How a Listening-First Place Branding Strategy Boosted Morale and Economic Development
Town of Glocester, RI
Challenge
Glocester is a town with a strong rural identity. For years, the loudest voices shaped perceptions of Glocester as overly traditional or conservative. As we listened more widely, we found a deep desire for inclusivity, connection, and progress.
Strategy
This is when Civica went into anthropologist mode – We interviewed residents and surveyed visitors; we uncovered the perspectives that often went unheard. We built Glocester’s brand from the inside out by listening first; the result was a brand and unified message that reflected the community’s voice, helping Glocester define and express what truly makes it unique.
Impact
Our strategy helped residents feel seen and heard, building community buy-in and inspiring government officials to take pride in Glocester’s identity. Over time, the accompanying marketing strategy will build on this foundation with helping the town grow, attract, and retain new businesses and residents, increasing job opportunities while opening doors to future funding opportunities and long-term sustainability.
Reimagining a 250-Year-Old Town
Our goal was to turn over every stone, seeking honest feedback and understanding even the uncomfortable truths. We asked hard questions, like why the town was seen as exclusive to outsiders and how we could flip that narrative for potential visitors. Changing perception is one thing, but baking it into the plan is what creates real change. By grounding the brand and marketing strategy in these values, we helped Glocester’s true character attract visitors instead of deter them.
This transparency gave the town a clear, balanced picture of how it’s seen from within and beyond. What emerged was a brand built on authenticity, grounded in real stories and reflective of a community ready to evolve while staying true to its roots.
Photo of Edna Kent with Betty the Elephant taken by Valley Breeze News
"Through research, they thoughtfully identified creative means of reaching various viewpoints and perspectives to truly create a full picture of our town’s character and collective vision. They tapped into resources for research that we ourselves didn’t even realize were available. Their process is organized, inclusive, and intentional, setting a strong foundation for the brand development."
Official Adoption of Glocester’s New Brand Identity
On October 2, 2025, the Town Council voted to officially adopt the new brand, marking an important milestone in Glocester’s history. With the brand approved with a unanimous vote, the next phase focuses on implementation.
Throughout the process the Economic Development Committee was a strong partner. We strategized together on how to communicate the final brand strategy to the Town Council. Civica presented practical tools and guidance to be implemented right away. A marketing strategy and brand style guide were created to support the rollout, helping ensure the new identity shows up consistently and with heart. We also provided the town with a framework to implement which included data, stories, and perspectives gathered throughout the process. It gives leaders a clear picture of what residents hope to see over the next 5 to 10 years. We delivered not just a brand and marketing plan but a reflection of real community voices that can guide future decisions.
