Hawkinsville & Pulaski County Brand Lookbook | 2019
Table of Contents Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Overview of the Community Branding Process. . . . . . . . . . . . . . . . . . . . . 1 0 Phase I: Public Input & Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 7 Phase Two: Design. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 4
Brand & Style Usage Guide. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 3 Brand Application. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2 Phase Three: Brand Launch. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 5
Questions, Terms, and Conditions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2
Credits Hawkinsville and Pulaski Community Branding Steering Committee Ginger Martin, Chair, Public Relations Specialist, City of Hawkinsville Shelly Berryhill, Hawkinsville City Commissioner
Maggie Bloodworth, Coordinator, Family Connection Ken Clark, Hawkinsville City Commissioner
Jill Hardin, Kimberly's Fine Antiques and Gifts
Jenna Mashburn, Pulaski County Sole County Commissioner Tammy Mathis, Owner, M&T Meats
Stephanie Milner, Pulaski County Public Schools
Sara Myers, City Manager, City of Hawkinsville
The University of Georgia Kaitlin Messich, Principal Investigator
Public Service Assistant, Carl Vinson Institute of Government
Allison Cape, Graphic Designer, Carl Vinson Institute of Government Michelle Elliott, Operations Coordinator, Archway Partnership
Danny Bivins, Senior Public Service Associate, Carl Vinson Institute of Government Leigh Elkins, Senior Public Service Associate, Carl Vinson Institute of Government Bill Boone, Entrepreneur Outreach Specialist, Small Business Development Center Elizabeth Solomon, Graduate Assistant, Carl Vinson Institute of Government Rachael Shields, Graduate Assistant, Carl Vinson Institute of Government Karen DeVivo, Editor, Carl Vinson Institute of Government
| THANK YOU Special thanks to all the citizens of Hawkinsville and Pulaski County who not only took the time to give meaningful input during the public input process, but also showed us incredible hospitality in every (delicious) meal we ate and every conversation we had. We hope the new Hawkinsville and Pulaski County brand reflects your ideas and overall community vision.
| Peanuts growing in Pulaski County
Introduction
6
7
| Downtown Hawkinsville, Georgia
8
Every community is unique and has a story to tell. Having a brand that accurately represents your competitive strengths can impact every-
thing—from community pride to marketing and promotion to economic development. The
University of Georgia's Carl Vinson Institute of Government, along with the Archway
Partnership, offered community branding
services to Hawkinsville and Pulaski County
to create a unified overall brand that represents all that this special place has to offer. In an
effort to better position the entire community in a competitive environment, Hawkinsville
and Pulaski County desired a brand that
could help attract new residents, businesses, and tourists.
9
OVERVIEW OF THE
C O M M UN I T Y B RANDI NG
s s e c ro P
Community branding is a three-phase process typically
completed within nine months. The process is community-driven and is designed to capture the authentic
voice of the people and develop buy-in, a crucial step in creating a successful brand. From September 2018 to June 2019, Institute of Government faculty and staff
worked closely with Pulaski County Interim Archway
Professional Michelle Elliott and the Hawkinsville and
Pulaski County Branding Steering Committee, chaired by Ginger Martin. The steering committee, made up of nine local leaders and stakeholders, ensured that the brand created truly represents the place, people, and culture.
10
| The Pulaski County Courthouse, built in 1874
11
| PHASE I: Public Input and Analysis
| PHASE II: Design Phase Two involves brand development. Institute of Government faculty and staff take the information gathered from Phase One and present design options. This phase typically includes two visits to the community.
Phase One centers on collecting public input and analysis, and typically takes two to three community visits. This phase includes the following: • Creation of a branding steering committee • Public input meetings, including focus
• Presentation of findings from Phase One
groups and one-on-one interviews
to the steering committee
• Online survey
• Development of initial logo and tagline
• Analysis of existing marketing materials
concepts
• Community immersion tour
• Presentation of design concepts
• ESRI Community Tapestry Study
• Refinement: steering committee chooses
• Analysis of competition
one design to become community brand
• Asset identification
• Finalized designs approved by steering
• Differentiation
committee
• Creation of branding statement
| PHASE III: Brand Launch Phase Three requires one final visit to the community, during which the finalized brand is revealed. The community will receive a Community Brand “Lookbook" that will include the following: • Analysis and summary of findings
• Complete package of digital files with full rights
• Brand Usage Guide • Brand application
• One round of free editing of lookbook
• Community brand launch
• 200 printed booklets
recommendations
12
| PHASE I
| PHASE II
| PHASE III
13
WHAT IS
Community Branding? AND WHY IT MATTERS
W
hat is community brand-
seem to have the cards stacked
everything about a commu-
ing is one piece of the puzzle in
ing? It is the embodiment of
against them. Community brand-
nity. It is a promise about who a
bolstering economic development and
community is, what to expect when
instilling community pride. Perhaps a
visiting, and the key features asso-
community carries some unfavorable
ciated with a community's story. It
stereotypes. Community branding
is reputation and what a community
can help shed negative perceptions
wants to become. It is a strategic way
and mold a more positive image for
of positioning a community to attract
locals and visitors alike. Different
the best and brightest, retirees, new
from marketing, community brand-
businesses, industry, and millennials.
ing is figuring out who and what a
It is a way of differentiating from
community is — uncovering unique
others in a competitive market and
assets, history, and culture — and
showcasing what makes a commu-
then packaging that in a way that is
nity unique.
appealing to desired audiences. It is
In a competitive economy, many
more complex than merely creating
ingly difficult to attract and retain
ant elements to a strong brand; the
help create and maintain a sustain-
help communities better position
to geography, and rural communities
beyond for the future.
communities are finding it increas-
a logo and tagline, albeit import-
the people and businesses that will
process of community branding will
able economy. Add these challenges
themselves locally, regionally, and
14 14
Branding:
WHAT IT TAKES 16
It takes a village. The challenge in community branding is creating a brand that works for and is embraced by the whole community, not just a select few. As with any community-wide effort, people have many different ideas, interests, agendas, and visions for what the future looks like. To be successful, the branding process must pull in numerous community voices. A community brand must be created by listening to the people, and maintaining that brand requires strong collaboration between government, businesses, civil society, and target markets.
It takes brand champions. Most importantly, a community brand must be designed for the existing residents. That is why the process must be led by local residents, called brand champions. For Hawkinsville and Pulaski County, brand champions can be anyone: a city council member, a downtown business owner, a church member, a high school student, a grandmother. . . the list goes on. Anyone can be someone who supports and promotes the brand.
It takes authenticity. In addition to finding brand champions to lead the process, the brand must represent how people actually feel about a community in a genuine way. It should reflect why a community is different and capture its unique sense of place.
