Los Lunas - Great Results of a Community Brand (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Los Lunas: A Community That Works

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of a New Mexico community.

Joining us on-air was Ralph L. Mims, Economic Development Manager for the Village of Los Lunas, New Mexico. Los Lunas is located 20 miles south of Albuquerque and has been cultivating their community brand over the past five years.

As Economic Development Manager, Ralph’s mission is to attract businesses from various sectors to bring high paying jobs to the community. He and Los Lunas leadership understand the need for place making and have done an outstanding job developing infrastructure such as the Rail Runner station and new freeway interchange. The interchange features the logo and brand tagline Small Community, Big Possibilities and is resulting in 20,000 daily positive impressions being created in the minds of visitors of freeway commuters.

Ralph shared that one of the keys to success in Economic Development is for the community to be proactive and visible. Creating a cohesive community brand set Los Lunas apart as a unique village and differentiates them from the county and surrounding area. Using the Economic Development sub-brand A Community That Works he attends tradeshows and shares the assets of Los Lunas to prospective businesses. Ralph’s goal is to make Los Lunas the state leader in creating jobs to keep young people in New Mexico.

In the five years following the creation and use of the community brand, Los Lunas has achieved a host of accomplishments including new retailers, restaurants and housing. The community’s latest efforts include:

• Facebook’s seventh data center. Economic impact includes thousands of construction jobs and spillover into housing, retail, restaurants and suppliers. It has also created global awareness for Los Lunas.

• Los Lunas Logistic Rail Park leveraging a BNSF rail line spur. With the addition of rail-dependent businesses Ralph is projecting the creation of 5,000 jobs in central New Mexico.

• Niagara Bottling Company’s new plant moving into 166,000 square feet of space and initially creating 25 new jobs.

The community brand has propelled Los Lunas forward and has assisted in establishing their reputation as a small, progressive community and a great place to live and work.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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