Key Challenge
"Location. Location. Location." The three things to remember about real estate, true, but not the most memorable brand message.
Critical Insight
Texarkana, Texas is more than just at the crossroad of Texas and Arkansas. It is the fusion point of two huge cultures and opportunities to celebrate abound. Texarkana is where:
- Hank Williams Jr. meets Lyle Lovett
- Plantations meet Ranches
- Pork BBQ meets Beef Brisket
- The Waltz meets The Swing
- Gone with the Wind meets Giant
- Rolling Hills meet Plains
- SEC meets Big 12
Brand Strategy
Texarkana is where the South meets the West.
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 Texarkana. All were designed to help them wear their brand like a second skin.
- Seek out development opportunities - Look for development opportunities with products and services that combine Western and Southern cultures.
- Restaurants with Western and Southern themes/menus/entertainment
- Museum exhibits showing the development of the West by Southern pioneers and the evolution of the cultures in the region
- Clothing stores featuring the diverse styles
- Sports stores that use signage, advertising and merchandise to pit the Big 12 against the SEC
- Music venues that showcase Western bands and Southern bands (could feature “Battle of the Bands” nights)
- Create cultural combo events - Events and festivals are one of the most fun and appealing approaches you can take to highlighting Western and Southern cultures in Texarkana. Some ideas:
- Texas All-stars vs. Arkansas All-stars in all high school sports
- Texarkana “South and West” festival
- “Southern belle” pageants
- Texas “Rough Rider” events at the fairgrounds
- Beef vs. pork barbeque cook-off festival
- Arts festival featuring work of Southern and Western artists
- Music festival featuring Southern and Western music/bands
