Marketing plan focuses on Ironwood's assets

By RALPH ANSAMI

[email protected]

Ironwood — A “Find Your North Marketing Plan” that details strategies for the city and the Ironwood Economic Development Corporation has been released.

The forward to the document states: “With unfiltered access to outdoor recreation, a growing infrastructure of trails and destinations and the seclusion of Upper Peninsula wilderness, Ironwood is one of the premier adventure destinations in the Midwest.

“Ironwood is a small city with a rich history and amenities to appeal to any adventurer. Feel the artistic spirit of the downtown and experience the crisp, sweet air by a rushing waterfall or riding on a secluded trail. Ironwood is a destination with outdoor adventure right our your front door.”

Strategies in the plan include seeking to identify and support redevelopment opportunities in the city and connect developers to opportunities.

In seeking to brand the community, the marketing strategy recommends installing banners, building entrance signs and directing visitors to use signage that's currently available.

It encourages businesses and community organizations to use the city's “Find Your North” brand.

The plan takes the approach of asset-based community development and applies it to marketing, according to Community Development Director Tom Bergman.

“Asset-based community development determines the best and unique qualities about a community, and seeks to become the best at the things that our community is already good at,” he said.

The marketing plan identifies unique and special assets of Ironwood to determine where to focus marketing efforts.

Some of the assets include the Historic Ironwood Theatre, Downtown Arts Place, Gogebic Community College, airport, hospital, Lake Superior, SISU ski race, Copper Peak, numerous parks and playgrounds, Ottawa National Forest, ski hills and trails, to name just a few.

Components of the plan include:

—Internal marketing: Explaining how the city will connect citizens, businesses and other stakeholders to assets by guiding citizens to become ambassadors or strategic partners for the Find Your North brand.

—External marketing: It explains how to introduce tourists, visitors, new residents and potential businesses to the assets of Ironwood and its new brand.

—Redevelopment networking: It defines the way the city can use the power of relationships to recruit targeted businesses and individuals.

—Marketing best practices: It explains the best practices for the city to take when marketing the brand.

The plan recommends modernizing marketing content in partnerships with the Ironwood Tourism Council and Ironwood Area Chamber of Commerce to focus on attracting and retaining tourists.