Commitment. Care. Community.

Commitment. Care. Community. These are now the words that come to mind when I think of Lee’s Summit, Missouri. I recently had the opportunity to spend some time in Lee’s Summit as we got underway with their city branding initiative. Our purpose: performing primary community research to gather Lee’s Summit’s greatest strengths and assets to eventually help create and further promote the Lee’s Summit community brand. Having never visited the city before, I didn’t know what to expect exactly.

To say the least, I was pleasantly surprised.

First off, you need to understand that I experienced Lee’s Summit undercover. Don’t get me wrong; I wasn’t dressed like Spider Man or anything. But no one I talked with knew I was from North Star. They all thought I was a tourist out on the town. This may sound sneaky, but it’s a common research methodology that allows us to gather honest opinions about the communities we serve. It’s pretty exciting . . . kind of like James Bond!

I began my “man on the street” tour downtown, the literal heart of the city. With a train running through the center of town . . . quaint, historic and charming doesn’t begin to describe it. So at first glance, I thought that Lee’s Summit’s downtown is the fabric that threads the community into something unified, something more than just your average town.

But from the moment I took my first “undercover” steps downtown, I felt something beyond the obvious visual charms of the place, Maybe that feeling could be attributed to the fish tacos I had just consumed (yum!), or maybe it was the considerable pride I sensed in each Lee’s Summit resident I met.



Multiple people mentioned that Lee’s Summit is Kansas City’s “best kept secret”; having never set foot there before, I was intrigued. What was it…great schools? Parks and recreation? Amazing restaurants? My secret search continued…

As I chatted with more and more citizens, I realized that Lee’s Summit is so much more than a row of charming buildings and shops: it’s the people. Talk to anyone who lives there and you will quickly realize a sense of pride that unifies the population.

Lee’s Summit has a community that cares. In everything from its schools to its parks and recreation and the furthering of the arts…Lee’s Summit upholds an excellent quality of life. In addition, the size of the city communicates such a great balance between big and small; close enough to everything to have big city amenities, yet just small enough to feel like the hometown you grew up in (or should have, at least). One person said that Lee’s Summit is the “biggest small town you’ll ever see.” Another said it is “Not too busy…not too country.” And another said that there is “something for everyone.”

All points aside, it’s the people of Lee’s Summit that carry this community . . . or maybe I should say elevate it! These are the people that wake up every day to make sure their three kids don’t miss the school bus. They are the senior citizens at the Gamber Center reading the newspaper and reminiscing on time passed. It’s the barista at the Whistle Stop coffee shop who serves your coffee with a smile and genuinely asks about your day.

It is pride.
It is commitment.
It is a mindset.
It is Lee’s Summit.

What would your community’s citizens say about their hometown if an undercover agent were to encounter them on the streets?

~ Ben

Stooping in Central Northside

Ever heard of stooping? I sure hadn’t.

At first, I thought I was being teased, but I soon realized that it is an integral part of life in Pittsburgh’s Central Northside neighborhood. Within a few hours of arriving in this eclectic neighborhood, this relational phenomenon had me confused. I couldn’t quite grasp what it was.

As hours passed, “stooping” kept coming up in conversation. Little-by-little I had a working definition. Stooping – an impromptu meeting of neighbors, typically with a glass of wine or cocktail in hand, on the steps of lovely Victorian row houses common in this urban neighborhood. I was intrigued, but still didn’t quite get it.

At North Star Destination Strategies, we are trained to pick up on the subliminal. We eagerly hone in on the essence of a place. What makes this destination unique? What stories does it tell that connects to residents, visitors and businesses? This trip was no different.

Everywhere you go in Central Northside you are met with a patchwork of creativity, vibrancy and urbanity. On a leisurely stroll through the neighborhood I stumbled upon houses with poems written on the walls, gardens tended by volunteers, an installation art gallery, and a local Bed and Breakfast. Everything seemed authentic.

The essence of spontaneity gives this neighborhood life. Just by arriving in Central Northside whatever you are doing becomes more interesting and more real. The residents here gather together on their “stoops” to connect and to be a part of each other’s lives. Spontaneous interaction is a primal need here. And I didn’t comprehend it until I was able to take part.


“Spontaneity is the quality of being able to do something just because you feel like it at the moment, of trusting your instincts, of taking yourself by surprise and snatching from the clutches of your well-organized routine, a bit of unscheduled pleasure.” - Anonymous

Where do your citizens go to get a sense of belonging?

~ Adam

Go HERE for more pictures from Central Northside!

