Lansdale BrandPrint Final Presentation

How do we uncover the brand for Lansdale, Pennsylvania?

North Star moves from research to strategy to creative to action.

RESEARCH INSTRUMENTS
Community Consumers Competition

Research & Planning Audit Communication Audit Situation Analysis Familiarization Tour Stakeholders - Key Stakeholder Interviews - Stakeholder Focus Groups - Undercover Interviews - Vision Survey - Community Survey - Brand Barometer Geo-demography Consumer Profiling (Residents)

Geo-demography Consumer Profiling (PA Counties in MSA) Perception Study (Qualitative) Community stakeholders; regional economic development and tourism professionals Consumer Awareness & Perception Study (Quantitative) Visitors and Non-visitors Digital Internet Brand Scan

Competitive Positioning Review Brand Message Assessment Perception Study (Qualitative) Community stakeholders; regional economic development and tourism professionals Consumer Awareness & Perception Study (Quantitative) Visitors and Non-visitors

Insights conclusions based on research

Its why the community is here. Its why were building here. Its why people are buying here. Perception Study

We should not be running from it. In Market Conversation

Insights

Mobility

Lansdale is an authentic, original model for the latest trend in community development, neo-traditional communities. Youve heard of these perfectly planned walkable communities where everything looks the same, perfectly manicured. Like The Truman Show where you can cue the sun or worse yet like Stepford. But in Lansdale it is real and not staged. Perception Study

People want mobility, walkability, and bike-ability. The sociological desire for walking is a shift not a trend. Perception Study

We love to gather and party. In Market Conversation

This is the timepotentially. This is the time to get in because we are about to explode with growth and momentum. In Market Conversation

Strategic Brand Platform

Lansdale PA Brand Platform

Target Audience: For those seeking a suburban sanctuary with urban sensibilities,

Lansdale, north of Philadelphia on the Frame of Reference: Lansdale/Doylestown (R5) line and the Pennsylvania Turnpike in Montgomery County, Point of Difference: is an established, walkable, close-knit neighborhood conveniently centered on mobility

Benefit:

where priorities find the right track.

Brand Narrative

Creative Executions

Logo and Strapline Development

Brand Action Ideas for implementation

Now what? What do we do first?

#1 Assign a brand leader.

#2 Create a brand PowerPoint or video.

#3 Develop brand stationery and business supplies.

#4 Identify easiest consumer touch points and brand them.

#5 Apply the brand to Borough planning and policy decisions

#6 Brand your digital and social media.

#7 Develop branded merchandise.

#8 Motivate Borough employees to become ambassadors for the brand.

#9 Cultivate public and private sector partnerships.

#10 Show local businesses how to put the brand in motion.

#11 Infiltrate your infrastructure and brand cost-effective, relevant signage.

#12 Build community pride and enthusiasm with the brand.

#13 Feature Downtown as a centerpiece for the brand.

#14 Encourage visitors to put themselves in motion with arts, activity, and events.

#15 Introduce Lansdale to the Creative Class with the brand.

Congratulations!

How can you get involved in the next several weeks?

Thank you Lansdale, Pennsylvania.