North Star Destination Strategies Introduces New Community Research Services

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North Star Destination Strategies has unbundled the research services included in its traditional Community BrandPrint program. Communities can now benefit from North Star’s experience and expertise in a shorter time frame without blowing their budgets.

North Star Destination Strategies specializes in Community and City Branding. North Star's BrandPrint process combines research, strategy, creativity and action and has helped develop unique and effective brands for big-name cities like Anchorage, Alaska; Providence, Rhode Island and Santa Rosa, California. The research North Star conducts as part of their community branding process forms a rock solid strategic foundation that empowers communities to be successful.

Now, in order to make community success more accessible and affordable, North Star is offering its research studies, assessments and evaluations on a smaller, “a la carte” scale. The new menu of community research products include those same tried and true methods developed in the BrandPrint process as well as new pieces that combine methods to address key issues faced by community leaders.

Besides endless customized research possibilities, North Star’s new products help communities address common issues like bad reputation, resident dissatisfaction, lack of marketplace visibility, preventing brain drain, attracting members of the creative class, retaining residents and businesses, identifying economic opportunities, putting heads in beds, and evaluating return on investment for events, community programs, and advertising/marketing dollars. These research pieces provide direction for development decisions, help to backup or fuel budget decisions, create buy-in and support, and identify areas of opportunity.

One of North Star’s most popular pieces of research is the visitor origin study. Using hotel records of visitor addresses and a geodemographic approach, North Star is able to identify where visitors are coming from most often, what kind of people they are and what they like to do, and where to find more of them. Geodemography links the sciences of demography, geography and sociology to the end of profiling people based on where they live. A visitor origin study gives community decision makers a wealth of information that clearly identifies where to find more visitors and how to speak to them in marketing and advertising messages, leading directly to more heads in beds.

Also popular are North Star’s various perception studies. Whether for tourism, economic development, or local government purposes, perception studies are used to gain an in-depth understanding of the outside perceptions of the community among important target audiences such as potential visitors, potential residents, and site selectors. Perception studies help leaders understand what’s being said about them by outsiders, provides marketing direction for correcting false impressions, and points to the areas that need to be addressed for the greatest increase in revenue.

North Star’s proprietary citizen advocacy measure, called the Community Brand Barometer, is also now available as an independent research piece. The Brand Barometer measures the strength of a community's reputation by determining resident advocacy for the community as a place to live, work and play, and then comparing that measurement to the national average. As the Brand Barometer measurement can be tracked over time, it is also a handy device for continuous community improvement.

Learn more about North Star's new Community research products and the methodology behind them through a free online presentation. Sign up for a presentation by fillng out this online form


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Samara Anderson
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