Recommendations / Tourism / Big Idea # 2: Brand Albany

Big Idea # 2: Brand Albany

Part of the "CONNECT ALBANY" initiative

TourismAlbany-DoughertyUnder $250,000

Overview

Improve connectivity throughout Albany-Dougherty County through visual, digital, physical, and collegiate-level branding. The recommendation focuses on upgrading Albany’s digital presence, creating content for Visit Albany and Only One Albany, developing unified signage and wayfinding, and strengthening Albany State University’s connection to downtown through formal town-and-gown relations.

Action plan

Short-term
Identify organizations and attractions interested in wayfinding signage; identify a course of action for content creation; begin discussions between Albany State University and City of Albany officials regarding avenues of engagement; consider sponsorship and advertisement opportunities for third-party signage sponsorship.
Medium-term
Develop new potential walks, tours, and programs; consolidate existing tours into a new content-creation program sponsored by Albany CVB and local attractions; begin design phase for signage and monuments once locations are identified; apply for sign permits through Albany Planning and Development; create room in the city budget for ongoing signage maintenance; develop official town-and-gown commission between City Commission, Albany Area Chamber of Commerce, and Albany State University leadership.
Long-term
Begin installation of signs in identified locations around the city and county; announce updates to Visit Albany and Only One Albany websites; develop a schedule of official events involving Albany State University leadership and students; continue regular town-and-gown commission meetings between city and university leadership.

Expected impact

Recreational Access AwarenessCommunity

Tracks whether diverse community members are better able to access recreational activities across Albany-Dougherty County.

Timeframe: Long-term
Social Media EngagementCommunity

Tracks increase in social-media-related statistics, including hashtag usage and check-ins.

Timeframe: Medium-term
Website Visitor GrowthEconomic

Tracks increased unique visitors to the Visit Albany and Only One Albany websites after new content is added.

Timeframe: Medium-term
ASU and Community SatisfactionCommunity

Tracks annual surveys distributed to Albany State University students and community stakeholders for levels of satisfaction.

Timeframe: Long-term
Wayfinding and Wayseeing ImprovementEconomic

Tracks whether improved wayfinding and wayseeing help boost pride in Albany’s natural resources and help visitors fall in love with them.

Timeframe: Medium-term
Town-and-Gown ConnectionEducational

Tracks whether formal relationship-building with Albany State University helps Albany develop a “college town” feel.

Timeframe: Long-term
Sponsored Tour and Trail ImpactEconomic

Tracks studies of economic impact on individual organizations with sponsored tours and trails.

Timeframe: Long-term
Brand Identity ImprovementEconomic

Tracks whether visual branding helps Albany look inward and remind Albanians what makes Albany special while supporting external-facing marketing.

Timeframe: Long-term

Key stakeholders

Albany Convention and Visitors BureauAlbany State University, Office of Institutional AdvancementAlbany Area Chamber of CommerceCity Commission / City of Albany OfficialsAlbany-Dougherty Economic Development CommissionAlbany HeraldSpecial interest groups and businesses related to outdoor activityThronateeska Heritage CenterAlbany Civil Rights InstituteFlint RiverQuariumChehaw ParkAlbany Police DepartmentAlbany-Dougherty Economic Development Commission and Albany Area Chamber of Commerce

Estimated budget

Content Creator/Social Media Management Position: $48,000 per year; Design, permitting, and installation of improved signage: $25,000-$35,000; Permitting fees to install signs/monuments around city: $3,000, or as specified by Albany Municipal Code.