Developed by Development Counsellors International

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March 13, 2018

Blueprint 2.0: Brand Building for Logan County Perception Study, Branding Recommendations & Marketing Tactics

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AGENDA Table of Contents • Stakeholder Survey Results………4

• Branding Recommendations…...21

• Goals………………………………..22

• Target Audience……………..…23

• Voice…………………………........27

• Value Proposition………........28

• Tagline……………………..……....32

• Marketing Tactics………………….....33

¾ A 13 question stakeholder survey of investors, allies or partners to assess perceptions of the county, key challenges and opportunities.

¾ Online survey conducted over a 2-week period in January 2018

¾ 225 Responses

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METHODOLOGY

Respondent Profile

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Have always lived in the Logan

County, 25.5%

Lived in Logan County, left and

returned (boomerang),

15.7%

Moved to Logan County from elsewhere in

Colorado (never lived in Logan

County previously), 28.6%

Moved to Logan County from

outside of Colorado (never

lived in Logan County

previously), 21.9%

Don't live in Logan County but

work/have worked there,

3.6%

Respondent Profile

¾Approximately 41% of respondents have either always lived in Logan County or returned after moving away.

¾Municipalities represented: ¾ Sterling – 76% ¾Rural area – 9% ¾ Iliff – 4% ¾Atwood – 3% ¾Merino – 2%

¾Approximately 82% of respondents have lived in Logan County for more than five years

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“What do you call the name of the region?”

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3.1%

3.6%

43.8%

49.6%

0% 10% 20% 30% 40% 50% 60%

Logan County

Other

Sterling

Northeast Colorado

Describing Logan County as a Place to Live

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Describing Logan County as a Place to Visit

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Describing Logan County as a Place to Work or do Business

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Top 5 Strengths of Logan County

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1. Small community – 34.2%

2. Education system – 12.4%

3. Low cost of living – 12.0%

4. Friendly people – 11.6%

5. Supportive community – 10.2%

Logan County is rural, friendly, community

centered, and yet close enough to the City to

enjoy the recreation and arts.

Top 5 Weaknesses of Logan County

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People are friendly, but there are not a whole lot of

things to do for entertainment.

1. Entertainment options – 19.6%

2. Shopping options – 18.2%

3. Drug culture – 16.0%

4. Housing options; Job opportunities; Unwelcoming business climate – 13.8%

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Leading Perceptions of Logan County From Outside the County

Positive Negative

• Access to outdoors • Small town • Country living • Improving downtown • Good place to raise a family

• Limited activities & entertainment options

• Resistant to change • Drugs/crime • Isolated location • Lack of shopping options &

amenities

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Logan County in One to Two Sentences

“Cost of living is much lower and you don't have to fight traffic everyday.”

“Good place to live, raise families, family friendly activities, good hospital and close to Front Range without the hassle of living in the big city.”

“Logan County is a small county in the northeast corner of Colorado that cares

about their community members and is a great place to live. Though we don't have the most retail options for shopping or dining like Denver, it is a wonderfully tight

knit community that looks after one another.”

“Unique shopping, get connected to your food by seeing agriculture in action, outdoor activities, no traffic jams, fewer people. Sit back and relax a little in a

slower paced lifestyle.”

“We are close enough to the city, to enjoy it with out it's problems, and just far out enough to enjoy the sounds coyotes and bullfrogs on a clear night.”

Most Distinctive Thing About Logan County

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I think that the City of Sterling, with the

compliment of the smaller towns around the county

make the County extremely distinctive. The hunting,

fishing, and boating opportunities are

abundant. Dining and shopping in Sterling

continues to improve, plus there are great locations just

10-15 minutes away.

1. Agriculture/farming – 9.8%

2. Arts & culture (public art); Correctional facility; Downtown Sterling – 6.2%

3. The plains/open land – 5.3%

4. Rural lifestyle – 4.9%

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Tourists and visitors

Businesses currently operating in the region

Businesses currently operating in the state

Potential businesses or investors located outside of the state

Potential residents

Current residents

Other

Audience for Marketing Materials

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KEY TAKEAWAYS

• Stakeholders perceive the county to be a comfortable, family-friendly place to live. ¾ The county’s small town feel, friendly and

supportive community were among the top strengths for Logan County.

¾ When describing the county as a place to live, attributes such as the quaint, comfortable and friendly, tight-knit nature of residents are commonly cited.

¾ The community recognizes that the county’s small population and tight-knit community can be a barrier to development.

¾ As a result of key attributes and strengths, stakeholders see potential for improving external perceptions by building internal resources to assist new businesses and residents to the county.

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KEY TAKEAWAYS

• Stakeholders perceive the county to be a relaxing get-away destination, but recognize the limited attractions & activities to draw tourists. ¾ Limited entertainment options and activities

were among the key weaknesses of the county.

