Executive Summary

Brand Print Logo Application

Warrensburg, MO hired North Star Destination Strategies to its marketing brand through a process called Community BrandPrint, which consists of four stages: Understanding, Insights, Imagination and Evaluation.

While the details of North Star’s involved process are discussed in-depth in the appropriate sections, the Executive Summary represents a snapshot of our most important findings, suggestions and outcomes.

Understanding (Research)

Warrensburg’s physical attributes in relation to its competition

	Slow pace and relaxed lifestyle not found in Kansas City
	Unique blend of small-town friendliness and big-city culture

Opinions of community stakeholders about Warrensburg

	Safe, friendly college town capable of great things
	Strongest assets: Central Missouri State University, Whiteman Air Force Base
	Pine Street’s nightlife attracts locals, students and military; party image viewed as negative by many
	Desire to create a reputation based on more than university
	Opportunity for cohesive community by combining interests of university, Air Force base and city
	Aspire to be comfortable but progressive college town that embraces new development, economic growth but preserves traditional values, quality of life.

Views of residents about Warrensburg

	Desire to be defined by more than college, Air Force base
	Increased shopping offers primary growth opportunity

Perceptions of Warrensburg as a place for business

	Well-educated workforce
	Affordable labor and available land/space

Perceptions of past visitors regarding Warrensburg

	Not top-of-mind as a town in Central Missouri
	Not memorable
	Viewed as small, college town

Demographics of visitors

	St. Louis is the top inquiry market (11% of inquiries)
	Kansas City DMA is largest visitor market (30% of visitors)

Psychographics of residents, visitors

Residents: Strong work ethic, service industry jobs, modest incomes. Try to fashion fast-paced lifestyles centered on sports, cars and dating.

Visitors: More diverse than residents

	Enjoy the outdoors
	Like country music
	Community minded
	Eat out, shop at modest level (fast food, Wal-Mart)
	Moderate-to-light travelers.

Insights (Conclusions based on research)

· Warrensburg not top-of-mind, doesn’t leave lasting impression

· Only strong association is as small college town

· Competing with other small, college towns more conveniently located

· Warrensburg is distinct because of the churn of people

· Warrensburg appears young and diverse

· Businesses interested in skilled, affordable labor and available land

· Brand Strategy - Emphasize paradox between small town values and culture created by college and Air Force base churn.

Imagination (Creative ideas for building the brand)

Brand positioning platform

For those attracted to the comfort and charm of a small town, but are wary of parochialism, Warrensburg is the ideal Midwestern community shaped by a replenishing spring of people and ideas that makes you feel welcome, stimulated and at home.

Positioning line

Made Fresh Daily

Logo

Brand building ideas

The most brilliant positioning line – even coupled with the most eye--catching logo – is not enough to build your brand. What you need are unique strategies for spreading the word about Warrensburg’s new brand. Inventive approaches to incorporating your brand identity into your city structure. What you need are a few fresh ideas! It just so happens we’ve got a bundle in the following nine categories:

Focus on the fun

Reinvent what’s not working . . . The great thing about a town that’s Made Fresh Daily is every day offers a chance to reinvent. There’s not much we’d change about Warrensburg, but a few things could use a little revamping.

Explore the internet/wireless . . . The great thing about a town that’s Made Fresh Daily is every day offers a chance to reinvent. There’s not much we’d change about Warrensburg, but a few things could use a little revamping.

Showcase strengths using public relations . . . Public relations is one of the most powerful – and credible – ways to get the word out about your brand. And the beauty of having a fresh brand is that fresh and fun promotional ideas are truly the name of the game!

Help your city’s entrepreneurs . . . Build a reputation for encouraging entrepreneurs and the best minds will want to bring their fresh ideas to your town.

Involve residents in building the brand . . . Turn your citizenry into ambassadors for the Fresh brand by involving them in local initiatives.

Develop relationships with CMSU, Air Force Base . . . Like it or not, people identify Warrensburg with CMSU and the Air Force base. Embrace those relationships and all entities will benefit from a stronger community

Embrace and promote diversity . . . All fresh and creative cities are diverse and Warrensburg is no exception. Celebrate that diversity as part of your brand.

Attract visitors – old and new . . . One of the primary goals of any branding campaign is to attract visitors to the area.

Evaluation (Tracking the brand performance)

	Visitation study
	Perceptions study
	Conversion study