Key Challenge
Love ‘em and leave ‘em. College towns are noted for their thriving intellectual, cultural, natural and social environments . . . and their transient population. Brookings, South Dakota was facing just such a brain drain. South Dakota State University (SDSU) infuses the town with energy, enthusiasm, big ideas and big dreams. But after graduation, many students leave seeking opportunity elsewhere. And despite the fact that entrepreneurs in Brookings have found global success, the community has a reputation as a place to learn but not a place to land.
Critical Insight
North Star research found that opportunity extends beyond the college into economic development, community involvement, culture and quality living . . . even into the global marketplace. This enclave for inspiration is open not just to students but also for graduates, entrepreneurs, singles, families and retirees. North Star research also found that strategic partnerships between Brookings and SDSU on initiatives such as Research Park and Innovation Campus are funneling university expertise and research findings into commercial viability that benefits residents.
Brand Strategy
North Star recommended positioning Brookings as a place where the vigorous exchange of new ideas can turn any size dream into a reality.
The line Bring Your Dreams evokes the idea that this is a place where ideas are the foundation for dreams and dreams are the foundation for progress. A simple graphic logo featuring a fan of stylized exclamation point conveys excitement and possibility.
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”!)
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 Brookings. All were designed to
help them wear their city brand like a second skin.
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Create brand merchandise - A unique foam finger is a super fun way to keep identity top-of-mind during times of revelry.
- Explore Small Loans for Big Ideas - Put your money where your brand is and partially fund the best business ideas via a type of modified micro financing (small loans). The entire premise can be, with a good idea how far can you go with $1000
- Launch a “Bring your dreams home” campaign - Give moms (and dads) the tools to invite grown kids back home to Brookings for a visit . . . or for good. Create an ongoing ―Bring your dreams home‖ email campaign that parents can send to grown children showing them the ways that Brookings is making dreams come true and inviting them back to check out the excitement.
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Reach out to SDSU students - Branded welcome and integration strategies can help Brookings cement its relationship with SDSU students and their families. This increases the probability that students will stay in Brookings after they graduate. A few ideas:
- Welcome new freshmen to campus in the Brookings area with a ―Bring Your Dreams‖ goodie box (wrapped in brown butcher paper, tied with string and imprinted with the Brookings logos and line).
- Create a ―Dreams to reality‖ entrepreneurship program in partnership with the University designed to give graduating seniors the resources, support, and financial incentives to set up business in Brookings.
- Entice students to socialize in Brookings by offering deep discounts to area attractions and restaurants or by sponsoring student-oriented events such as a geo-cache, treasure hunt, battle of the bands, art show, film festival, a pumpkin carving contest for engineering students or even a ―Bring your dream date party.
- Involve your children - Create a dream wall where young people – and the young at heart – can write or draw their dreams. This also could be a fun idea for entering and exiting classes at South Dakota State University who can share their dreams during pivotal times in their life. Students can see how their dreams have changed during their time in Brookings.
