Town of Orange Park sharpens branding plan

North Star Place Branding and Marketing staff members updated Orange Park community members on their efforts to revitalize the town’s brand. They also asked for the public’s help in refining their concepts.

President Will Ketchum told around 20 community members at Town Hall during an Oct. 26 workshop that his firm surveyed 343 people in addition to performing site visits and interviewing focus groups and stakeholders.

He said that based on his firm’s data, the town enjoys a reputation for nice parks, good quality of life, an expansive tree canopy, good schools and plenty of dining spots. He said the town is also viewed as a slower-paced community within the Jacksonville metropolitan area with interesting neighborhoods and good neighbors.

Challenges include a reputation as a drive-thru community with higher taxes and stringent code enforcement. He said the town is also known for traffic congestion, a hodgepodge appearance, and is viewed as averse to change with a sleepy attitude.

Ketchum added that the town suffers from the fact that its boundaries are not well known and that outsiders have erroneously hung a reputation for crime on the municipality, believing the Wells Road area around the Orange Park Mall is within the town limits.