Key Challenge
Lost in the woods . . . Even an idyllic setting in the woods loses some of its luster when it’s hard to get to. Especially if other wooded retreats are more convenient. Such was the case with Grand Rapids / Itasca County, whose location deep in the heart of Minnesota’s North Woods made it a little more difficult to access. Instead people often opted for closer-in communities, which also provided a taste of the water and woods that Grand Rapids is famous for.
Adding to the problem was nomenclature confusion over Grand Rapids and Itasca County. People often associate Grand Rapids with the city by the same name in Michigan. And when they hear “Itasca,” they think of Itasca State Park (located in an entirely separate county). Such confusion meant that many people didn’t even link the name Grand Rapids with the incredible outdoor recreation that defines it.
Grand Rapids needed an identity that separated it from the pack, showing that is was head and shoulders above the other water and woods destinations. It was also critical that this brand show at a glance which Grand Rapids and which Itasca County were being touted.
Critical Insight
The journey makes the destination sweeter . . . Grand Rapids may be a tad more difficult to reach, but once you arrive it is well worth the effort. Arts, culture, retail, excellent school systems and tremendous work opportunities literally share the same space with more lakes, outdoor recreation, animals, woods and beauty than any of the nearby competitors. And once in the community, this unique juxtaposition of culture and wilderness is easy to navigate thanks to careful planning and good transportation. In fact, Grand Rapids is a microcosm of all the vey best things about life in Minnesota.
Brand Strategy
North Star recommended positioning Grand Rapids and Itasca County as a place for those seeking the ideal balance of community and wilderness, located in the middle of the Minnesota North Woods, where the nature of the community reflects and complements the splendor and strength of the outdoors so priorities are in their natural order and perspective remains fresh.
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 Grand Rapids. All were designed to help them wear their brand like a second skin.
- Develop employee service awards to recognize superior employees or departments - You may choose to focus on one major award or to present several awards in various categories. Whatever approach you chose to take, they should all fall under the brand umbrella – ACHIEVEMENT! It’s in Minnesota’s Nature. Consider some of the following ideas to get you started:
- Trailblazer Award – For those who break new ground in approaching their job (this award could be presented for many types of achievements – streamlining procedures to increase productivity, improving on the job safety, implementing a “green” initiative throughout City government, providing exemplary leadership to a team or committee…). Whatever angle you take, this award should represent one of the highest possible levels of success.
- Marksman Award – For someone who zeroes in on a problem and fixes it.
- Trailhead Award – For initiation of a program or relationship that has involves many regional agencies and efforts to improve services for Itasca County residents.
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Buy space on Twin Cities public transit buses for Minnesota’s Nature bus wraps or bus boards which remind those stuck in the bustling, congested polluted city that the activities of pure, pristine and beautiful Grand Rapids await them not far away. Address the campaign with humor. See potential artwork below:
- Application 1 – Employ visuals that looks like forest animals riding the bus as passengers.
- Application 2 – Employ visuals that make it appear passengers are actually sitting or standing in a forest. The inside of the bus could be branded with forest visuals as well for a complete branded riding experience.
To see the outline of ways Grand Rapids is bringing their brand to life through innovative initiatives click here
