The Tradition of Traditions

The holidays. For some, they bring last-minute rushes to the mall as wish-lists are checked and crossed off. For others, they mean decorating and planning for months to top the party thrown last year. They mean hauling the family to the nearest tree farm to brave the cold and find the perfect tree to adorn with well-worn trinkets and lights.

For me, they mean tradition. Strictly speaking the above are traditions as well. But for me the holidays mean my family traditions. They are the heart of my holidays. They are what make me count down and anticipate with a giddy eagerness the days to come.

My family starts early in October, winding through the neighborhood pumpkin patch to find the perfect carving pumpkin. In November, we get up early on Thanksgiving morning to join the crowd of thousands to run the Boulevard Bolt, a five-mile loop to make the evening’s feast a little more guilt-free. In December, we dig out our best sweaters to see Amy Grant and Vince Gill’s holiday concert.

For me, traditions instill a sense of camaraderie. When I joined the North Star Destination Strategies family and saw the special holidays speckled throughout the calendar, I knew I had come to the right place. For the sake of space on this page, I will name only a few:

• In the summer we appoint a day to pile onto the boat at our nearby lake, where memories of hot childhood summers run together with memories of Boat Days past.
  
  
  
  


• As the leaves start to gain full color on the trees and the air turns crisp, we have Chili Day. Although we all arrive to work in our best Halloween costumes, this day is named after more important matters: Giant crock pots brimming with steaming homemade chili.
  
  
  
  

• Long after the leaves are gone and the winter coats are dusted off, we have our holiday party. We take turns grabbing “gag” gifts out of an anonymous stack and trading them off for the next best thing (if you’re really lucky, you might leave with something you’d want to keep!).
  
  
  
  

Tradition is not confined to individuals or families. Communities have traditions as well. All across this nation, you see towns – big and small – creating traditions that they build on year after year, month after month.

Tradition takes a community from next-door to neighbors. Traditions allow people to set aside their differences and enjoy camaraderie . . . even if just for a day. They provide comfort, familiarity and a higher quality of life, all of which make them worth any additional planning and effort. Plus, it’s always fun to tie in your community brand to make tradition truly representative of your community’s spirit, history and people.

What do you do to instill a sense of tradition in your community?

~ Erin

Warm Pumpkin Pie, Savory Turkey, Casseroles Galore, and Family

It’s getting to be that time of year when we all stop, take a moment, sip a hot cup of coffee, and eat until we’ve loosened our belts to the last notch. At North Star Destination Strategies we do not take this tradition lightly. Once a year the North Star team pools their collective cooking abilities to create a truly mouth watering Thanksgiving feast. The southern heritage found deep within the roots of most of the team is put to best use for this occasion. With everything from green bean casserole, to sweet potatoes covered in brown sugar, to everybody’s favorite . . . the most savory turkey you could ever imagine (courtesy of Christi McEachern).

As an adult, Thanksgiving is quickly becoming my favorite holiday. It’s not simply because of the amazing food, wine, the seconds (and let’s be honest…thirds), or even the inevitable food coma that follows. It’s the excuse it gives us to spend time with our friends and family and remember all that we are thankful for. This year our fearless leader, Don McEachern, led the charge and took a moment to explain why he was thankful for everyone on the North Star team individually.

He started with professional strengths and why he is proud to be surrounded by such a talented team, but he finished with what makes the North Star team truly unique. Like Ed Barlow’s laugh, which echoes throughout the office when someone gets him going. Or starting the morning with Adam Winstead’s cheerful attitude and freshly brewed pot of coffee (Adam shows up before the rooster crows). And don’t forget Kevin Hinson in his red biking spandex, which unfortunately you can’t miss when he is walking through North Star’s halls. Also, it’s Angie McReynolds’ overwhelming compassion and care (she’s the office momma). All of these unique characteristics (and more) combine to create an atmosphere that spawns creative energy and a steady stream of excitement here at North Star, but most importantly they contribute to a comfortable home for our team, day in and day out.