Brand Narrative: The Emotions Beyond the Strategy

The strongest community brands are grounded in a strategic brand platform that clearly and succinctly defines the target audience, frame of reference, point of difference and benefit. Brand platforms are not necessarily meant to be emotionally compelling. They are meant to be a touchstone for all branded marketing and growth activities moving forward . . . a way to keep things on track so that your brand’s representation is not buffeted from place to place depending on the personal preferences of whoever is in charge at the moment. A strong brand strategy can stay current and relevant for decades, even as the creativity and activities that represent it change with the times.

The emotion for a brand comes from its creative manifestation including the all-important brand narrative...a compelling point of view that narrates your community’s beliefs and actions. Your brand narrative is essentially your brand’s story. It helps people connect with your community’s brand emotionally, making it more personal for them. The best narratives are authentic, different, idealistic, passionate and inspirational. In fact, we have had clients and council members cry when we read their narratives out loud! We also suggest that clients hang their brand narratives on the wall, place them on their websites, disseminate them to public sector partners and generally use them to guide the tone and messaging of creative work.

For a great article on brand narratives, check out http://www.quisenblog.com/tag/brand-narrative/.

Following is an example of the strategic brand platform and narrative developed for the State of Mississippi’s destination brand. Notice how the narrative is the passionate story of the brand platform.

Strategic Brand Platform

For those who appreciate authentic people and places

Mississippi is the most southern state

And the mother of southern culture . . . yesterday, today and tomorrow.

Brand Narrative
You’re rumbling down a dirt road in search of that crossroads where a legendary bluesman was born. There’s something about it, the cotton in the fields, the dust from the road caught in a shaft of sun, the adventure you’ve begun, searching for the roots of a song that speaks to you.

You’re headed South. And it feels true.

Sitting down at a roadside table to a heaping plate of roasted corn and steaming crawfish, you can hardly take it all in. The costal breeze in the cypress trees, spice tingling on tongue tip and lips, the gracious smiles and laughter of the people – it’s good and rich and real.

You’re traveling South. And it feels true.

You’re following in the footsteps of giants. People who took up the cause of this nation. You marvel at their sacrifice, their strength and the power of a voice that still rolls through this land. You want to breathe it all into your soul as you follow their trail, their march, their bus ride, and their triumph.

You’re moving South. And it feels true.

There’s no other place that embodies the heart and soul of the true South in all its rich and varied expressions – in culture and cuisine, music and folk art musings, history and horticulture, the rolling river and the towering magnolia. It’s Mississippi.

Say it out loud. Mississippi. It rings true.

It’s a musical incantation that raises eyebrows, inspires mouthwatering grins of anticipation and understanding nods of reverence.

Mississippi.
Find Your True South.

Is your community’s brand supported by a strategic brand platform? Does it emotionally connect to your consumers via a brand narrative?

~ Christi

Destination Branding: Golden Isles, GA Case Study

Let's face it. People enjoy most what they are in the mood for. But what if there was a destination so multi-hued, so focused on delivering personalized luxury, so varied in its array of coastal activities that it was, quite literally, a reflection of you . . . in all your glorious moods?

Consider the case of the Golden Isles, a collection of five wholly unique, utterly high-end vacation experiences on four separate islands along Georgia's Atlantic Coast. Community leaders turned to North Star Destination Strategies to uncover a regional brand for the island destinations that was more representative of their luxury standards and that helped unify the abundant diversity of assets.

The challenge was to bring together five very different destinations, often marketed separately with messaging based on their unique attributes. The literal height of luxury, Sea Island is home to the prestigious resort The Cloister; St. Simon's is a family's ideal beach getaway; Jekyll Island is a nature preserve and park; Little St. Simon's is a nature-based resort offering exclusive eco-tourism experiences and Brunswick is the gateway to it all with a charming downtown.

"The unifying thread for all these islands is the unique natural beauty of the Georgia Coast and the way each island absolutely caters to the moods of their guests," explained Don McEachern, CEO of North Star. "The islands literally and figuratively are as golden as their name implies. When we considered ways to bring that idea to life our creative team kept coming back to the constantly shifting light on the islands. In the Golden Isles it's like the right light meets the perfect place . . . and the union is mood lighting for your soul."


Action ideas were developed for individual islands and for the purposes of cross-selling the region. Because the vibe of each island is so different, guests to one island can easily hop over to another island as the mood strikes them.

A sampling of ideas are below. For additional ideas check out the full case study.

• Cloister guests receive an with a custom selection of books and magazines already downloaded and a customized wrap.
  
