Goal
In early 2023, the company Town of Norman Wells, NWT was at a crossroads. With oil and gas operations winding down, a resulting “perfect storm” of reduced household income, higher cost of living (already highest in Canada), erosion of house values, and greatly reduced municipal taxes was set to threaten services and amenities. New opportunities are complicated by the Town’s remote location, with high transportation costs for those who might venture to produce things in an economy of the future. If not oil as an economic driver to sustain the community, then what..?
Situational Analysis
Community morale was low, with hope for the future declining. The talk around town was about people’s exit strategies rather than investment or retirement strategies in Norman Wells. Which lead to a conclusion: Norman Wells needs to plan to save itself…leveraging the primary resource it has: Its people. To pursue its destiny vs accept its fate.
Unfussy Recommendations
Despite some community resistance and reluctance to change, in rebranding the Town of Norman Wells to attempt to attract new residents, visitors, and investors to the area, we chose to abandon a brand, a vision, and an image that was near solely focused on oil and gas heritage, and reveal the cold, hard truth: In the face of adversity, the people of Norman Wells are a rare breed – tough and strong, determined and resilient. They, not industry, are Norman Wells, and they must attract like-minded kindred spirits to the community. The extreme adventurists. The best of the best to join those who choose to stay, roll up their sleeves, and build a better, post-industrial community (promoting a better sense of camaraderie, acceptance and inclusion). True survivors in nature looking to feed their spirits and their insatiable appetites for adventure.
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
- Targeted advertising and marketing communications campaign conceptual development, design, and production
- PR Strategy development
- Community Profile design and development
- Brand Standards (Playbook) / visual identity guidelines 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, SWOT, and discovery sessions, and significant community engagement in the form of in-person and online surveys and PR / social media engagement.
Outcomes
Norman Wells is now positioned as a place that’s all-in for spirits who dare to peel themselves down to their rawest, authentic adventurist selves, who are adrenalized by overcoming obstacles to succeed, and who appreciate the value of “nothing else like it” life in the process of self-discovery. For newcomers and more who will choose to stay longer term, Norman Wells is a test of mettle in the building of business, career, family and life… Winners on the proving grounds of Norman Wells. The Town is now even so bold as to openly dare people to come and risk it all for bragging rights.
There’s no sugar-coating it. The stakes are high, but the rewards are even higher…and to that end, future marketing efforts are recommended to even consider recognition of some sort for those who stay and “survive” through milestone dates or events. Because this ain’t no picnic…But if it was, they’d surely be tough enough to make the onions cry.
