North Star Destination Strategies

Iowa's Creative Corridor Banding Study

2012-02-17T07:08:00.000-08:00

These days, seems like no one can agree on how to grow the economy. But there's one thing economic development experts do agree on . . . economic growth and competitive advantage occur at the regional level. Not surprisingly, then, regional economic development is the hottest thing since sliced bread.

But as grandma used to say, "Nothing good comes easy" and that's certainly true of regional collaboration. Many leaders find themselves asking, "We agree we should work together . . . but what happens now?"

Case in point: Seven counties and 11 economic development organizations anchored by Cedar Rapids and Iowa City formed a region with the working name of Iowa's Technology Corridor. The newly developed region found itself in need of a rallying point to facilitate collaborative thinking and turned to North Star for development of a regional economic development brand.

"Leaders had done a terrific job bringing the key organizations together," stressed Don McEachern, CEO of North Star. "But they couldn't get off go. A focus on how best to market the region to the world outside brought the stakeholders inside together."

North Star Destination Strategies research found that this region along I-380 and I-80 is not just a transportation route, but is more like a transformative conduit offering individuals and businesses the resources and opportunities to change and grow exponentially more successful. Art and science, knowledge and power, learning and teaching, and dreams and reality all co-exist and contribute to the transformative environment. After all, everything grows better in Iowa!

Renaming the region "Iowa's Creative Corridor" establishes it as the source of creative innovation in Iowa. A double helix serves triple duty as the logo. On one level it is a stylized representation of the region's acronym, ICC. On a deeper level, the double helix represents the duality of art and science, the individual and community. Deeper still, the helix is reminiscent of DNA, which represents the spark of life and the signature of the individual.

Creative work uses the beauty of real DNA to present the depth and breadth of accomplishments throughout the corridor. In one example, names of all the renowned Pulitzer Prize-winning authors who have graduated from Iowa Writers' Workshop along with their book titles and movies are woven together to create a DNA strand.

"North Star provided great expertise in our regional branding efforts. The actual process of branding with North Star was almost as important as the final product. It really served to get us thinking collaboratively. The brand that they helped uncover is a critical part of our overall effort to work and plan more as a region, which will help us better compete in a global economy." - John F. Lohman, President & Publisher/Corridor Business Journal, Corridor Business Alliance

Mobile Bay, AL Branding Success Story

2012-02-03T07:14:00.000-08:00

Who doesn’t love a good game of “Where are they now?” Child stars, athletes, even winners of American Idol and the Biggest Loser. What’s happened since we saw them last?

We at North Star are suckers for a “where are they now” success story . . . especially a community branding success story! So when we checked out the progress of Mobile Bay, Alabama – one of our favorite past branding projects – we were over the moon with the strides they have made toward total brand integration.

A quick look back to the branding initiative in 2004 helps put the city’s current accomplishments into perspective. At the time, the community was just known as “Mobile”, which meant that outside city limits most people didn’t even know it was on the water . . . much less that it offers an almost paradoxical blend of cultures, attractions and water activities.

North Star Destination Strategies recommended the city’s name become a catalyst for creating interest by changing it from Mobile to Mobile Bay, which carries all the inherent value a coastal location warrants. Initially developed as a tourism brand, the strategy was embraced by the CVB starting with a name change to Mobile Bay CVB. But as the idea of being Mobile Bay caught on, the chamber and economic development embraced the Bay as well.Landon Howard, Vice President and Director of Marketing for the CVB, initiated the original tourism branding project. Following are a few highlights, according to Howard:

Trademarked the North Star-recommended line, “Baycation”
Evolved the brand for tourism to include the concept “Go Coastal”
Extraordinary development of Bay-based tourism products including
- Partnership with cruise lines
- Water taxis
- Sunset dinner and wine cruises
- Bayside seafood restaurants promoting water views from your table
- Complete build-out of hotels (14 new properties in 2009 alone)
- Arts, dining and culture targeting a “Baycation” for the senses
Integrated brand language and Bay-based tourism products into all communications including the website, Facebook, Twitter, apps, mobi site, visitors guide, advertising, merchandise, trade shows and conventions and a tourism newsletter called BAYnews

“The way we talked to our customers totally changed,” explained Howard. “We began focusing on what a Bay experience meant for the five senses . . . the touch and the taste of our diverse culture and the sea breezes. Our official music became a Caribbean mix with a sax, sort of Florida meets New Orleans. We adopted an official menu featuring gumbo, West Indies salad and a fried seafood platter as well as an official drink, the Mobile Bay Sunset. Visitors could sit on the balcony at the Grand Hotel holding their drinks up to the sunset, comparing the colors.”

Named professional baseball club the Mobile BayBears
Opened Bay City Convention & Tours, a step-on tour operator
The Mobile Area Chamber of Commerce developed an integrated logo and line, “On the water, on the move” with a local ad agency, Lewis Communications, and started looking for ways to connect the Bay location to economic development
- Spent hundreds of millions of dollars updating the port in anticipation of the expansion of the Panama Canal promoting it using Mobile Bay. Became the eighth largest volume port in the country
- Started actively pursuing hotels, restaurants, entertainment to accommodate the growing cruise travel business

“The Mobile Bay brand also helped us regionally,” concluded Howard. “For years the city tried to talk to visitors focusing on history alone. But history alone doesn’t sell. Focusing on the Bay cast us in a totally different light and helped us build some critical regional partnerships we needed to grow as a destination.”

Community Branding: Glendale, CA Case Study

2012-01-13T10:40:00.000-08:00

When research indicates that outsiders think of you as a "vanilla" bedroom community, arriving at a memorable brand identity can be a rocky road. Especially when you're located smack dab in the middle of cities as savory as the rest of the 31 flavors combined.

Consider the case of Glendale, California (Click here for full case study), with a solid reputation as a quiet, productive, safe community. Glendale’s location in the midst of Los Angeles, Pasadena and Burbank made it a “spot in-between” in many people’s minds.

“Glendale is located in the heart of the most competitive region in the nation,” explained Don McEachern, CEO of North Star. “In the context of all that glitz and glam; quiet, safe and productive can translate into boring. Glendale is a really dynamic and creative city but it’s not promoted that way. Being safe in Glendale is good,” he emphasized. “Playing it safe is not.”

Learn how leadership kept the brand on track despite a legacy for playing it safe

The key was not to try and make Glendale cooler than its competition, but to identify what is special about the city and then find a provocative hook to leverage that essence for the purposes of economic development. Research revealed that Glendale’s essence is the confluence of dynamic characters and personalities that brings each of the city’s 33 neighborhoods and six business districts to life in a wholly distinct way. The hook is Glendale’s animation industry including being home to the creative campuses of the world-famous DreamWorks Animation and Disney Imagineering.

North Star Destination Strategies connected the dots between the two with a strategy based on the fusion of imagination and vision that makes life more animated. The line, "Your Life. Animated" can be customized by local businesses and industries such as the famous Porto's bakery using "Your Appetite. Animated". The logo, which features five brightly colored graphic spirals can be animated for digital use and manipulated with relevant images in the spirals such as fruits and vegetables for the farmer's market or different brands of high-end cars from the Brand Boulevard of Cars. See an in-depth exploration of the logo and line.

A strategic action plan was developed to integrate the brand throughout Glendale. A sampling of ideas:

Create an animated presence at the Bob Hope Airport where just walking by can animate the logo with motion.

Engage city employees in the brand with a simple quiz that identifies their "animation quotient" while promoting assets in the city that can up their score.

Rework existing entryway signage with brand elements.

The Politics of Community Branding

2012-01-04T14:50:00.000-08:00

There’s a popular saying in marketing circles that the four P’s of marketing are price, promotion, product and placement. In other words, those are the elements that must be considered for a successful marketing mix.

So what are the four P’s of community branding? Politics, politics, politics and politics.

When it gets down to it, community brands are typically initiated by public sector entities, which are often accountable to city councils and other elected officials, who are accountable to the citizenry. Throw into the mix differing political priorities, elections, diverse tastes, committees and consensus, changes in administration, budget concerns, personality clashes and about a hundred other factors and you can begin to understand some of the challenges that go hand in hand with community branding.

Check out the top community branding blunders!

In fact, there are a number of key points during the branding process where the project can derail. The key to success is not a “perfect” logo and tagline that everyone loves (diversity of likes and dislikes guarantees that such a thing does not exist!). The key to success is strong, savvy leadership that understands the purpose and possibilities of branding as well as the unique politics of the community.

North Star recently completed a branding project with Glendale, California. Alison Maxwell, the city’s Deputy Director of Economic Development, used education and understanding to guide the community’s fledgling identity through council approval and a media introduction to the public. Following is a sampling of the many things she did right

Met with North Star to ensure she had a thorough understanding of the brand process, the brand strategy, the purpose and the potential.

Worked with North Star to reduce more than 200 pages of research findings, insights, creative recommendations and strategic action ideas to a 20-slide presentation that focused on:
- The city council’s initial goals for the brand initiative
- Brief discussion of how branding is not all about a logo and a line
- Successful branding campaigns from other products and places (to show evolution and diversity of design taste)
- Critical findings and insights from Glendale
- How those findings led to a brand strategy
- Examples of how that strategy can be brought to life creatively throughout the community (with a focus on economic development)

Ensured that the presentation was fast, interesting and informative.