It takes strategy. A logo and tagline alone cannot do much. But when a branding strategy is paired with other efforts such as economic development, tourism, events, and symbolic actions, it becomes a powerful tool. A branding strategy not only requires thinking through the visual identity of the brand, but also the dissemination of infrastructure put in place to ensure success in brand adoption.
It takes time. Rolling out a new community brand is not easy and takes time. For a new brand to "stick," Institute of Government branding specialists recommend a yearlong active promotion strategy once the project is completed. This could include providing local businesses and leadership organizations with logo files, promoting the visual identity across social media platforms, or simply talking to a neighbor about supporting the brand.
17
18
PHASE I:
Public Input & Analysis
THE HAWKINSVILLE & PULASKI COUNTY
n o i it s o P d Bran S tatement
Institute of Government faculty and staff worked closely with the Hawkinsville
and Pulaski County Branding Steering
Committee to create a concise brand
position statement that captures the character and personality of the community.
The brand position statement is import-
ant because it creates a unique impression about what Hawkinsville and Pulaski
County have to offer, how this place is special and unique, and what visitors
might expect to find. The statement is also a powerful tool to help guide future
marketing efforts. The Hawkinsville and
Pulaski County brand position statement is as follows:
Located in the heart of Middle Georgia, Hawkinsville is the quintessential American small-town community. Like a well-kept secret, Hawkinsville residents and visitors enjoy the freedom of being off the beaten path while only a short distance from Georgia's major cities and the coast. Hawkinsville and Pulaski County nourish the soul with a strong community, picturesque rural landscapes, wholesome farm-fresh food, locally owned shops and restaurants, the great outdoors, and the uniquely Hawkinsville pastime of harness racing. You won't be a stranger long in Hawkinsville! This friendly and hospitable community welcomes visitors with a nostalgic and Southern-fried feeling of home. With great Southern cooks who will leave you well-fed, no visitor leaves without a meal to write home about and plenty of laughs. Hawkinsville earns the city's playful nickname, "Talkinsville," as a place where everybody knows your name—and your business! More than gossip, neighbors are friends in Hawkinsville and locals take pride in this community. There's more than meets the eye in Hawkinsville and Pulaski County, so come home to all that awaits. Come home to friends and family. Come home to Hawkinsville.
21
| PHASE I: PUBLIC INPUT
| One of the many historic homes on Jackson Street
hT e Tagl ine COME HOME After agreeing upon the brand posi-
respondents referred to "home" when
selected a tagline from a list compiled
shown is the next section. The steering
tion statement, the steering committee from public input responses. The official tagline, "Come Home to
Hawkinsville" was chosen because the vast majority of public input
23
describing their community, as is committee also felt that Come Home was inclusive and welcoming, reflecting the friendly and hospitable nature of the people of Pulaski County.
| PHASE I: PUBLIC INPUT
Public Input Hearing from the people who live in Hawkinsville and Pulaski County was
the most important factor in creating
a new community brand. The steering
committee, chaired by Pulaski County resident Ginger Martin, organized the
public input meetings with Institute of Government faculty and staff in November 2018. Over the course of
two days, the Institute of Government
team met with 76 people in focus
groups and one-on-one interviews. The team also participated in a community immersion tour, during which they
visited local businesses and destina-
tions and identified community assets. Finally, an online survey was available to the public for a month to catch
input from those unable to attend the focus groups and interviews.
Photos: The Grill in Downtown Hawkinsville (top left); The Hawkinsville and Pulaski County Branding Steering Commitee with Institute of Government faculty and staff at the public input presentation (bottom left)
e ll i v s n i k 8 H aw
lemon cookies from The Bistro eaten
BY THE NUMBERS
7
SHOPS RESTAURANTS
FARMS
19
focus groups conducted
business, restaurant, & farm site visits
76
107
“Welc ome t o Hawk insvill e!”
individuals interviewed
25
online survey responses
| PHASE I:
PUBLIC INPUT
g n i st i x E
BRAND ANALYSIS
awkinsville and Pulaski County have
H
Trot" and "Harness Horse Capital." Other
is not reflected in the communi-
Home." Blue banners found on downtown
tional materials have inconsistent messaging,
County website is attractive, but red is the
a strong community identity that
materials include the tagline "Hawkinsville is
ty's current signage, marketing materials, and
streetlamps read "Hawkinsville: Historic
online presence. The branding and promo-
River Town." The Hawkinsville and Pulaski
resulting in visual "chatter" with no clear
main color, and it lacks images that accu-
voice. Different fonts, logos, and colors are
rately capture the beauty of the community.
used across local government and tourism
Effective branding would combine these
information, presenting a disjointed image.
messages into one concise, consistent message
Some materials are using the harness racing
and present a unified image of Hawkinsville
history as their brand, with taglines such as
and Pulaski County that authentically
"Where the River Runs and the Horses
represents the community.
26
g n i d n u ro r u S
Eastman
BRANDS
The Institute of Government team analyzed brands in surrounding Georgia counties and
municipalities with similar populations, includ-
ing Abbeville, Americus, Cochran, Cordele, Dublin, Eastman, Fitzgerald, Fort Valley,
Jeffersonville, Macon, McRae-Helena, Perry, Unadilla, and Warner Robins. This analysis was completed to ensure that the logo and
tagline chosen will differentiate Hawkinsville and Pulaski County from competing commu-
nities and will stand out in the Middle Georgia region.
Fitzgerald
“History. Harmony. Heritage”
* Fort Valley
“Where Caring is a Way of Life” “Georgia’s Peach City”
Jeffersonville
“Citizens with pride make a strong community”
Abbeville
Macon
Americus
McRae-Helena
“Keep it in Mind”
“Where Soul Lives”
“Heart of Georgia"
*Perry
“The Crossroads City”
Cochran
“Your Southern Home” “The Progressive City”
*Cordele
“Where Georgia Comes Together.”
Unadilla
“Watermelon Capital of the World”
“Gathering Place”
* Dublin
Warner Robins
“Ahead of the Curve” “Green and Growing”
27
“Georgia’s International City”
*similar
population size
| PHASE I: PUBLIC INPUT
ESRI Community Tapestry Study
E
SRI Tapestry segmentation provides an accurate, detailed description of America's
neighborhoods. US residential areas are divided into 67 distinct segments based on
their socioeconomic and demographic composition. It then further classifies the
segments into LifeMode and Urbanization Groups. ESRI Tapestry helps give insight into
customers' lifestyle choices, what they buy, and how they spend their free time. Tapestry helps identify the best customers, optimal sites, and underserved markets (www.esri.com).
