Key Challenge
Deeply rooted in the traditions of agriculture, this Colorado community was worried that a reputation as a cow town was overshadowing its many other progressive attributes. So how can a community that grew and thrived from the fruits of the land, move beyond its rural reputation to showcase its progressive side . . . without sacrificing its impressive “of the earth” heritage?

Critical Insight
North Star’s research revealed that great things grow from agricultural beginnings. From Meeker’s hand-picked assemblage of farming settlers to the people who populate the city today – farmers, ranchers, business owners, mothers, students, teachers and laborers – Greeley is defined by the character of the individuals who live there. And like the land that Greeley has grown on, that character is rich and varied. It is all about strength, ingenuity, common sense, a good heart, loyalty, hard work, and courage.

Brand Strategy
Target Audience: For people who appreciate wide open spaces and believe a man or woman is as good as his or her word.

Frame-of-Reference: Greeley is a fast-growing northern Colorado town rooted in the traditions of agriculture

Point-of-Difference: where the land still means opportunity and strength of character still matters

Benefits: so you feel fortified by the productivity of the land and the integrity of the people

Initial Concepts

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 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 Greeley. All were designed to help them wear their brand like a second skin.

• Have fun with your foibles - Greeley has taken a beating in the press for its “smell.”  Do not get involved in a debate over the validity of this. Rather, create some fun – and funny – ways to highlight the really great smells that are associated with a town with agricultural roots. Some ideas:
• Showcase the great smells of Greeley in a nice, well-produced scratch and sniff book. Include a picture and smell of a sizzling steak (with the Greeley Grade brand), a saddle that smells like leather, flowers, earth, rain, a homemade pie, fresh mowed grass, etc. Give the book to prospective businesses, Chamber members, Greeley Grade winners, VIPs, the media, etc.
• Place the great smells of Greeley air fresheners in hotel rooms in flavors like “Spring,” “Flowers,” “Grass,” etc.
  
  
• Focus on your beef - Greeley is known for its beef, but the city is not making the most of this connection. On the Kenai Peninsula in Alaska, they have branded their famous salmon, calling it Kenai Wild and developing a logo to support the name.

  • Set out to establish Greeley beef as a level of high quality beef for premium steaks (U.S. version of KOBE). Brand Greeley’s meats and produce with “Greeley Grade” using the Greeley Grade logo.  (Follow the model established by Omaha steaks, but focus your initial marketing efforts in the West.)
  • Local restaurants should be incented to use the local beef and the Greeley Grade logo should be included in menus and restaurant windows.
    
    

Press

City's Image May Get a Boost

Branding Study Needed

Image is Everything

Kudos

“You want your brand to communicate who you are and North Star Destination Strategies had the expertise to guide us through the process to assure all aspects of our community were explored. Their experience provides you with the leadership and continuity that is needed for a successful outcome. There is no question about the value of the North Star branding process – the only question is whether you start today or tomorrow. It was an eye opening and extremely rewarding process”
-- Sarah MacQuiddy, President of the Chamber of Commerce