One of our favorite research questions for our community branding projects is “What is the one word you would use to describe your community and all it has to offer?” If I had to choose one word for North Star, it would be family, exemplified most through the holidays. And all of us here at North Star are so thankful to work in such an environment. So, if you haven’t been asked already; “What are you thankful for?” Your community? Your job? Your family? Your friends? Make sure you take the time to reflect… even if it is just about how great a slice of pumpkin pie tastes with a sip of hot coffee.

~ Anthony
anthony@northstarideas.com

Exploring Greene County, OH

As a part of our destination branding initiative with Greene County, OH we got the chance to explore the area. During that time we chatted with folks about tourism in the area and the types of visitors they encounter. Check out what they had to say!

QR codes: What do they mean for Destination Marketing and Visitor Research?

Ahhh, QR codes. Little black and white squares with mystery configurations that are popping up on everything from food products to billboards (the Netherlands’ Mint has even printed them on limited edition coins!).

For marketers, it seems like a little redemption after the limiting budget cuts of the economic downturn. You have this super cool technology built into the devices that more and more people are carrying every day. It’s cheap to integrate, and just a free app away from instant information for the consumer. What could be better, right? But consumer use of the technology has been slower than everyone has hoped. There was no explanation or unveiling; codes just slowly started showing up while we were left to wonder . . . what is this supposed to add to our lives?

A recent Russell Herder Study found that 15% of mobile users have scanned a QR code, and most of the scanners were male, aged 18-34. This could be an indication of the introduction phase of a long product life cycle, or it could be another passing trend that never quite catches on. The jury still seems out on that.

At the recent Nebraska state travel conference, I held a roundtable discussion on measuring the economic impact of events. QR codes came up. North Star Destination Strategies uses them to invite people to take community surveys; participants in the roundtable said they use them to provide visitors with more information at key points and on published materials.

One participant said “I really don’t see any negatives to using QR codes—they’re cheap, they’re fast, and they’re a great way to get more information instantly.”

But the question when considering implementation of QR codes is this: how much can you bank on the future of this technology? That means projecting how much the codes will actually become an accepted part of our consumer culture.

It’s easy to get excited about the latest greatest technology. And QR codes are being used by organizations in nearly all consumer industries, including travel. If an organization isn’t currently using QR codes in its marketing mix, they are likely thinking about it. But how is this QR code scanning experience for the consumer? Latest numbers show that 75% of the population has seen a QR code, but nearly 30% don’t know what they are! Predictably, this breaks out by age; younger consumers are more likely to recognize and scan them.

For consumers, the value in a new tool like this is the experience including the access to information, the entertainment value and the opportunity for relevant cost savings. Bottom line, technology has to have added value or it won’t be used. That same Russell Herder Study shows that when a QR code is scanned and doesn’t add value for the consumer, it has a negative impact. Picture this: you finally have your scanning app downloaded. You see an interesting-looking code and decide to scan. The suspense builds. The anticipation mounts and then . . . it’s just a website. Which you then have to surf awkwardly on your tiny screen. This will strongly decrease the chances of that consumer scanning another QR code in the future. Most researchers are projecting that the life or death of this technology in consumer culture depends on how it is used by marketers; so it’s up to us to deliver a positive experience.

If you’ve never used a QR code, try it now (don’t be intimidated, this is a safe place). Go to your free app store on your Droid, iPhone or other smart phone, and search for “qr code reader”. Different programs have different reviews, but I like I-nigma. Others are QuickMark, Red Laser, Bee Tagg, ScanLife, and Neo. Download the free version and wait for it to load. Now, open the app and hold the screen over the code below (some apps make you actually touch a button). See how easy it is to use? Now, what do you think? Are QR codes here to stay?

~ Shannon
shannon@northstarideas.com

Visitor Research Lures Corporate Sponsors

I do not envy fair and festival organizers. So many details, so many decisions, so many people to wrangle . . . and such small budgets. To be sure, all festivals and events could use an infusion of cash, but local festivals, and especially small-town rural fairs and festivals even moreso. A good strong corporate sponsorship is often seen as the golden ticket. After all, putting together a company with a group of people who are very likely to buy their products is a match made in heaven.

