Survey Results Show Strengthening of City Brand and Reputation

Manassas, VA – December 5, 2024 – City of Manassas

In 2015 the City engaged North Star Place Branding + Marketing to conduct an economic development marketing study as part of our ongoing citizen engagement work. This study resulted in our Historic Heart. Modern Beat. tagline, as well as containing recommendations for engaging residents and consumers in a meaningful way to promote Manassas. As part of the City’s original engagement agreement, in Spring 2024 the firm conducted a 5-year Brand Barometer to measure the strength of the Manassas brand and general perceptions by residents.

The City is pleased to report that we have experienced remarkable progress in the view of our residents. The results in the Barometer align with what we have seen and heard through our Citizen Satisfaction Surveys and Community Conversations. In 2015 only 28% of our residents would have recommended to a friend or colleague that they live in Manassas and 43% would have discouraged that same friend or colleague. In 2024, 32% would recommend us and 38% would not. We are all aware that Manassas has unique charm and is attractive to visit because of our history, attractions, special events, and unique Downtown. This was reflected in 2024 when 46% of those surveyed said they would recommend Manassas as a place to visit, 7% higher than the overall brand advocacy score nationally.

When asked what words or phrases best describe the City of Manassas, residents responded with Great Historic Downtown area; Strategically located, easy access; Historic; In transition; and Diverse in that order. Additionally, when asked if respondents associate City of Manassas with high-tech firms, 40% responded ‘yes’ compared to 15% in 2015.

These results are a testament to the hard work of our dedicated City employees, the leadership of senior managers, and the commitment that City Council has made to its strategic initiatives and investments. This study is not necessarily reflective of marketing and outreach efforts, but rather of the fundamental changes and progress being made to improve the Manassas community.

Media Contact:

Patrick J. Small, CEcD

City of Manassas, Virginia

[email protected]

View Survey Results