Key Challenge "In the Shadows." Madison, Alabama sits squarely in the shadow of nearby Huntsville, a city known nationally as the "Space Capitol of America." In fact, many people view Madison only as an extension of Huntsville. How then to turn the attention of economic development prospects, visitors, and relocating residents away from Huntsville to the jewel that is Madison?

Critical Insight Ironically, while Huntsville steals the limelight with its Rocket Center, Madison is home to most of the PhD's, scientists and engineers who are the brains behind Huntsville's rocket science reputation. Madison's smart and interesting citizenry fuel the Space Capitol of America and data shows Madison's community is more affluent and higher educated than Huntsville.

Brand Strategy Brand Madison as the smarter side of Huntsville

 

Initial Concepts

 

Brand Action

• Host smart meetings - Show the world (or at least your state!) that Great Minds Think Madison by hosting a variety of state and regional meetings that emphasize brainpower. Now that’s what we call a meeting of the minds. Some ideas for meetings:
  • State science fair
  • Boys/girls state leaders
  • Chess competitions
  • Regional and state spelling bees
  • IQ testing
  • Mensa meetings (Mensa Meets in Madison)
  • Debates (high school, college, political)
    
    
• Share the facts of the matter - Mimicking the look and feel of your creative concepts, place interesting physics facts on brass placards at attractions around town. For example, at the Skate Park talk about velocity and incline. At the airport talk about mass and lift and at the ball park highlight the relationship between impact and momentum.  

• Invest in smart clubs- Working through the school system, put money and support into clubs like debate and chess that showcase the intelligence of their members. Create a debate boosters club. Seek out publicity for winning teams. Create logos for the clubs and place them on shirts and hats.

Press

Firm Developing Image for City's Use to Promote Tourism

Results

• RevPAR is up 27.9% in 2005
  

Kudos

"The most valuable aspect of the BrandPrint process was the way it took our brand beyond just a tagline and logo. It showed us how to bring the brand to life with activities and events the whole community can embrace."
- Larry Vannoy, Madison City Council Member