Key Challenge
Set in stone. Some opportunities require immediate action. Consider the case of Lima-Allen County, Ohio. The state DOT gave leaders a chance to submit input regarding the design of four concrete interstate overpasses within the county. Traveled by about 30,000 vehicles a day, this project represented a real opportunity for Allen County to make a big impression. But what would that impression be? Seventeen internal branding efforts had taken place within the past 20 years, but all efforts had fallen short of bringing two cities, eight villages and 13 townships together under a single identity. Savvy stakeholders decided it was time to go outside the County for an objective view of the Allen County vision.
Critical Insight
Allen County exemplifies all the things that make America great. It boasts a heritage of strong innovation, industry and manufacturing with the famous Abrams Tank and Lima Locomotive. Today, it is home to companies pursuing groundbreaking work in nanofibers and alternate fuels. It serves as a regional hub for healthcare. It supports amazing artistic and cultural amenities including a symphony and museums. And it offers numerous higher education institutions and learning centers. Like so many Midwestern communities, Allen County had suffered some economic setbacks during the Rust Belt era, but North Star research pointed to a core of strength and a plethora of capacity that ensured its future.
Brand Strategy
North Star recommended positioning Allen County as a community for industrious people who embrace Midwestern values and a strong work ethic where capacity energized diverse thinkers and doers to fuel advancement, generate momentum and cultivate strength.
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 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 Lima-Allen County. All were designed to help them wear their city brand like a second skin.
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Send prospects a branded present
- Send prospects a premium item that reminds them in a creative way of benefits that come from choosing Lima – Allen County. A few ideas:
o A beautiful desk sculpture using gears (below)
o A Strong Flavor VIP basket featuring hot sauce, coffee, smoked salmon, etc.
o A high-end belt buckle shaped like the shield with the county name and line.
o A weight set.
- Connect with festivals - Consider organizing an annual Strength-based event for the fairgrounds. Strength in all its different forms could be displayed in exhibits. Ideas include bodybuilding, jalapeno eating contests, monster trucks, rodeo riding, blacksmithing, farming, tractor pulls, locomotive and tank exhibits
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Compose a Strong Performances series -
Commission a diverse selection of composers to craft a custom performance for the Lima Symphony that connotes strength in all its forms.
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Focus on safety - Develop a community-wide ―Strength in our streets neighborhood watch program to help keep the city safety.
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