|
|
Client: Cloverdale, California
|
Consultants brand city 'Genuinely Cloverdale'
BY Clark Mason
The Press Democrat
Cloverdale has a new theme and logo.
"Genuinely Cloverdale" has emerged to capture the identity of Sonoma County's northernmost city.
It was developed with the help of a company that specializes in "branding" communities.
For Santa Rosa it was "California Cornucopia." Sebastopol's was "Local Flavor. Global Vision."
North Star Destination Strategies, the company hired by Cloverdale, has helped more than 60 communities, including Santa Rosa and Sebastopol, develop a message to "positively influence residents, visitors and businesses."
Cloverdale's new theme emerged after more than a year of surveys and meetings from the consultants, who probed the strengths and weaknesses of the former lumber town, now largely a bedroom community.
But city officials emphasize that the final report produced more than just a pithy phrase and logo to create fodder for snide remarks.
"It provides statistical data," said Councilman Gus Wolter, who said the report is used to help attract industry as well as "for us to understand who we are."
And the catch phrase "Genuinely Cloverdale" seemed to go over well when it was unveiled at Wednesday's City Council meeting.
"That says it -- we're genuine, down to earth, nothing fancy here," Wolter said.
North Star conducted online, mail and telephone surveys of both residents and non-residents, held focus groups, conducted "undercover" interviews and compiled demographic and spending data about Cloverdale.
What is Cloverdale at heart?
In one word: "authentic," according to the survey.
For insurance broker and Planning Commissioner Susan Bennett, the result underlined Cloverdale's lack of pretentiousness as well as the outdoor attractions -- from nearby Lake Sonoma to the Russian River and activities from fly-fishing to kayaking.
"It's a town where people know you and care," she said, whether that's the pharmacist who doesn't charge a cash-strapped, elderly man for his prescription one day or the town turning out in droves for the funeral of a child who died from cancer.
She added that the city has culture. "We're not just Mayberry, small town. We have people who've traveled all over."
The consultants asked residents and others what famous person Cloverdale most resembles.
According to respondents, it's Andy Griffith because he's down to earth, charming and good-hearted but not very exciting.
What consumer product brand comes to mind when talking about Cloverdale?
Answer: Levi's because they're tough, reliable, comfortable, affordable and simple.
Residents love the family friendly, small-town appeal, affordability and beauty of the surrounding hills.
Councilwoman Carol Russell, said "the whole world is looking for what Cloverdale has."
But there are also perceived drawbacks, such as the lack of retail shops, restaurants, services and too many downtown vacancies. Or, being too far from the Bay Area.
The Highway 101 bypass resulted in the creation of a walkable, friendly Main Street where the Old Redwood Highway had run for decades. But it also created challenges.
North Star's report said some people don't think of Cloverdale as a true travel destination. For outsiders, it's viewed as unsophisticated with nothing for visitors to do, according to some respondents.
The branding campaign comes at an opportune time for the city of 8,500 people, said Sydney Sciani, owner of Antiques & Uniques.
"This effort unlocks potential for prosperity which has lain dormant for decades," Sciani said.
Sciani was on a steering committee of business and community members who selected North Star to create the brand and recommend implementation strategies.
The next step is expected to be a marketing campaign, possibly with magazine and bus bench ads and pole banners with photos of Cloverdale residents touting their town.
For businessman and lifetime resident Bruce Reuser, who is developing an industrial park, he expects to use some of the data to try to attract companies to town.
"Cloverdale is perceived as a retirement community. But our labor force is almost identical to Santa Rosa's," he said, adding that he can market that fact -- which is substantiated in the report -- to bring companies to Cloverdale.
