St. Johnsbury: 10 Steps to a Winning Brand Identity

Recommendations for Change
 from O'Neal Strategy Group
                c. 2005

1. Enhance the visual appeal and shopping experience of historic downtown St. Johnsbury.

1. "Historic St. Johnsbury" banners;

2. Use empty windows as sales tools; and

3. Cross promote among stores.

2. Attract more visitors to St. Johnsbury.

1. Partner with Northeast Kingdom Travel & Tourism Association;

2. Position St. Johnsbury as must-see attraction; and

3. Track economic impact.

3. Celebrate our rich past!

1. Create Welcome Center displays;

2. Develop train excursion rides; and

3. Build Victorian Holidays Festival.

4. Generate more downtown foot traffic.

      a.   Develop & aggressively promote special downtown nights;

      b.   Develop Bay Street; and

      c.   Add more professional offices.

5. Establish St. Johnsbury as a new business incubator.

      a.    Conduct feasibility study and execute recommended plan;

      b.    Assist in permitting processes; and

      c.    Include established businesses in efforts.

      d.    Look for the "fresh idea."

6. Improve telecommunications infrastructure.

      a.    Support current PCS/wireless broadband initiative; and

      b.    Make it happen!

7. Clean up Bay Street approach.

      a.    Paint Ralston building and other buildings with projected use;

      b.    Complete Three River Bike Path/Trail; and

      c.    Develop riverside park.

8. Construct a compelling story for St. Johnsbury.

      a.    The Fairbanks Legacy of entrepreneurship and community improvement; 

      b.    St. Johnsbury's pride in cultural and downtown preservation; and

      c.    New investments being made in local "creative economy," stimulating
             economic opportunity.

9. Market St. Johnsbury to residents, visitors and business prospects.

      a.    Communicate through local press, and enhance public relations work;

      b.    Develop quality information materials depicting town assets; and

      c.    Target business niches identified in incubator feasibility study.

10. Set measurable goals and track success.

      a.    Net new jobs;

      b.    Net new businesses; and

      c.    Net new private and public investment.

Get things moving and keep them moving! Make it happen!

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