Key Challenge
“The tie that binds.”  Parts of North Carolina are known for their beach. Parts for the mountains and still others for barbeque, Pepsi-Cola, natural beauty, health care, festivals, higher education, emeralds, agritourism, fall foliage and the Wright Brother’s first flight. 

Located in between the mountains and the shore and offering a little bit of everything North Carolina, Goldsboro-Wayne County defies definition.  In the words of one stakeholder, “We are like a collection of pearls in search of a unifying thread to tie us together into a necklace.”  Adding to the challenge:  Goldsboro/Wayne County is home to the world-famous Seymour Johnson Air Force Base. While this is the most distinctive characteristic of the community, residents don’t want to be known strictly for this major jewel to the exclusion of their many other pearls.  How then to tie all of this community’s riches together into a work of art that benefits the city, economic development and tourism..

Critical Insight
“The Golden Rule.”  North Star research looked deeper than Goldsboro/Wayne County’s many diverse assets . . . right into the community’s soul.  In refreshing contrast to the commercialism and “take, take, take” mentality of so many people and places, Goldsboro-Wayne County is and always has been about serving and giving.  From Seymour Johnson Air Force Base to the topnotch barbeque, from the excellent fire and rescue services to the health care system, from festivals and outdoor recreation to the exceptional service given tourists, Goldsboro-Wayne County is place dedicated to making people feel happy, safe and secure.  Turns out the tie that binds together this unique community is The Golden Rule . . . treat others as you would like to be treated.     

Brand Strategy
Ironically, the economic adversity this country is facing brings into sharp focus the things that really matter in life – all the things Goldsboro –Wayne County is rich in.  Neighbors who care, leaders who do the right thing, the importance of giving back, time with family and children, a supportive business environment, affordable housing, excellent health care, employment and education opportunities, quality of life.  As such, North Star recommended positioning Goldboro-Wayne County as a place for families who appreciate small-town Carolina living where life is built on the idea of spirited service so you live a life of value.    

Initial Concept

One of the ways North Star brings your community brand to life is with a Brand Identity package, which is the creative representation of your community brand. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

 

 

Evolution of the Idea

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Goldsboro-Wayne County. All were designed to help them wear their county brand like a second skin.

• Celebrate the success of your public service project with an event called Community Service Countdown!
  Countdown to the date or the completion of your major community service project. Designate a specific day or week of activities and celebrate your accomplishment as a community. This could be the week that you count your canned goods, pack some semi-trucks with donations for another town, bring your pennies downtown for counting and so on. Be sure the brand identity is visible on flags, banners, brochures, uniforms, or vehicles.
  
  
• Look for unexpected places to put the brand - Remind resident s of the many services provided by local government. Brand your pothole patches and your manhole covers.
  
  
• Work through the schools to get children involved - Produce a Count On Me unit for Boy and Girl Scout groups to use to earn a badge on philanthropy and community service.
  
  
• Expand your public art emphasis to enrich residents and visitors (and to expand your appeal and reputation) - Public art collections don‘t have to be contemporary. They can be as traditional and down home as apple pie. Works can represent many of the best qualities of the Goldsboro-Wayne County brand – traditional, yet surprising, depicting actions you count on every day to create a sense of community.

Press

Group seeks 'brand' for Goldsboro-Wayne

Kudos

“With the current economic situation, it was the perfect time for us to do this. Not only is this 'a community, visitors can count on', driving the message home to our residents that we are a community locals can count on, was never more important. It communicates that we are all in this together, which is a wonderful message for championing this great area"
- Betsy Rosemann, Director of Goldsboro/Wayne County Travel and Tourism