According to Planyourmeetings.com, companies sponsor events because sponsorships:

1. Enhance the reputation and image of the sponsoring company through association.


2. Give product brands high visibility among key audiences.


3. Provide a focal point for marketing efforts and sales campaigns.


4. Generate publicity and media coverage.

You may already know instinctively that your audience is perfect for a company, either for a minor or major sponsorship. But how to convince them? With some good visitor research, that’s how.

Unfortunately, companies aren’t usually swayed by your personal reassurances that their target customers will be at your event. Instead, they respond to data—numbers, statistics, “hard proof”. The problem is how to get them this data without spending much more of the money that is already so tight!

The Middle Tennessee District Fair, put on by the Lawrenceburg Rotary Club in Lawrenceburg, TN, decided to make the $2,500 investment into generating hard data to help them attract a corporate sponsor for next year’s fair. Because Fair organizers know that most people drive to visit the Fair from within an 80-mile driving radius, we profiled that geographic area using a well-known nationwide consumer profiling system called Community Tapestry. As it turned out, a particular consumer segment called Factories and Farms represented the vast majority of people in that area (indicated below in pink).

These folks represent classic rural life: they are hardworking families in small communities whose lifestyle emphasizes home and garden care, fishing and hunting, pets, and local clubs. And because the data is gleaned using huge databases of purchasing information connected to geography, we were able to connect high indexing rankings to particular behaviors. This is the kind of data that corporations and companies LOVE. For instance, consumers of the Middle Tennessee District Fair are 2.61 times more likely than the average U.S. consumer to listen to country radio and to have a satellite dish. They are 3 times more likely than the average U.S. consumer to eat at Hardee’s, and 4.29 times more likely to shop at Piggly Wiggly. They are more than 2.5 times more likely to own an ATV or UTV, and to hunt with a shotgun.

According to Fair organizer Keith Rohling, “This data will help us with our Major Sponsor selection for the MTDF. It gives us clear direction on "who" we contact and the benefits to them in becoming a major sponsor for our event.”

So which company will be the lucky one to sponsor an event with such a big draw of a particular type of consumer? Organizations like Field and Stream Magazine, Remington, Home Depot, Hardee’s, CMT… all of these would be excellent fits.

~ Shannon
shannon@northstarideas.com

Montrose, Colorado Brand Extension Case Study

They say that imitation is the sincerest form of flattery. So if you've got a super successful destination brand and find other public sector organizations wanting to adopt it . . . well, consider it a compliment and help them make it work. Because the more cohesive your community's identity, the better the outcome for all the players.

Such was the case with Montrose, Colorado. In 2008, the CVB partnered with North Star Destination Strategies to develop a brand identity to attract visitors. Montrose is perched on the edge of the Black Canyon National Park but, despite being a stone's throw from one of Mother Nature's most magnificent creations, little had been done to leverage that relationship. North Star recommended that Montrose own the Black Canyon, serving as base camp to all its adventure. As a result visitors would not only be enticed to "look deeper" at the canyon, but also at all the possibility Montrose offers. Go here for a refresher on the tourism brand.

Fast forward a couple of years and the Montrose destination brand is going gangbusters. Recognizing the potential of the tourism brand for promoting the interests of area merchants and businesses, the Montrose Association of Commerce and Tourism partnered with North Star to extend the brand for the purposes of economic development and community enrichment.

"One of the hallmarks of a relevant and effective destination brand is its ability to seamlessly connect to the goals of other public sector organizations over time," explained Don McEachern, North Star CEO. "This only works when the tourism identity is based on something greater than the attractions within the destination, it must be a reflection of the history, the culture, the geography and the society of a place."

In this case, the idea of Montrose as base camp was extended to culinary and retail experiences. The existing logo and line were integrated into the graphic identity of downtown and other economic development efforts using a family of logos, which allow for individuality even as they promote consistency. Go here to see the extension of the original Montrose tourism strategy. This recent blog article explains the importance of a strategic brand platform: Strategic Brand Platform: The Touchstone for all Community Branding Activity.

Go here for additional examples of logo families

Go here to read the Montrose brand anthem

In addition, a strategic plan was developed to expand and evolve the Montrose competitive identity by influencing residents, businesses and visitors to look deeper at all the retail opportunity available in the area. Specifically, strategies target retail enhancement, special events and community engagement. For example,

• Implement a text for info campaign to generate interest and provide information.
  
