Students from the Tippie College of Business Marketing Institute created an integrated marketing communication plan that includes the new branding for the City of Maquoketa.
Maquoketa (pop. 6,112) underwent a major transformation that stemmed from goals set during the Vision 2020 process in 2013-14, a community-wide strategic planning process with extensive public input and data analysis. The three major goals identified included: 1) Downtown Revitalization; 2) Recreation, Arts and Tourism; and 3) Retaining and Attracting Business and Professionals. Since then, the community has undertaken several major projects and initiatives that improve the environment and celebrate the community’s cultural and natural assets. Maquoketa wanted to build on this momentum to increase tourism to the city. Its location is ideally suited for weekend trips for individuals and families to enjoy the many attractions the city offers.
As part of its revitalization program, the city needed a marketing communication plan that would pave the path to increase tourism through the marketing of the city and its many attractions. The marketing communication plan developed by the students included new branding for the city and the process to implement the tactics of the plan by the civic and government stakeholders. The Marketing Institute team worked alongside a stakeholder committee that would be comprised of local civic and government leaders. The team pulled everything together in a communication plan that recommended marketing tactics to increase tourism (while also increasing internal and external positive perceptions of Maquoketa), as well as brand implementation.