The two Tapestry segments most prominent in Hawkinsville and Pulaski County are
identified as "Rooted Rural" and "Small Town Simplicity." According to national data, these groups typically have the following characteristics:
Young families and senior householders bound by community ties Religious faith and traditional family values Down-to-earth Do-it-yourself mentality Take care of elderly relatives Enjoys time spent outdoors—hunting, fishing, gardening Jobs aren't always easy to find Prefer American-made products High poverty rate Enjoy country living Caring 28
Target
Based on the public input responses, the following target markets were iden-
MARKETS
brand messaging:
"They [M&T Meats] remember your name when you wal k through the door and what you want."
Day trippers
Respondents identified day trippers as a group to target for several reasons.
•
tified as important to reach through
-Survey response
Farm-to-Table Foodies: Hawkinsville
has several excellent locally owned, farm-
Harris Kuntry Meats is a third-gen-
to-table restaurants that serve wholesome,
eration family business specializing in
locally sourced food. The farm-to-ta-
quality meat with a full-service deli,
ble phenomenon has become popular all
bait & tackle counter, garden center,
over the state, and Hawkinsville could
weekend grilling, and deer processing,
benefit from doing more promotion of
and it is highly trafficked by hunting
its food.
•
and fishing enthusiasts.
M&T Meats and Harris Kuntry Meats
•
are perhaps Hawkinsville's most recognizable destinations among people who
One-of-a-Kind Businesses to Explore: Several Hawkinsville businesses and organizations located in the heart of
live outside of the city. M&T Meats
downtown near most restaurants display
is a locally owned and operated high-
their own distinct character, including
end butcher whose owners take pride
a reasonably priced antique store, a
in the quality of their meats, the sanita-
women's clothing boutique, a local print
tion of their products, and personalized
shop, and the Newberry Foundation, a
customer service. People travel for hours
nonprofit museum and event space that
showcases a vast library on African
to visit this store because of the qual-
American history.
ity and personal touch.
29
| PHASE I
| Above: Twin Oaks Farm is Hawkinsville's historic farm wedding venue.
Agritourists
“Agritourism is a unique experience that
rural weddings has been on the rise, so
ism. In Georgia, agriculture and tourism
more. “Millennials, in staggering numbers,
combines traditional agriculture with tour-
Hawkinsville could capitalize on this even
are our state's top two economic gener-
are choosing to start their married lives
ators. The combination of the two
under high eaves and exposed beams,
promotes all areas of Georgia, rural and
looking out over long, stripped-down
urban, and encourages tourists to explore
wooden benches and lines of mason jars.
Georgia's farms and agribusinesses"
According to an annual survey from The
(Georgia Agritourism Association 2019).
Knot, an online wedding-planning plat-
Hawkinsville is ideally located in the
form and magazine, 15 percent of couples
middle of Georgia, just “off the beaten
chose a barn, farm, or ranch for their
path" but close enough to several major
wedding reception in 2017, up from just
highways to target people who are passing
2 percent in 2009" (Kitchener 2018).
through the region. Attracting these trav-
elers could boost agritourism in the region.
Young, middle- and upper-middleclass families, particularly moving from neighboring communities
Several area farms already open their doors to agritourists on select days.
With a shrinking and aging population,
Rural weddings
Hawkinsville and Pulaski County need
Twin Oaks Farm is a locally- owned
to attract young families. The biggest
historic farm and wedding venue in
hurdle in doing so is the school system, as
Hawkinsville that boasts picturesque
schools in surrounding counties are more
rural views, barns, outdoor ceremony loca-
highly rated. Most upper-middle-class resi-
tions, and onsite lodging. The demand for
dents enroll their children in local private 30
schools. Obviously, the greatest long-term need is to improve the school system, but
to start attracting young families to move
to Hawkinsville, the city needs to target families in surrounding communities such as Perry and Warner Robins. Warner
Robins has a much higher employment
rate, extensive commercial development, and the Air Force Base; however, public input revealed that many people believe Warner Robins to be overly congested, and traf-
fic is an issue. Hawkinsville could market
itself as a bedroom community for Warner Robins, where a family can get more for its money in land and housing., In addi-
tion, Hawkinsville is generally safer, and kids can grow up "wild and free" with a rural lifestyle.
Retirees, especially veterans
Hawkinsville, located about 30 minutes from
The Opera House is a unique community amenity that could draw retirees to move to Hawkinsville.
to more than 700 US veterans. Housing
the retiree community. Perhaps most impor-
in surrounding communities, which may be
Hospital, an acute-care facility loved by the
Warner Robins Air Force Base, is home
tantly, Hawkinsville boasts Taylor Regional
is more affordable in Hawkinsville than
local community. In recent years, a series of
particularly attractive to retirees on fixed
rural hospital closures in Georgia have left
incomes. Southern Hills Golf and Country
communities economically devastated, with
Club is another outstanding, affordable
few health care options. Hawkinsville is at
amenity, with a premier course that has
a great advantage for attracting retirees due
been featured in Golf Digest for its quality
to its strong rural hospital that can serve
and value. The Hawkinsville Opera House
this community.
offers many cultural events attractive to 31
| PHASE I: PUBLIC INPUT
| Downtown Hawkinsville boasts many opportunities for entrepreneurs and new small business owners.
Entrepreneurs/Industry
According to Hawkinsville public input
climate downtown must improve in order
respondents, the number one issue in
to attract new investment.
the community is a lack of jobs. The city would greatly benefit from actively
Hawkinsville and Pulaski County feature
preneurs, and industry. Downtown has
encourage business growth. Hawkinsville
other benefits that could be used to
recruiting small business owners, entre-
and Pulaski Airport is a strong asset that
several vacant buildings that could poten-
could be promoted to attract potential
tially house new businesses. The city, the
businesses and industry. Affordable land
chamber of commerce, and the county
and relatively low taxes are attractive to
could work together to create an incen-
industry. Also, the community's proxim-
tives package to attract the types of
ity to several of Georgia's major highways
businesses they want. Small business
and major cities could be a draw.
owners indicated that that the business
32
t e s s A
IDENTIFICATION
W
hen asked what they most liked about their community,
the vast majority of public input respondents answered "the people." The people are Hawkinsville's greatest
asset. This is the kind of community where people know everyone's name, and they wave a friendly hello when walking down
the street. People do not have to lock their doors. Customers can still pay on personal credit in locally owned shops. These
features make for a tight-knit, small-town community that is
rare to find. Hawkinsville and Pulaski County can build on this feeling as part of the branding strategy.
