mount pleasant branding survey results

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Mount Pleasant Downtown

Revitalization Project

Community Branding Survey

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Created: June 27, 2016

86 Total Responses

Closed: July 14, 2016

Disclaimer: Due to budget, this survey was conducted on an open-to-the-public platform on an opt-in basis and is therefore not statistically significant / representative of all residents of the City of Mt. Pleasant. Data reflected herein is intended for general directional guidance / input only.

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Q1: Why is Mount Pleasant special to you?

Answered: 86

Skipped: 0

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Answered: 86

Skipped: 0

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Observations

To residents, who Mount Pleasant is carries more weight than what it is.

Any promotion of the town must emphasize its essential character – small, tight-knit,

friendly, tradition-rich.

Ultimately, residents are very high on Mount Pleasant’s feel. Its ambience can be a

key element of its brand personality.

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Q2: What favorable aspects of the community should Mount Pleasant

highlight in its new brand?

Answered: 86

Skipped: 0

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Answered: 86

Skipped: 0

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Observations

Residents are extremely conscious of the town’s history and eager to include it in the

brand.

Once again, responses highlighted Mount Pleasant’s character more than its activities or

assets.

While economy, business community and activities ranked low, that prioritization level

reveals a chance for growth; residents don’t view those things as strengths of the town

now, but there is an opportunity (and desire) to improve that perception.

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Q3: How can Mount Pleasant grow into the future in ways that honors its

tradition and keep its identity strong?

Answered: 53

Skipped: 33

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Q3: How can Mount Pleasant grow into the future in ways that honor its


Answered: 53

Skipped: 33

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Honor veterans

Improve safety

Control growth

Attract residents / visitors

Strengthen leadership and cooperation

Recreation / activities

Improve schools

Emphasize and promote history

Businesses tailored to resident/worker needs

Preservation / revitalization of buildings

Ways to Grow / Preserve Mount Pleasant

% of Respondents

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Q3: How can Mount Pleasant grow into the future in ways that honor its


Observations

The town’s most valued growth opportunities are building improvement and

proliferation of area businesses, two goals that align with the initial goals of the

downtown revitalization plan.

While the town listed history as a top asset to showcase in Q2, residents appear to be

interested in living history rather than static history – they want their town to resemble

the way it was during its golden area, rather than to merely showcase its history.

Residents did not indicate much fear of growth – they appear willing to expand in ways

that benefit residents and maintain Mount Pleasant’s small-town feel.

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Q4: What are aspects of Mount Pleasant living that you don’t want to see

change?

Answered: 57

Skipped: 29

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change?

Answered: 57

Skipped: 29

0% 10% 20% 30% 40% 50% 60% 70% 80%

Low crime

Low prices

Community activities

Commitment to youth / education

Historic identity

Look and feel of downtown

Small-town character / tight-knitcommunity

Aspects You Don't Want to See Change

% of Respondents

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change?

Observations

More than three-fourths of respondents touched on some aspect of the town’s small-

town personality and feel. It’s clear that this is massively important to residents, who

take ownership of their community’s tight-knit nature and want to maintain it.

Others touched on the town’s commitment to its history and education. Several

responses touched on nourishing the town’s youth.

Mount Pleasant’s tradition-rich events and activities were important to multiple

residents. As the town looks for ways to engage its citizens and attract visitors, it would

do well to leverage those events.

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Q5: As Mount Pleasant Grows, what types of businesses are you most interested in

seeing come to the town? (Please rank 1-10, with 1 being your top choice)

Answered: 85

Skipped: 1

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Answered: 85

Skipped: 1

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Answered: 85

Skipped: 1

0 1 2 3 4 5 6 7 8

Sporting goods store

Hardware store

Hotel / motel

Brewery / distillery / bar

Health / wellness facility

General store

Clothing store

Coffee shop

Grocery store

Restaurant

What types of businesses are you most interested in seeing come to the town?

Rating Average

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Answered: 85

Skipped: 1

0

5

10

15

20

25

30

1st choice

2nd choice

3rd choice

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Observations

The top two choices – restaurants and grocery stores – reflect the recapture

opportunities reflected in the Moriarty report ($1.2 million for restaurants, $580,000 for

grocery stores). Stated demand matches statistically indicated need.

Clothing stores, the fourth choice, are also a major source of leakage -- $1.2 million.

It’s interesting, but not altogether surprising, that hotels/motels and sporting goods

stores are low on the list. The former appeal more to visitors than residents, and the

latter is a niche offering. There is still over $413,000 in recapture opportunities for

sporting goods.

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Q6: What color(s) would you like to see associated with Mount Pleasant’s

brand?

Answered: 63

Skipped: 23

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brand?

Answered: 63

Skipped: 23

0% 20% 40% 60% 80%

Neutral/dark colors

Orange

Bright colors

Green

Red/white/blue

What colors should represent the brand?

% of Respondents

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brand?

Observations

Mount Pleasant Tiger red and blue is the overwhelming choice among residents. Some

suggested the use of navy rather than the lighter MPHS shade.

Green was the second most popular color and could be incorporated into some creative

assets, but red and blue won by a large margin.

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Q7: What words do you use to describe Mount Pleasant to those who don’t

live here?

Answered: 64

Skipped: 22 → → →

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live here?

Answered: 64

Skipped: 22

0% 10% 20% 30% 40% 50%

Creative / artsy

Safe

Escape / secret

Mayberry

Quiet / calm

Boring / struggling

Home / our town

Quaint

Friendly / caring / family

Small / charming

Words to describe Mount Pleasant

% of Responses

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live here?

Observations

Unsurprisingly, descriptions of Mount Pleasant’s small-town, friendly culture dominated

the response list. “Charm” is a word that appeared more than one might have expected,

and is an effective way to blend “country” with “class.”

There was a significant sense of ownership in these answers – “home,” “our town,” “my

town.” Residents have deep pride in this place, even as several acknowledged the town’s

struggles in their answers.

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Q8: In what area does Mount Pleasant most need to grow stronger?

Answered: 85

Skipped: 1

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Answered: 85

Skipped: 1

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Observations

The leading answers all hit on the same theme – the need for economic growth that can

fuel an increase in activities, businesses and jobs.

The large “other” category primarily touched on recreational activities, opportunities for

youth and more unified city leadership.

It’s safe to say residents are primed for growth. They desire progress more than they fear

change, although most would like to enjoy improvements while holding closely to the

town’s fundamental character.

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Q9: If there were a picture that you could choose to best depict Mount

Pleasant as a desirable place to go, what would that picture be?

Answered: 85

Skipped: 1

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Answered: 85

Skipped: 1

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Observations

This was a pretty mixed response with no dominant top choices, which leaves the door

open for messaging that likely looks best to outside audiences (those who don’t yet live

in Mt. Pleasant or haven’t visited but who should include Mt. Pleasant in their

consideration set), rather than satisfying strong current-resident interest.

It is, however, interesting that historic houses topped the list. It could be quite effective

to showcase houses in the imagery, since they embody the kind of historic charm

residents want to see expressed in the brand.

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Q10: What is your gender?

Answered: 86

Skipped: 0

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Q11: Do you live in Mount Pleasant?

Answered: 86

Skipped: 0

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Q12: Do you work in Mount Pleasant?

Answered: 86

Skipped: 0

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Q13: What is your age?

Answered: 86

Skipped: 0

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Q13: What is your age?

Answered: 86

Skipped: 0

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