Key Challenge
“Love yourself, for if you don't, how can you expect anybody else to?”  Like so many communities, Helena, AR, suffered from low self esteem. The older generation was having trouble reconciling Helena in its heyday to the high unemployment rates and empty storefronts of today.   The younger generation was frustrated by a lack of both social and career opportunities.  Stakeholders were being sidetracked by racial issues, leadership divisiveness, infrastructure challenges and a lack of economic development focus.  And when optimism did arise, negative (and sometimes inaccurate) media coverage made it hard to maintain. Is it possible, then, to present a strong brand identity to the outside world when internal attitudes are so skewed to the negative?

Critical Insight
North Star research found that Helena has a past to be proud of and some exciting initiatives are laying the groundwork for a southern city rising again.  Hugging the shore of the Mississippi, Helena is home to some of the country’s most poignant rhythm and blues and Civil War history and is working hard to celebrate and promote that heritage. A groundbreaking educational initiative called the KIPP charter school just graduated its first senior class. Teach for America, Boys and Girls Club, Delta Area Health Education Center, Phillips Community College and a small business incubator are making positive changes in the lives of residents.  And some innovative new businesses are demonstrating that economic development is very viable in Helena. 

Brand Strategy
North Star recommended positioning Helena as a place for passionate people attracted to a strong, storied river and blues town where a rising rhythm of renaissance invites each voice to be powerful and instrumental.

North Star then developed two separate but integrated initiatives based on that strategy.  The first and initially most important is an internal self-esteem initiative designed to use the strategy to recruit and reward Helena citizenry for getting involved in its renewal.  Rallying around the line, Helena Rising and a logo based on a rising sun, this internal campaign is of the people.  The idea of rising gives a nod to the resurgence of the city as well as the optimism of a rising crescendo of music. Rather than being driven by current leadership, the initiative is grassroots and to work must be perceived as “cool”.  The goal of Helena Rising is to slowly create a groundswell of interest and pride in Helena, her accomplishments, history and culture – primarily among young people.

Initial Concept

One of the ways North Star brings your community brand to life is with a Brand Identity package, which is the creative representation of your community brand. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation. As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

Evolution of the Idea

 

 

• Brand your downtown - Lead downtown renewal efforts with window wraps or murals to provide consistency to downtown buildings and to disguise empty buildings in disrepair.
  
  
  
• Launch an internal self-esteem initiative called Helena Rising
  • Use the initiative to slowly create a groundswell of interest and pride in Helena, her accomplishments, history and culture – primarily among young people.
    
  • Helena Rising can become the overarching banner for all things positive taking place, invite residents to get in on the action, and identify opportunities for fun, entertainment, education & volunteerism.
    
  • Recognize Helena Rising heroes on internal billboards around Helena. For example, one billboard could feature the first graduating class of the KIPP School.
    
    
    
    
• Develop at least one item of branded merchandise - Whether it’s a lapel pin, t-shirt or blues branded items, branded merchandise is a tangible, memorable way to keep the brand top-of-mind with residents, visitors and businesses.
  

   

  
  

Kudos

"We are very excited about what North Star has presented and how we might use it - North Star has given us some tremendous ideas and a terrific plan of action - out first step as North Star recommended is to identify the dynamic person to implement our new brand and the action plan. Thanks for the great job North Star!"
- Cathy Cunningham, Chairwoman, Helena Advertising and Promotions Committee