Parkland Launches Branding Study

COMMUNITY NEWS

Parkland Launches Branding Study

By Terry Jaillet

The City of Parkland has engaged North Star Place Branding & Marketing Agency to conduct a research project around the city’s brand. The city launched a website in conjunction with ACTION - Next begins the integration of the authentic identity, not just into marketing and communications, but also into the fabric of our community and our daily lives. this initial to “help uncover our community’s authentic story.”

Residents are encouraged to take part in the program by visiting the site, www.brandingparkland.com, and participating in a survey related to the community and perceptions of the city.

The site states, “Parkland has recently begun a research-driven, community-wide identity initiative. This effort will help Parkland stand out in the marketplace as we grow toward our preferred future. Our goal is to increase interest and investment in our community from residents, entrepreneurs, companies, and visitors. Currently, we are conducting research inside and outside the community to uncover perceptions, attitudes, and what’s unique about Parkland.”

The website goes on to state there are three phases in the project:

RESEARCH - We start by conducting research within Parkland and then gather external perceptions. Our goal is to uncover what is distinct and authentic about the entire community. Click here to take the community survey today!

CREATIVITY - All of that data is transformed into compelling creative tools that tell the Parkland story in ways that visitors, businesses and residents can understand. It is unclear how the “creativity” and “action” phases of the project will be conducted or implemented. The cost of the branding initiative was not immediately available.

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