Plano CVB Enlists Branding Experts to Shape Identity
The Plano Convention and Visitors Bureau will tap the skills of a firm that specializes in helping communities identify their strongest attributes and then build brands around that information.
North Star Destination Strategies, headquartered in Nashville, Tenn., concentrates its work on small- and medium-sized destination marketing organizations such as the Plano CVB.
“We build brands through a trademarked process called ‘Destination BrandPrint,’” said North Star Destination Strategies president Don McEachern. “The process involves extensive research, strategic planning and creative work. The process really helps people who are marketing destinations focus their messages.”
(Quote from Mark Thompson)
McEachern explained that smaller CVBs often are not equipped with the research expertise necessary for brand development, and the creative component often is beyond their budgets.
“North Star will use a proven program that not only identifies the ideal positioning for Plano but also provides a road map of marketing initiatives and creative material to capitalize on the Plano brand.” he said.
Development of the Destination BrandPrint for Plano includes research about where its visitors originate, their perceptions of Plano, what Plano has to offer them and what their expectations are. It uses PRIZM research to identify many of their travel and consumer patterns. It also surveys business leaders and residents to understand the vision stakeholders have for Plano.
“Some people think that a brand is just a logo and nothing else. Brands actually are carefully researched and precisely executed creations that work on many levels. They are far more than a symbol on a piece of paper. When developed correctly, brands hold great value for the places, companies and products they represent,” McEachern said.
North Star Destination Strategies was created in 2000. McEachern and co-founder David Bohan have almost 50 years of experience between them in tourism marketing and brand development.
Among the communities for which North Star Destination Strategies has worked are Mobile, Ala.; Glendale, Ariz.; Columbus, Ga.; Grand Rivers, Ky.; Conyers, Ga.; Santa Rosa County, Fla.; and Franklin/Williamson County, Tenn.
