Key Challenge
Rising from the competition. Choices for the traveler to the Phoenix area are many. How does a growing bedroom community with limited resources and no dominant attraction compete?
Critical Insight
Customer service in Chandler is exceptional. Visitors told us they enjoyed all that Phoenix had to offer while making their dollars stretch further by staying in Chandler.
Brand Strategy
Brand Chandler as a destination where smart travelers extend their stay and reward themselves and their families.
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 Kenai Peninsula. All were designed to
help them wear their brands like a second skin.
- Identify creative and authentic ways to communicate the new Chandler brand - Assign a Marketing Coordinator the responsibility of discovering and developing brand communication opportunities within Chandler. Encourage this individual to think outside the box when developing these strategies.
- Links to private sector websites
- Java wraps with the Chandler logo
- Shopping bags with the Chandler logo
- Brand advertising at local movie theaters, ball fields, gyms and arenas
- Statement stuffers promoting the new brand (partner with local utilities to us their statement stuffers)
- Develop downtown with charming details
- Enhance the charm of historic downtown Chandler by installing banners and old fashioned street lamps. Banners serve as unique signage that complement the architecture of downtown, celebrate seasonality and can be used to promote special events.
- Secure signage on main corridors
Kudos
"North Star has given us a blueprint to help us distinguish Chandler in a very competitive marketplace."
- Kimberly Janes, Tourism Director, City of Chandler.
