The goal of community branding is to capture the essence of a region which can only be accomplished through collaboration among its constituents. Community branding is above all about the distinctiveness of a place, it is authentic and memorable.
How do we create an identity that differentiates the Space Coast from communities across Florida, the US and the world? What are the sights and sounds, environment and business, people and places that make the Space Coast a unique place to live, work and play?
A unified community brand is an intentional effort that will responsibly increase tourism, business development and retention, and talent acquisition resulting in a community that thrives and weathers the inevitable storms.
Florida’s Space Coast is your gateway to possibilities. Here, you can reach for the stars with a rewarding career while staying grounded with short average commute times (and longer you time). A place where the quality of life soars among a strong diversified economy. A place where space exploration is in our history but also in our future. Come explore your gateway to possibilities on Florida’s Space Coast.
Interactive discussions with professional organizations and industry stakeholders. Feedback from the community conversations informed the focus groups, survey and brand visualization.
September 15, 2022 – January 18, 2023
40 Community Conversations were held, reaching over 800 people.
Focus groups were held among community leaders, residents, and employees gauging perceptions of the Space Coast as a place to live, work and play. The focus groups were held in North, Central, and South Brevard County. An outside expert was brought in to conduct the focus groups taking information gained from the community conversations and focus groups to inform the questions for the survey.
October 25, 26, & 27, 2022
Six (6) Focus Groups were held, reaching 73 people.
Brevard County residents participated in a broad survey to share their thoughts and experiences regarding what it means to live, work and play in the region. The findings from the community conversations and focus groups informed questions for the survey.
November 28 – December 16, 2022
755 surveys were completed giving us a 95% confidence level in the results based on the population of Brevard.
“It’s close to the beach and rocket launches. You’ve got at least ten months of flip flop and shorts weather and we have great food and events in the community.”
“You can launch an adventure, you can launch a life, you can launch a career, you can launch a business.”
Focus groups will be held in two communities in Texas and North Carolina. The goal of the focus groups is to understand current perceptions of Brevard County as a place to live, work and play as well as factors considered when seeking to relocate for employment. An outside consultant will utilize the findings from Phase I of Mission Space Coast to inform the focus group conversations.
February 15 & 16, 2023
Four (4) Focus Groups reaching 40 participants.
Residents throughout the United States (outside of Brevard County) will participate in a broad survey to share their thoughts and experiences regarding current perceptions and awareness of Brevard County as a place to live, work and play. The findings from Phase I and the external focus groups informed the survey questions.
February 27 – March 10, 2022
During Step 6, we will leverage the data collected in Phases I & II to build a brand strategy. The mission, vision, and core values will be defined in addition to developing goals and Brevard County’s competitive advantage. Engagement in Phase III will look different from the first two phases. During this step, we will host pop-up focus groups to gather feedback from the community about the brand design and we are presenting to professional organizations throughout Brevard County to share the findings to date and obtain continuous feedback. We are also presenting to the municipalities throughout Brevard County to encourage broad engagement and feedback.
During this step, we will dive into what most people think of as the branding process and will define the color palette, visual style, voice & tone, personality, tagline, logo and more. This is a comprehensive step that will have multiple touchpoints with the community to continue to get feedback regarding the direction of the brand.
Mission Space Coast, a Community Branding Initiative
Economic Development Commission of Florida’s Space Coast: Launch a Fullfilling Life – Lay Down Roots on Florida’s Space Coast
Health First’s Brett Esrock leads the EDC’s Mission Space Coast branding initiative, a community-wide effort to define Brevard for generations to come.
