Mapleton, Utah is nestled below beautiful Maple Mountain. Large building lots, picturesque trails, and a rural heritage made it a destination for those seeking a quiet life with nearby large city amenities.
City leaders wanted to update the “city brand,” clarify what the city values and stands for, and make a positive impression in communications.
“The city has never had clean banding,” said Madison Wilson, Public Relations Coordinator. “What we hoped to do was tighten it up, make it fresh, and more relevant, while including our connection to the past.”
But they wanted citizen feedback on this important decision. They contacted Onpoint Insights.
A city’s brand must reflect the opportunities and realities of the city. It must build on positive attributes that exist while inspiring the possibilities. Without a real foundation, branding efforts soon fail.
Our 10-minute survey explored citizen thoughts on these and other topics:
We distributed the online survey through email, SMS, and social media. About 20% of adults responded.
Citizens gave two meaningful directions for branding:
Other possible directions were rejected by citizens, but these two strong options allow leaders to confidently select a direction.
CityBRAND provided the guidance the city needed for branding. But additional questions clarified the prioritization of another city deliverable as well. They got two studies for the price of one.
City Administrator, Mapleton, Utah
“The CityBrand survey provides exactly what we needed. It allows us to wisely select a direction forward and have the ability to show the naysayers the reasons and evidence for the choice.”
© 2024 OnPointe Insights - City Market Research Surveys.
Cody is a smart City Manager. Thanks for the great collaboration.