Key Challenge Elevating the plain. Described by stakeholders as homogeneous, Plano is: more modern than charming, more polished than soulful, more clean than authentic.
Critical Insight However, Plano does have advantages, especially to the business travelers who make up 80% of their overnight guests. Well planned, the city has most every amenity conveniently at hand. It is also home to numerous high-tech companies such as EDS.
Brand Strategy Plano means "easy" for the business traveler to the Dallas Metroplex making them feel smart and in charge.
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 Plano. All were designed to help them wear their brand like a second skin.
- Kick up some fun at the Southfork Ranch. Create an annual event at Southfork Ranch celebrating Dallas. Work with an international tour group operator to promote an annual event at Southfork Ranch. Invite cast members to the ranch to meet visitors and talk about the show. Put on reenactments of famous episodes.
- Increase your exposure in country clubs.Create and promote an incentive program at country clubs in your top markets. The winner of the country club golf or tennis tournament would win a free getaway to Plan in exchange for poster exposure within the club and the club newsletter.