Did not focus on the logo and strapline or show them in a vacuum. Choosing instead to show those elements only in the larger context of other creative deliverables.

Previewed the presentation with her staff and the mayor, shortening and refining it further based on their input.

Met individually with each council member to review the presentation and answer any questions.

Garnered support from high-profile business leaders from the community, showing them ways that the brand identity could help grow their business and strengthen Glendale’s economic viability.

Invited business leaders and representative community members to the council meeting where the vote was taking place.

After the new brand identity was approved, met with the media to answer questions focusing on critical talking points such as why the brand was necessary, research findings and economic development implications. Ensured that enthusiastic brand supporters in the economic development realm were available for interview.

Developed a plan for integrating the brand in the most critical, effective, high-profile areas within a limited time frame.

What high-profile initiatives have been derailed in your community? What was the cause of the conflict? Was there anything that could have been done to result in a more positive outcome?

~ Christi
christi@northstarideas.com

Top 10 Branding Blunders

2012-01-04T14:47:00.000-08:00

Branding a community is much more complex than branding toothpaste. Not only is the process highly political, it is very emotional. People are deeply connected to the place where they choose to spend their time, their money and their lives. North Star’s experience branding communities nationwide has taught us a lot about the right way to brand a place. But we’ve also learned a thing or two about what NOT TO DO!

These missteps can put the kibosh on your community’s brand success.

Make your brand just about a logo and strap line -A logo and strap line alone are not a brand. They are a brand identity. And while that is a good start, true branding goes much deeper. It is unrealistic to expect a logo and a line to do all the heavy lifting from a marketing perspective in a community; other branding activities must be put in place.

Proceed without research - Branding without research is like building a house without a blue print. It can be done, but the end result won’t be square! A solid body of qualitative and quantitative research is the only way to determine what your brand essence actually is.

Ignore your culture and heritage focusing solely on your aspiration- The best brands do give a community room and resolve to develop. But if you build your brand entirely upon dreams for the future, it’s the equivalent of false advertising.

Engage the press for the first time during the unveiling- Local media are essentially vocal stakeholders in your community (with a built-in audience for their opinions). Work to obtain buy-in throughout the process by involving them in various aspects of the research.

Brand by committee - Branding is not about compromise or even consensus. It is about determining the strong singular message that will define your community. The quickest route to watered-down pabulum is trying to please all the people all the time.

Apply strict controls for usage by private sector and other public agencies-Brand usage cannot be a free for all, but if you are too controlling few organizations will want to embrace it. Leave room for customization so people can feel like they really "own" it.

Reveal your brand to the public without stakeholder buy-in -Before launching your brand, launch an educational campaign to build grassroots support for the effort among stakeholders. This turns community heavy hitters into advocates rather than adversaries.

Have your community vote among several logo choices OR Make a contest of creating your community’s strap line -This is branding by committee taken to the extreme. And the fastest way to disenfranchise your citizens is by asking for their input and then ignoring it.

Brand yourself -Self-branding is a little bit like self-analysis. As part of the community, you are too close to the situation to clearly identify and solve the problems.

Announce the brand without some high-profile implementation - Unveiling the brand before you have brought it to life in some high-profile ways (signage, bus wraps, website, etc.) is asking for a lukewarm response ... and often criticism of city government’s inability to follow-through.

Enough of the don’ts! To learn about the do’s of community branding check out North Star at www.northstarideas.com. Make sure and click your way to some of our community success stories.

~ Christi

Community Brand Logo Families

2011-12-29T14:36:00.000-08:00

The holidays are all about spending time with family. This year when you're gathered around the table or the tree, take a peek at your peeps and ask yourself these questions:

Is there a parent that the rest of the family can relate to?
Do members work together? Or are they divisive?
Do they represent the family well? Or are there some you're embarrassed to be seen in public with?
Are they memorable?
Are they recognizable as family, even to strangers?
Do their own personalities shine through even as they represent the greater family unit?
Are they flexible enough to mix and mingle with all different types?

Okay, most human families can't hold up to all that
scrutiny . . . BUT a family of logos, well that's a totally different story!

The most successful community brands work because they are integrated throughout the fabric of the community. And many of North Star's clients have developed comprehensive families of logos . . . all in the spirit of the overarching brand . . . for use by organizations, foundations, businesses and even individuals.

Now these are some families that have their act together!

Mesquite, Texas (click for case study) and McKinney, Texas (click for case study)
Sometimes changes are subtle. Check out how the strapline evolves to support different organizations.

Columbus, Georgia (click for case study)
Sometimes versions involve developing customized illustrations to support different assets and entities.

Columbus, Indiana (click for case study)
Sometimes color, typeface or one unique graphic element are the glue that visually bring together a wide variety of logos in a community.

MyersCroxton Group expanded North Star's mark for other Columbus organizations

Santa Rosa, California (click for case study)
Sometimes a distinct element of a more complex logo can be used alone to offer a consistent . . . but wholly unique look. Derivations of the strapline also make the graphic identity more flexible.

Overland Park, Kansas (click for case study)
Sometimes a simple color change can provide a powerful contrast for different organizations.

Go HERE for additional examples of community brand logo families

Finally, here are some logo series that don't involve communities or North Star clients . . . but we think they are pretty darn clever nevertheless (including College Hill Neighborhood Association, Woolworth Limited, Weathervane Farm, and Softway). http://www.logolounge.com/designers/

How hard is your community logo working to differentiate you? Do you have a family of logos? If so, take another look at that family and again, ask yourself:

Is there a parent that the rest of the family must relate to?

Do they work together? Or are they divisive?

Do they represent the family well? Or are there some you're embarrassed to be seen in public with?

Are they memorable?

Are they recognizable as family, even to strangers?

Do their own personalities shine through even as they represent the greater family unit?

Are they flexible enough to mix and mingle with all different types?

Show Me the Money: Using Research to Measure the Economic Impact of Festivals and Events

2011-12-28T08:09:00.000-08:00

For all you festival and event organizers out there who have other departments eyeing your 2012 or 2013 event budget, we feel your pain. While the decision to save money and not put on a community event might make some leaders more comfortable, the truth is that festivals and events are increasingly being regarded as both important place-making cultural assets as well as critical generators of economic activity. When it comes time to argue for your event’s budget or even continued existence, it’s important to have a toolbox-type list ready of both the intangible and tangible benefits that your event brings to your community.

“How can I prove that my event is well worth the investment?”

I get asked this a lot, particularly by leaders in smaller communities who are responsible for putting on a local event. During budget conversations, especially in lean years, these event organizers are often faced with the challenge of convincing others that a festival or event is an INVESTMENT (and one with an immediate economic return) —not a liability. One participant at a recent roundtable discussion said “I know this event brings value—money and non-monetary benefits—because I hear so many positive comments and the local businesses are thrilled. Still, it’s like I’m fighting for the right to put it on every year.”

The truth is, as an event coordinator or organizer you often have to justify public funding for festival activities by educating public officials and business managers of event benefits. Intangible benefits such as exposure, furthering community reputation towards a particular brand identity, celebrating agricultural heritage or history, building camaraderie, and even contributing to residents’ quality of life and sense of pride by strengthening the community bond have also been listed as festival benefits. Despite all these benefits, when budgets are involved savvy community leaders often need more than intangibles to allocate precious public funds to what some consider purely “a fun time”. However, when you prove in dollars what your event generated for the community (and that the return was even greater than if the original investment was placed in a savings account or bond), leaders often sit up and pay attention.

Recently, North Star Destination Strategies measured the economic impact of the June 2011 BMW Motorcycles of America Rally on Bloomsburg, PA by surveying those who came to Bloomsburg for the Rally.

Rally attendees were asked about their spending during the event in the categories of lodging; food/dining at the event vs. in the local area; shopping at the event vs. the local area; attractions, museums and tours; entertainment; and transportation. North Star found that on average, a Rally attendee spent $105.61 per day, more than two times that of a typical Bloomsburg visitor ($47.32). The estimated revenue generated for the event itself is $1,342,270, and the estimated revenue generated for Bloomsburg is $1,479,341. This creates a direct economic impact of $2,821,611, and an overall estimated economic impact (includes induced and indirect effects of spending) of $4,655,658.

Generating that kind of revenue certainly proves that the Rally was a good investment. Another positive impact is the citizen satisfaction that results when residents are educated that revenue from the Rally reduces what they will have to pay in taxes the following year. What community leader wouldn’t want to pass on that kind of message?

~ Shannon
shannon@northstarideas.com

New Year’s Eve Unplugged at the Genoa Bar

2011-12-06T06:41:00.000-08:00

There’s no doubt that many destinations and communities are facing difficult times right now. The economy, job losses and even impending winter weather may make for some tough times ahead. But coming fresh off of Thanksgiving, and a visit to a special destination in Nevada, I’m reminded that we not only have a lot to be thankful for, but also that sometimes, difficult times can lead to the best ideas – and more meaningful community connections.

