Key Challenge
Time for growth. Tiny Estherville, Iowa didn’t really have a problem. They were just ready to grow. The community of 6,600 had joined forces – and checkbooks – on several occasions in recent years to improve their infrastructure and offerings. Together they had built a spectacular Regional Wellness Center and they had gathered funds for a major hospital renovation. Next up: resident and business recruitment. Boasting lots of great amenities for a small town, they didn’t really know how to talk about those assets.
Critical Insight
North Star research uncovered a number of assets Estherville was known for including the original landing place of a big meteorite (which they still have a piece of), a nationally renowned Wind Technology Program, deep agricultural roots and immediate access to beautiful lakes and rivers. But the asset that resonated throughout the city was an overwhelming sense of community pride, passion and responsibility. Whether funding a major initiative or joining a fun run, virtually EVERYONE participated. And when you lined up its assets -- fiery meteorite landing, wind, fertile earth, water and people -- it became clear the community was the fifth element that elevated all the natural elements to a greater good.
In fact, Estherville is a heartfelt example of what can happen when you mix a cohesive community with the most vital elements of nature – earth, water, wind and fire. Estherville’s spirit is the factor that converts wind into a nationally recognized wind energy program. It translates the earth into food . . . and into food for thought. It boosts the power of fire into a fiery passion for a better life and it elevates water not only to a source for life but a source for fun! Sure, earth, wind, fire and water have made quite an impact of their own over the years. But when you add that key fifth element of community, that’s when the magic starts. Because then, and only then, do you have a place like Estherville, with ALL the elements of a good life.
Brand Strategy
North Star recommended targeting consumers seeking the relaxed climate of a small town and positioning Estherville on the northwestern Iowa prairie just minutes from beautiful lakes, where community is the essential fifth natural element so your impact can be great, but life is sublimely simple.
The line, “The Elements of a Good Life” supports the strategy simply and clearly. When coupled with the logo, it conveys both a sense of connection to nature and the connection that exists between the all-important fifth element (in the center of the logo) and nature’s elements. Supporting messaging conveys the key idea: It is not just the fact that all these elements exist in Estherville; it is their existence in combination with the fifth element that results in something extraordinary.
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”!)
Brand Action
Bringing a two-dimensional city 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 Estherville. All were designed to help them wear their city brand like a second skin.
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Elemental puzzle cube - Challenge Estherville residents and visitors to tackle the six-sided elemental puzzle cube. Five sides feature the earth, wind, fire, air and community elements of Estherville while the sixth side features the total logo. Hold contests at community meetings and events to see who can finish the cube first. Recognize fastest puzzle contenders on your website and in the paper. Give away branded t-shirts to winners.
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Pump up the Fifth Element - Launch an ongoing initiative to instill community-wide pride called “I am the fifth element”. The key is to spread the word about how fundamental Estherville’s citizens have been to her success. As part of the campaign give away (or sell) “I am the fifth element” t-shirts, bumper stickers, pins, coffee mugs and more. Start a “Fifth Element Fund” that is donated by the people and managed by the community for special projects that the citizens deem important such as the hospital or the Regional Wellness Center.
- Give businesses a way to play - coffee shops can divide their product offerings into the different elements (bottled water, earthy blends, high-octane fire blend, airy non-caffeinated blend) Java wraps can feature the Estherville logo on one side and inspirations from the fifth element on the other.
- Develop new events - Events are a great way to expand entertainment assets for both residents and visitors. Following are a few ideas for branded events:
- Series of five concerts or museum exhibitions, each designed to embody one of the elements
- Tour around town of the elements. Go to the meteorite landing site, the community college, the swinging bridge (water and wind!). Each should have an interpretive sign with the elements presented in the logo
- Develop an Elements Festival with activities for gardening, water games for kids, farmers market or outstanding in the field dinners (http://outstandinginthefield.com/) and meteorite celebrations. Excel! Estherville could represent the fifth element/community aspect of the festival. Organize it by the logo so each quadrant would be that area. (This would make a neat aerial photo). Science demonstrations for the different elements could also be a lot of fun
