Mankato, Minnesota

Mankato has a population of 39,000, making it the fourth largest city in Minnesota outside of Minneapolis-St. Paul.

The Challenge

Mankato did not have clear positioning or a unifying message and there was a need for better tourism connection with downtown.

Positioning

The brand encapsulates Mankato’s charm as THE small city in Minnesota where you can experience challenging trails, then unwind in a vibrant downtown offering cultural encounters and lively night entertainment. No other small city in Minnesota can match this combination of experiences.

Brand Solutions

The Mankato brand is founded on the outstanding trails for cyclists, runners, hikers, skiers and kayakers surrounding the city. Research revealed that Mankato has the greatest combination of local, county and state cycling/walking trails in Southern Minnesota. The brand focused on Mankato being presented as a place where enthusiasts can enjoy the lively downtown and nightlife featuring live entertainment following a day on the trails. The strategy identified experience enhancements where needed regarding the downtown business mix, placemaking, wayfinding, cross-selling, and historical interpretation.

 

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