Key Challenge
New fish in a crowded pond. It’s hard enough being the new kid on the
block . . . no one really knows who you are or what you’re about. But when the block is really super crowded, well that’s a double whammy that’s hard for a destination to overcome. Consider the case of Allen, Texas, located just 30 minutes outside Dallas. More than 50 competitors saturate the Metroplex with messaging based on cowboys, Texas pride, fun, and nature. Even though Allen is a winner, a lot of visitors weren’t familiar with its relatively recent assets. Allen needed an identity that was different but relevant enough to give it a face in the marketplace.
Critical Insight
According to North Star research, Allen offers a fresh alternative to other experiences in the region. In Allen, it’s all about enjoying life’s simple pleasures. Even high-end, sophisticated experiences seem simpler, easier, more relaxed and more real. Allen offers visitors an environment that is open, progressive, youthful, natural and easy in its own skin. It is constantly new while being true to itself
Brand Strategy
North Star recommended targeting visitors, business travelers and meeting planners looking for an open and easy escape. Allen is positioned as a place where a fresh take on life’s simple pleasures creates uncommon anticipation so entertainment is found not only in every event but in the everyday.
The challenge was finding a memorable way to convey the fresh feeling of Allen. Allen’s simple pleasures – coupled with the destination’s name – translate well to a creative identity grounded in a persona. Click for a complete personality profile on Allen. Allen became the official voice and name for Allen, Texas. His fun, outgoing personality mirrors that of the destination and he spreads the word (in his own words) about Allen in ads, social media entries, outdoor boards, websites, events and rewards programs. He is not just the voice of Allen, but its heart and soul too. And he sincerely means what he says in the strapline, “All the best . . . Allen”. Other custom sign-offs provide a clever twist to this same idea offering shoppers “Happy Hunting”, reaching out to meeting planners with “Let’s Meet Soon” and wishing tournament competitors, “Good Luck”.
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”!)
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 Allen. All were designed to help them wear their city brand like a second skin.
- Recruit friends of Allen - Offer residents and visitors perks for being friends with Allen through a “Friends of Allen” club featuring discounts, rewards, VIP seating at events and VIP invites to special events.
- Infiltrate your infrastructure - Conduct a guerrilla marketing campaign by increasing the brand visibility on everyday objects.
- “All my best, Allen” on sidewalks in busy visitor areas.
- Put messages from Allen on trash can receptacles, “Keep it clean, Allen”
- “Enjoy the view, Allen” on park benches downtown.
- Save a place for Allen at the table - Partner with restaurants to develop table tent cards with the headline, This table reserved for friends of Allen. The cards would include a note from Allen personally inviting his friends to all upcoming events and activities in the city. Use QR codes to allow ― friends to easily receive information on discounts, etc.
- Develop branded merchandise - Whether it‘s a lapel pin, t-shirt, hat, backpack or note card branded merchandise is a tangible, memorable way to keep the brand top-of-mind with visitors.