  


• Develop retail recruitment materials integrating the new brand.
  
  
  
• Initiate a Deeper Discount customer loyalty card program to encourage shopping
  local first.
  
  
  
• Challenge area chefs to create a one-of-a-kind "Deep Dish" and showcase the best in a regional cook-off. Deep dish pie, deep dish pizza and deep-dish lasagna are all traditional favorites.
  

• Install entry signs on major gateway thoroughfares into Montrose to provide a sense of arrival and place.
  
  

Creative Community Research in Green County, WI

As a part of our community branding initiative in Green County, WI we asked folks to describe the region as if it were a beer or a cheese. Hear what they had to say!

Soaring Over Carson Valley

I love adventure! Sky diving, surfing, scuba diving – I will try anything at least once (and it doesn’t even have to start with an S…). North Star Destination Strategies recently began a destination branding initiative with Carson Valley, NV and during our visit my interest was immediately piqued at the mention of soaring. After asking around a bit I learned that soaring is flying without one of those pesky engines, and it turns out Carson Valley is the premiere destination in the Country for this high adventure sport. The wind patterns that come off of the Sierra Nevada Mountains create the perfect playground for these gliders. Soaring pilots and enthusiasts travel from all over the world to experience the conditions. Leisure visitors flock from California’s Bay area, Reno and Tahoe to cross soaring off their bucket lists.

Much to the dismay of my coworker, Jennifer, I immediately signed us up for a soaring adventure. The folks at Soaring NV were more than accommodating and the owner, Lauri Harden a.k.a. “Glider Girl” hooked us up with her pilot Jeffrey.

We hopped on a golf cart and took off across the active runway toward the gliders. Once we arrived at ours I was pretty sure they had misunderstood this would be a ride for both Jen AND myself. There was no way we were all three going to fit in that glider. But with some coaching from Jeff on where to put our arms and legs we actually did end up fitting! Lucky for me Jen is a very slender girl; although I’m sure she was cursing me under her breath for taking up more than my half of the room.

Strapped in and hooked up to our tow plane, we took off down the runway. Since the gliders have no engines a tow plane was used to drag us up to 10,000 feet. It is quite a funny feeling to be attached to another plane by just a single rope. The view from the glider was spectacular and as we went higher and higher above the valley and mountains it only got better! I was all too eager to assist when Jeff asked me to pull the handle that released the rope to our tow plane. As soon as we disconnected a feeling of peace and quiet came over me. The weightless sensation of gliding above the mountains, valley and lake is indescribable. I was struck by how gorgeous the Carson Valley was from this perspective, green and lush surrounded on all sides by breathtaking mountains. Many people think that all of Nevada is a desert, but those are the folks that haven’t had a chance to visit the Carson Valley!

This opportunity to view the area from a bird’s eye perspective got me thinking. How often do we take a fresh look at the world around us? It doesn’t require a glider ride at 10,000 feet to take a moment to view your community from a different perspective. Maybe it’s as simple as asking a visitor or newcomer to your area why they were drawn to the community. Perhaps this information can help us see what we take for granted every day.

~ Samara
samara@northstarideas.com

Heritage Branding for the Place

All the big brands are doing it. Connecting back to the lineage of hard work and pioneering effort of the good ole days. After all, it conjures images of gritty success and overcoming failures to produce something that resonates and connects. As a revolutionary new product is launched, the branding brass often must remind consumers of the heritage of the organization. Where they have come from influences the new products being delivered to show rooms, sales racks and cold glasses.

Jeep and Jack Daniels Whiskey have both launched intriguing new campaigns aimed at inspiring those hard core customers who respond to the history of the company. But how can this idea, of heritage branding, apply to a place. On a recent community BrandPrint In-Market visit to Dandridge, Tennessee I came face-to-face with the heritage present in this beautiful small town.

Everywhere I ventured in this community had an amazing story of strength rooted in the complex tapestry of their past. From the early Scots-Irish settlers and Davy Crockett to the peaceful surrounding of the Shepherds Inn where three presidents came to visit; Dandridge is a collage of history.

