Key Challenge Just good stories. This rural county in Tennessee has tremendous tourism potential but a yet to be developed product.
Critical Insight Home to Davey Crockett, The Amish and birthplace of gospel music, Lawrence County took you back in time.
Brand Strategy Return to a simpler time when you experience the natural beauty and craftsmanship of Lawrence County, Tennessee.
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 Lawrence. All were designed to
help them wear their brands like a second skin.
-
Create a craftsmanship experience. In order to make a visit to Lawrence County more memorable and communicate the authenticity of the county to visitors, Lawrenceburg should enhance the authenticity of a visitor’s trip to the area by providing a craftsmanship experience. Listed below are a few examples of how this craftsmanship can be experienced by visitors.
- Lobbying the state. Lawrence County should lobby with the State for further development of David Crockett State Park. The State will be a valuable partner for furthering the David Crockett experience in the county. Lawrence County should be able to build a case for developing cabins at the park, as well as meeting facilities for church retreats, choir retreats, etc. Eventually, the county should lobby to have the park establish an 1800’s themed campground.
Results
- RevPAR is up 27.9% in 2005
Kudos
"North Star captured the essence of our community and we are looking forward to putting it to work,"
-
Randy Brewer, President, Lawrence County Chamber of Commerce.
