As a catalyst for ambitious strategic objectives, the Flagstaff Region pursued a rebranding initiative to:
- Stem rural population decline
- Undertake “communities within community” collaborative initiatives
- Pursue niche economic development opportunities that produce quality jobs
The new brand would be tasked with attracting investors, visitors, and working age individuals and families to stabilize a projected decline in total region population. These families need jobs; or are independent entrepreneurs who create their own, and other jobs. Given 80% of economic development is typically local, the new brand was also tasked with promoting and nurturing internal community pride in support of key business retention and expansion initiatives like local investment mechanisms, youth entrepreneurship, and collaborative multi-community initiatives.