Every community carries a reputation in the marketplace whether they intend to or not
Nashville, TN (Vocus) June 1, 2010
North Star Destination Strategies now offers a community research framework that measures community reputation, visitor perceptions, non-visitor awareness and perceptions, and evaluates the viewpoints of resident and development prospects.
As a part of their work with communities, North Star Destination Strategies conducts statistically valid research and benchmark studies to measure levels of awareness, perceptions, and attitudes held in the minds of community target audiences. North Star’s perception and awareness studies gauge community reputation and community brand image, allowing leaders tap into the larger cultural conversation around their city, county, or region. Perception research knowledge provides marketing direction for correcting false impressions, helps backup or fuel budget decisions, builds consensus, and identifies areas of opportunity. Useful for community wide, tourism, and economic development purposes, perception studies are used to gain an in-depth understanding of the outside perceptions of a community and its level of awareness among important target audiences such as current and potential visitors, current and potential residents, development prospects and more. As a positioning analysis, community reputation research is also a way to understand community brand image, or how community brands are situated in the minds of consumers.
“The insights we got out of our perception study confirmed some things we thought we knew and also opened up other areas that needed to be addressed. In fact, that information on perceptions changed the way some of our economic development managers make their presentations.” George Nichols, President Abilene Cultural Affairs Committee, Abilene, TX
North Star’s perception and awareness studies provide metrics that can be used as benchmarks for future evaluation of identified issues, enabling the measurement of brand awareness, changes in perception and progress in target areas. Investigations can include, but are not limited to general community awareness, values and beliefs, associations, attribute ratings, visitor vs. non-visitor perceptions, changes in perception and typical consumption drivers and patterns.
“Every community carries a reputation in the marketplace whether they intend to or not,” says Shannon Gray, North Star’s Director of Research. “In our experience, the most successful communities investigate their reputations so that they can make decisions based on facts and figures rather than feel or personal agendas.”
North Star Destination Strategies specializes in community and city research, strategy and branding. North Star's full community branding process, called Community BrandPrint, combines research, strategy and creativity, and has helped develop unique and effective brands for big-name cities like Anchorage, Alaska; Providence, Rhode Island and Williamsburg, Virginia. That same process and passion has also been applied to small cities that will soon be household names such as Uvalde, Texas, Seward, Alaska and Warrensburg, Missouri. North Star has offices in Nashville, Tennessee and Largo, Florida. 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 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. To learn more about North Star’s experience and expertise visit http://www.northstarideas.com.
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