Key Challenge
Cognitive dissonance. Sometimes what a community aspires to be can clash with what made the city boom to begin with. Such was the case with Beaumont, the birthplace of the great Texas oil boom. The derricks and large petrochemical plants that buoy the area’s economy are in sharp contrast to the culture that appeals to residents and stakeholders. In fact, many residents report a negative city image because of the oil industry. How then to create a brand that reconciles Beaumont’s economic driver with Beaumont’s creative class, making the city’s citizenry “cool with the fuel.”
Critical Insight
North Star’s research found that Beaumont boomed not just because the city is rich in oil. It boomed because it is blessed both with tremendous natural resources (people, oil, land and water) and the drive to turn everything it has been given into something greater. Thus oil, land and water are refined for the purposes of fuel, transportation, food, outdoor recreation, housing, industrial shipping and more. While the people strive to be the best at what they do . . . whether it’s excellent parents, top-notch restaurateurs, nurturing teachers, great artists, jamming musicians, pro athletes or leading researchers. And all those rich resources and drive are simmered in a stew of sizzling Texas-Cajun culture.
Brand Strategy
North Star recommended positioning Beaumont as a city rich with the things that matter, where natural resources are transformed into something greater so potential is realized and you can impact the world.
Initial Concept
One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!
Brand Action
Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Beaumont. All were designed to help them wear their brand like a second skin.
- Mark the Riches Trail - Develop branded signage for the “Beaumont Riches Trail.” In conjunction with signage, develop a locator map and guide available at the Visitors Center and on the website.
- Gather the greats - Create a newspaper series or speakers bureau called “The Transformers.” Feature articles on the great athletes, performers and business people who have come out of Beaumont including Charles “Bubba” Smith, George Jones, etc.
- Take it to the field - Host “The Battle in Beaumont,” a Louisiana vs. Texas high school football all-star game in Beaumont.
- Inform them at the pumps - Educate residents and visitors alike on the impact Beaumont’s oil production has on the rest of them world. Create a “Did You Know from Beaumont” series of facts about the oil industry and place them on the top of gasoline pumps. While gassing up, people can learn about how many cars are fueled by Beaumont, etc.
- Invest in prospecting - Build your prospect pitch around an investment/financial theme. Develop an economic development marketing piece that looks like a financial/investment portfolio customized for potential prospects. Possible pieces might include:
- Balance sheet: Show Beaumont assets as line items (include pertinent stats like tax abatement, affordable rent or land, work force availability, etc as the assets). Of course, the only liabilities listed would be opportunity lost if the prospect fails to choose Beaumont!
- Beaumont bucks: Develop customized dollars with the prospect’s logo on one side, the city brand logo on the other. Be sure to list them on the balance sheet or stock report! These are actually gift certificates should the company decide to relocate – a fitness club membership for top execs, an orientation presentation and local tours for employees, passes to local museums and attractions, etc.
- Give prospects branded gifts: Money clip, embossed leather wallet, change counters, piggy bank, cast iron banks, money puzzle holder.
