Community Branding: Walton County, GA Case Study

When it comes to developing a memorable community brand, uncovering what makes your city special is not enough. Often a community’s distinct and defining characteristic is simply, well, not distinct. With 10s of thousands of cities across this nation, there’s sure to be a lot of overlap. The real challenge lies in creating a really memorable creative context in which to present your point of difference.

Consider the case of Walton County, Georgia. Comprised of seven communities, Walton County is located halfway between Atlanta and Athens, home of the University of Georgia. Leaders partnered with North Star to develop a unified voice for the County. Specifically, as Atlanta continues to expand its borders County leaders were grappling with whether they should identify with and be part of this major metro.

Research found that in sharp contrast to nearby Atlanta, Walton County is all about a slower pace and lots of room. According to Don McEachern, CEO of North Star, “Walton County’s designation as a preferred community in the greater Atlanta growth corridor lies not in trying to replicate the uber urban experience, but in promoting a unique alternative with benefits not found in a big metro.

“Space and pace is definitely their brand platform but we needed to bring it to life with unique creative work and ideas,” continued McEachern. “The work focuses on what that space allows you to do . . . how it meets the basic human need to stretch your body, your muscles, your mind, your imagination.”

Everyone is LOVING the new brand - ideas are popping out everywhere on where to stretch! Athens Technical College came in the office Wednesday morning with a 5 ft. tall foam board Stretch on a stand, it was great!"
-Teri Wommack, President, Walton County Chamber of Commerce

The line “Stretch Out” is accompanied by a graphic representation of a person stretching for the sky. Brand narrative focuses on the pleasures and benefits of stretching (it does feel good!). Traditional media such as ads, outdoor boards, trade show booths and signage feature larger-than-life photographic images of people involved stretching out in different capacities. A teaser guerrilla marketing campaign featured the logo’s “Stretch Out Guy” in unexpected places around the County piquing interest with the question, “Do You Know This Guy.”

Other brand action ideas for integrating the brand into Walton County’s sightlines and psyche include:

• Sponsor the 7^th inning stretch at Braves Baseball Games, at regional tournaments, at school games and even during Little League games.
  
  
• Use the image of “Stretch Out Man” throughout the Walton County infrastructure, emphasizing all the room in the region, i.e., on large water towers and at major crosswalks.
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
• Partner with realtors to emphasize that land values in Walton County help buyers stretch their real estate dollars.
  
  
  
  
  
  
  
  
• Partner with schools on science fairs, art contests, athletic events, etc. that encourage students to “Stretch your imagination”, “Stretch your muscles”, and “Stretch your point of view”.
  
  
• Sponsor events that pull visitors from Atlanta and Athens and capitalize on open spaces. Ideas include a hot air balloon festival or an equestrian show.
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
• Create unique merchandise that spreads the brand message but is also fun. Some ideas include a branded straw or branded stretch toys.
  

Destination Branding: Kosciusko County, IN Case Study

Having a world-renowned reputation in one area can leave little room in the minds of consumers for any other interpretation. Think John Wayne, Las Vegas and the mini-van. So, what does a region with specific renown do when it is looking to brand a part of itself that is outside the pigeonhole?

Case in point: Indiana's Kosciusko County is acclaimed for its orthopaedics, boasting three of the world's largest orthopedic companies and the prestigious label of "Orthopaedics Capital of the World" (Wall Street Journal).

So when the Kosciusko County Visitors Bureau partnered with North Star Destination Strategies to uncover the region's destination brand the challenge was defining a relevant identity with the most appeal for visitors. The question: Where should orthopaedics fit in the overall destination marketing mix? Does the medicine of the skeleton and joints have tourism potential? Or should the County's orthopedic tour de force be part of a larger mindset - a greater constellation of assets - that ultimately has more possibility for attracting visitors?

"Branding is about leveraging your community's strengths," explains Don McEachern, CEO of North Star. "For Kosciusko County that primary strength is orthopaedics, but the region's tourism assets - including more than 100 lakes, lots of outdoor recreation and a vital arts scene - don't fall neatly under that umbrella. Therefore, we shifted the perspective slightly, focusing on how that orthopaedics notoriety sets a scene and an expectation. A place that has been able to attract and keep three of the largest orthopaedics companies must be a community that places a focus on health and wellness, which is a brand that the County's tourism assets can own."

North Star recommended targeting visitors interested in healthful lifestyles (and escape from the urban stresses of nearby Chicago or Indianapolis) with a strategy based on the region's orthopaedics acclaim and an abundance of lakes, which set the scene for a focus on health and wellness allowing visitors to enhance their well-being while having fun.

The brand's creative identity focused on the moments of good, healthy fun that dot the landscape of Kosciusko County . . . the moments when you feel completely alive and your mind, body and spirit are at their best.

A customized action plan features basic ideas for integrating the brand and some out-of-the-box ideas for bringing it to life. A sampling:

• On the Visitors Bureau website link to videos of "Yoga Moments", which include everything from 5 to 45 minutes of yoga instruction. Also consider offering Yoga Moments on closed circuit television stations in hotel rooms.
  
  
  
  
• Include signage on biking and hiking trails offering visitors insights into how to increase the value and wellness of that particular moment.
  
• Offer packages of daily vitamins and yoga mats in hotels and at events as branded promotional items.
  
  
• Restaurants can create "Taste Well" dishes that meet certain designated criteria such as use of fresh, local ingredients; reasonable fat and carbohydrate counts; big taste and unique flavors; bright, healthy presentation, etc.
  
  
• Partner with the businesses throughout the region to create "Live Well" shopper cards. Card holders receive gifts or services when they have visited or purchased a designated quotient of health or wellness items and places on a designated list.