Key Challenge
Beauty as far as the eye can see . . . If you’re not distinct it’s hard to stand out . . . even if you’re blending in with beautiful countryside, covered bridges and charming towns.  Such was the case with the Susquehanna Valley in Central PA.  Boasting a similar – albeit beautiful – landscape to surrounding towns and a regional name rife with commonplace nomenclature (valley is used by many places in the area); the Susquehanna Valley was failing to make an impression on potential visitors.  And those who could identify the area felt it offered little in the way of entertainment and less in the way of cultural or artistic diversity.   Ironically, each of the towns comprising the Susquehanna Valley boasts a unique and independent nature and each wanted an identity that reflects their own spirit but connects all the communities.

Critical Insight
And a river runs through it . . . North Star’s research revealed that no region or town in the area has claimed ownership to the beautiful Susquehanna River.  This represents a real opportunity for the Susquehanna Valley, which has the greatest connection to this natural resource.  Not only do the river and the region share the same name, but the two river branches merge in the Susquehanna Valley. In addition, it literally joins together most of the region’s towns and is the namesake of the region’s Susquehanna University.  The river connects the people, places and experiences of the region. It defines the rhyme and rhythm of life in the Susquehanna Valley, linking man and nature and setting the relaxed, winding pace that people embrace when visiting.  Finally, laying claim to the river establishes a geographical location and a point of difference that sets the Susquehanna Valley apart . . . even in the midst of all that beauty.   

Brand Strategy
North Star suggested a brand platform focusing on the Susquehanna River and the way it connects visitors to an experience in classic Pennsylvania heritage and outdoor adventures . . . literally offering something to discover at every bend, trail and stop.  As part of this approach, North Star recommended the region alter its name from the Susquehanna Valley to the Susquehanna River Valley in order to firmly connect the river to the region in people’s minds. 

 

Initial Concepts

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. 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”!)

 

 

 

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 the Susquehanna River Valley. All were designed to help them wear their brands like a second skin.

• Incorporate the brand into signage - Integrate the brand into welcome signs for the various participating towns, i.e., “Welcome to Lewisburg… a treasured town of the Susquehanna River Valley.”

• Designate area treasures - Poll residents of all Susquehanna River Valley towns to determine which “places” in the area are considered treasures (include original restaurants, nature spots, attractions, historical areas, etc.).  Reward each treasure with a branded plaque that can be easily displayed.  Also, link to a “Treasure Map” showing where each winner is. The map should be interactive so when visitors click on a designated treasure it pulls up the homepage of their website.  Publicize the award in local papers and radio stations. Finally, consider quizzing visitors (online and in hotel rooms) regarding what they believe the area treasures are. Top answers can be give a “Visitors’ Choice Treasure” designation.

• Get residents invested in the river - Your relationship to the Susquehanna River is at the heart of what makes you so special. The key to success of your brand is developing/increasing your residents’ interest and investment in this tremendous resource. A few ideas:
  
  
  • Teach about the river in local schools. Different grades could learn different things including life sustained by the river, history, preservation, etc.  Hold river field trips where students collect water samples and test them for pollution or look at them under a microscope for water life.
  • Offer groups an opportunity to “adopt” a section of river.  Civic groups, youth groups (i.e. Boy and Girl Scouts), companies, neighborhoods can adopt a length of river, which means keeping the banks clean, fundraising, etc.  Specially designed (and branded) signs can be located along the river to indicate adopters.
    
    
• Develop a River Festival - Bring attention to the area’s unique relationship to the river with a River Festival that complements other major events (Christkindl Market, Outdoor Authentic German Festival, Lewisburg Arts Festival) both in terms of time held and events offered.  Offer contests for building the craziest boat that will float, music, food, dancing, a band, etc.

Press

Visitors Bureau now named Susquehanna River Valley

Kudos

"The BrandPrint process was one of the most valuable marketing investments that we’ve ever made. We now clearly know who visits our tri-county region, why they visit, and what their preferences are. We are very excited about taking the Susquehanna River Valley’s marketing to the next level with this fresh new look. NorthStar’s team of marketing professionals are the most creative people in the business. Their ability to take in-depth research and turn it into a fresh creative approach has been very exciting for the Susquehanna River Valley! Our board, members, and community stakeholders are very enthusiastic about the new brand."
-- Lisa Leighton, Marketing Director, Susquehanna River Valley

“We are excited to launch a new chapter in our marketing and feel confident that the name change, new logo and advertising concepts will help us better appeal to our target markets….While we do have a new logo and tagline, this process has been about much more than that. We now clearly know who visits our area, why, and how we can more effectively reach them.”
-- Andrew Miller, Executive Director, Susquehanna River Valley