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Council hears branding study recommending ‘convenient heart’ DNA for Greenacres
Summary
Consultants from Northstar presented results of resident and external surveys and a draft branding 'DNA' for Greenacres, recommending messaging that highlights parks, diversity, affordability and the city's central location; councilors asked questions about methodology, demographics and next steps.
Northstar Branding and Marketing presented its midterm findings to the Greenacres City Council on Oct. 12, outlining resident and external survey results and a proposed brand "DNA" intended to guide creative work for the city's marketing campaign.
The firm's principal, Sam Preston, told the council, “For those who dream of a South Florida that is both welcoming and within reach, Greenacres, the convenient heart of Palm Beach County ... has been a natural haven for hardworking families for nearly a century.” He said the presentation reflected interviews, focus groups, a 150-response community survey and a 300-response external survey of neighboring markets.
The consultants summarized the city's strengths as parks and open space, a central location within Palm Beach County, diverse restaurants and active community events. Survey findings showed room to improve resident advocacy: Northstar reported a brand advocacy score of negative 16.89 for living in…
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