  
  
  
  
  
  
  
  
  
  
• Produce "Shine in the sun" magic t-shirts featuring the logo, which changes from black and white to color in the sunlight.
  
  
  
  
  
  
  
  
  
  
  
• Install a series of branded changing areas giving visitors and residents privacy to slip into swimming suits or shorts.
  
  

Golfing with North Star

If there’s one thing I’ve learned during my short time here at North Star—and this is something I will carry with me throughout my professional career—it’s that even the most prime putt-putt golf skills don’t transfer over to the big league course.

Occasionally, the North Star team steps away from community branding to fine tune and team build. You know what they say about a family that eats together? The same goes for a team that plays together. It gives us a chance to grow stronger as a whole, and, even better, a chance to laugh at each other’s failures. And believe me…there were plenty of failures.

I’ve been known to get a few holes-in-one in my day; yes, even despite the distracting windmill and river features. So, naturally, I stepped onto the expansive big kid course with the utmost confidence. And I carried that confidence all the way to my first swing…miss…miss again…you could almost hear my self-assurance deflate.

We were divided into teams to really stack the competition. I had no doubt my team was going to rub the other teams’ faces into the…green. I had Jennifer, the Community Branding Champ, Anthony and Samara, the Marketing Super Duo, and me, the “Just-the-Intern”.

We called it a day after the ninth hole— at that point it wasn’t so much stopping while we were ahead, but the realization that we could only get further behind. We reconvened over burgers (finally, something I can take down in one go) and tallied the score… But if at the end of the day the group is bonding over a sense of togetherness, the score doesn’t really matter, right?

What does your team do to regroup?

~ Erin

Go HERE for more pictures from North Star's golf day

Destination Branding: Who is Waukesha & Pewaukee?

The North Star Destination Strategies team recently got underway with a destination branding project in Waukesha & Pewaukee, WI. During our visit we had the opportunity to meet some folks and ask them, “If Waukesha & Pewaukee were a person, who would it be and why?” Check out this video to hear what they had to say!

Destination Branding: Allen, TX Case Study

Hi, my name is Allen. And I ask you, "What is a brand, if it's not your personality?"

Consider the case of my favorite Texas tourism town located just 30 minutes from Dallas and called, yep, you guessed it . . . Allen! Allen is loaded with personality but is a new destination in a very crowded tourism marketplace. So even though Allen is a winner, a lot of visitors weren't familiar with its relatively recent assets.

Leaders in Allen wanted their city's superstar personality to shine through and turned to North Star Destination Strategies to uncover how to make that happen.

According to North Star research, Allen offers a fresh alternative to other overcrowded or timeworn tourism experiences in the region. In Allen, it's all about enjoying life's simple pleasures. Even high-end, sophisticated experiences seem simpler, easier, more relaxed and more real. North Star recommended targeting visitors, business travelers and meeting planners looking for an open and easy escape. They positioned Allen as a place where a fresh take on life's simple pleasures creates uncommon anticipation.

The challenge was finding a memorable way to convey the fresh feeling of Allen. North Star believed that Allen's larger than life assets translate well to a creative identity grounded in a persona. Click for a complete personality profile on Allen. So I'm now the official voice for Allen, Texas and I can't stop raving. I've made it my life's mission to spread the word (in my own words!) about this wonderful place. I'm not just the voice of Allen, but its heart and soul too. And I sincerely mean it when I sign off every note, letter, text and tweet, "All the best . . . Allen".

Check out a few of my messages to visitors:

• Recruit friends of Allen - Offer residents and visitors perks for being friends with Allen through a "Friends of Allen" club featuring discounts, rewards, VIP seating at events and VIP invites to special events.
  
  
  
  
  
  
  
  
  
  
  
  
  
• Infiltrate your infrastructure - Conduct a guerrilla marketing campaign by increasing the brand visibility on everyday objects. "All my best, Allen" on sidewalks in busy visitor areas, put messages from Allen on trash can receptacles, "Keep it clean, Allen", "Enjoy the view, Allen" on park benches downtown.
  
  
• Save a place for Allen at the table - Partner with restaurants to develop table tent cards with the headline, This table reserved for friends of Allen. The cards would include a note from Allen personally inviting his friends to all upcoming events and activities in the city. Use QR codes to allow friends to easily receive information on discounts, etc.
  
  
  
  
  
  
  
  
  
  
  
  
  
  
• Develop branded merchandise - Whether it's a lapel pin, t-shirt, hat, backpack or note card branded merchandise is a tangible, memorable way to keep the brand top-of-mind with visitors.
  

