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City and Visit Elk Grove Launch Business and Visitation Branding Initiative

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City and Visit Elk Grove Launch Business and Visitation Branding Initiative

Posted: 01/26/2017

The City of Elk Grove and Visit Elk Grove, in collaboration with key stakeholders like the Elk Grove Chamber of Commerce and other groups, have begun an exciting, community-wide branding initiative to market the City as a business and visitation destination. The project and resultant brand strategy and creative tools will help to more clearly define Elk Grove’s unique story and articulate our business and visitation advantages and aspirations to the marketplace of visitors and corporate decision makers.

North Star Destination Strategies of Nashville, TN, a top community branding firm, has been retained to assist with this effort. North Star has over 16 years of experience and has worked with over 200 communities on similar projects.  

To kick off the effort, North Star will commence with a comprehensive research phase over the next several weeks to identify both internal and external awareness of and perceptions about Elk Grove. The study will include interviews and focus groups with key stakeholders and community leaders, combined with online business and resident surveys.  North Star will also conduct extensive research with groups and individuals outside of the community so we can better understand both how we view ourselves, and how others perceive us.  This study will provide a broad view of Elk Grove’s strengths and opportunities, which will be used to develop an authentic, unique brand position.

“An authentic business and visitation brand is a critical tool that we need to ramp up our recruitment and attraction activities.  A clearly defined brand also serves to help our existing businesses by reinforcing the reasons why people do business in the City already while conveying to those who don’t conduct business here why they should,” said Darrell Doan, Economic Development Director for the City of Elk Grove.

“It is critical that we receive as much input as possible from residents, business owners, and community leaders,” said David Brooks, Executive Director of Visit Elk Grove. “We know that there are a lot of opinions and ideas about our City and we want to collect them all. When business representatives look at Elk Grove as a potential market for their business, they will first come here as visitors.”

A website for the project has been established at The site contains a short video explaining the effort, a FAQ section, and examples of other communities that have undergone similar projects.  Anyone with an interest in following along as the project progresses can sign up to receive updates.

David Brooks
Executive Director
Visit Elk Grove
Phone: (916) 993-5591
Darrell Doan
Economic Development Director
City of Elk Grove
916.627.3210 (Office)
443.310.3662 (Cell)


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