Senior undergraduate students in the College of Business’ Marketing Institute completed a year-long study and evaluation of Muscatine’s community brand, working with the Muscatine Chamber of Commerce.

Muscatine’s leaders and businesses indicated that the community had struggled at times to attract and retain young professionals, and the community desired to better understand this demographic and sought suggestions on how Muscatine could re-brand itself to be more attractive to young professionals. Students conducted focus groups with businesses and workers in Muscatine, analyzed market data, and created new slogans and logos for Muscatine based on this information. The group’s final report is included below.