What do I mean? Well, let me tell you a story about the oldest bar in Nevada, as told to me by one of the bartenders who works there…

A few years ago a powerful dust storm barreled through the Carson Valley on Christmas Eve. It knocked out all of the power in the Valley for days. In Genoa, a charming historical town in the Valley popular with tourists, the lack of power meant no water or plumbing of any kind for most of the businesses and residents . . . with the exception of an establishment known as Genoa Bar – Nevada’s oldest “Thirst Parlor”.

While Genoa Bar had no power, it still had water because the bar was (and still is!) situated on a different well system. It quickly became the town’s freshening up spot, and five-gallon jugs were graciously filled with water from the bar for any resident who wanted it. Locals stayed longer than usual, lingering well into the night and early morning, and so Genoa Bar became the town’s family room. The original oil lamps from the 1850s were lit along with dozens of candles, which added a whole new layer of ambience to the atmosphere of the bar. With no jukebox to play, patrons brought in instruments from home – guitars, accordions, whatever. It was like living in the way the bar must have truly been during the 1800s. People were having more fun than they’d had in years, and were becoming a true family with their neighbors

That atmosphere was so special that the current bar owners decided to recreate it every year. So now, every New Year’s Eve Genoa Bar hosts an “unplugged” party to ring in the New Year – without a drop of electricity. The annual event includes the lighting of that oil lamp chandelier, an original at the 152-year-old bar.

The dust storm, while inconvenient, had only a temporary impact on the lives of Carson Valley residents and visitors. But it permanently gifted this gem of a destination with a reason to celebrate – and ultimately, some great PR surrounding their new event. Sometimes a difficulty that must be overcome can serve as a catalyst for the most special and meaningful happenings.

So as you think about the difficulties your community or destination may currently be going through, don’t forget to focus on the good being done by a community drawn closer together due to tough times. What are you doing as a community to celebrate your tenacity and special shared heritage?

~ Jen

jennifer@northstarideas.com

Community Branding: Tehachapi, CA Case Study

2011-12-05T08:36:00.000-08:00

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.

The Tradition of Traditions

2011-11-29T09:39:00.000-08:00

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

2011-11-23T10:50:00.001-08:00

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

2011-11-21T14:49:00.000-08:00

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?

2011-11-18T14:39:00.001-08:00

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

2011-11-14T14:18:00.000-08:00

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:

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

Give product brands high visibility among key audiences.

Provide a focal point for marketing efforts and sales campaigns.

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

2011-11-11T12:27:00.000-08:00

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

2011-11-09T14:13:00.000-08:00

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

2011-11-07T13:31:00.000-08:00

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

2011-11-03T09:57:00.000-07:00

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

2011-11-01T14:02:00.000-07:00

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

2011-11-01T11:43:00.000-07:00

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

Mankato, MN Visitor Segmentation Study

2011-10-28T08:13:00.000-07:00

Many destinations find themselves marketing to a vague shadow version of their visitor . . . created out of instinct and assumption. But a shadowy target can be hard to hit . . . and even harder to pin down. How then can a destination bring their target markets into sharp focus?

Consider the case of the greater Mankato CVB in Minnesota. In an effort to fine-tune its 2012 marketing plan, the DMO turned to the research department of North Star Destination Strategies to paint a precise picture of its top visitor segments.

Specifically, North Star was charged with creating comparative profiles of different visitor types, identifying current visitation patterns and uncovering critical consumer perceptions regarding the area. To increase reliability, a mixed method approach was implemented using a quantitative online survey and geo-demographic profiling and targeting.

The biggest takeaways from the visitor research:

Friends and family visitors are the largest visitor segment, but they don't just stay with their families. Some stay overnight in hotels, providing bed tax. In addition, many of these individuals have visited up to four times.

The Mankato Marathon is drawing visitors from farther away. Knowing that Mankato hosts the marathon, and because the city is pedestrian friendly with scenic riverside trails, it is becoming known for running, walking and outdoor exercise.

According to Shannon Gray, North Star's Director of Research, these findings have tremendous implications for Mankato. "A growing trend is for people to pick a destination to visit based on where they have friends and relatives. That way they can 'kill two birds with one stone' and see a cool community while catching up with friends and family. It also guarantees that they have a personal tour guide. Residents do the heavy hitting in convincing their friends and relatives to visit but the Mankato CVB had done no internal marketing. As a result of this research, the CVB is now beginning to look inward, considering ways to create resident ambassadors for the tourism brand."

A Dollop of Place

2011-10-25T08:38:00.000-07:00

Have you ever looked at something so beautiful that you literally had to grab your jaw off the floor? Or give your arms a vigorous rub because the goose bumps have left you feeling cold? You know you’ve seen something majestic and awe-inspiring when the hair on the back of your neck perks up or your heart flutters.

While vacationing in the beautiful Beaches of South Walton, Florida, I stumbled across such an experience. My family and I were waiting for a table at a local restaurant. Trying to pass some time, we ventured into some nearby stores. We noticed a large canvas drying in the evening sun outside an art gallery and it immediately piqued my interest. I’ve always been a sucker for art, but this…this was mind boggling.

My inadvertent stop at Justin Gaffrey’s art gallery in Seaside, FL was the highlight of my trip. After spending several days in the area, I’d experienced all of the sights, sounds, textures, beach landscapes and national forests one man can endure. But Gaffrey’s work, ironically, made the place come to life. I’ve never interacted with art in that way before…and Gaffrey’s heavy-handed placement of a dollop or smear of paint perfectly captured the essence of South Walton.

Not only did his work embody the pleasure and experience of South Walton, it also fostered a sense of curiosity about the place it so accurately depicts.

From a community branding standpoint, South Walton is lucky to have an artist that enhances the experience of the destination. Not only did South Walton leave an impression, but that impression was further reinforced by the beautiful strokes of Gaffrey’s work.

Do you have an artist or other talent in your community that you should boast about? How can you use your skilled artists and artisans to bring your community’s brand identity to life?

~ Adam

The Secret Waterfall of Cocachimba

2011-10-21T09:49:00.001-07:00

We do a lot of brand research to uncover the strategic brand essence for each destination we work with. Part of that research is to talk to stakeholders and residents to understand their perceptions of the place they call home. One of our first questions is the simplest, “What are your main tourism assets?”

Just as interesting as what people say, is what they DON’T say.

To illustrate my point, we need to go to Peru. That’s, right, pack your bags! We’re off to Peru - Cocachimba, Peru to be exact.

Cocachimba is a small village of about 200 situated in the verdant and dreamlike forest landscape of the Andes in the Amazon. The village has been around since the 1950s, but it’s about 20 miles from a centuries-old city of about 25,000 people.

And talk about a tourism asset! Cocachimba has a whopper - the third-tallest waterfall in the world.

What’s even more incredible than this 2,531-foot waterfall? That it remained "undiscovered" until just six years ago.

In his article for Slate Magazine, author Joshua Foer explored the falls and the town, and tried to get at the heart of why this amazing asset could have remained secret for so long.

Although the village is a bit secluded, villagers did frequently interact with outside communities. Outsiders knew about the village. But not the waterfall.

How could this be? It is the 3rd largest waterfall in the world! !

The answer may sound familiar - a local explained, "We could see Gocta from town…it was always there. But the population just wasn't interested."

It just never occurred to the villagers that their amazing waterfall was all that special. It’s just something they saw everyday. As Foer says, “Even the biggest diamond ring eventually becomes invisible to the person wearing it.”

Wow.

Seems unbelievable, right? But from my time at North Star, I can tell you, we’ve heard very similar sentiments…

“We have an Irish name, but we don’t have a lot of real Irish connections.” Research quote from North Star branding client Dublin, OH, which now successfully leverages its connection to Ireland (see case study).

“We have the river but also history and unique towns, plus not every community is right on the river.” Research quote from North Star branding client Susquehanna River Valley, which now uses its unique river feature as a competitive advantage
(see case study).

“The Black Canyon is probably unique. I guess we could promote that more.” Research quote from North Star branding client Montrose, CO, which now connects prominently to the amazing National Park located in its back yard (see case study).

We, as residents, sometimes forget or even take for granted those features which make our home so unique as a destination. The repetition of seeing it day in, day out (and for DMOs, marketing that asset day in, day out) desensitizes us to that “specialness.” It’s easy to forget that it’s a great big world out there – and that there are no two places alike on Earth. Maybe your destination doesn’t have the 3^rd largest waterfall in the world, but it does have something totally unique to its place.

Does your community have its own secret waterfall that gets taken for granted? What can you do to broaden your perspective about your destination’s special assets? How can you make others see them with fresh eyes?

~ Jennifer
jennifer@northstarideas.com

Don't Gamble with Your Brand

2011-10-20T09:44:00.000-07:00

During a recent trip to Carson Valley in Northeastern Nevada our destination branding team stayed at the beautiful Carson Valley Inn and Casino. In order to get the full experience, I of course had to try my hand at blackjack. Now, I admit, this was a lot of fun… but I promise I was also there to learn. We often get some of our most unbiased research findings from undercover interviews and the blackjack table seemed like the perfect spot to chat people up!

