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Client: Shenandoah, Texas
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Shenandoah seeks to expand while keeping small-town atmosphere
By T.L. Hamilton, Courier staff
Marketing plan: City Council also heard the findings of an extensive marketing plan for the city prepared by North Star Destination Strategies.
VanSteenberg said in order to find out what people thought of the city the company conducted surveys, created focus groups and collected data on spending habits and travel patterns of residents. Based on the findings, North Star created a brand for the city, similar to a summary of its location, character and attitude.
"We identified our target audience as people who are seeking small town independence with upscale amenities," VanSteenberg said.
"Our frame of reference is that Shenandoah is a small town comfortably nestled next to The Woodlands and what makes our community different from others is that we're big enough to serve and small enough to care. The benefit is that every person matters and success is shared."
This brand will help city officials market Shenandoah to potential residents.
