Baldrige Winner Selects North Star for Branding Partner

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Coral Springs, Florida, the only city in the nation to be awarded the Malcolm Baldrige National Quality Award (issued by the U.S. President) has selected Nashville-based North Star Destination Strategies to be its community branding partner.

Think about it this way. Thousands of companies and organizations vie for the Baldrige Award each year and only a few winners are selected. The award is a testament to the leadership, planning, consumer focus and processes in Coral Springs

Coral Springs, Florida, the only city in the nation to be awarded the Malcolm Baldrige National Quality Award (issued by the U.S. President) has selected Nashville-based North Star Destination Strategies to be its community branding partner. The City’s decision to pursue community branding just as the economy is showing early signs of recovery is the latest example of the thoughtful leadership and careful planning that are hallmarks of Baldrige Award winners.

“Coral Springs is an amazing community,” noted Don McEachern, CEO of North Star. “Think about it this way. Thousands of companies and organizations vie for the Baldrige Award each year and only a few winners are selected. The award is a testament to the leadership, planning, consumer focus and processes that have been put in place in Coral Springs. And citizen satisfaction is through the roof.”

Community branding is the process of uncovering and using a community’s greatest strength to create a consistent memorable identity that will help propel the city to its preferred future. North Star’s integrated process combines education, research, strategy, creative development and a strategic action plan. All North Star professionals – researchers, analysts, account planners, strategists, writers, creative directors and designers—are involved in every step of the process to ensure ultimate outcomes and diversity in thinking.

According to McEachern, timing for this project is important. Completion and integration of the community brand within the next 12 months should give the community a significant competitive edge at a point when the nation is experiencing a notable economic uptick. “It’s far preferable to be in the gate, poised for success, when the economy starts humming again. That’s not the ideal time to start scrambling for a relevant position in the marketplace.”

Roy Gold, Mayor of Coral Springs explains that City leaders are looking for a communitywide identity that is truly representative of who they are. “That takes significant input, data and research. It’s not enough to have a logo and catch phrase that look good. We want our identity to truly embody the diversity and strengths of our residents; the history, culture, industry and geography of our community.” The brand will be integrated into all major touch points of the community and used to attract visitors, investors, new residents, businesses, industry and more. It will also become yet another point of pride for Coral Springs’ existing residents and businesses.

North Star is a full-service marketing agency. Having worked with more than 145 communities in 36 states nationwide, North Star is considered an industry leader in the field of community and destination research and branding.

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Anthony Domine
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