Whether you need us to develop an original and innovative marketing
plan for government agencies, or follow through on the objectives of
an economic development marketing plan, Gotham is ready to help you make
the right strategic and creative decisions. Brand building, identity
packages, public relations, brochures, broadcast media and websites are
all important tools for shaping public opinion and comunicating vital
government programs and initiatives. And Gotham has the skill, experience,
creativity and expertise to help you develop and use them all in ways
that serves the public interest without wasting taxpayer time or money.
Government Marketing
CLIENT Greater Hickory Metro
Hickory, NC
CLIENT DESCRIPTION
Alexander, Burke, Caldwell and Catawba Counties
The cities of Hickory,
Conover, Claremont, Newton, Morganton, Valdese, Lenoir, Maiden,
Catawba and Statesville
Hickory Metro Convention Bureau
OBJECTIVE
To develop a unifying
brand for the region encompassing the Hickory Metropolitan Statistical
Area.
CHALLENGES
To create a logo that each participant would incorporate
into their individual marketing tools. The City of Hickory possesses
the greatest name recognition of the cities in the region, so the name “Greater
Hickory Metro” was chosen. We were also given two basic project
parameters:
The City of Hickory requested forest green that appears
on their existing marketing materials.
To promote the area’s accessibility
to surrounding vacation destinations and
adjoining states.
SOLUTION
Gotham’ creative staff developed
eight logos, five of which were ultimately presented. In the final
logo, the municipalities are represented by four equal blocks resembling
buildings, which convey a sense of commerce. The equal space between
the four blocks forms a “plus” sign
and subliminally communicates balance, equality and unity. The compass
symbolizes Hickory’s desirable geographic location. The Foothills’ soft,
rounded appearance:
Defines the area’s identity
as the gateway to the Blue Ridge Mountains.
Balances the structure’s
foreground imagery.
Alludes to the area’s leisure opportunities.
Works in conjunction
with the sunrise/sunset image to evoke a sense of energy and
growth.
The
phrase “Connectivity, Commerce, Creativity and Community”:
Balances
the brand.
Reinforces the logo’s visual metaphors.
Represents the business
community, accessibility, culture and warmth of the people
of the region.
RESULTS
The
brand was introduced at The Greater Hickory Classic at Rock Barn, a
PGA Champions Tour Event. It was used locally to promote the tournament
in signage, on embroidered shirts, in specialty advertising, on a website
representing the region and nationally on the Golf Channel. The brand
continues to be used by each of the government entities who were all
very pleased with the results!
