Key Challenge
The Green Apple . . . Boasting all the natural beauty of the Sonoma wine country, this pastoral California community grew from the traditions of apple farming. Today Sebastopol is home to educated, artistic and eclectic residents with a deep commitment to living simple, genuine lives and preserving Mother Earth. But stringent sustainability standards makes business development more difficult. So how can a community dedicated to green goodness grow economically in order to maintain its quality of life . . . without sacrificing the high standards that define its character?

Critical Insight
Not a place for posers . . . North Star's research revealed that growth and green standards are not mutually exclusive. In fact, Sebastopol residents are very supportive of local businesses. The key is to attract residents, businesses and tourists in synch with your standards. Despite Sebastopol's excellent quality of life, it would be difficult to live and work there if you didn't truly believe in the principles that define the overall ideology of the population.

Brand Strategy
Target Audience: For people who value the earth, beauty and simple living

Frame-of-Reference: Sebastopol is a small community of forward thinkers in beautiful Sonoma County.

Point-of-Difference: where global consciousness and local flavor are revered

Benefits: leading you down your own path to self-actualization.

 

Initial Concepts

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

• Tie your apple logo to the apple symbol for education. Develop a school-wide Global Vision Day (perhaps on Earth Day, April 22) where each class teams up on a project for giving back to the world. Build up to Global Vision Day with teaching units designed to get students thinking about how local behaviors impact everyone globally.
• Develop a “Green Apple” recognition program for businesses, schools, individuals, artists, athletes, musicians, scholars, farmers, teachers, kids or anyone whose actions exemplify the high standards and global vision that Sebastopol supports. 
• A huge new industry is emerging for entrepreneurs who can meet the increasing demand of “clean technology innovations.” Seek out entrepreneurs looking to make a difference in the world and offer them special incentives to set up shop in your area.
• Celebrate low impact day, during which you showcase good practices and services. Have your PR person publicize activities and events that you develop around the day.

Kudos

"Our challenge in and of itself was how to create a message that unifies an eclectic community like Sebastopol. North Star not only stepped up to the challenge but created a brand that exceeded our expectations - WOW, they really got us! We will implement our new brand with great enthusiasm, a unified approach and a renewed pride in our community! "
-- Teresa Ramondo, Executive Director, Sebastopol Area Chamber of Commerce.