Recommendations / Downtown Development / Big Idea #1: Community-Wide Branding

Big Idea #1: Community-Wide Branding

Part of the "D3 - Destination Downtown Douglasville" initiative

Downtown DevelopmentDouglasville/DouglasUnder $250,000

Overview

Create a cohesive branding campaign for the City of Douglasville that unifies different organizations in the community and establishes Downtown Douglasville as the heart of the community. The branding campaign would create one unified vision and message for the city, with a grand reopening of downtown and events in conjunction with First Friday and Saturday downtown each month.

Action plan

Short-term
Assemble a group of key stakeholders/community organizations that each buy into a communitywide branding campaign. Initially this group could include the City of Douglasville, Douglas County, Douglas County Chamber of Commerce, Douglasville Convention and Visitors Bureau, Douglas County Tourism Office, and DDA/Main Street program. The group/committee would identify the campaign budget and submit an RFP to branding initiatives and community style guide to local, regional, and national marketing agencies.
Medium-term
After advertising the RFP to 5-10 firms, the committee would review and narrow proposals to the top 1-3 firms. The top firms would present ideas and strategies, and the final firm would be selected and given 3-6 months to complete the branding proposal.
Long-term
Receive all products and branding campaign ideas from the selected firm. Incorporate design elements, message, fonts, colors, and other brand materials into websites, signage, printed materials, and similar assets in Douglasville. Community organizations would implement the branding initiative and unveil the brand collectively. The campaign could support a grand reopening event for Downtown Douglasville and surrounding areas with a recurring First Friday and Saturday event each month.

Expected impact

Projected Multi Stakeholder InvolvementInstitutional

Tracks whether the initial recommended organizations buy into the communitywide branding campaign.

Projected: 6 Initial named entities · Timeframe: Short-term
Projected Long Term Partnership StabilityInstitutional

Tracks whether the branding campaign sparks additional partnerships for future community efforts.

Projected: Not specified Partnership continuity · Timeframe: Long-term
Projected Cross Sector CoordinationInstitutional

Tracks coordination across city, county, chamber, tourism/CVB, Main Street/DDA, schools, businesses, and other local partners.

Projected: Not specified Coordination level
Projected Implementation CompletionOperational

Tracks completion of brand rollout and public launch activities.

Projected: Grand reopening and recurring First Friday/Saturday events Program launch status · Timeframe: Long-term
Projected Strategic Alignment ScoreInstitutional

Tracks whether community organizations unify around one shared vision and message for Douglasville.

Projected: Unified vision and message Qualitative outcome · Timeframe: Long-term
Projected Multi Year FundingSustainability

Tracks proposed funding model for the branding campaign.

Projected: $75,000 Dollars
Estimated Timeline MonthsOperational

Tracks time given to the selected firm to complete the branding proposal.

Projected: 6-Mar Months · Timeframe: Medium-term
Projected Leadership EngagementInstitutional

Tracks involvement of city and county leadership in jumpstarting connectivity efforts.

Projected: Newly elected city and county leadership Leadership involvement · Timeframe: Short-term
Projected Accountability MechanismsInstitutional

Tracks whether success is judged by organizations joining, buying in, and adopting the shared brand.

Projected: Organizational buy-in Success condition
Projected Partner OrganizationsInstitutional

Tracks minimum number of partner organizations needed for a successful branding campaign.

Projected: 3+ Organizations
Projected Formal AgreementsInstitutional

Tracks organizational buy-in and adoption of shared logo, tagline, and campaign materials.

Projected: Not specified Adoption status · Timeframe: Long-term
Projected Resource DependencyOperational

Tracks dependence on outside marketing/branding firms during the RFP process.

Projected: 5-10 firms solicited; top 1-3 reviewed Firms · Timeframe: Medium-term
Projected Service Delivery ImprovementOperational

Tracks rollout of consistent branding across websites, signage, printed materials, and similar assets.

Projected: Websites, signage, printed materials Communication channels · Timeframe: Long-term
Projected Implementation Phase CountOperational

Tracks short-term, medium-term, and long-term implementation stages.

Projected: 3 Phases

Key stakeholders

Businesses throughout DouglasvilleLocal residentsVisitorsPotential meeting/convention guestsStakeholder focus groupsCounty Development AuthorityDouglas County School SystemDouglasville Conference CenterNewly elected city and county leadershipGovernment organizations/agenciesCommissions for culture, arts, tourism, and recreationDowntown Douglasville

Estimated budget

Comparable respected marketing-firm campaign: around $75,000. Example funding model: if 5 community organizations participate, each contributes $15,000, totaling $75,000. More participating organizations would reduce each organization’s buy-in cost.