 Key Challenge
Modesty does not become you. Sometimes communities are like people; the really spectacular superstars are modest and humble in the face of praise. Such was the case with Overland Park, Kansas. Founded on a philosophy of excellence in everything, Overland Park has been lauded as one of the top 10 best places to live in America, one of the 20 best places to live and work, the third "hottest town" to live in the central region and one of the best places to raise kids. And these accolades come from some pretty impressive sources including CNN/Money, Money Magazine and BusinessWeek. But a lack of promotion regarding this recognition meant many outsiders were not familiar with Overland Park’s exceptional nature. Exacerbating the problem was a tendency for neighboring cities to claim Overland Park’s assets as their own.
Critical Insight
North Star research found that Overland Park’s excellence is not happenstance or luck. From its inception, community leaders believed that smart planning, careful design, hard work, dedication and an overt emphasis on achievement and quality would create a place that is attractive to the area’s best and brightest – businesses, citizens and even visitors. But silence is not always golden. Overland Park needs to “own” those hard-earned assets. In fact, staking claim to those things that are uniquely Overland Park will be integral to branding success in the cluttered “community landscape” outside Kansas City.
Brand Strategy
North Star recommended positioning Overland Park as a nationally acclaimed community for people with higher goals where there is a commitment to excellence and superior performance. All creative and action manifestations of this strategy are designed to promote the idea that Overland Park is above and beyond. However, in light of the community’s inherent modesty, emphasis was placed on the importance of not being too “braggadocios.” Hard work and planning have designed Overland Park’s preferred future. In addition, creative recommendations combined accolades for the community with the very human, very family- oriented, very friendly character that imbues and softens the city’s “super-achiever” image.
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! (Note: The “initial concept” is North Star’s recommendation. As our client’s brand implementation progresses we will provide their “evolution of the idea”!)
   
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 Overland Park. All were designed to help them wear their brand like a second skin.
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Use the brand for special initiatives - Produce branded fitness prizes for those who achieve specified goals within the program: mini key ring flashlights, exercise logs, umbrellas, first aid kits, etc. A branded pedometer would make a wonderful premium item for a wellness program, as would a branded water bottle.
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Create branded merchandise/promotional items -
Want some free advertising for your brand? Develop desirable brand merchandise that people can wear, drive, mail and even drink! Work with BMT and MOPP members to brainstorm ideas for premium items and ways that they can be used or sold within the various member organizations. Consider hats, t-shirts, coffee mugs, bumper stickers, coloring books, koozies, water bottles, blankets, mouse pads, stamps, license plates, coasters, shopping bags, etc. In addition to standard ideas, Overland Park is ripe for incorporating unique and relevant premium items such as:
- Die cut photo magnets of your historical downtown structures. Brand the magnets with a strapline extension such as: Historic. By Design.
- Celebrate your interurban electric railcar heritage. Produce model replicas of the cars, engineers caps, old-timey route maps and information about the historic buildings associated with the railroad. Produce postcards or playing cards with historical photos or renderings. Be sure to brand all the elements: Better Railroads. By Design.
- Reusable canvas or recycled plastic shopping bags for the grocery store, the Farmers Market, garden stores, bakeries, etc. On the back side, you might include statistics about the City‘s various green initiatives. Fresher. By Design.
- Use the brand to revitalize empty or blighted storefronts - Some areas of Metcalf Avenue are looking a little shopworn. Since this is a main thoroughfare for Overland Park, it is important that it be attractive and have a feeling of continuity rather than clutter. While major improvements are planned in the coming years, you can use the brand now to add some color and personality along Metcalf.
- In areas with multiple vacant storefronts, fill windows with branded color blocks to add life and interest. Storefronts don‘t have to be empty to use this approach. If you select one way viewing vinyl, you can apply this same approach to operational businesses. In this way, you can add spots of color all along the route, unifying the appearance in spots that are currently a little shabby.
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