focuses on the idea that the time is always right, because you're in a zone that beckons you to seize the day, catch and release, and enjoy it all again tomorrow.

An educational website is a valuable community branding tool designed to solicit buy-in and recruit potential funding partners. Visit Marathon County's branding website at the link below:

www.brandmarathoncounty.com

Visit the links below to read press articles from the branding initiative:

"Research shows residents think businesses would do well in Marathon County"

"Marathon County launches branding project"

"Re-branding Marathon County"

"Our brand is strong and will help us recruit and grow targeted industries such as manufacturing and bio agriculture. Besides moving our community from good to great, our goal is to educate and help people understand this is more than a logo and a tagline. Wisconsin Central Time is what makes us unique, it's a feeling you get!"
- Karen Nerison, Wausau Region Chamber of Commerce and Marathon County Development Corporation

The logo, which is a geometric clock, speaks to the more literal interpretation of the benefits of Wisconsin Central Time. Expanded use of the graphic elements within the logo allows for a less literal approach to the idea of central time. One example includes the logo for the branded community-wide campaign "The Power of Now", designed to support, encourage and reward individuals, businesses and entrepreneurs who pursue their dreams right now.

Other action ideas for bringing the brand to life include:

• Merchandise like this t-shirt designed to visually place Marathon County in the center of the state
  
  
  
  
  
  
  
  
  
  
  
  
  
• Signage aimed at identifying what have been unclear regional boundaries
  
  
  
  
  
  
  
  
  
  
  
  
• Branded websites including a hub site for easy access to all things Marathon County and a complementary site for MCDEVCO, the region's economic development organization
  
  
  
  
  
  
  
  
  
  
• A timeless treasure initiative that recognizes iconic individuals, architecture, businesses, etc. whose presence has made an indelible impression on the character of the community
  
  
  
  
  
  
  
  
  
• Target business sector printed recruitment pieces
  
  

Check out this great coverage of the Lee's Summit, MO branding initiative!

The Denison Dam: The Story Behind the Glory

If there’s one thing the North Star Destination Strategies team has learned from its client in-market trips . . . every community has a fascinating back story that helped to define where it is today.

Recently our community branding team took a trip to Denison, Texas, which wraps around the shores of Lake Texoma . . . 40,000 square miles of wonderful watery fun. Lake Texoma boasts some of the best striped bass fishing in the United States. (Guides will lead you to hidden coves for fishing success.) It’s also famous for its boating, camping, and wildlife refuge. Plenty of room lets visitors roam on jet skis or relax on a pontoon boat while searching for a private beach haven. For the nature enthusiasts, coves provide safe havens for millions of migratory birds, 70 endangered species, and thousands of species of native plants and animals through the Hagerman National Wildlife Refuge.

Because North Star staff gives its all for every client, we agreed to spend some time on Lake Texoma (oh, the sacrifices). When you’re floating on a boat with a cold drink under the hot sun, it’s hard to imagine that this water – clearly one of Denison’s greatest community assets – once caused Texas-sized trouble.

In 1943, Lake Texoma didn’t exist; in its place was the Red River. Mighty enough to divide the northeastern border of Texas from Oklahoma, the raging Red River had caused major flooding for the surrounding region. For people residing along the river, frequent flooding was hazardous, costly, inconvenient and sometimes downright deadly.

Denison engineers were charged with the task of taming the river for flood control purposes. They designed the largest rolled-earth fill dam in the world (up to that time), which required massive amounts of materials to construct. The engineers – faced with the material demands and a river covered with wood debris from countless storms – consulted the Jacques Power Saw Company for help. They solved the problem by designing a never-before-seen saw that fluidly cut the wood both horizontally and vertically. The saw allowed engineers to use stray wood along the river, serving double duty of cleaning the shores and increasing material production.

This forward-thinking team combined the innovative dam design, abundant materials, and recently cleared river to create the Denison Dam . . . simultaneously making their mark on history and creating one of the largest lakes in the United States.

The people of Denison, Texas attacked their community’s problem head on. As a result, an environmental concern was converted to a recreational, tourism, and economic development driver that the community still enjoys today.

Denison’s ingenuity and refusal to fail reveals the type of character that a community can build on. What characteristics contribute to your community? Is your city or town facing a tough challenge that can be transformed into a benefit?

~ Anthony Domine