I learned all about what brought people to the area, what they love about the region and more! What I didn’t expect to learn was something about myself.

I’m not an avid gambler. Don’t get me wrong, I have plenty of other vices, gambling just isn’t one of them. Fortunately, everyone at the table was happy to offer advice. Some decisions were no brainers, like always hit on a soft 14. Others were more subjective, like what do I do with a 16? As I struggled with whether to hit or stay, I was told by my fellow gamblers that whatever I chose I should stick with that decision every time. Consistency is key!

What a great reminder of what we tell our community branding clients all the time. We’re frequently asked how often a community brand should be changed and our answer is always the same – if it is grounded in research then it should outlast the careers of everyone involved. In fact, some of our most successful clients have had their destination and community brands in place for going on 10 years! (Augusta, GA; McKinney, TX; and Columbus, IN) We get tired of our brands and marketing materials long before the consumer; the key to making an impact in the marketplace is consistency.

As you might expect, I took the advice and sure enough, it paid off . . . and just in case you’re wondering – I stayed. I always stay on 16.

~ Samara
samara@northstarideas.com

Visitor Research Reveals Loyalty to the MS Gulf Coast

2011-10-17T13:59:00.000-07:00

It’s hard to believe, but it’s been almost a year and a half since the oil spill in the Gulf of Mexico. During that stressful time, we at North Star Destination Strategies were worried sick about our friends in Mississippi -- what would happen to their delicately balanced ecosystems, the seafood industry, tourism? As it turns out, the damage from the oil wasn’t nearly as damaging as the perception that there WAS oil and devastation. Long after the crisis was over and beaches were clean, would-be visitors continued to delay their travel plans, and as a result the tourist revenue so crucial to the MS Coastal economy slowed to barely a trickle.

With the help of some restitution funds from BP, we launched a large-scale tourism research project to try and understand the perceptions that consumers have of the impact of the oil spill on the Mississippi Gulf Coast, and what was really keeping them away. More importantly, what would change their minds and bring them back?

By combining what we found from focus groups, a quantitative survey, and follow-up perception calls, we uncovered A LOT. Perhaps most interesting though, was the powerful influence of word of mouth advocacy on visitation. The people who DID end up going in the months following the oil spill did so out of a strong passion for the area, and came back to their friends, family and neighbors with the all-clear—something along the lines of “everything’s back to normal, there is no oil. On top of that, there are great deals to be had and there are no crowds! You should go!” This, and not the influence of expensive advertising campaigns or news testimony from natural experts, often was what convinced those on the fence pull the trigger to return to the Coast.

The question above was asked in September of 2010. The question was open-ended, and we coded the answers into the categories listed. Turns out, some people had run TOWARDS the MS Gulf Coast at the same time others ran away, simply out of a deep love and sense of dedication to the destination. We called these folks “Passionate Advocates” and were amazed at the impact they had in influencing the travel plans of others—they encourage, cajole and push their friends, family, neighbors and colleagues to head back to the Coast, sometimes teasing them for believing news drama, sometimes holding them captive while forcing them to look at their vacation pictures and videos (ok, maybe “captive” and “forced” are a little dramatic, but you get the idea). We’ve always known word of mouth is powerful—hence our Brand Advocacy metric that goes into every survey we do. This, though, was on a scale we’d never seen before. Now, almost a year and a half later, tourism continues to improve largely because people are sharing their stories and assuaging the fears of others. How powerful!

What has visitor advocacy done for your destination lately? Do you have a group of passionate advocates? Are you leveraging their love to spread the word about all you have to offer?

~ Shannon

Unexpected Connections in Greene County

2011-10-14T07:38:00.000-07:00

Recently we began working with Greene County, Ohio on a destination branding study. I grew up in Columbus, and so I quickly volunteered to be a part of the In-Market team. Any excuse to return to the company of my Big 10 compatriots (football season can be bleak for a Buckeye fan like me living in Tennessee – especially since most of my co-workers are SEC fanatics!)

Greene County is large – 416 square miles to be exact. During our drive tour, we found it to be a diverse collection of towns and communities that range from bustling to quirky to a little bit country. We sampled delicious cuisine while watching a fountain show at the Greene, stood in the field where the Wright brothers perfected their flying machines, sipped lattes with local artists at Brother Bear’s Coffeehouse in Yellow Springs, toured the state-of-the-art event facilities at Wright State’s Nutter Center and even learned a thing or two about masks and wigs at Foy’s Halloween store in downtown Fairborn – the largest Halloween store in the state! Another thing we noticed throughout our trip was that we kept crossing over the County’s bike path system. These trails connect the whole county – city to city – and actually traverse the country as far south as Cincinnati!

I thought I knew a little bit about Greene County, having grown up nearby. I even recognized a few stops along our familiarization tour – restaurants, buildings, the occasional cow on top of a sign – but the area still held a few unexpected smiles and surprises.

After one (ahem) a couple (ahem) okay, several pit stops for ice cream at Young’s throughout the week, my North Star teammate, Jennifer Williams, and I felt we could use a little exercise – and we immediately were drawn again to the bike paths. We were eager to explore the county we’d come to know throughout the week from a new perspective.

We coasted down the trail (mostly because it was downhill, the trip back was not quite as easy) passing through Glen Helen National Park, a beautiful welcome center with an art gallery, and stone steps that lead you all the way down to the river.

We saw firsthand how the path crisscrossed the major thoroughfares and roadways, connected to neighborhoods and park trails, and acted not just as a promenade, but also a gathering place for residents and visitors alike. We met local families, retirees from the east coast, artists who wanted to be near the creative vibe of yellow springs, and people with military ties to Wright Patterson AFB.

Eventually our path led us to a secluded horse farm, a hidden treasure tucked away alongside the bike path. Connecting our experience not just with the world of man, but with the world of nature.

And then sadly (because it was getting late, not because our legs felt like jelly, really!) it was time to turn around and head back home.

As I thought about how the bike paths of Greene County made this community feel connected in more ways than just the physical passage it provides, I couldn’t help but wonder how other counties, regions, and communities feel connected.

What connects your community?

~ Anthony

Community Branding: Hickory, NC Case Study

2011-10-13T14:36:00.001-07:00

The strategic core of a strong community brand should be sustainable . . . enduring through years, careers and even cultural and economic changes. But in some cases, the way you represent that core must shift to keep pace with your progress, ensuring ongoing relevance.

Such was the situation with Hickory, NC. Stakeholders in this captivating community described it as "the former furniture capital of the world," referring back to a time when Hickory was a hotbed of furniture design and manufacturing. But as the industry changed, many jobs were lost and the city's connection to furniture became tenuous. Looking to reconnect with reputation relevancy, Hickory leaders turned to North Star Destination Strategies to answer the question, "Who are we NOW?"

"A brand represented by furniture manufacturing was no longer accurate," explains Don McEachern, North Star CEO. "But a strong correlation to the industry still exists in many people's minds. We needed to uncover a more germane brand identity for the city's core strengths."

Research found that like the tree, Hickory is best characterized as strong, tough and lovely. There is an inherent skill, quality and artistry in the things the city and residents do to continually make Hickory a better place. This spirit of seeing, being and creating anew is what makes Hickory so special and unique today . . . and it definitely was at the heart of the city's era of furniture fame.

North Star recommended targeting the makers and doers of the world with a brand positioned on the collective spirit of craftsmanship. The strapline, "Life. Well-Crafted" celebrates the city's dedication to detail, quality and artistry. The ability to insert different ideas in place of "Life" makes this line infinitely flexible, which is mandatory for a communitywide brand. Visuals profile "craftspeople" using their tools - whether a spade, a medical laser or an espresso machine - as they work at their craft. Warm, natural colors of blues, greens and browns play off the city's combination of strength and beauty.

Action ideas for integrating the brand into Hickory's sightlines and psyche:

Develop brand merchandise such as a memorable welcome gift for new businesses and residents in Hickory.
Create a "Handcrafted in Hickory" program for all locally owned or operated businesses, retailers or individual that MAKE anything authentic, original and handcrafted. Products should receive a series of stickers or tags that creators can place on them. Use a QR code on the tags to tell the story of the item.
Establish a functional art program throughout downtown with a series of handcrafted benches from local artisans.

Develop a communitywide "Makers and Doers" civic award to recognize those regular citizens who go above and beyond in helping others or helping make the community a better place to live.

Establish a regular column in your newsletter called "Makers and Doers" that showcases the people who make things happen every day in Hickory.

Brand Advocacy: Measuring your Most Effective Marketing

2011-10-10T09:01:00.000-07:00

Soft, fuzzy concepts are notoriously hard to measure. Customer engagement, loyalty, attitude, and satisfaction are just a few of the metrics that corporations and market research companies have struggled to track and connect to profits in meaningful ways for years. But things are a little different when you’re talking about the customers of communities—after all these aren’t products that people buy and use on a daily basis, but places. Places where they visit, live or do business. A place experience is more complicated than a product experience and can be influenced by any number of factors, like the people you meet, the food you taste, customer service, the downtown atmosphere at whatever time you happen to go downtown, the cost of housing, the information available on things to see and do, etc. Here at North Star Destination Strategies, we’ve found that one particular soft concept is more important than any other in measuring the strength of your reputation (what people say about you when they’re not around) and that is advocacy. Webster defines advocacy as “the act or process of supporting a cause”. We define it as the kind of marketing you just can’t put a price tag on, because it’s that powerful.