The following are the top assets identified during the
public input sessions:
The People Small-Town Culture Agriculture Food The Ocmulgee River Football Taylor Regional Hospital Affordability
33
| PHASE I: PUBLIC INPUT
The People The top response to "What are Hawkinsville and Pulaski County's greatest assets?" was the people and sense of community that both new and long-time residents feel. People are friendly, welcoming, and generous, with an active philanthropic culture that involves both churches and charitable organizations.
Small-Town Culture People love Hawkinsville and Pulaski County for the small-town charm. Locally owned businesses and restaurants, neighbors who watch out for each other, families whose children grow up together, and a sense of belonging are some of the characteristics that were mentioned during the public input process. In addition, the beautiful historic downtown buildings and the rural landscape make Hawkinsville a quaint, small-town community.
Food Food has come to define cities now more than ever. Restaurants heavily contribute to a city's economy and are an expression of cultural identity. People have an emotional connection to food and the associated location; it is what they remember about a place. Restaurants lie at the heart of 21st-century American life (Feldman 2015). Americans are dining out now more than ever before because they desire the social experience, quality food, excitement, and the convenience of not cooking. Food is a key component of placemaking and can determine the fate of cities (Flint 2014). Restaurants are not going anywhere, unlike trendy businesses or brick-and-mortar stores with goods that can easily be bought online. Food is a major reason why people reside in or visit a place. In fact, it is the most important tourism aspect, and a new restaurant is the top reason people explore a new place (Flint 2014). Restaurants should be emphasized in the layout of a city or downtown, not only because they instigate tourism but also because they are meaningful to residents.
34
| The “Full Monte" Burger at The Grill
| Stables at the Harness Track
| The front porch at the Butterfly Mansion
35
| PHASE I: PUBLIC INPUT
| Corn growing in Pulaski County
Agriculture Agriculture historically has been a major contributor to the Hawkinsville and Pulaski County local economy and culture. Still
today, the rural lifestyle is not only reflected in the landscape but also in the character of the community and its people.
Agritourism draws tourists to a region's agriculture-related activ-
ities. From there, visitors can branch out and enjoy other parts of
the city. Farm recreation opportunities are classified into five major categories: outdoor recreation, educational experiences, entertainment, hospitality services, and on-farm direct sales (Jolly n.d.).
36
Agritourism
FIVE TYPES OF
Outdoor Recreation
includes allowing
destination. Couples are looking for beautiful
activities such as fishing, hunting, or horseback
locations that have ample open space or a struc-
riding on the farmer's private property for a
ture in which to hold the reception.
fee. Charging a fee to use a farm's resources
Hospitality Services
is a simple way to draw visitors to the area.
For example, if visitors are already coming for
modations such as bed & breakfasts, camping, or
harness racing or training, charging a fee for
RV hookups. Airbnbs are increasingly popular
horseback riding could strengthen the city's draw
and attract passersby or visitors for a weekend
among horse enthusiasts.
Educational Experiences
getaway. Guests can participate in farm activities such as collecting chicken eggs or feeding
include
cattle. Accommodations can be in a farmhouse or
school tours, gardening classes, and historical
barn, and range from $50 a night to $700+ for
walks. Farm tours are an easy way to invite visi-
a luxury experience. Farm Airbnbs allow farm-
tors to a farm without a great deal of added
ers with a spare bedroom or two to make extra
infrastructure. For a small fee, farmers could
money on the side, or it can involve retrofitting
lead tours around their property to showcase
an entire barn for farmers interested in selling
their unique agriculture business. Visitors who
the "luxury destination" experience.
did not grow up on a farm and are interested
On - farm Direct Sales
in knowing what the experience is like, and for those who did grow up on a farm, it can still be
include
u-pick operations, roadside stands, farmers
interesting to see another's unique farm practices.
markets, and craft sales. Hawkinsville already
Farm tours typically include a farm-grown meal
has two farmers markets, but having u-pick
or a tasting and are an opportunity for farmers
operations bolsters the experience and encour-
to sell additional products or merchandise.
Entertainment
involve accom-
ages additional dollars to be spent on the farm. Shoppers purchase more produce and poten-
includes hosting concerts,
tially plan visits to other surrounding farms.
festivals, weddings, or other special events.
Hawkinsville could set up a farm trail, an estab-
lished route that connects visitors to the city's
Rural wedding venues are in high demand, and
participating farms.
Hawkinsville could become a popular wedding
37
| PHASE I: PUBLIC INPUT
The Ocmulgee River The Ocmulgee River has been an agricultural asset to Hawkinsville–Pulaski County since the community's founding. Today, the river is a recreational asset enjoyed by residents for fishing, kayaking, swimming, and more. Stronger and more targeted marketing could increase visitor use of the river and bolster tourism throughout the area.
Football Throughout the public input process, residents mentioned that Hawkinsville High School Red Devil football games are reminiscent of the community-wide football culture seen in NBC's Texas football drama Friday Night Lights. Residents from all over Pulaski County come together to support their team. Many remember the back-to-back state championships in 2003 and 2004 and another in 2014, events that still to this day are spoken of with beaming pride. The football culture is an asset in itself and can be used to attract target markets from surrounding areas.
Taylor Regional Hospital In an era when the number of rural hospitals in the US is declining, having a quality hospital in Hawkinsville is a tremendous community asset, especially for elderly and low-income residents.
Affordability Residents boast of the affordable lifestyle that Hawkinsville and Pulaski County offer. This feature is likely to be attractive to those living in surrounding counties with a higher cost of living.
| The Ocmulgee River
38
DIFFERENTIATION
D
ifferentiation is the positioning of your brand against
others in a meaningful way that matters to residents,
visitors, and businesses. Not to be confused with
assets, though they may be similar, the items and characteristics listed as differentiation are meant to show what the community has to offer.
Top Responses to the Public Input Question,
“What Makes Hawkinsville and Pulaski County Unique?" It's Home Harness Racing Agriculture Middle Georgia M&T Meats and Harris Kuntry Meats Locally Owned Businesses Location/Proximity to Highways and Major Cities Taylor Regional Hospital Affordability Rural Lifestyle Food Ocmulgee River Downtown Property Potential
39
| PHASE I: PUBLIC INPUT
their community. People enjoy the benefits of a small, tight-knit place. The true sense of community here is enviable; many places
try to create the kind of authenticity that Hawkinsville already has.
It's Home Many interview participants and survey
respondents said that “Hawkinsville is home" or used a similar phrase that included
the word “home." Many said that they were born and raised in Hawkinsville; some
Agriculture
but were drawn back home and returned.
