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Branding Initiative Needs Public Participation

Branding Initiative Needs Public Participation
The city of Allentown is partnering with North Star Destination Strategies to develop a community “Brand” for marketing the city to visitors, residents and businesses in the year 2017 and beyond. 

According to North Star CEO Don McEachern, at the heart of Allentown’s brand will be its competitive differentiator -- in other words, what makes the community special so it can stand out in the marketplace. And one of the best places to find that figurative nugget of marketing gold is in the hearts and minds of the people who call Allentown home.

Toward this end, North Star developed a customized Community-wide Online Survey. The questionnaire has been carefully crafted to determine Allentown’s strengths, weaknesses, challenges and opportunities. All who live and work in Allentown are invited and encouraged to participate in this important community-wide initiative.

The city’s Department of Community & Economic Development wants the entire community’s voice to be heard.  The department is urging the public to get involved by going to the website, sharing their stories, becoming a brand ambassador and completing the on-line survey.

The survey can be found at  It is easy to complete and submit electronically.
Printed surveys will also be available on the 3rd floor of City Hall, the Allentown Public Library, Community Action Development Corporation of Allentown at 523-525 N. Seventh Street and The Literacy Center at 1132 Hamilton Street.  Surveys must be completed and submitted by September 5.

“I urge our residents, individuals employed in Allentown and our thousands of visitors to take a few minutes to complete the survey,” said Mayor Ed Pawlowski.  “We are very interested in your opinions of the city as we seek the most advantageous way to move forward.”  

“We have partnered with more than 200 communities across North America, and I can’t emphasize enough the importance of insights gleaned from community members,” stressed McEachern. “To learn what makes a community special, you have to go to the people who spend more than just their money and time there. You have to go to the people who spend their lives there.”

DCED also urges those who complete the survey to share the web address with friends, relatives and co-workers.  The department wants the widest distribution and response possible.

If you are interested in learning more about Allentown’s branding initiative, go to To learn more about North Star Destination Strategies, go to

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