Key Challenge
Go tell it on the mountain! But tell exactly what to whom . . . and how . . . were the questions that needed answering in Tehachapi, California. This charming town is perched just outside of LA County and just under 4,000 feet elevation. North Star's Brand Barometer revealed that their 14,000 citizens are some of the most positive and passionate city residents in the nation. But infrequent and inconsistent marketing efforts weren't effectively channeling their advocacy.

Critical Insight
Research 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.

Brand Strategy
North Star 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.

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”!)

 

 

• 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.
  

• Engage travelers on Highway 58 and prominent roadways - Many travelers along Highway 58 are unaware of Tehachapi. They likely drive through admiring the beauty and mountain setting but don‘t know what is just over there. Outdoor boards are effective tools in reaching those traveling by road.
  
  

   

Press

Tehachapi Chamber of Commerce March Luncheon

Results

Tehachapi Ramps Up! 12-year-old, Tom Schaar, landed the first skate 1080 in Tehachapi at the MegaRamp at Woodward West March 30, 2012.

Click HERE to watch the video!

Kudos

“The process of uncovering our brand was one of self-discovery for the community. As we worked together in this process, with the experts at North Star leading the way, our shared vision of who we are and who we want to be was realized. Now it will be our great opportunity to take the ideas and recommendations from North Star and elevate our community to new heights.”
- Greg Garrett, City Manager, City of Tehachapi