Hawkinsville and Pulaski County have a
local residents made those who moved to
this asset to the local economy, Pulaski
like they had come home. The Institute of
statewide agritourism programs. Agritourism
tee both stressed that the branding strategy
Agritourism helps draw visitors to rural
left for college or took a job elsewhere,
The welcoming and friendly demeanor of
strong agricultural economic base. Despite
Hawkinsville from all over the country feel
County growers are underrepresented in
Government team and the steering commit-
brings $133 million to Georgia's economy.
should cater to this feeling of home.
areas and can be a secondary source of
income for Georgia growers. Developing an agritourism program in Hawkinsville and
Small-Town Culture
Pulaski County would be a new way to
What Hawkinsville residents like most
draw visitors to Middle Georgia. Highway
People know each other here, which
already part of the Georgia Grown Trails
your business! But in Hawkinsville, it's
local growers. Hawkinsville and Pulaski
other and come together in times of need.
opportunity to join the local foods move-
about their town is the small-town culture.
341, which runs through Pulaski County, is
of course means that everyone knows
agritourism route, which guides tourism to
not just gossip—people care about each
County growers can capitalize on this
Hawkinsville residents feel supported by
ment in Georgia. 40
Middle Georgia
County. Harris Kuntry Meats is a conve-
nient locally owned market just outside of
Distinctly identifying as Middle Georgia,
Hawkinsville, boasting homemade sausages
Hawkinsville and Pulaski residents define
and venison. Small, locally owned markets
this distinct region as the “heart" or
of this caliber are an uncommon find in
“bellybutton" of Georgia. This identity is
today's chain store economy and are great
reinforced by businesses' names and insti-
contributors to small-town culture.
tutions such as Central Georgia Technical College and the Middle Georgia Regional Library System. The region shares a diverse
economy made up of aerospace, agriculture, health care and hospitals, kaolin, ware-
housing and distribution, and heritage and ecotourism (Piazza et al. 2013).
Locally Owned Businesses Many small towns across Georgia and the
US are struggling to maintain (or create!) their local character. In many towns, it is
a struggle to find a place to eat that is not the same fast food joint found in every
M&T Meats and Harris Kuntry Meats
other city. Hawkinsville, in comparison, has a solid base of locally owned businesses
anchoring downtown. Locally owned businesses keep money in the community and
M&T Meats is a standout local meat
give a place its unique identity. Everywhere
producer with regional notoriety. These
has McDonald's, but nowhere else has The
local growers take pride in their top-qual-
Rustic Bistro or Batts Drug Company.
ity products that are produced locally and
People want to live in and visit places that
butchered fresh for customers at their
feel like not just anywhere, but somewhere.
store. Doubling as a high-quality everyday grocery store, M&T Meats is an envi-
able asset to Hawkinsville and Pulaski 41
| PHASE I: PUBLIC INPUT
the middle for lowest cost of living in the state (number 74 of 159 counties). The
median home value in Pulaski County is
$111,100, well below the national average
of $184,700. Median rent prices are also considerably lower than the national average, with Pulaski County's average rent
cost at $661 compared to $949 nationally.*
Taylor Regional Hospital As a rural hospital, Taylor Regional
Hospital is becoming a unique amenity in Georgia. Taylor Regional Hospital is centrally located, providing convenient care
to patients who otherwise may have to drive 20–30 miles to the nearest hospital,
a critical distance in an emergency situa-
Rural Lifestyle
tion. Georgia has seen many rural hospitals
close in recent years, driving a statewide
The rural way of life is something
health care crisis. Taylor Regional Hospital
Hawkinsville and Pulaski County residents
is highly valued among Hawkinsville and
value. People mentioned the quiet rural
Pulaski County residents as a great health
lifestyle and proximity to agriculture and
care provider as well as a major employer
local foods as well as nearby natural areas
in town.
and recreation as valued benefits of their
rural lifestyle. People seeking respite from a busy urban (or even suburban) life can
Affordability
still find open fields, dirt roads, and fire-
Pulaski County ranks high as one of the
flies on warm summer nights. Visitors can
best counties for retirees in Georgia (number
find comfort in the slower, peaceful pace
32 out of 159 counties) and is ranked in
of life in the country.
*These statistics were taken from the Pulaski County report card on Niche.com, accessed May 2019. Niche ranks thousands of places to live based on key statistics from the US Census and expert insights.
42
Food for a small town. Hawkinsville boasts a
Veteran's Memorial Park, Hawkinsville and Pulaski County Ocmulgee Riverfront
high-quality native growers. A draw for
outside of town, offering ample opportuni-
locally owned restaurants deliver comfort
the Ocmulgee.
Hawkinsville's food culture packs a punch collection of standout local restaurants and
Park, and the large Hawkinsville Park just
locals and visitors alike, Hawkinsville's
ties to experience and enjoy the beauty of
food at its finest. In addition to great restaurants, fresh local foods are readily available from Hawkinsville's two weekly
farmers markets as well as outstanding butcher M&T Meats, a destination
that draws visitors from across the South.
Hawkinsville is primed and ready to be put on the map as a “foodie" destination.
Downtown Property Potential Downtown Hawkinsville has seen some
recent streetscaping and faç ade improve-
ments that will be attractive to potential businesses. With several vacant properties,
downtown has room for more businesses and other establishments. Marketing efforts
Ocmulgee River
should be made to attract new businesses to
The iconic Ocmulgee River flows through
county. In the short term, attractive signage
downtown, both locally and outside of the
many small towns in Georgia, but that does
with positive messaging such as “I'm not
not mean it should be overlooked as a posi-
vacant, I'm full of opportunity!" could be
tive aspect of Hawkinsville. River recreation
placed in the windows with information on
includes fishing, paddling, and swimming. The river is accessible by Hawkinsville
how new business owners could purchase or rent the property. 43
44
PHASE II:
n g i s e D
| PHASE II: DESIGN
INTRODUCTION
T
he logo is only one element, albeit a very important element, of a community's brand identity and helps with recognition,
differentiation, and recall. The primary logo for Hawkinsville
and Pulaski County displays the iconic Pulaski County Courthouse
cupola. This image represents Hawkinsville's history as the county seat, the courthouse's timeless architectural beauty that can be seen from any direction when entering downtown Hawkinsville, and a structure that belongs to all the people of Hawkinsville and
Pulaski County. Generations have seen the same view of downtown upon crossing the Twin Bridges over the Ocmulgee. The
cupola represents Hawkinsville's history of serving as county seat, as the center for commerce, government, and community. It also represents southern elegance, dignity, and investment in the future. The custom artwork in this logo design is drawn in a whimsical
hand-rendered style, representing the freedom of rural life. The
organic nature of the lines gives the design a personal touch, like a sketch on a napkin. This style is meant to represent the beauty
and freedom of living in a small rural Georgia town, as well as the relaxed nature of being at home and the friendly feeling of being welcomed into a community of neighbors.
