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Porterville
A small, but charming town in Central California came to Shook Kelley with a problem: Too many of Porterville’s young people were leaving town because they didn’t see any opportunity there and didn’t feel like it was an exciting place to be.
Recognizing the need to develop their city, Porterville city officials asked Shook Kelley to develop a brand strategy that would help forge a vision for their city into the future. Based on an intensive research process, Shook Kelley studied the range of perceptions that Porterville citizens had about their own city and learned they didn’t really understand what was so great about the brand.
Ways the city could get more credit for what it did well.
Shook Kelley set out to create a strategy looking at ways the city could get more credit for what it did well along with how to develop and grow while still preserving its charm as a small town. Touching on a wide range of initiatives, the Porterville study provided a clear direction and set of concerns for the brand. It also created a Brand Stewardship Committee of community leaders that would be tasked with carrying out the brand’s vision for years to come.
Recognizing the need to develop their city, Porterville city officials asked Shook Kelley to develop a brand strategy that would help forge a vision for their city into the future. Based on an intensive research process, Shook Kelley studied the range of perceptions that Porterville citizens had about their own city and learned they didn’t really understand what was so great about the brand.
Ways the city could get more credit for what it did well.
Shook Kelley set out to create a strategy looking at ways the city could get more credit for what it did well along with how to develop and grow while still preserving its charm as a small town. Touching on a wide range of initiatives, the Porterville study provided a clear direction and set of concerns for the brand. It also created a Brand Stewardship Committee of community leaders that would be tasked with carrying out the brand’s vision for years to come.