How a Chamber Launched a Community Marketing Campaign
As a forward-thinking and supportive chamber, the Crookston Area Chamber of Commerce in Minnesota decided to help create and share the narrative of their community.
Enter “Belong in Crookston.” The campaign focuses on all the things people can Be in the Crookston community.
The initial process began nearly 4 years ago and included many meetings and visits with large and small businesses and partners to learn about their ideas and potential involvement. Additionally, local organizations such as the Convention & Visitors Bureau and City Council took part.
It was important that the brand was versatile to fit not only the many activities, groups, and organizations represented, but also to fit as a co-brand of the many businesses and industries. The “Belong in Crookston” brand was decided upon as a group, which ultimately created a community-led effort.
This community-wide marketing initiative includes many partners and the City of Crookston (for collaboration and funding). It has become an integral part of local promotions: For example, local real estate agents market "Be at Home," healthcare partners push "Be Healthy" messages, and the university welcomes new students with "Belong in Crookston.”
“Belong in Crookston” communicates positive messages about a safe community, affordable housing, and connection to many amenities, activities, and outdoor recreation. It also supports development with key partners such as the local university and state representatives. Check out this video to see the program in action. Be a Kid. Be Adventurous. Be Creative. Belong in Crookston.