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News and Press Releases

Fayetteville, Cumberland County, and Partners Launch Community-Wide Branding Survey

Post Date:04/23/2019 11:17 AM

April 23, 2019

Jimmy Abbatiello
Manager, Marketing & Communications
Phone: 910-500-6464

Cumberland County, NC – The City of Fayetteville, Cumberland County, and nine partner organizations have launched a survey to gather residents’ input for a new community-branding platform. This research is part of an intensive project to create an updated and unified approach to communicating the area’s strengths, assets, diversity, vision, and potential. All community members are encouraged to take the 15-minute, anonymous survey on the web, on a mobile device, or at their local library at

The Fayetteville Cumberland Collaborative Branding Committee (FCCBC) is leading the branding effort and includes representatives from the City, County, Cumberland County Tourism Development Authority (TDA), Vision 2026, Arts Council of Fayetteville/Cumberland County, Fayetteville Area Convention and Visitors Bureau, Cool Spring Downtown District, Greater Fayetteville Chamber, Crown Complex, Cumberland County Schools, and the Fayetteville Cumberland County Economic Development Corporation.

After a thorough selection and interview process, the FCCBC commissioned North Star Destination Strategies to help create a new brand platform. North Star has an extensive background in developing cooperative brands for both governments and organizations, having worked with more than 250 communities in 44 states.

"The Fayetteville and Cumberland County brand is already rooted in the people of this community, each and every one of them,” said Will Ketchum, President of North Star. “That makes this survey perhaps the most important contributor to the brand process. Understanding the diverse perspectives of our respondents will help North Star bring the real story of this community to the surface.

It's also an easy, fun exercise. We hope every citizen will take part and we look forward to learning their opinions." North Star’s research phase is comprised of more than 15 pieces of qualitative and quantitative exploration, including the community survey, tours of Cumberland County, one-on-one interviews with stakeholders, and focus groups with young leaders, major employers, military families, municipal leaders, and entrepreneurs. Their team is also meeting with representatives from local education, business, arts, and faith communities. North Star will use this research to develop a brand that showcases what makes the community unique, resonates with current citizens, and attracts new residents, businesses, and tourists.

To take the survey and to learn more about the project, visit



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