North Star Leads Discussion among California City Leaders on Importance of Regional Cooperation in Community Marketing Campaigns
Presentation & dialogue showcased successful approach for Bakersfield and Kern County, California.

Jacksonville, FL, Sept. 24, 2021 — North Star, a national place branding and marketing agency, today presented at the Cal Cities Annual Conference & Expo Session, leading a discussion on how multi-jurisdictional, regional cooperation makes community marketing work harder. Hosted by the League of California Cities, the annual conference brings municipal leaders together to discuss key topics and issues affecting the state.

North Star’s presentation focused on the importance of cities and counties working together to overcome today’s economic challenges, such as the workforce transition trend where professionals continue to migrate to highly concentrated markets for knowledge-based careers. For example, 20 counties today account for 50 percent of U.S. business growth since the recession, versus 125 counties two decades ago, according to the Labor Market Polarization and International Macroeconomic Dynamics Study by the Federal Reserve Bank of Atlanta.

To demonstrate the effectiveness of a multi-jurisdictional approach, North Star presented the branding and marketing strategy it brought to life with Bakersfield and Kern County, California. Will Ketchum, President of North Star, was joined on stage with Chris Huot, Assistant City Manager for the City of Bakersfield, Nicholas Ortiz, President & CEO of the Greater Bakersfield Chamber of Commerce and Megan Person, former Chief Communications Officer at Kern County, to help tell the story.

The united efforts between the city and county have helped the region establish an identity, tackle economic challenges and better collaborate and market themselves among residents and economic development prospects. The collaboration sparked by the regional branding has also been central to addressing non-marketing goals such as securing regional funding, COVID-19 messaging, diversity and inclusion efforts and other social measures

“As economic and workforce obstacles continue to build for places across the U.S., it’s critical to think regionally and develop a highly strategic and collaborative approach to branding and marketing communities,” said Will Ketchum, President, North Star. “It was an honor to speak with city and county leaders across the state on some of the greatest challenges facing their markets, and how efforts deployed by places like Bakersfield and Kern County can lead to stronger economies and broad-based prosperity.”

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