Brand advocacy is your visitors’ or residents’ willingness to recommend visiting or living in your community, thus the likelihood that they will provide an enthusiastic referral to someone else. North Star has been measuring brand advocacy for over six years, adapting a well-known consumer metric from corporate market research theory called the Net Promoter Score*. We borrowed foundational logic from the study of “The Ultimate Question” and applied it to our BrandPrint communities as well as an ongoing sampling nationwide. We ask survey respondents to score, from 1-10, their likelihood of recommending your community. Those who score a 9 or a 10 are called “Promoters”—they actively recruit new residents, visitors and businesses through positive word-of-mouth marketing. By making a strong recommendation, they are willing to risk their own character, trustworthiness and overall reputation for no tangible reward. And they do it for free.

Click HERE to access a Brand Barometer Sample

This is word of mouth at its finest. Word of mouth recommendations are easily the biggest influencer of travel behavior, and those looking to relocate put an awful lot of stock into what they hear as well. A recent benchmarking survey by TRAVELSAT© found that 4 out of 10 international visitors actually choose their destination based on recommendations from their trusted inner circle. With the rapid evolution of social media and the ease with which information is disseminated online, expression marketing is growing, and what your consumers are saying about you matters more now than ever before.

What percentage of your consumers are promoters? Do you have programs in place to help them spread the good news about your community?

*Research conducted by Satmetrix Systems, Inc., Bain & Company and Fred Reichheld, author of “The One Number You Need to Grow,” Harvard Business Review (Dec. 2003).

~ Shannon

The Last Frontier of Community Branding

2011-10-07T14:16:00.001-07:00

Stepping off the plane in Petersburg, Alaska, I knew I was in for something unexpected. For the uninitiated, Alaska brings to mind vast snow-capped mountains, 24-hour daylight and cold winds even in summer. But Petersburg proved that even in a state with such a strong visual image, there are nuances that make individual cities truly unique.

Petersburg is a lush green island filled with the kind of people you only read about in books. Inviting, interesting, caring (about each other and the environment), strong and resilient. You just don’t see that character combination very often in today’s world. The harbor in this fishing town is so real and authentic it resembles a great movie set . . . bustling with fishermen harvesting and preparing a variety of fish to feed the world. In many cases they are doing the same jobs carried out by their Norwegian ancestors more than a century ago.

In a world where big box retailers have reduced lots of small downtowns to ghost towns or collections of knick-knack shops, Petersburg is alive and vibrant. It’s not for show; it really serves its people! From a working hardware store to a pizza shop and from the public library to the laundromat, the town was buzzing with folks making a living and a life. Mixed in with the residents are visitors lucky enough to have the time to seek out this Alaskan gem. These visitors don’t want a plastic experience, they are here to breath in the energy of the real Alaska . . . America’s last frontier . . . and hopefully take a little of that back home.

One of the unexpected treats of our trip was the chance to watch a celebrity chef from Britain film a cooking show featuring king crab legs and halibut cheeks. Even the residents were excitedly snapping pictures. A bit of irony, he was cooking the bounty of the sea in the shadow of a monument to all the fishermen who’ve given their lives fishing in Petersburg.

On another day, we hopped on a small aluminum boat and headed out for a tour of Frederick Sound and the LeConte Glacier. Until then, I’d only seen photos of icebergs. We passed a group of sea lions resting on a channel buoy while our guide Stephen passionately talked about the ecosystem of the area. Then all at once there it was in the distance, quietly standing sentinel on a still sea. My first iceberg! It was more inspiring than I’d imagined and I found myself whispering as if not to wake it and break the spell. As our boat cruised on, we encountered more and more of the glowing goliaths, each one the color of a crystal blue sky.

All these icebergs were carved out of the giant LeConte Glacier. The closer we got to the glacier, the more chunks of ice . . . large and small . . . were bumping into the hull of our boat (which was starting to seem pretty small and fragile). With a reassuring nod our guide directed our attention from the boat to the majestic glacier. Honestly, I just don’t have the words to describe this experience. But I can say that my heart was beating a hundred miles an hour.

But the excitement of the glacier was only the tip of the iceberg (so to speak).

Mayday! Mayday! One day while fishing on Frederick Sound, that alarm pierced the quiet Alaskan afternoon. I guess I didn’t appreciate the severity of the phrase until I heard it for real. We were finishing up a day with a local fishing guide, trying one last time to catch the one that got away. With a calm but direct tone our captain told us to “reel ‘em in; we’ve got a Mayday vessel taking on water.” We were the closest boat and had to go. In 30 seconds, we were full speed ahead to the coordinates given by the ship in peril. Our captain was not frantic but was definitely serious and deliberate. That code has real meaning in a place as wild as this.

When we arrived, the boat was sitting low in the water. A small state trooper boat had arrived shortly before us, but it was going to be a heavy load for him to get all seven people off the failing vessel. As we pulled alongside, the six charter fisherman climbed aboard our boat, relieved to be dry and safe.

We headed back to Petersburg while the fishermen told the tale of a day they will never forget. When a great day of fishing was cut short due to a small pump failing and how reeling in a boat load of fish was replaced by bailing icy water out.

My strongest memory is the way our captain approached the crisis with the calm strength so abundant in this wonderful wilderness.

So how do you wrap up the story of a place that in the space of a week presents you with everything from glaciers and the quirky humor of a British chef to the best meal you’ve ever eaten and a daring rescue at sea? By saying that if you’re looking for unusual adventure, this is the destination for you. Ser deg senere!

~ Kevin

Branding Your Community? To Stand Out Be Very, Very Brave.

2011-10-05T09:01:00.000-07:00

One of North Star Destination Strategies’ most successful client stories is the Hub-Bub brand developed for Spartanburg, South Carolina. Every time we tell that story – during a pitch, at a conference or to a client – our audience gets antsy and excited, often asking, “We would LOVE something like that. How in the world did you get community leaders to agree to such an edgy brand?” Our response, “The Spartanburg mayor was very, very brave.”

Our advice to clients just setting out on a community-wide branding adventure is to start by determining what your goals are for the brand. Because once you have determined the strategic brand platform for your community, there are a number of different directions the creative can go . . . totally safe, middle of the road and completely unique and different like Hub-Bub. Totally safe will allow your community to integrate a consistent branded message. Your community will look more buttoned-up and professional but you won’t stand out in a crowd . . . it also won’t make any waves. Middle of the road is exactly that. It represents something new and a bit edgier than your community is used to, but it certainly doesn’t push any boundaries. Middle of the road may result in a little push back from stakeholders and residents just because judging creativity is extremely subjective. But to REALLY get people buzzing, a completely different creative approach is the ticket. Taking creative chances will set your community apart. You must put a stake in the ground and definitively declare what you are and what you are not. You must be willing to take some initial heat for your bravery. Because when people talk, the talk will be both positive and negative. That’s just the name of the game when you’re getting noticed.

As a community marketing and branding company, we love it when clients like Spartanburg are willing to take risks and reap the rewards. But we also completely understand the nature of politics. It is much easier to take risks when marketing a retail product like cookies . . . just because the cookies don’t have an opinion about how you promote them. But residents, stakeholders and businesses . . . they definitely have an opinion how you promote them (in people’s minds, their community is them). And if your brand is so edgy it becomes mired in controversy, it certainly won’t do any good. Again, having a feel for the nature of your community and what you want your brand to do is critical before embarking on any type of creative decision making.

Of course, there are ways to integrate edgier brands into a community without making so many waves. For example, it is much easier to take creative chances with a tourism brand because it is directed outside the community to the consumer. Some of our clients such as Lansing, Michigan have had success with a destination brand and then, when it has become an accepted part of the vernacular for the community; other public sector organizations want to adopt it. People are more comfortable accepting something different when they have seen its success somewhere else.

Another idea is to develop a more middle-of-the-road brand but look for some brave ways to deliver that brand message. For example Grand Rapids, Michigan is one of North Star’s research clients. As part of this project, we’re evaluating response to Grand Rapids’ participation in the breathtaking Pure Michigan ad campaign relative to the Lip Dub Grand Rapids video, which has gone viral in a way that few people could have anticipated (4,215,729 You Tube hits as of this writing). While the video was the brainchild of three local creatives, the Grand Rapids CVB agreed to lend their name to it. We know from talking to our Grand Rapids client that there were a few sweaty palms when the okay was given to back this video in response to an article saying that Grand Rapids was a dying city. And while not all responses have been positive . . . a lot have. We happen to think exposing more than 4 million people all over the world (for a mere $40,000) to fun images of your community and its residents is worth its weight in gold. Millions of people are now familiar with Grand Rapids who had never even heard of it before. But backing that video was taking a chance.

