While many Nebraska small towns have declined in population over the past decade, the City of St. Paul has continued to grow. As part of the brand strategy, we knew it was important to uncover the reason for this growth.
During our research phase, we found that the growth is due to the strong leadership team and tight-knit community who have worked together for years to ensure their city has access to big city amenities and top-notch education and health care—without losing site of their commitment to their small-town values. All this, in combination with the City’s proximity to Central Nebraska’s urban hub—Grand Island—make it an appealing place to raise a family and do business. We developed a strategy that would highlight these advantages; one that could rally together existing members of the community, as well as draw interest from visitors, prospective residents and businesses.