¾ When describing the county as a place to visit, attributes such as the limited, boring, and “road-trip stop” were commonly cited.

¾ However, almost equally cited were attributes such as access to outdoor recreation, relaxing, friendly and unique.

¾ When picking out the most distinctive thing about Logan County, the county’s agriculture, arts & culture (specifically the museum, and public art sculptures), and downtown Sterling were commonly cited.

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KEY TAKEAWAYS

• Stakeholders recognize challenges to starting new businesses in the county.

¾ Most respondents focused on the creation of smaller retail or service-focused establishments.

¾ Stakeholders cite a resistance to change, and competition from large and online retailers make it difficult for local small businesses to survive/thrive.

¾ However, stakeholders recognize that established businesses can build a loyal customer base, and receive community support.

• Stakeholders are confident in the potential of the county for growth and development, but recognize current barriers including the lack of amenities and higher-paying job opportunities for young workers.

• The county’s school district and NJC are frequently cited as assets to the area’s workforce.

• Stakeholders indicate concern for the rising cost of living compared to stagnant, low wages.

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KEY TAKEAWAYS • To improve its perception as a place in which to

live, visit and do business, there are several key issues that need to be addressed. ¾ External perceptions – when asked about

outside perceptions of the area, many stakeholders indicated the perception of the area as “backwoods” and resistant to change.

¾ Business Attraction – stakeholders indicated

their weariness of the economic growth of the county moving forward, as the business climate can be “unwelcoming” to new business and entrepreneurs from outside the region.

¾ Youth appeal – stakeholders voiced their

frustration with the lack of local entertainment options, and activities for younger populations, and this detriment to the longevity of the workforce.

LOGAN COUNTY BRANDING RECOMMENDATIONS

Establish a common vision and brand that sets Logan County apart and is embraced and adopted throughout the community. Internal (within Logan County) • Raise awareness of Logan County’s assets and opportunities • Create a sense of community pride External (outside Logan County – Colorado/region) • Raise awareness of Logan County as a place to do business,

live and visit to ultimately drive economic growth

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Marketing Goals

1. Businesses Currently Operating in Logan County 2. Current Residents 3. Businesses Currently Operating in the State/Greater

Region 4. Tourists and Visitors 5. Potential Residents

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Recommended Target Audiences (in order of priority)

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Our Point of View on Branding

“A brand is built by what

others say about your community –

not what you say about yourself.”

SUCCESSFUL COMMUNITY BRANDS SHOULD…

• Be authentic

• Highlight your strengths, address your weaknesses and celebrate what makes you unique

• Embrace your geography

DCI’S PERSPECTIVE

• Brand identity is built by credible third parties

• Logo/tagline just one piece of the marketing puzzle

• Implementation of marketing strategy/tactics will bring brand to life

• Your brand might not appeal to everyone

Friendly Welcoming

Down-to-Earth Spirited

Independent Proud

Authentic

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Logan County Brand Voice

What is a Value Proposition? • Concise and authentic statement on what makes Logan

County a unique and ideal location for its target audiences.

• Should inform your tagline, logo and other branding efforts/marketing activities.

• Not meant to be seen externally, but serves as an internal guide.

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Value Proposition

Northeastern Colorado’s Logan County is less than two hours from both Denver and Fort Collins – putting us close enough to enjoy big-city amenities, but far enough away to experience quaint, small-town living. We are the region’s economic hub, offering a rich agricultural heritage, top-notch healthcare facilities, room to grow and easy access to Denver International Airport via Interstate 76. Logan County is home to Northeastern Junior College, one of the state’s premier two-year residential colleges, and historic downtown Sterling, which is experiencing a renaissance with new shops, local restaurants, a brewery and cultural gems. Our laid-back lifestyle makes it easy to enjoy a variety of outdoor and cultural activities, from boating, fishing and swimming in North Sterling State Park to admiring the unique public art throughout our county. Our strong community roots, safe environment and cost of living well below that of major metros in Colorado, make Logan County a great place to raise a family. With sky for miles, clean air and no big city congestion, we offer the space to find your place on Colorado’s eastern plains.

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Logan County Value Proposition

TAGLINE EXAMPLES

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TAGLINE EXAMPLES

Logan County, Colorado Space to Find Your Place

• Ties into Logan County imagery/wide open spaces • Evokes opportunity – whether it’s in business, moving your

family or creating the life you want • Plays into independent, entrepreneurial spirit

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LOGAN COUNTY TAGLINE

BRINGING THE BRAND TO LIFE: FIVE MARKETING TACTICS

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Five Marketing Recommendations

1. Engage your Local Business Community 2. Foster Logan County Pride: Embrace the

“Space to Find Your Place” 3. Take your Website to the Next Level 4. Refresh your Demographic Profile 5. Boost Social Media Efforts