Branding professionals themselves are split down the middle on this issue. Some say “assume your residents and stakeholders won’t embrace your brand . . . but remember it is developed to make an impression with the outside consumer.” Others say, “If people aren’t arguing about your brand, then it’s not provocative enough.” On the opposite side, some advocate soliciting lots of internal buy-in, even to the extent of holding community-wide meetings to let residents, businesses and stakeholders “vote” on various creative aspects of the brand (North Star does not recommend that, ever!).

Most important, regardless of what approach you take, stay away from “me too” messaging that your consumers – residents, visitors and businesses – hear every day. That messaging is not safe, it is marketing suicide. The most common “me too” message in communitywide branding is “a great place to live, work and play”. Don’t take our word for it . . . try Googling it.

What approach do you feel would work best for branding your community? What forces in your community are driving that opinion?

~ Christi

Going with Your Gut

2011-10-04T12:02:00.000-07:00

During data analysis, you’re frequently wrapped up in the labors of checking, double checking, pasting, undoing, redoing, number crunching, etc. Essentially, dealing with non-stop details. In the depths of all of this micro-thinking, it can be difficult to hear the tiny voice in your head saying “there’s something else going on here.” Turns out if you’re an analyst, hearing voices is actually a good thing! Because that voice is your instinct . . . the key to turning dry numbers into meaningful insights that are relevant, useful, and even game-changing.

In research, a certain amount of standardization is important. But at North Star Destination Strategies we believe that the resulting data analysis should be special and unique, especially when you’re working with communities and people. Particularly when it comes to quantitative data, it’s easy to let the ultimate goals drown somewhere under a pile of colorful charts and correlating percentages. That’s why I’ve come to realize that it is so important to trust my own intuition when it whispers, “there’s something more to what I’m seeing than just that big spike in the data.”

Fine tuned instincts can help with the ’big picture,’ too. When working on a research project understanding consumers of the Mississippi Gulf Coast, I spent a lot of time coding and quantifying open-ended responses – definitely a brain-fryer. Sure, the data showed that people really liked certain things about the coast: the beaches, the seafood, the shopping. But I couldn’t help noticing how often the word “love” was used in the responses. My instinct was that some of these respondents had an uncommon attachment to the Mississippi Gulf Coast. Instead of just making a note of it, I decided to take a closer look into the data. In doing so, we discovered a unique segment of loyal and unswerving visitors. They were not only very frequent visitors, but intended to visit forever . . . no matter what . . . and they were going to tell everyone they met to visit too. THAT is something a client wants to know about – and it wouldn’t have jumped out just looking at the numbers.

Even if you aren’t a data nerd like me, trusting your instincts is important to any kind of work – or really to life. Like the churning you get in the pit of your stomach just thinking about wearing sandals with socks. If your gut is telling you something, better slow down and take a listen.

~ Raquel

Cape Girardeau Branded Wayfinding Program

2011-09-27T13:51:00.000-07:00

Some things are just meant to be together. Remember the ad where two people collide, "Hey! You got your peanut butter in my chocolate. Well, you got your chocolate in my peanut butter." Voila, Reese's Peanut Butter Cups were born. Two great tastes that taste great together (some would say, even better!).

It's the same with branding and wayfinding; both initiatives are stronger when they are bundled into a single powerful program. Branding is all about leaving your consumer with a memorable, relevant, unified impression of your community. Wayfinding is one of the most high-profile, critical mediums for delivering that impression.

So we at North Star Destination Strategies were thinking, "why leave it to a chance collision?" As such, North Star has partnered with AECOM Wayfinding Studio, based in Orlando, Florida and backed by a parent company network of 65,000 employees nationwide. The goal is to offer a more cost-effective, integrated approach to branded wayfinding. Quite literally, brands that move people.

"I had a real light bulb moment recently," explains Don McEachern, CEO of North Star "North Star client Cape Girardeau showed me the new wayfinding program based on their destination brand. The brand elevated the signage. And the signage - as a beautiful physical incarnation - elevated the brand. I realized that by bundling the two products we can eliminate redundant research costs, focus the branding effort, collaborate on the end product and save communities money.

"Traditionally, branding and wayfinding have been approached separately . . . often the charge of different departments. This can result in wayfinding that is not branded. Or a branding effort that is retrofitted to a wayfinding effort. Or a wayfinding effort that's put on hold when the community discovers it has no brand to guide the design. In all cases, it means greater costs and a less effective end product."

North Star chose AECOM in part because of the impressive work the company had done with the Cape Girardeau brand. The destination's brand platform is based on the historical stories and lore that flow from the mighty Mississippi. But with very little actual product, the challenge was how to use stories to sell the city. Leaders devoted themselves to building tourism product that supports the brand essence. One of the linchpins of this development . . . branded wayfinding.

"Our charge was not just to design signage in the brand's color palette," says Jonathan Mugmon, SEGD, AECOM Wayfinding Studio Leader. "Our charge was to infuse the signage with the passion, purpose and graphic appeal of the brand. As with everything else in the community, they wanted their wayfinding to tell a story. This was particularly true with the entryway signage, which North Star had recommended they elevate to the level of public art . . . a philosophy with which we wholly agree."

Healing Urban Scars

2011-09-26T11:33:00.000-07:00

A casual stroll in most downtowns these days will likely find you staring straight into large plots of incomplete developments. With the economic downturn and tight financing, it’s no wonder that developers are finding it hard to see a project to completion. Unfortunately, if you thrive on the energy so often synonymous with downtowns these urban scars are major hitches in your mood.

At North Star Destination Strategies, many of our clients are faced with the same conundrum…what to do with the blight, vacant lots and wishful development. A recent article in the Los Angeles Times, detailed the many efforts that various organizations are doing to remedy the negative impacts these delayed projects are creating. One such method described in the article is creating temporary, usable open space for patrons of downtowns to interact with each other. Perhaps the greatest benefit to creating temporary parks in these areas is the positive perception that it brings to the community.

Blight denigrates your reputation and since community branding is essentially the business of managing that reputation, one tactic we often recommend is a straightforward approach to control and repackage these areas. In the case of Downtown New Orleans, we recommended the use of large-format branded canvases to drape on the side of vacant buildings, drawing attention to the opportunity for redevelopment. Or in Helena, AR infrastructure could easily be transformed through the use of branded window clings, or a fresh coat of paint (in the brand color palette, of course). In Brookings, SD a construction site gets a facelift with branded signage along the chain link fence.

These tactics in conjunction with larger destination marketing initiatives have proven to be successful at creating positive brand perceptions. Given that it is unlikely we will see vast improvements in the economy in recent months, caring for the symptoms of the problem, urban scars, could be a viable, temporary remedy moving forward. Not only is this a perfect opportunity to engage the community, it will likely have lasting benefits for the foreseeable future.

~ Adam

Just Add Water

2011-09-23T11:48:00.000-07:00

They say that inspiration strikes when you least expect it. Or maybe that’s lightning. Inspiration comes when you least expect it. Whatever the saying, the North Star Destination Strategies team is always looking for unexpected places to help ease our inspiration along.

The entire North Star team comes together several times for each of our community branding clients . . . the debrief, the strategy presentation and development of what we call brand action ideas. These are a series of strategic building block ideas customized to bring each client’s brand strategy to life in every corner of the community. Some are foundational, some are functional and some are pure fun. All take a lot of imagination.

We include the whole team in these meetings because when our many diverse talents come together, the real magic begins!

Recently, we took all that talent and put it out on a boat in the middle of a lake for a water-based brand action idea meeting. And ya know what . . . we discovered that ideas flow even better on a boat. As an added bonus…it’s just plain funny to see your boss teetering a little as he talks, bracing himself against a stormy lake’s rocking swells.

The North Star team had been counting down the minutes until our Lake Day for weeks . . . idea generation out on the water under cloudless blue skies. But when the dark clouds rolled in early the morning of the big day, a few worried looks were exchanged. Seriously, it hadn’t rained for weeks. Not to worry. Our much anticipated plan was set in branding stone and we were determined. Even I, who has been known to get a little sea sick, wouldn’t dare to be the first to suggest a rain check.

Switch scene.

The rain is coming down, making the surface of the water dance like popcorn. The first randomly selected team is performing their ideas (We find that ideas are better communicated and more entertaining when acted out, sung or drawn. I told you, diverse talents.) Don and Ed are coaxing the pooling water off the covering above our heads, and the rest of us huddle under its limited surface area. It was, quite literally, brainstorming!

Ahhh…yes. I don’t think we could have beaten the heat any more effectively than that. Rain or shine, we always strive to go a little above and beyond. Even the highest performing teams should be able to get out of the confines and enjoy a taste of summer. The North Star team really drank up this opportunity—so much so that we were all a bit waterlogged by the end of the day.

Does your team have any traditions or ways to switch up the usual routine? Does a change of environment result in stronger ideas?

~ Erin

The Savory Essence of Goshen

2011-09-21T07:37:00.000-07:00

North Star Destination Strategies staffers are experts at community research. In fact, one of my favorite things about going on a BrandPrint in-market trip is the research we conduct for our new community clients. In-markets are full of interviews, focus groups, tours, presentations, and in-depth conversations. But sometimes the most fulfilling and interesting interactions happen when you least expect them. That is . . . if your branding antennae are tuned in to the nuances of the place.

