Recommendations / Tourism / Big Idea #2: Expand the Brand

Big Idea #2: Expand the Brand

Part of the "I SAW THE SIGN" initiative

TourismMilledgeville/BaldwinUnder $250,000

Overview

Expand Milledgeville’s current brand to reach new audiences by highlighting the community’s quality-of-life amenities to appeal to a broader range of demographics. The report notes that the existing “Capitals, Columns & Culture” brand is long-established and has received a noteworthy amount of investment, but could benefit from expansion beyond the current target audience and should incorporate imagery connected to quality-of-life assets such as outdoor recreation, the lake, river, parks, and greenway.

Action plan

Short-term
Gather all community branding stakeholders for listening sessions to discuss the current brand, including successes, limitations, and what it leaves out. Include the CVB, Main Street organization, Development Authority, Chamber of Commerce, city, and county.
Medium-term
Procure a consulting team to evaluate the current brand and provide concrete recommendations for how the brand can be refreshed and re-expressed in all marketing efforts.
Long-term
Slowly move away from “Capitals, Columns & Culture,” especially in high-cost marketing initiatives. Leverage the current blue and green color palette to incorporate quality of life and outdoor recreation into the Milledgeville story.

Expected impact

Common Vision and Stakeholder AlignmentInstitutional

The project will create a common vision for the future of the community and its potential, led by key stakeholders such as the CVB, Chamber, Main Street, and Development Authority.

Stakeholder Income Profit and Tax RevenueEconomic

The project will lead to improved stakeholder income, profit margins, and tax revenues.

Stereotype Reduction and Community AppealCommunity

The project could improve perceptions of unfavorable stereotypes associated with the city and community and make Milledgeville/Baldwin more appealing to residents and visitors.

Brand Perception ShiftCommunity

The project can positively shift the perception of the city and county among external and internal constituents. Implementing a new brand will address existing branding issues, including a difficult-to-remember tagline and outdated image.

Branding Awareness and Marketing ReachCommunity

The brand will stimulate and attract local, regional, and potentially global awareness if used consistently.

Civic Pride and Community MoraleCommunity

The project will enhance civic pride and improve morale among citizens.

Talent Attraction Recruitment and RetentionEconomic

The project will increase the ability to attract, recruit, and retain talented people.

Key stakeholders

Community branding stakeholdersConvention and Visitors BureauMilledgeville Main Street Downtown Development AuthorityDevelopment Authority of the City of Milledgeville and Baldwin CountyChamber of CommerceCity and county governmentsCity of Milledgeville GovernmentBaldwin County GovernmentKnight Foundation Fund for Milledgeville of the Community Foundation of Central GeorgiaGeorgia DOTOconee Greenway AuthorityGeorgia Department of Economic DevelopmentGeorgia Cities FoundationGeorgia Municipal AssociationMiddle Georgia Regional CommissionLocal Civic OrganizationsHigher Learning OrganizationsLocal businesses and contractorsGeorgia PowerKeep Milledgeville BeautifulPublic LibraryConsulting team / consultant

Estimated budget

Brand Expansion total: $120,000. Consultant to evaluate refresh: $15,000; Marketing materials and advertising campaign: $50,000; “Meet Me in Milly” advertising campaign: $20,000; I Love Milly campaign: $20,000; Brand relaunch event: $10,000; Brand relaunch promotional products: $5,000.