Strategic Brand Platform: The touchstone for all community branding activity

The “strategic brand platform” (also called the “brand strategy”) is the critical touchstone for all branded activity within a community. For maximum brand impact, all efforts, thoughts, communications and actions should literally and symbolically support its essence. Essentially, the strategic brand platform represents distillation of a significant body of research into a succinct statement with four parts:

• Target Audience: Categorization of the “type” of consumers most drawn to the community.
• Frame of Reference: Placement of the community into a geographical context that has meaning for the brand.
• Point of Difference: That something special about the community. It might be as big as a river, as small as a flower, as intangible as an attitude or as solid as a skyscraper. It might be a passion or a process, an idea or an inspiration. It might be the cumulative meaning of a number of assets or something stand-out and singular.
• Benefit: The way in which the community’s point of difference positively impacts consumers.

A strategic brand platform is not necessarily about connecting with the consumer emotionally. It is more a factual statement of what makes a community special, why it matters and to whom. Emotional connections will be made later through the use of creativity including graphic design, communications, brand action and brand narrative. . . all of which should support the brand platform. A well-conceived strategic brand platform should remain viable and relevant for decades, whereas the creativity used to manifest that platform will change with the times.

Example of a strategic brand platform:

Sebastopol, CA

Target Audience: For people who value the earth, beauty and
simple living

Frame of Reference: Sebastopol is a small community of forward thinkers in beautiful Sonoma County

Point of Difference: where global consciousness and local flavor
are revered

Benefits: leading you down your own path to self actualization.

Shawnee, KS

Target Audience: For people who appreciate genuine quality

Frame of Reference: Shawnee (in prestigious Johnson County) is the best value suburb of Kansas City

Point of Difference: where a heritage of nourishing new beginnings continues today

Benefits: so that every day offers fresh opportunity.

Warrensburg, MO

Target Audience: For those people attracted to the comfort and charm of a small town, but wary of parochialism

Frame of Reference: Warrensburg is the ideal Midwestern community

Point of Difference: shaped by a replenishing spring of people and ideas

Benefits: that makes you feel welcome, stimulated and at home.

What is the statement that guides decision making and marketing in your community? How do you ensure that all activity is representative of your community’s essence?

~ Christi

Waukesha & Pewaukee Travels

I recently joined the North Star Destination Strategies team on a trip to Waukesha & Pewaukee, one of our newest community branding clients. Let me put it on the map for you - If I traveled a few miles East, I’d walk into the cool, sparkling waters of Lake Michigan. If I headed South, I’d cross right into Illinois and find myself lost in the bustle of Chicago. If I stayed right where I was . . . I’d have the best of both worlds.

It was my first time in Wisconsin, which may have been painfully obvious as I attempted to eat a local favorite - Ponza Rotta - a giant baked calzone stuffed with goodness, at Jimmy’s Grotto Pizza. (I have to admit that I took the newbie walk of shame back to the counter to grab a knife and fork).
Ok… for all of you travelers, vagabonds, and roamers. Let’s get down to the nitty-gritty. I like to reward those readers that make it this far.

Erin’s Day Guide for Waukesha and Pewaukee:

• Start out early in the quiet streets of Waukesha, before the city fully opens its eyes.
• Grab your favorite coffee or tea with a good dose of love from The Steaming Cup on the corner of Broadway and Main.
  
  
• Stroll along the river as it leads you through the city to Frame Park.
• Take a quick serene detour through the Formal Gardens.
  
  
• If your tummy is talking, head to Poppin’ on Broadway, where the walls are stacked with popcorn of all flavors (Ranch, PB&J, Cheezy Caramel… and I’m just warming up).
• As you munch, stop in at one of the many art galleries, antique, or the fair trade shops to get a taste of all parts of the world.
• Then, as the sun is at its highest, head to the lakefront in Pewaukee.
• Hang out on the beach, wade in the shallows, wander onto the dock, or head out onto the water for a few hours of vacating in Wisconsin.
  
  
• Take a quick trip to the winery to enjoy Wisconsin’s vintage flavor.
• For dinner, take a step across the street to enjoy a lakefront dinner at Seester’s Mexican. If it happens to be Wednesday, you can listen to the lake music wafting over from Waterfront Wednesdays.
• As the sun slips below the horizon, if you’re not quite ready to say goodnight head over to one of Pewaukee’s lakefront bars.
  

And there you have it. Waukesha and Pewaukee in a nutshell. Happy wanderings, my friends.

~ Erin