On a recent in-market trip to Goshen, Indiana I had one such research revelation at a local downtown eatery called Kelly Jae’s. Award-winning chef Kelly Graf delighted us with an amazing tapas meal complete with the most delicious dessert, while her business partner Karen Kennedy served us with humility, comedy and ingenuity. With a blanket of snow falling outside, Kelly and Karen’s warmth and generosity during our meal did not go unnoticed.

Sometimes it’s easier for me to find an experience, an activity or an interview that embodies the community I am visiting. Our dinner affair at Kelly Jae’s did just that.

As we entered the comforting dining room we were greeted with a welcoming stroll to our table, weaving between tables full of laughter and interesting conversation. The same can be said as you enter the cozy streets of Goshen; children laughing and playing as the little ones exit from their classrooms in a frenzy to get to the playground. Diversity is a major tenet of the community that gives the area a uniqueness all its own; and as we sat and pondered our delectable entrée we were faced with the assortment and fusion of the tapas menu. Our food arrived and Kelly’s placement of a chive or drizzle of lemon butter was symbolic of the carefully crafted downtown that Goshen has worked hard to create. As our meal progressed, the tapas menu was a catalyst for interaction with Karen and my colleagues. And as we departed from the restaurant and eventually Goshen, we left encouraged, fulfilled and inspired. WHAT a pleasurable way to gain insight.

I couldn’t help but think how North Star’s research discovered the essence of this place. Our assortment of surveys, interviews, consumer research, and perception studies is an excellent recipe for discovering the subliminal and using the personality of a place to put a community’s best branding foot forward.

Perhaps you should visit Goshen and make a special, enlightened trip to Kelly Jae’s. You won’t be sorry! And you might even get the feeling that you are better for the effort.

What experience in your community best embodies its essence?

~ Adam

Tourism Research Talk at TTRA

2011-09-19T10:40:00.000-07:00

Here at North Star Destination Strategies, we like to do visitor research. But we especially like to do research that our clients can afford. I mean really, what’s the point otherwise? We’ve learned a few things over the years about how to cut costs for great research without sacrificing quality, and I was lucky enough to be able to talk about our techniques to an academic audience at the Travel and Tourism Research Association Conference in London, Ontario earlier this summer.

Now, if you don’t know the TTRA, it’s an international organization of the best and brightest tourism researchers in the world. They do things right. The only thing is, doing things “right” according to academic theory—unbiased, random, representative, and super-tight—automatically means a price point in the tens of thousands of dollars, and often more. I don’t know about your organization, but my clients would laugh at me if I told them I needed $80,000 to deliver a visitor survey. We think DMOs of small to mid-sized communities deserve to know about their visitors, too. So we’ve come up with an approach that works with their resources and within their budgets.

Before the advent of the internet and cell phones, consumer and market research was relatively straightforward and simple. From the beginning of market research in the 1920s to around the 1990s, random samples were achieved by mailed surveys and random digit dialing telephone surveys. Now, with cell phones, do-not-call lists, and the fact that at least 25% of the population doesn’t even have a landline phone, a phone list for surveying is no longer considered random. Most of us still have a mailing address, but few people will actually take the time to complete and send back a mailed survey. This presents a problem called non-response bias . . . which scientific researchers don’t like. A guy named Dillman figured out a pretty accepted method to increase the response rate to mailed surveys back in 1986, but since it involves no less than four separate mailings to each randomly selected household, only the flushest of budgets have the luxury of using it.

In compromise, and because we believe we can get awfully close to true representation by doing what we do, we take a multi-modal approach to community marketing research. All of North Star’s quantitative visitor surveys have an online foundation, because with 90% of US consumers using e-mail and 80% of them regularly active on the internet, we find better representation by driving traffic in different ways to a survey link—thus the fancy word “multi-modal”. Online surveys are virtually free to distribute (and it doesn’t get much cheaper than that). That way we can focus on doing what we do best—translating the data into meaning, providing relevant and important implications, and making recommendations for destination marketing organizations.

Have you ever wanted to do community marketing research, visitor research or tourism research but thought you couldn’t afford it? At North Star we say: think again.

~ Shannon

A Lighthearted Approach to Civic Input

2011-09-16T13:54:00.000-07:00

We often hear community leaders facing the issue of difficulty in receiving feedback from their residents, businesses and visitors. Candy Chang, public installation artist, designer, urban planner and TED Fellow, has come up with an ingenious method of gathering impromptu perceptions on the spot. Urban neighborhoods are sometime plagued with blight or vacancies. Chang has created a way to capture the spontaneous conversation often encouraged by the sight of such vacancies and catapulted it onto the sides of buildings, windows and doors. The program’s name “I Wish This Was”, and soon thereafter “Neighborland”, uses vinyl stickers strategically placed throughout an urban neighborhood to entice residents and passersby to comment on their wishes for the decaying façade or vacant storefront. The program is wildly successful in New Orleans.

But sometimes it is easy to forget that the real gem behind this program is civic input and a catalyst for change and not the bright red stickers. We are in the business of branding communities across the nation. A similar lighthearted method for receiving community input, in the spirit of the community’s brand, might have profound results not only for the brand but for the community that adopted it. What programs are currently in the works in your community that could take a lesson from Chang’s fun approach?

~ Adam

Community Brand Action Ideas from $1 - $300,000

2011-09-14T08:55:00.000-07:00

Most communities don’t expect enough of their community brands. Far too often we see community branding projects that are considered complete when a new logo and/or tagline is incorporated into their website and stationery. Our message to these communities – and to you if you’re considering community or destination branding – is DON’T SETTLE! Branding that stops at the superficial application of a logo and line is like a smile that stops before it reaches the eyes. Nice enough at first glance, but lacking warmth and authenticity on closer inspection.

But many communities feel they don’t have the resources for true brand integration and some ideas can be expensive. For example, entryway signage is an excellent, very high profile medium for reflecting your community’s singular strength. Obviously, that’s an investment. Another example; when New Orleans started implementing its downtown/creative class recruitment brand it received a $300,000 grant to implement a one-way ticket program, a unique initiative for bringing the most qualified creative class citizens to the city for an entrepreneurial test run.

The good news: brand action doesn’t have to cost hundreds of thousands of dollars. There are lots of ways to integrate your brand messaging that don’t cost a dime (okay, maybe one dime). For example North Star always recommends that the brand manager convene a group of public and private sector professionals dedicated to the marketing of their community. During the initial meetings this group should accomplish several tasks including:

Compilation of a master list of existing activities and events. These activities might include festivals, young professionals or women’s programs, community-wide wellness programs, youth groups, resident recruitment groups, green programs such as recycling, entrepreneurial or small business training, etc. Which of these events support the strategic brand platform that defines your community? How can you integrate the brand’s graphic identity and messaging into those events? Through co-marketing? Renaming the event? Developing new activities that support the brand platform? By slightly refocusing the marketing and content of existing successful activities you significantly further your brand strategy for little more money than you would have spent on the events anyway. This was one of the first steps taken by Columbus, Indiana when implementing its community-wide brand.

The Columbus, IN CVB created a new Face Book group: “Unforgettable Women” to market to female travelers http://www.facebook.com/UnforgettableWomen

Compilation of a master list of consumer touchpoints. Within your community there are thousands of consumer touchpoints . . . places or situations where the consumer interacts with the city. Every single touchpoint represents an opportunity to make an impression. Examples of touchpoints include phone greetings and messages, government stationery, bill stuffers, wayfinding, proposals, city vehicles, employee uniforms, Little League scoreboards and fields, your website, the DMV, Visitors Guides, economic development recruitment pieces, etc. etc. Review your list of touchpoints during your first public sector brand team meeting. Divide the list into three categories: 1) Easy, do immediately; 2) Moderate difficulty, implement within the first year; 3) Difficult, revisit later (designate a time). McKinney, Texas has had a lot of branding success with an approach very similar to this.

Review public sector home pages. For your first meeting, have each member of your marketing partnership bring print-outs of their company’s website homepage and the page that discusses the community in which the company is located. Discuss ways to integrate ideas and language that support the brand strategy into these pages. Use your brand narrative as a guide. How do the tenets of your brand strategy translate to a doctor’s work, to banking, teaching, real estate, etc? Ask each member to craft branded language that works with the spirit of your brand and incorporate it into their website home page. If a major corporation or organization is not in attendance at the meeting, go through this exercise for them. Just by threading your consistent brand message through the messages of all the major players in your community, you can establish a strong brand presence . . . absolutely free!

In Shawnee, Kansas coffee shops can promote Good Mornings Start Here while Realtors can promote Good Living Starts Here.

So there you go. Brand action ideas whose price tags range from $1 to $300,000. Look around your community. What are some low cost ways to weave your brand messaging into the very fabric of your society?

~ Christi

Introducing Community Bones

2011-09-06T09:39:00.000-07:00

Lovers of all things research, prepare yourselves. Scratch that. Lovers of all things interesting, prepare yourselves! North Star Destination Strategies is about to begin tweeting fascinating fact and relevant bits of info about community research using the hashtag #communitybones.