46
The shape of the logo mimics the shape of a traditional Palladian
window, like that of the Pulaski County Courthouse. The Palladian window has been used in a variety of architectural forms wherever formality is needed. George Washington had Palladian windows installed at his Mount Vernon residence, changing a once European
window style into an all-American style used in our most valuable historic structures.
A logo's design style can say just as much as the words that are
included on it. Custom-made, hand-drawn artwork was used to create the graphics for this brand identity. The style could be described as “wild and free, yet dignified" like the place it represents.
The blue hues used in the design are calming and are meant to
complement the images of the landscape, including cotton fields, pecan trees, Red Devil football games, harness races, and downtown streetscapes. These colors translate easily to wayfinding signage, print materials, embroidery, and websites.
47
| PHASE II: DESIGN
Brand
ELEMENTS & STYLE
P R I M A R Y L O G O : This is the primary logo for Hawkinsville and Pulaski County and should be used whenever possible.
48
L O G O V A R I A T I O N S : While consistency is important, so is flexibility. These
logo variations and other visual graphics provide a range of design options to allow creative
application in marketing and advertising while maintaining the integrity of the Hawkinsville and Pulaski County community brand.
| Main logo with Blue Ribbon background
| Main logo with transparent background
| Vertical stamp logo with color and tagline variations
| Horizontal logo with Pulaski County and “Come Home" variations
| Black and white main logos | Horizontal black and white logos
49
| PHASE II: DESIGN
TYPOGRAPHY
F
onts have personality and should reflect the character of a place
when used in logos and branding. These fonts were carefully chosen based on what was heard during the public input sessions.
Keep I t in the Family The Hawkinsville and Pulaski County Brand Font “Family"
The primary font in the logo is a primitive script called San
Andreas. It resembles a handwritten signature that speaks to the friend-
liness and hospitality that Hawkinsville embodies. Like an old friend
penning a thank you note to a neighbor for sharing fresh tomatoes from the garden, the typeface captures the sentiment of a place where
life moves a little slower. The secondary font is a slightly rough serif
called Fabello that resembles letters on typewriter keys. Institute of Government designers were inspired by a visit to the Hawkinsville
Dispatch and News mini-museum, where wooden typesetting blocks and printing plates line the walls. Fabello helps capture the “wild and free" spirit of Hawkinsville, while providing a refined reflection of
the deep history found around every corner downtown and in every sidewalk crack.
50
San Andreas Fabello
51
| PHASE II: DESIGN
Color
PALETTE & OUTPUT
C
olor is a high-impact aspect of a brand because it is the first thing people see. These colors were thought-
fully chosen based on Hawkinsville and Pulaski
County's history. They represent Hawkinsville's natural
beauty and were named after local landmarks and character-
istics associated with the rural landscape. The logo contains
primary colors that should be the dominant colors used overall. The secondary use colors can be used in a variety of ways to complement the primary colors.
Blue
Ocmulgee
Ribbon
52
Brand & Style Usage Guide
53
ABO U T TH E
BRAND & STYLE USAG E G U IDE
C
onsistency is key to launching and establishing the Hawkinsville and Pulaski County brand. Today, there are more mediums
in which to convey a brand than ever before, making it even
more difficult to remain consistent. The audience needs to see a consistent and correctly used brand over and over again for that
brand to become established. This brand usage guide can serve as a valuable resource that helps brand users maintain consistency.
H A WK INS V I L L E PR I M A RY LO GO O VE R VI E W
Palladian Window Icon
Sketched accent line, stroke weight set at 0.5 pt.
Courthouse Cupola Illustration Hawkinsville in San Andreas Typeface. Tracking set to 0.
.25" Tagline: Fabello Regular, (all caps) in Blue Ribbon. Tracking set to 320.
Margin set at .25" around logo.
Typography
Aa
San Andreas Title Case
Aa
Fabello Regular Title Case
Color Palette 1234567890!@$%&=+ Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Ocmulgee
1234567890!@$%&=+
Blue
Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Consistency is key.
Ribbon
Pantone 540C | #0a3255 C100 M80 Y38 K37 R10 G50 B85
Pantone 629C | #0a3255 C39 M3 Y12 K0 R10 G50 B85
Don't change element position. Don't stretch or distort. Don't change fonts or colors. 55
LOGO CONSTRUCTION
Accent Line Palladian Window Icon
Courthouse
Cupola Illustration
Title
Tagline
Logo
Construction
The Hawkinsville and Pulaski County
Knowing the elements, or the
its visual identity. The logo is repre-
identify how each component fits
brand will come to be recognized by
construction of the logo, helps to
sented by several elements. The logo,
together—just like a puzzle. The logo
when used in compliance with this
was built with intention, scale, and
guide, will help build brand aware-
proximity in mind. Adhering to this
ness and recognition.
construction will help to preserve the integrity of the brand.
56
CLEAR SPACE
.125"
.25"
Margin
Clear Space Margin Minimum Size
Clear Space The area surrounding the logo (as indicated by the Blue Ribbon inner perimeter) is referred to as clear space. This margin of negative space helps ensure that no other elements interfere with the logo. Clear space should be set at .125." The size of this clear space should be set at .25" and is identified by the bracket on the left. This is the the ideal margin size for all uses. The full logo with the tagline should be no smaller than 2.125"x1.75".
57
USAGE & GUIDELINES | Sizing & Scaling
CORRECT
INCORRECT
INCORRECT
Unproportional scaling
Unproportional scaling
INCORRECT
INCORRECT
Unapproved color variation
Defacing/making a derivative
| Color Usage
CORRECT
58
Scaling Colors Derivatives
The logo should always be scaled and sized proportionally. DO NOT attempt to stretch, expand, nudge, squeeze, or misshape the logo. Incorrect scaling negatively impacts the integrity of the brand.
Approved colors are outlined on page 55. Using colors other than the approved palette is prohibited.
Assets outlined in this document were developed specifically for the Hawkinsville and Pulaski County brand. Derivatives and modifications of the logo and other assets are prohibited.
OVERALL GUIDELINES
For all uses of the Hawkinsville and Pulaski County brand assets, you may not: • Alter the logo in any way
• Place a logo too close in proximity to other content • Use the logo in a way that suggests any type of association or partnership with another entity without approval
• Use the logo in a way that is harmful, obscene, or damaging • Use the logo in places containing content associated with hate speech, pornography, gambling, or illegal activities 59
COLOR VARIATIONS
CMYK Process Logos
Four-color logo options should be used as the primary coloration method, especially when reproducing the logo with photography.
1,2,&3 Spot Color Logos
Spot color logos are used when a Pantone color is required. This applies to screenprinting, offset printing, or embroidery on apparel.
