Goal
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, and pursue niche economic development opportunities to produce quality jobs.
Situational Analysis
Simply – a 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. Further to this ask, the new brand and brand identity would support a hierarchy system of logo identities for each of the 10 towns, villages and hamlets within the region.
Unfussy Recommendations
Water availability, low business costs, a low cost of living, and the Hardisty Hub all offer economic opportunities for agriculture, oil and gas services, land-based tourism, and families. But the Region’s prosperity legacy will come from its “secret sauce”: Flagstaff is Classic Alberta. Rooted in connection to big as life land—resilient, proud, friendly, entrepreneurial—working together through innovation to nurture new economic opportunities; reflecting classical values and “human-ness” for those who want to pursue life more authentically lived.
The old joke that you can see your dog run away for three days toward an endless horizon line is honoured in a new Flagstaff Region brand that elevates the effect of large, uncluttered spaces and the “classic” values local folks have on spiritual well-being. “Nothing” is cheeky to break through today’s marketing noise, but its true power lay in the use of connected “opposites” statements to remind people about what really matters in seeking the deeper meaning of life.
Output
- Strategic Community Direction development (with Economic Development and Tourism considerations)
- Community / Place Brand development
- Internal and external communications strategies
- Messaging Platform development
- Visual Identity (logo) system creation
- Tactical Marketing and Communications Plan development
- Targeted traditional and digital advertising and marketing communications campaign conceptual development, design, and production
- Marketing collateral design and development
- PR Strategy development
- Community Profile design and development
- Brand Standards (Playbook) / visual identity guidelines development
- Website design and development
Designed to enhance community image, pride, and the sense of “salesmanship” needed to better connect with existing residents and potential newcomers and entrepreneurs, visitors, and business and industry investors, the rebrand initiative was fed by extensive internal and external research, including Council, staff, and key stakeholder workshops, and SWOT and discovery sessions.
Outcomes
Resilient, proud, friendly and entrepreneurial, the Region works together to nurture new and innovative economic horizons and pursue a salt-of the-earth way of life that’s more deeply and authentically lived.