Community bones? Say what?

A little back story. I’m what they call a cultural anthropologist. Now, this never fails to elicit comments like “Anthropology? Isn’t that like Indiana Jones?” Or on a really bad day, “Anthropology? Isn’t that like studying dinosaurs?” To which I say something like, “Actually, Indiana Jones is an archaeologist. People who study dinosaurs are paleontologists. I’m a cultural anthropologist. I study the behaviors of living, breathing people.”

But one day last year, while preparing to speak at the Georgia Governor’s Conference on Tourism, my introducer was reading my bio and said, “Anthropology? Isn’t that like the show Bones?” And while technically, the crime-solving forensic anthropologist on that show studies the way dead people lived and died . . . the name totally stuck.

So I’ve been called Bones around the office and at conferences for a while now. It started out the “Bones of Tourism” because I was dubbed such at a tourism conference. But strictly speaking, tourists aren’t the only consumers of communities whose behavior I interpret. I also study residents, businesses, neighbors, influencers, leaders, educators . . . really, you name it; I study it. So we widened our scope from the Bones of Tourism to Community Bones. Not as catchy, but more accurate and YOU KNOW how important accuracy is to us researchers.

Now, there’s an inside joke that anthropologists with social skills become cultural anthropologists (because they have to talk to a lot of people) and those who are socially challenged become archaeologists or forensic anthropologists (because they don’t). I just want to make it clear that I definitely fall into the socially skilled category!

So again, because this stuff is super interesting and because I am socially skilled, you will definitely want to tune into North Star’s Twitter feed at http://twitter.com/#!/NorthStarIdeas and follow #communitybones to keep up with our cultural musings and information sharing on all things community research (and a few things not)!

~ Shannon Gray, Research Director, North Star Research

Now that’s the ticket!

2011-09-02T07:52:00.000-07:00

The best things in life are free . . . and that includes a lot of the community brand action ideas we recommend for clients. But $300,000 will also buy you some pretty sweet brand integration.

We told you a few months ago about the brand North Star Destination Strategies developed for the New Orleans Downtown Development District. Well, it’s been less than a year and this dream client has nigh near implemented their entire strategic plan. We got a sneak peek at the progress they’ve made during an in-house presentation and it quite literally had us wiping tears of pure community branding joy from our eyes. One idea that really gave us goosebumps was the planned launch of NOLA's one-way ticket program. To welcome potential entrepreneurial transplants during next year’s Entrepreneurs Week, the DDD will send 100 one-way tickets to qualified entrepreneurs inviting them to come and sample a bit of the creative muse that is New Orleans.

So how does a downtown development group fund such a big-ticket initiative? How about through a $300,000 grant from the US Economic Development Administration? Congrats to the Big Easy DDD for making creativity look so . . . well . . . easy.

~ Christi

Commitment. Care. Community.

2011-08-31T06:49:00.000-07:00

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

2011-08-29T08:30:00.000-07:00

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

2011-08-25T19:54:00.000-07:00

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

2011-08-25T06:49:00.000-07:00

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

2011-08-24T06:46:00.001-07:00

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?

2011-08-23T12:56:00.000-07:00

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

2011-08-23T07:25:00.000-07:00

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

2011-08-22T13:19:00.000-07:00

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

2011-08-12T10:25:00.000-07:00

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

Community Branding: Marathon County, WI Case Study

2011-07-26T07:46:00.001-07:00

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!

2011-07-22T07:17:00.001-07:00

The Denison Dam: The Story Behind the Glory

2011-07-20T14:44:00.000-07:00

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

Community Branding: Lynnwood, WA Case Study

2011-06-20T08:47:00.001-07:00

Americans have long had a love affair with retail. Shop ‘til you drop! But is being known for your shopping mall enough to differentiate you in the marketplace? Or does a reputation for big box retail, box you in from the consumer’s perspective?

Consider the case of Lynnwood, Washington. Located at the convergence of the major thoroughfares of the greater Seattle area, Lynnwood has long been known as home to the Alderwood Mall and surrounding big box retail. Community leaders turned to North Star Destination Strategies to determine how best to refine this reputation in order to reach the city’s preferred future.

Research found that Lynnwood is a marketplace. But in a broader sense of the word. The community’s ideal location at the crossroads of two major interstates brings an influx of people from Canada and beyond. Clearly Lynnwood also is convenient and business friendly. But Lynnwood is more than just a commercial center, it is a marketplace of social and intellectual activity thanks to public gathering places and parks, unique restaurants, strong educational opportunities (including a topnotch community college) and cultural diversity.

“Some people were associating Lynnwood with the malls of the 70’s, with big hair and blue eye shadow,” explained Don McEachern, North Star CEO. “It was a matter of reframing and updating the conversation in a way that allows the community to leverage its greatest asset while at the same time broadening people’s perspectives on all the community has to offer. The brand makes it okay – even fun – for people to embrace a city that has grown up around a really great mall.”

The brand’s creative identity is anchored by the line “A Great Deal More”. The colorful, geometrically inspired logo is both a modern representation of a mall and a convergence or crossroads. Ads promote other community assets in the context of its varied retail strengths with headlines like “Think Outside the Bag” or “Economic Vitality, It’s in the Bag”. Integrated, design-focused marketing materials increase the impact, appeal and professionalism of communications.

Brand action ideas help to integrate the brand’s strategy and visual appeal into every corner of the community. A sampling:

Partner with local realtors to connect buyers with dream homes. On websites, designate real estate agents as “personal home shoppers”. Develop a branded “A Great Deal More” label to place on For Sale signs.
Offer visitors and residents a rewards card that allows users to collect points for shopping, dining, visiting attractions or staying overnight around town.
Leverage the diversity and quality of Lynnwood’s many unique restaurants with a Great Deal More Dining app that allows users to get the name, place and rating for different kinds of restaurants.
Produce branded shopping bags, tissue paper and wrapping paper for use by retailers.

Roanoke Valley, VA: Home to the Blue Ridge Mountains

2011-06-13T11:34:00.000-07:00

The North Star Destination Strategies team recently got underway with a tourism-focused branding project in Roanoke Valley, VA, home to the Blue Ridge Mountains. During our visit we had the opportunity to meet some folks and find out what the Blue Ridge Mountains mean to them. Check out this video to hear what they had to say!

Community Branding: Walton County, GA Case Study

2011-05-27T14:19:00.000-07:00

When it comes to developing a memorable community brand, uncovering what makes your city special is not enough. Often a community’s distinct and defining characteristic is simply, well, not distinct. With 10s of thousands of cities across this nation, there’s sure to be a lot of overlap. The real challenge lies in creating a really memorable creative context in which to present your point of difference.

Consider the case of Walton County, Georgia. Comprised of seven communities, Walton County is located halfway between Atlanta and Athens, home of the University of Georgia. Leaders partnered with North Star to develop a unified voice for the County. Specifically, as Atlanta continues to expand its borders County leaders were grappling with whether they should identify with and be part of this major metro.

Research found that in sharp contrast to nearby Atlanta, Walton County is all about a slower pace and lots of room. According to Don McEachern, CEO of North Star, “Walton County’s designation as a preferred community in the greater Atlanta growth corridor lies not in trying to replicate the uber urban experience, but in promoting a unique alternative with benefits not found in a big metro.

“Space and pace is definitely their brand platform but we needed to bring it to life with unique creative work and ideas,” continued McEachern. “The work focuses on what that space allows you to do . . . how it meets the basic human need to stretch your body, your muscles, your mind, your imagination.”

Everyone is LOVING the new brand - ideas are popping out everywhere on where to stretch! Athens Technical College came in the office Wednesday morning with a 5 ft. tall foam board Stretch on a stand, it was great!"
-Teri Wommack, President, Walton County Chamber of Commerce

The line “Stretch Out” is accompanied by a graphic representation of a person stretching for the sky. Brand narrative focuses on the pleasures and benefits of stretching (it does feel good!). Traditional media such as ads, outdoor boards, trade show booths and signage feature larger-than-life photographic images of people involved stretching out in different capacities. A teaser guerrilla marketing campaign featured the logo’s “Stretch Out Guy” in unexpected places around the County piquing interest with the question, “Do You Know This Guy.”

Other brand action ideas for integrating the brand into Walton County’s sightlines and psyche include:

Sponsor the 7^th inning stretch at Braves Baseball Games, at regional tournaments, at school games and even during Little League games.
Use the image of “Stretch Out Man” throughout the Walton County infrastructure, emphasizing all the room in the region, i.e., on large water towers and at major crosswalks.
Partner with realtors to emphasize that land values in Walton County help buyers stretch their real estate dollars.
Partner with schools on science fairs, art contests, athletic events, etc. that encourage students to “Stretch your imagination”, “Stretch your muscles”, and “Stretch your point of view”.
Sponsor events that pull visitors from Atlanta and Athens and capitalize on open spaces. Ideas include a hot air balloon festival or an equestrian show.
Create unique merchandise that spreads the brand message but is also fun. Some ideas include a branded straw or branded stretch toys.