Black Logos
Black logos should be used on documents that have black ink-only printing capabilities.
White Logos
White logos are best when being used on top of dark, solid colors or photographs.
60
Four Color Logo
One Spot Color Logo
One Spot Color Logo
Black Logo
White Logo
61
| PHASE II: DESIGN
d an r B
APPLICATION
B
randing is all about keeping a promise about who you are to the people who
experience your community. Brand
application is simply the consistent, physical representation of the brand on a variety of
products and media. This section will illustrate some ways in which the Hawkinsville and Pulaski County brand can be applied
that are in keeping with the lifestyle and culture of the people. There are infinite ways
in which a brand can be applied. This section shows a few of those ways. Photography
plays a large role in the success of brand
application, as it helps capture the essence and mood, allowing the viewer to see themselves using the brand. The following pages show
how the Hawkinsville and Pulaski County brand can be applied in a variety of ways and enhanced by good photography.
62
There's nothing more “Hawkinsville" than scarfing down bacon and a biscuit with your gang at the Horseshoe. Add in a branded mug for
your morning coffee, and call it a perfect
start to the day. Coffee cups can also be used as promotional pieces for the city to hand out as tokens of appreciation or prizes
at seasonal events. Mugs can be distributed among local restaurants and other businesses that serve food, such as the Butterfly Mansion or Twin Oaks Farm.
| PHASE II: DESIGN
BURLAP
MARKET
TOTE
BAG
From stocking up on steak at M&T Meats to carrying a veggie haul from a morning at the farmers market, a reusable and stylish branded shopping bag
has many uses. It also serves as indirect marketing for the Hawkinsville and
Pulaski County brand. Carry it around town or on errands in nearby Warner Robins, and people will begin to recognize the new logo.
64
T-SHIRT
T-shirts are one of the simplest ways to promote the new brand. With Complete Graphics Solutions located conveniently downtown, t-shirts could easily be printed and sold at events or given away as prizes.
65
| PHASE II: DESIGN
LICENSE
PLATE
Every truck tells a story, and it all begins
with the tag on the front bumper. Tags are
not only a way for vehicle owners to express their personality, they also provide maximum
brand exposure. When running an errand or making a delivery, drivers across Georgia (and all over the South) will see the Hawkinsville and Pulaski County brand.
66
67
| PHASE II: DESIGN
DECAL A branded decal is another way for the community to gain exposure in other parts of the state. Decals can be used on cars, water bottles, laptops,
notebooks—the list goes on! Decals are also a simple way to turn ordinary, nonbranded objects into practical promotional items.
68
HAT The Palladian window shape that serves as the background icon for the logo makes a perfect patch for embroidery on hats, shirts, and bags.
69
| PHASE II: DESIGN
BRANDED
CANDLE
Heading to the beach to visit a friend? In true Hawkinsville fashion, you
will most likely need to bring along a hostess gift. Branded candles that include a logo sticker on the candle and a box that can be wrapped make a
perfect gift for out-of-town friends or the new family that has just moved in down the street. Complete with a custom “fresh cotton" scent, branded Hawkinsville candles are a great representation of Hawkinsville hospitality.
70
SEED
PACKET
Branded seed packets represent many aspects of life in Hawkinsville and Pulaski county, most notably, how family roots run deep. Seed packets also speak to the utility of the place. Packets are promotional items but serve another purpose. Packets could
be handed out at events such as the Harness Festival or Relay for Life. Brown paper seed packets are relatively inexpensive. A logo stamp could be made and then simply stamped onto the packet.
71
SOUTHERN
HILLS
ADVERTISEMENT
As Middle Georgia's premier golf course, Southern Hills is an important asset for Hawkinsville and Pulaski County. Drawing golfers from the region, Southern Hills is
a destination with a niche market. The Hawkinsville and Pulaski County logo should be represented on advertisements targeted at golfers outside the county to let them know
where this outstanding amenity is located. Southern Hills is also an attractive and affordable place to live, especially to retirees who enjoy golf, tennis, and the country club lifestyle. 72
WEDDING
ADVERTISEMENT
Weddings are a $54-billion-a-year industry in the United States alone, with
35% of weddings being held outdoors, according to the Bridal Association
of America. With the rise of the “barn wedding," millennials especially are
seeking rural settings in which to tie the knot. Hawkinsville and Pulaski County offer gorgeous rural scenery along with venues such as Twin Oaks
Farms and The Columns of Georgia. These assets should be represented in advertisements along with the Hawkinsville and Pulaski County logo.
73
| PHASE II: DESIGN
“SIT
A
SPELL"
BANNER
AD
“Sit a spell" speaks to the ease of the Hawkinsville lifestyle. Those viewing the
ad should experience a sense of escape and be encouraged to “slow down" by
the image of the rocking chairs on a front porch.
Online banner ads are an easy way
to gain traction for a brand across specific markets. For the Hawkinsville
and Pulaski County brand, online news publications and magazines can be an
easy place to start. From The Telegraph in Macon, Georgia, to Atlanta Magazine
and even Southern Living, banner ads can be used to advertise Hawkinsville
and Pulaski County as a “getaway"
destination. Banner ads can be linked to www.hawkinsville-pulaski.org, and their
success can then be easily measured by
the click-through rate (CTR). CTR is
calculated by dividing the number of users who click on an ad by the number of times the ad is displayed.
74
| Banner ads are a great way to direct web traffic to the Hawkinsville and Pulaski County website.
75
76
WELCOME
MAT
MOCK
AD
The images selected for advertisements should also convey the “Come Home"
message of the Hawkinsville and Pulaski County brand. This mock ad shows a
welcoming front porch doormat with the Hawkinsville and Pulaski County logo.
| PHASE II: DESIGN
| PHASE II: DESIGN
"TRADITION"
HARNESS
FESTIVAL
AD
The Harness Festival is Hawkinsville's oldest and most well-known event; however,
attendance in recent years has dropped. With more promotion that consistently represents the Hawkinsville and Pulaski County brand, organizations and individ-
uals across the city and county could help promote the festival and take pride in the area's harness racing history. To attract out-of-town visitors to the festival, ads
could be placed on billboards along the many highways surrounding Hawkinsville and Pulaski County such as Golden Isles Parkway, SR 27, or I-75.
80
“WORK
PLAY
HARD,
HARDER"
AD
“Work hard, play harder" speaks to the commitment the people
of Hawkinsville display not only in their day-to-day jobs but in
their dedication to the community as a whole. However, Hawkinsville
is not just about work. The delicious food, beautiful scenery, and unique
rural pastimes contribute to the playful demeanor of the place. Featuring crisp,
detailed photography as the backdrop, this image could be used as a magazine or
an online advertisement that targets visitors from across the state.
