Key Challenge
Don’t cramp my style. When a large metro is growing your way,
is it best to assimilate into that identity or do your own thing. Consider the case of Walton County, GA, located halfway between Atlanta and Athens. The County has seven distinct communities and no unified image to promote itself AND it is directly in the path of Atlanta’s expansion corridor. Unlike Atlanta, Walton County boasts a slower pace and lots of space. How best to leverage this unique position?
Critical Insight
North Star’s research found that Walton County is all about a slower pace and lots of space, which together offer residents, businesses and visitors all kinds of freedoms (to grow, create, expand, build, experience). Its halfway point between Atlanta and Athens provides easy access to both uber urban experiences and education opportunities. Walton County offers people life on their own terms and room to stretch everything from their bodies to their minds to their dollars.
Brand Strategy
The creative work focuses on what Walton County’s space allow you to do . . . how it meets the basic human need to stretch your body, your muscles, your mind, your imagination.
The line “Stretch Out” is accompanied by a graphic representation of a person stretching for the sky. The 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. Digital media focuses on stretching communication channels throughout the County and beyond. 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.”
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”!)
Brand Action
Bringing a two-dimensional county 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 Walton County. All were designed to
help them wear their county brand like a second skin.
- Sponsor the 7th inning stretch- Partner with the Atlanta, Braves, regional tournaments, local school games and even Little League games to offer mid game stretches at major games during the year.
- Brand your stationary - It’s obvious, but vitally important. Every letter, every envelope, every business card, every memo and every invoice that is issued by Walton County should reflect the brand’s graphic identity. While the cost may be prohibitive for all business cards to be printed on this medium, stretchy cards are ideal for special occasions or big events where you really want to make an impression.
- Partner with local businesses - One of the best ways to ensure the success and sustainability of your new brand is to work with local business owners and merchants to integrate it into their own marketing and product offerings.
- Partner with yoga studios and exercise facilities on special signage that draws people inside.
- Partner with local realtors by placing special “Stretch your real estate dollar” near official For Sale signs on properties throughout Walton County.
- Infiltrate your infrastructure - Use the image of “Stretch Out Guy” throughout the Walton County infrastructure, emphasizing all the room in the region, i.e., on large water towers and at major crosswalks.
- Brand cost-effective, relevant signage - Stretch the brand message throughout all seven communities within Walton County with banners. A large regional event such as a countywide “Stretch Your Dollar Days” sends a unified brand message.
- Partner with schools - Develop science fairs, art contests, athletic events, etc. that encourage students to “Stretch your imagination”, “Stretch your muscles”, and “Stretch your point of view”.
- Develop a signature Stretch festival - 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.
- Brand Merchandise - Create unique merchandise that spreads the brand message but is also fun. Some ideas include a branded straw or branded stretch toys.
Press
Who is this guy?
Social Circle endorses One
Walton campaign
Kudos
“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 Stretch (made from foam board) and on a stand – it was great!”
- Teri Wommack, President, Walton County Chamber of Commerce
