By John Harris, Principal, a5 Digital and Branding
January 2, 2018
In 2016, as Collaborate Freeport formed, it was clear that Freeport had an identity issue. Once a proud and successful community, Freeport appeared to be, at best, stagnating, and at worst, sliding backward.
Through one-on-one conversations with nearly 100 people and small group meetings, it was clear Freeport needed to look at itself in a different way. Yet many were skeptical; previous efforts at organizing the community to create momentum had not been successful. Would Collaborate Freeport have impact?
We needed data to understand the depth of the identity crisis. With leadership from Amy Dreibelbis Fairweather of D+F Photography, Brian Helm from the Helm Group and Dave Young from NIDA (along with two dozen steering committee leaders), we devised a three-pronged approach to engaging the community: an email survey, in-person interviews and public events: free coffee at 9 East, a booth at the Stephenson County Fair (manned by Danielle Rogers of Freeport Downtown Development Foundation) and free ice cream at Union Dairy.
Free ice cream draws a crowd.
On a Thursday afternoon in early June 2016, we rolled up to Union Dairy in downtown Freeport at about 5:45 expecting to see a person or two queued up for a free scoop of ice cream.
What we saw was a line two blocks long. In addition to showing up for free ice cream (courtesy of Collaborate Freeport, its investors and Union Dairy), people of all ages and races came out to share their opinions on Freeport’s past, present and future.
In about two hours, we gathered more than 400 surveys from folks young and old, male and female, students and professionals.
And while the participation was strong and the opinions free flowing, the responses showed that 45 percent of those surveyed felt Freeport was headed in the wrong direction. Only 32 percent said Freeport was going in the right direction.
Moreover, only five percent of those responding thought the attitude of Freeport folks was “very positive” or “mostly positive.” Forty percent thought the attitude was “in between” and 55 percent was “mostly negative” and “very negative.”
Attitude is everything. When you feel good about where you are and where you are going, you can create an environment of positive change. Excitement. Opportunity. You can dream — and achieve.
The community went to work. The Collaborate Freeport steering committee, working with a5, developed the All In brand. From the research, it was clear we need Freeport and Stephenson County residents to believe — to be “all in” for the community. Values were developed. Events were created, supported and fostered. On social media, on the web, at meetings and in The Journal-Standard, positive stories focused on what is really good about Freeport and Stephenson County were told.
The message spread: To be a successful community again, the narrative had to change, and perceptions had to shift.
One year later, we surveyed Freeport again. At the end of 2017, 72 percent now believe Freeport is headed in the right direction.
And the attitude has improved markedly. 75 percent of respondents feel the community attitude is “in between,” “mostly positive” and “very positive.”
In the survey, we also asked people if they felt positive momentum had been generated. The answer was “yes.” From the establishment of the city manager form of government to the optimism of the new mayor to downtown developments, survey respondents had good things to say about Freeport’s direction.
While there is a long way to go, Freeport enters 2018 with a sense of optimism. Good things are happening, from MetLife’s decision to the progress made downtown to the All In Freeport campaign that will roll out in the second quarter. And, importantly, there is a desire to go from “Freeport good” to “great.”
Collaborate Freeport, and the All In brand, will continue to develop, working to foster an environment for progress — and telling people inside and outside Freeport why the city and surrounding areas are a great place to live, to start and grow a business and visit.
Journal Standard article link.
