You can’t build a reputation on what you are going to do.”

– Henry Ford

CITY OF FORT ST. JOHN – Reputations Audit

CHALLENGE

In 2003, the City of Fort St. John, having recovered from near bankruptcy, balanced its budget and diversified its major industries. The City instinctively understood that it had issues with its reputation and that these issues were holding it back from further progress with stakeholders ranging from government to prospective recruits to the Fort St. John community.

STRATEGY

Fort St. John Ad

A Reputation Audit was conducted in 2003 to determine the City’s Desired Reputation, measure its Actual Reputation and begin to close the gaps between the Desired and Actual Reputation.

The Reputation Audit identified that while the City’s Desired Reputation was that of a diverse, progressive municipality in a pristine setting, in reality it was perceived as a boom–and–bust dusty oil town. Reputations Corporation subsequently designed extensive campaigns and implemented a three–year strategic planning process. In 2006, a follow–up on the Reputation Audit was conducted to measure the success of the campaigns.

RESULTS

  1. $2 million in media coverage;
  2. $50 million in direct economic development through government advocacy and economic development initiatives;
  3. Decrease in gaps between Desired and Actual Reputation with all stakeholders over three years.