Quincy and Adams County Seek Resident Feedback in Survey by June 18
Survey aims to uncover residents’ perceptions of Quincy and Adams County
Quincy and Adams County have launched an intensive branding program aimed to discover, define and design the area’s competitive differentiator so it can stand out in the marketplace. To aid in this effort, residents are encouraged to fill out a short online survey by June 18, 2015, at:
To bring outside objectivity to the project, Quincy and Adams County have partnered with Nashville-based North Star Destination Strategies. North Star has helped develop brands for more than 200 cities, regions, communities and municipalities nationwide.
“Over the next several months, using our Community BrandPrint process we’ll be digging out Quincy and Adams County’s competitive identity that is derived from the history, the culture, the geography and the society of a place,” said Don McEachern, CEO of North Star. “Branding the City of Quincy and Adams County will give community members the tools to effectively manage the conversation that is taking place in order to build a reputation that is fair, honest and powerful.”
The integrated process includes research, strategy and creative development. The first stage is research and comprises about 80% of the work. “Here we determine the state of your existing brand,” said McEachern. More than 15 pieces of qualitative and quantitative research will paint a thorough picture of where Quincy and Adams County are today. This research includes an assessment of the environment; inquiry origin, visitor origin, demographics and psychographics of residents and visitors; perceptions of visitors, residents and stakeholders; and a review of current communications and the competition. The Community Survey is a critical key to understanding the area from the perspective of a resident or business owner.
Using that research, North Star will develop a brand strategy that is relevant to Quincy and Adams County’s current situation but also differentiates the area to consumers. “We are seeking to capture the essence and value of our community and to develop an effective comprehensive marketing and public relations plan based on this brand,” said Maggie Strong, VP of the Great River Economic Development Foundation.
The final stage of the project will involve the development of a brand identity guide for Quincy and Adams County. “You will get suggestions for a new logo and tagline as part of this guide. But a brand is so much more than that,” said McEachern. “Your community needs to wear this new brand like a second skin. We will provide you the creative tools and ideas to make that happen.” This includes ideas for communications, signage, special events, community outreach, online initiatives, merchandising and more.
“Our identity should appreciate the heritage of the community,” said Strong. “But we also want to represent a robust vision for the future that can be embraced by the entire region.”