Brand Action Plan Introduced to Brand Leadership Team
An aerial view of Oskaloosa, Iowa taken October of 2014.
An Oskaloosa Main Street Press Release
Oskaloosa, Iowa— Oskaloosa’s Brand Leadership Team (BLT), a sub-committee of Oskaloosa Main Street Economic Restructuring, familiarized itself with the Brand Action Plan at a meeting on Wednesday, April 22. The action plan will guide the team on steps to take in the rebranding efforts to make Oskaloosa a tourist destination and get more people to shop downtown.
According to Oskaloosa Main Street President Josh Buckingham, Roger Brooks and his team at Roger Brooks International (RBI) developed the action plan after working with the Brand Development Committee since September of 2014. “Brooks and his team also evaluated local survey results, interviewed a wide cross section of business and community leaders, as well as local citizens active in the community. He also experienced Oskaloosa first-hand before discussing his team’s observations.
“Several challenges identified from all the data include a need for more variety of shopping and dining options, as well as difficulty attracting new businesses,” Buckingham said.
Oskaloosa’s BLT, made up of a wide cross section of community members with a vested interest in marketing Oskaloosa to bolster economic development and tourism, will now take RBI’s 50 recommendations and work to implement them over a three- year period. A few of the recommendations include creating a citywide wayfinding system, constructing a mobile visitor information center, and putting together a brochure featuring “The Best of Oskaloosa.” The recommended plan will be available for the public once final edits are complete.
Members on the BLT agree this process is a significant opportunity for Oskaloosa’s future. “Rebranding Oskaloosa as a place known for music, sports, entertainment and a vibrant downtown are things that will attract and retain new residents, businesses, and jobs to the area,” Buckingham stressed. “But that brand and recognition must be earned.
“We have a plan that is robust and detailed. It’s based on successful, proven tactics for tourism and branding. Our team believes strongly that if we follow it diligently, we will see positive changes in the community that will give Oskaloosa and its downtown the same recognition it had in the 20th century – as ‘the’ gathering place.”
About the Process
Roger Brooks and his team came to Oskaloosa in September 2014 through a sponsorship by Oskaloosa Main Street, an Iowa Economic Development Authority Main Street Challenge Grant, Mahaska County Community Foundation, City of Oskaloosa, Mahaska County and over 40 local businesses. Brooks is an expert in tourism, community branding, downtown development and marketing. He’s worked with hundreds of communities worldwide to make them viable tourism destinations and is doing the same for Oskaloosa.
Brooks and his team visited Oskaloosa where he identified its strengths and weaknesses, then presented his findings during a public meeting on Sept. 19. This presentation is available for viewing on YouTube: youtu.be/CWP8B9dC4Dg.
After Brooks’ presentation, an Oskaloosa Brand Development Committee was formed made up of 18 local community members and business owners. This team guided Brooks and his team to develop Oskaloosa’s new brand by reviewing community survey results and assessing potential brand directions.
Brooks and his team came back to Oskaloosa in February 2015, to work with the BLT to fine- tune the brand direction. The brand was then presented to the community in a standing room only public meeting on Feb. 27. This presentation is available for viewing on YouTube: youtu.be/yYJAW58iE2c.
Now, with a few changes in membership, the Brand Development Committee has become the Brand Leadership Team and is tasked with carrying out the recommendations put forth by the Brooks team. The BLT has a goal to reduce leakage (locally earned money spent elsewhere), increase tourism spending and make downtown Oskaloosa a vibrant gathering place throughout the entire year. The BLT believes the outcomes of these goals will be more retail and restaurants in the town square area, more jobs, increased population, and an increase in industry. As a result, Oskaloosa will come to be known as a “Simply Brilliant” place to live, work and play.
Oskaloosa residents interested in helping the BLT reach its goal are encourage to contact Main Street Director Karen Hafner, 641-672-2591 or email her at khafner@oacdg.org.
