City of Manassas to probe the questions: Who are we? What makes us stand out?

The City of Manassas has launched an intensive research and marketing initiative aimed to discover, define and design the area’s competitive differentiator so it can stand out in the marketplace. The ultimate goal of this community-wide initiative is to attract more residents, businesses and visitors to the City.

To bring outside objectivity to the project, Manassas has partnered with Nashville-based North Star Destination Strategies. NorthStar has helped more than 170 cities, regions, communities and municipalities nationwide.

“Over the next several months, using our research process we’ll be digging out Manassas’ competitive identity that is derived from the history, the culture, the geography and the society of a place,” said Don McEachern, CEO of North Star.  “This will give the City tools to effectively manage the conversation that is taking place in order to build a reputation that is fair, honest and powerful.”

The integrated process includes research, strategy and creative development. The first stage is research and comprises about 60% of the work.  “Here we determine the state of your existing reputation,” said McEachern.  Many different pieces of qualitative and quantitative research will paint a thorough picture of where Manassas is today.  This research includes an assessment of the environment; demographics and psychographics of residents and consumers; perceptions of visitors, residents and stakeholders; and a review of current communications and the competition.

Using that research, North Star will develop a strategy that is relevant to Manassas’ current situation but also differentiates the city to consumers. “The City of Manassas has so much to offer,” said City Manager William Patrick Pate.  “This process will help identify are our key marketing messages and opportunities.”

The final stage of the project will involve the development of a marketing identity for the City. “You will get suggestions for a new logo and tagline as part of this process. But building a reputation is so much more than just a logo and tagline,” said McEachern. “Your city needs to own this identity in the marketplace. We will provide you the creative tools and ideas to make that happen.” This includes ideas for communications, signage, special events, community outreach, online initiatives, merchandising and more.

“I’m looking forward to learning how others view the City of Manassas, both in the City and in neighboring jurisdictions,” said Economic Development Director Patrick Small.  “I’d like to put the research and marketing strategies to work for the City as soon as possible.”

If you are interested in learning more about the City of Manassas, go to http://www.manassascity.org