Branding exercise identifies truths about Ponoka

Residents and businesspeople have a lot to say about Ponoka but if there are conflicting messages, or if those messages are lost through poor marketing, the town’s vision and growth will be stymied.

Branding Ponoka would provide a framework for town council and administration to develop operational plans, and direct a cohesive, shared message to tourists, investors and homebuyers.

That first step was taken Jan. 25 at the Hudson Green Activities Centre.

Representatives from Margaret Kool Marketing (MKM) led about three dozen residents, businesspeople and community thinkers in the process to brand and market Ponoka. The participants were divided into two groups to discuss these questions about Ponoka.

• What will a brand do for Ponoka?

• What is Ponoka’s current brand?

• What is a brand you admire?

• What will Ponoka look Like in 20 years?

• Why should someone come here?

• Why visit us?

• What are 10 things you like about Ponoka?

• What are two things you dislike about Ponoka?

• What should the world know about us?

“We’re definitely going to build more public input into the process,” said economic development officer Sarah Kraft. There will be more opportunities to comment on the brand and marketing plan as it is developed. She especially wants youths to offer their insights.

Kraft expects the process to wrap up its consultation and development phase and a brand and implementation strategy to be presented to town council by the end of April.

While there are many reasons new residents and businesses come to Ponoka, the participants in the round table discussion identified the Centennial Centre for Mental Health and Brain Injury as a major employer and driver for spinoff health and social services; and the annual Ponoka Stampede as the focus of tourism and entertainment in the community.

Kraft said Ponoka doesn’t have a brand, and residents and businesspeople want Ponoka to stand for something; a concept, a truth that speaks to what Ponoka is and the opportunities to create something vibrant.

“Not having a brand hasn’t worked for us,” she said. “It’s not just about having a brand; it’s about having a successful, true brand.”

”I think it’s really hard to identify (the town’s identity) and that’s sort of why the process is so imperative for us,” Kraft explained. “I feel like… the number 1 thing we’ve been able to hang our hat on is the Stampede.”

While the buzz around the annual rodeo keeps Ponoka in the news for one week in July, Kraft said cows and cowboys are not necessarily embraced by all residents or businesses. “We’re more than just that.”

Developing a brand is also the best starting point to build a regional tourism partnership in Ponoka County, she added.

Ponoka, through this exercise, must also recognize what it’s not — it’s not Red Deer or Camrose or other communities Ponoka is in competition with for retail stores, industry or housing developments. Ponoka has to identify its community values and attract businesses and new residents who share those same values. Here are some of the responses from the participants

• What will a brand do for Ponoka?

Attract business

Change preconceived ideas and historic image

Help grow the town

• What is Ponoka’s current brand?

Mental health/Centennial Centre

Cattle Capital of Canada

Ponoka Stampede

• What will Ponoka look like in 20 years?

River valley developed with parks and trails

More than Stampede — arts, culture, evening entertainment

More promising look

• Why should someone come here?

Variety of schools

Small town feel

Safe community

• Why visit us?

History

Museum

Cowboy Hall of Fame

• What are 10 things you like about Ponoka?

Walking trails

Schools

Swimming and recreational amenities

Sports history: rodeo/hockey

AG event centre

Friendly people

• What are two things you dislike about Ponoka?

Giant horse

Entrance way/first impression

Dead downtown on Saturday

Better shopping needed

Too many thrift stores and empty buildings downtown

• What should the world know about us?

Town of huge opportunity

Good corridor location (shipping/transportation)

World-class brain injury/medical