New survey is next step in Knightdale branding

September 19, 2013 

— Residents will have their say about how to shape the town’s image next week when a survey is released to gather information

In the first phase of its research, North Star Destination Strategies, a Tennessee-based independent branding company, circulated an online survey to subscribers of Knightdale’s E-views newsletter. This month’s survey will be open to anyone in the community and print versions will be available at town hall.

“We want as many people to take (the survey) as are interested in (the branding project),” said Brian Bowman, Knightdale’s public information officer.

Earlier this year, Knightdale Town Council approved spending $90,000 during the next two years to revamp some of the town’s current branding, including town colors, logo and marketing slogan.

The town started the process late last month to identify what makes Knightdale special with a familiarization visit from North Star staff. They interviewed more than 200 Knightdale residents through focus groups, surveys and one-on-one interviews, Bowman said.

Kelley Brackett, a community brand coordinator with North Star who visited Knightdale, said the first research presentation should be ready for residents in late November, if the timeline stays on track. Bowman said the initial research findings will be presented at a town hall meeting.

Until then, North Star is keeping its findings under wraps.

Mary Yount, the director of the Knightdale Chamber of Commerce, helped gather Knightdale business owners for a round-table discussion during North Star’s initial visit.

Yount thinks the town’s convenience and proximity to major cities is one selling point that seemed to be echoed by Knightdale residents during research interviews.

“There’s just unlimited access to a variety of things that can fill a variety of interests and while there’s still a lot here, you can be in a community that’s cost-effective … and you don’t have to pay the high-dollar price of other communities,” she said.

North Star staff visited Knightdale the week of Aug. 26 to hold focus groups, interview residents and observe life in Knightdale by way of visits to schools, large employers and conducting undercover interviews with residents in public areas of the town.

Brackett said the next step will be to gather information about how residents outside Knightdale perceive the town. North Star will conduct another study that will use input from 200 residents in the Raleigh metro area.

“(The study) gives us an understanding of how others view Knightdale,” Brackett said.

North Star will also pull information to determine residents’ spending habits and preferences. Brackett said North Star will look at information like what kinds of consumer loyalty cards residents use, what they read and what they listen to on the radio.

Before presenting their research, North Star will also talk to business and tourism professionals over the phone to find out their opinion of the town. It will help determine Knightdale’s top business prospects – a list of 100 businesses the town could potentially host based on what they already have, Brackett said.

Hankerson: 919-829-4826; Twitter: @easternwakenews

Eastern Wake News is pleased to provide this opportunity to share information, experiences and observations about what's in the news. Some of the comments may be reprinted elsewhere in the site or in the newspaper. We encourage lively, open debate on the issues of the day, and ask that you refrain from profanity, hate speech, personal comments and remarks that are off point. Thank you for taking the time to offer your thoughts.

Commenting FAQs | Terms of Service