“Prosperity’s Front Door” Communitywide Branding Campaign

Presented by

Candace Boothby, President and CEO Newnan-Coweta Chamber

Newnan,Georgia

Communitywide Marketing & Branding Campaign

• Recommendations delivered in a community assessment

• Two and a half year development, launch, and initial implementation process

• Phase one: Logo and standards development, rebranding for chamber and development authority, collateral development

• Phase two: Integration into stakeholder cultures across the community

• Phase three: Leveraging message regionally, nationally, internationally

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Ultimate Campaign Vision Whether you are a physician looking to relocate,

an industry moving to town, or a newcomer to the community, you will feel a sense of

seamlessness, connectivity, and identity for one branded community through common

words, images and messages.

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Fall 2010—Standing at the threshold

– Chamber hosted four business industry roundtables

November 2010—Arriving on the doorstep

– Chamber began initial planning for community-wide marketing and branding

campaign called “Discover Coweta”

December 2010—Ringing the doorbell

– Herron community assessment study was commissioned by Georgia Power for

the Development Authority

January 2011—Knocking on the door(s)

– Chamber began working with Great Southern Publishers/365 Degree Total

Marketing to begin a fundraising campaign to generate support for the

community marketing campaign

January/February/March 2011—Opening the door

– The Development Authority shared the results from the community

assessment study

– The Chamber contracted with the Herron Group to present results

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February/March 2011 Herron Recommendations: 5 of 9 = Marketing

1. Develop a Target Industry Strategy

2. Develop a Marketing Plan

3. Develop a Global Vision

4. Develop Economic Development Tools

5. Create and Expand Public Awareness

Others: Enhanced Incentives, Labor Force Soft Skills, Newnan-Coweta Airport, Value Proposition

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Turning the key (community involvement) • March 2011Economic Prosperity Council sets up 3 work committees:

– Marketing

– Labor force soft skills

– Development Authority items

• May/June 2011Chamber and Great Southern Publishers hosts seven global visioning focus

groups: Over 150 participants!!!

Healthcare, Education, Manufacturing and Industry, Shop Local– Retail,

Global Visioning, 2 General Community Visioning

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Opening the door…October 2011

The winning tag line and marketing theme is unveiled by Great Southern Publishers:

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Putting out the welcome mat

• October 2011– Results of Focus Groups and Community Messaging

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Global visioning focus groups hosted: Messaging Results:

• Healthcare messaging: Coweta County is a healthcare

destination offering a wide range of integrated medical

care in state-of-the-art treatment facilities

• Education messaging: Coweta County fosters academic excellence that prioritizes student advancement by providing innovative teaching and lifelong learning

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Global visioning focus groups hosted: Messaging Results:

• Shop Local messaging: Coweta County is the doorway to exciting shopping venues, enticing customers from around the region to experience a perfect blend of locally owned

boutiques and nationally sought luxury stores.

• Business messaging: Coweta County is a strong community strategically positioned to provide all of the amenities crucial to fostering prosperous industry growth and development

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Global visioning focus groups hosted: Messaging Results:

• Brief Positioning Statement: As the front door to prosperity, Coweta County is the ultimate place to grow your business and your family.

• Global Positioning Statement: Coweta County is a strong community strategically positioned to provide all of the amenities crucial to fostering prosperous industry growth and development.

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2 year investment Global Visioning Statement:

Guided by the needs of our growing business and residential

communities, and taking full advantage of our strategic location, educated workforce, and health infrastructure, Coweta County envisions fostering steady economic development, ensuring an expanding global impact and boundless prosperity.

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Logo Development

Turning the front door knob • Logo Development Color Survey 100% agree

– Surveyed 3 focus groups and DA/Chamber Boards

• RED:

*Energetic *Assertive *Moving *Powerful *Action-oriented *Driven

• BLUE:

*Strong *Secure *Loyal

*Confident *Reliable *Honest

*Peaceful *Responsible

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Logo Development

Challenges: 3 current logos to weave together

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Logo Development

RESULTS

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Program Logos

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Marketing Campaign

E-Blasts

E-Signatures

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Marketing Campaign

Community Marketing

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Event Marketing

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Past Branding

Websites

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New Branding

Websites

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Past Branding

Newcomer Information—

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Current Branding

Newcomer Information

What will they find NOW?

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Campaign

Community Involvement Phase Two: Teaching our Members

and Stakeholders $$$ will go further if we promote Coweta together…

People will start looking!!

YOUR products Door knockers Television Ads Decals Print Ads Business Cards Social Media Stationery Awards Store Signs Radio copy Door decorating contests Specialty items (add logo or copy) Welcome mats Shopping bags Website add messaging, logo and LINK

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Campaign

Messaging EVERYONE CAN USE! Easily located on Chamber’s Website!! Tailor your wording! See messaging pages for hints

• Brochures, Websites

• Tie in titles & artwork on special projects

• Add the Prosperity’s Front Door Logo on ALL collateral!!:

• Use doors from the community

• Imagine the social media options:

E.G. Coweta Board of Realtors… “follow us as we open a new door every day” “open this door to see our featured listing” “xx is opening the door on a new listing… this might be your home”

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Campaign

Community Involvement Promote YOUR products AND COWETA!!

Tailor your print ads to carry the theme!!

Tailor your television ads to carry the theme

Coweta Water Authority

Customize your logo!

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Campaign

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What can you do to immediately support the

Prosperity’s Front Door community marketing campaign?

• Go TODAY to the Chamber website at www.newnancowetachamber.org

• Click on the Prosperity’s Front Door Box • Download PFD logo and feature it

Prominently on your website

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Challenges: Keeping the ball moving down the field!

Maintaining consistency Expanding stakeholder involvement

Next Steps: Leveraging “Prosperity’s Front Door”

throughout our region, state and worldwide

For more information: