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“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
July 2013 2 Newnan-Coweta Chamber Branding Campaign
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.
July 2013 3 Newnan-Coweta Chamber Branding Campaign
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
July 2013 4 Newnan-Coweta Chamber Branding Campaign
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
July 2013 5 Newnan-Coweta Chamber Branding Campaign
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
July 2013 6 Newnan-Coweta Chamber Branding Campaign
Opening the door…October 2011
The winning tag line and marketing theme is unveiled by Great Southern Publishers:
July 2013 7 Newnan-Coweta Chamber Branding Campaign
Putting out the welcome mat
• October 2011– Results of Focus Groups and Community Messaging
July 2013 8 Newnan-Coweta Chamber Branding Campaign
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
July 2013 9 Newnan-Coweta Chamber Branding Campaign
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
July 2013 10 Newnan-Coweta Chamber Branding Campaign
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.
July 2013 11 Newnan-Coweta Chamber Branding Campaign
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.
July 2013 12 Newnan-Coweta Chamber Branding Campaign
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
July 2013 13 Newnan-Coweta Chamber Branding Campaign
Logo Development
Challenges: 3 current logos to weave together
July 2013 14 Newnan-Coweta Chamber Branding Campaign
Logo Development
RESULTS
July 2013 15 Newnan-Coweta Chamber Branding Campaign
Program Logos
July 2013 16 Newnan-Coweta Chamber Branding Campaign
Marketing Campaign
E-Blasts
E-Signatures
July 2013 17 Newnan-Coweta Chamber Branding Campaign
Marketing Campaign
Community Marketing
July 2013 18 Newnan-Coweta Chamber Branding Campaign
Event Marketing
July 2013 19 Newnan-Coweta Chamber Branding Campaign
Past Branding
Websites
July 2013 20 Newnan-Coweta Chamber Branding Campaign
New Branding
Websites
July 2013 21 Newnan-Coweta Chamber Branding Campaign
Past Branding
Newcomer Information—
July 2013 22 Newnan-Coweta Chamber Branding Campaign
Current Branding
Newcomer Information
What will they find NOW?
July 2013 24 Newnan-Coweta Chamber Branding Campaign
July 2013 25 Newnan-Coweta Chamber Branding
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
July 2013 26 Newnan-Coweta Chamber Branding
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”
July 2013 27 Newnan-Coweta Chamber Branding
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!
July 2013 28 Newnan-Coweta Chamber Branding
Campaign
July 2013 29 Newnan-Coweta Chamber Branding Campaign
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
July 2013 30 Newnan-Coweta Chamber Branding Campaign
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: