The Natural Assets of Your Community Matter in a Post-COVID World

Jacksonville, FL, June 7, 2021 — North Star, a national place branding and marketing agency, presented at the Florida City and County Management Association (FCCMA) Annual Conference earlier this month. The FCCMA is a professional organization of practicing public administrators from throughout Florida local governments.

North Star led a panel discussion with municipal leaders attending from around the state. The discussion centered around placemaking which has grown as COVID-19 has encouraged healthier, nature-based activities. Quality of place is the new currency for competitive communities – and their brands must convey it. Waterways, trail systems and even productivity of the land speak to a community’s unique character and serve as attractors for talent, tourism and economic development. The featured case presented was Johnson City, TN which has demonstrated the power of placemaking and marketing a community’s natural assets to capture its distinct essence and story. North Star clients Keisha Shoun and J.T. McSpadden from the City of Johnson City were speakers and panelists. A Q&A session followed the panel discussion. 

North Star is considered a pioneer in helping communities harness the strength of a well-defined and uniquely articulated brand identity. Having worked with more than 200 communities in 44 states nationwide, North Star has helped client communities leverage their strengths to achieve strategic goals such as community engagement, economic development, tourism and residential growth.  

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