Branding Survey Yields High Response
Company will use results to tailor marketing package to fit Abilene's image
By Rebel Taylor
Special to the Reporter-News
Monday, March 24, 2008
A four-week, communitywide online survey about Abilene conducted in January and February was the first step in creating a new "brand identity" for the city, and according to project chairman George Nichols, the response by residents was exceptional.
He said North Star Destination Strategies, based in Nashville, Tenn., has conducted more than 80 of these surveys for cities across the country.
"Based on their experience, typically 300 residents would respond in a city our size," Nichols said. "We had over 600 responses, which will tell us what perception residents have of Abilene."
Nichols said these responses, along with 300 responses from city leaders, combined for a total of more than 900 in addition to the responses gathered from surveys to more than 5,000 visitors.
According to Nichols, who said he was not privy to survey answers, the results of all the surveys will be crucial in developing an overall perception of Abilene and a marketing plan.
"This process is the science of marketing, which is blended with the creative portion of marketing, to produce an emotional connection to a place," he said. "That's what we want to do -- create a brand that will help people connect emotionally to Abilene."
North Star was contracted in December by the Abilene Branding Partnership, which is made up of civic groups, to gather and tabulate information that will be used to formulate a core concept for the city that could replace the current "Friendly Frontier" slogan, although some residents have said they want to keep it. The new concept will be used to market Abilene through logos, slogans, signs, billboards, merchandise and various communications.
The survey tabulation process is on schedule, and Nichols expects to meet with North Star in mid-April, when the committee will learn what perception residents and visitors have of Abilene. Once the perception is established, the company will create a brand strategy and begin the creative process of developing logos, tag or strap-lines, which will all be used in marketing.
According to Reporter-News archives, the cost will be shared by the Abilene Cultural Affairs Council, the Abilene Chamber of Commerce, downtown real estate property taxes and private funds.
The company has developed marketing concepts for several larger Texas cities, including Grapevine, Plano and McKinney.
The Grapevine Convention and Visitors Bureau's marketing director, Barry Lewis, said city officials were hesitant to use North Star's recommendations at first.
"Their concepts were new to us four years ago, and some leaders were a little hesitant to step out and go in a new direction," he said. "When I came on staff two years ago, I started incorporating them into our marketing plan and am very pleased with the response we are getting."
Lewis said the taglines, logos and marketing suggestions were a good reflection of the Grapevine community and a great starting point for marketing the city.
He said the cost of North Star's services is money well spent for the prospect of a city's growth and development.
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