In the 1940s the Tennessee Valley Authority made plans to create the Douglas Dam. The impending flood, which is now the Douglas Lake, threatened to submerge the town and disperse its residents. However the collaboration of community members petitioned Eleanor Roosevelt to save the town of Dandridge. If you visit this quaint town, you will likely hear that the town of Dandridge was named after Martha Dandridge Washington, our first, First Lady. This fact inspired Eleanor Roosevelt to save the town from the inevitable flood. With Roosevelt’s blessing, the TVA constructed a levee behind the Main Street area. Without this dike, the town of Dandridge would be 1000 feet below water.

Just like consumer products, community branding can benefit greatly from these intriguing stories. Although heritage branding should only be one aspect of a comprehensive strategy when branding a community, oftentimes starting with the stories of the past is a great step in the right direction. The story of how Dandridge was saved connected with me. Which story from your community’s past will resonate with outside audiences?

~ Adam
adam@northstarideas.com

Cheese and Spotted Cow

Growing up in Dallas then moving to Nashville, I consider myself to be a semi-expert on Southern big city life. You can always ask me where’s the nearest Chick-fil-a, who’s at the top of the country charts, or what’s up with the current shake-up of SEC football. When I learned I would be accompanying North Star on a community branding trip to Green County, Wisconsin, my first ever visit to the Midwest, I had no idea what to expect.

Arriving in Chicago, I still felt relatively at home. I mean, it’s a big city just like Dallas or Nashville. But as we drove, the buildings and sidewalks slowly lessened to just the occasional gas station or pit stop, then long green fields, then majestic rolling hills. Farmhouses and barns dotted the panoramic views as cows grazed casually on the way-side. I found myself gazing wide-eyed and mouth agape; I had never seen land this green before. We stepped out of the car to fresh, crisp air without a hint of smog or pollution. As I began speaking with people, the experience only improved. People praise Southern hospitality, but Midwestern kindness may give it a run for its money. Strangers on the street say “hi” and wave as you walk by. A couple of boys, probably 11 or 12, tossed me the football they were playing catch with as I strolled in front of their yard. My accent could not be more different than theirs, but no one ever treated me like I did not belong.

While I could gush about the people for hours, I would be remiss to not discuss my favorite experience: the food and drink. Everyone we spoke to absolutely praised the cheese from Green County. They would go so far as to say that Green County had the best cheese in all of Wisconsin, the cheese capital of the U.S. Don’t tell my newfound Green County friends this, but I do not actually like cheese. I learned quickly, though, that while I may detest cheese singles or string cheese, I LOVE real cheese. Let me tell you, eating gruyere cheese aged 18 months at the Emmi-Roth Kase cheese factory will alter your taste buds forever. (You should have seen our CEO Don’s face when they told him the gruyere cheese wheels were not for sale. Crestfallen does not begin to describe it.) We rode “the roller coaster,” which included a bite of cheese, then apricot, then walnut, then a sip of wine. It was, quite literally, life changing. I have the pounds of cheese I bought to prove it.

You need a good beverage to wash down some good cheese, and Green County has just the fix with Spotted Cow. If you know Spotted Cow already, you’re probably planning your next trip to Wisconsin right now. If you’re an amateur like I was, let me explain. New Glarus Brewery crafts all their beer in Green County and distributes only in the state of Wisconsin. A travesty for the other 49 states, but the strategy works wonders for them. It leads people to find creative ways to bring it back home a la Smokey and the Bandit, including a certain community branding firm that shall remain nameless.

Those four in-market days required a lot of hard work, but they were also a lot of fun and very informative. I may not be ready to uproot and leave for Green County, Wisconsin, but I certainly understand why people reside there. I can guarantee I’ll be back for some good beer, great cheese, and fantastic company.

Locally made products, food, produce and beverages are all the rage right now. How does your community show local love? Do you have the equivalent of Spotted Cow beer or gruyere cheese? Are you leveraging that advantage in your identity?

~ Ian

Behind the Scenes of the North Star Photo Shoot

Sneak Peek! Check out the behind the scenes footage of our recent company-wide photo shoot.