81
| PHASE II: DESIGN
HOMEMADE
IN
HAWKINSVILLE
CAMPAIGN
M&T Meats. Pie from The Grill. A pair of earrings from Jodi's. Boiled peanuts from Hardy Farms.
A variety of products created in Hawkinsville and Pulaski County are widely sought after—some are even sold in major
grocery stores! Placing a simple “Homemade in Hawkinsville"
sticker on product wrapping or packaging is a simple way to let customers not only know that it was produced locally, but to let them know that it is something that is well-made. When locally made products are clearly marked, customers may be more inclined to purchase them because of the
“Shop Small" trend that encourages customers to support Hawkinsville- and Pulaski County–based businesses. 82
•
| PHASE II: DESIGN
GATEWAY
&
WAYFINDING
SIGNAGE
PROPOSED
Replacing the signage at the county and city
lines to reflect the new brand identity is a key component of encouraging brand recognition. Using the existing columns, the current
sign could be replaced with an Ocmulgee blue palladian window-shaped sign that is embla-
zoned with the new logo. Visitors will feel welcomed by the "Come Home" tagline and will be able to distinguish Hawkinsville and
Pulaski County from other small towns along the many surrounding highways.
84
EXISTING
PROPOSED
An empty billboard on Highway 341 presents a perfect opportunity
to advertise downtown Hawkinsville
to visitors who might be passing through. The “eat • shop • stroll" tagline promotes local businesses and
restaurants, but also the “small town" atmosphere that survey respondents
and focus group participants identified as an asset during public input.
EXISTING
85
86
PHASE III:
h c n u a L d an r B 87
| PHASE III: LAUNCH
LAUNCH RECOMMENDATIONS
T
hough not an easy task, launching a new community brand is crucial to making it a success. Significant time, effort, and resources have gone
into creating the Hawkinsville and Pulaski County brand, and more
effort will be needed in rolling it out. Brand rollout will take a minimum of one year, though it really never ends. Promoting what Hawkinsville–
Pulaski County has to offer through a consistent brand message will be an ongoing effort to attract new jobs, residents, and tourists.
The following are recommendations for Hawkinsville and Pulaski County to undertake over the next year:
1
2
Budget & Launch Calendar
Internal Branding Database
Launching a brand will cost some
Consider creating an internal folder
should allocate the necessary funds
lated materials and files, including
or database with all branding-re-
money, and the city and county
photography, logo files, videos, and
to launch and continually promote
messaging and content. Dropbox is a
the brand. Plot out each launch
great tool that allows files to easily
deliverable on a launch calendar,
be shared.
identifying the goals that the city
and county want to achieve over the next year.
88
The key to a successful brand is consistency.
3 Consistency is Key
The key to a successful brand is
Since its creation, the steering commit-
well as community partners, must be
of brand champions, but they cannot
tee members have been the first group
consistency. The city and county, as
do it alone. Brand champions, or those
on the same page in using and promot-
who will promote and support the
ing the brand. With the help of the
brand, should be identified through-
provided Brand Usage Guide (see
out the community. These individuals
page 53), anyone who wants to use
will be crucial to the successful roll-
the brand should have the tools neces-
out of the new brand.
sary to correctly display the brand identity. The primary logo with the
tagline “COME HOME" should be
5
used whenever possible. Logo variations have been provided in case other formats and color options are needed.
Overcommunicate with the Audience
4
Especially at first, the brand could feel new and unfamiliar. The more
Brand Champions
The
Hawkinsville
and
Hawkinsville and Pulaski County
can communicate with target markets
Pulaski
using your new brand, the better.
County Branding Steering Committee
People have to see a new brand over
dedicated countless hours and efforts
and over for it to “stick."
to helping gather the community's ideas to create the brand.
89
| PHASE III: LAUNCH
6
8
Brand Launch Event & Awareness
Swag
Swag, an acronym for “stuff we all
the launch of a new brand by holding
on which the new Hawkinsville and
the community excited. This can be
There are endless possibilities for
nity event or held as a separate one,
Application section of this report
about the new brand and make it fun.
public input sessions. Swag, or any
als will be handed out. Providing food
carefully to reflect the character of
attract a large crowd.
options that can be found anywhere.
Communities often choose to kick off
get," represents the promotional items
an event to build awareness and get
Pulaski County brand will appear.
incorporated into an existing commu-
swag, but items shown in the Brand
but the key is to spread the word
represent ideas identified during the
Often, “swag" or promotional materi-
promotional item, should be chosen
and music are also recommended to
a place if possible, not just generic
7
9
Social Media
Website Redesign
Social media pages should be revised
As the city and county adopt the new
announce key dates for launch events.
reflect the new visual identity. If the
be changed to the logo. A single
digital files can be made accessible on
created, ideally using the tagline.
ness owners and organizations could
to reflect the new brand and should
brand, their online presence should
City and county profile pictures should
city and county choose to do so, logo
hashtag for the community could be
the website for downloads. Local busieasily access these files and use them on their own materials.
90
10
12
Local Events
Marketing & Advertising
Capitalizing on existing successful local events such as The Harness
Now that Hawkinsville and Pulaski
Festival, sporting events, and parties
County have a consistent message and
is a great place to start using the new
visual identity, the city and county
brand identity.
should develop marketing and adver-
tisement campaigns geared toward the
11
target markets they wish to attract
to Hawkinsville and Pulaski County. Short videos can be a powerful way
Signage
to get the message across. The city and
reflect the new Hawkinsville and
magazines, websites, newspapers, and
county should work to identify appropriate outlets such as local and regional
Gateway and welcome signage should
tourist destinations where printed and
Pulaski County brand. Directional
web-based promotional materials can
signage, such as signs pointing the way
be placed.
to downtown Hawkinsville, should also display the new logo, colors, and typefaces. Billboards with city and county advertisements should be visu-
Signage should convey the hospitable tone of Hawkinsville.
ally consistent. Signage should convey the hospitable tone of Hawkinsville and Pulaski County.
91
Questions, Terms, and Conditions For any questions or concerns regarding the Hawkinsville and Pulaski County Community brand graphics or visual identity, including usage of brand assets, colors, or fonts, please contact:
City of Hawkinsville and Pulaski County
Ginger Martin, Public Relations Specialist
96 Broad Street | P.O. Box 120 Hawkinsville, Georgia 31036
(478) 892-3240 | ginger@hawkinsvillega.net Important Notice
Use of this publication is subject to the following terms and conditions (“Terms & Conditions") and all applicable laws.
Terms and Conditions This publication is for the exclusive use by individuals and entities authorized to use the “Come Home" to Hawkinsville tagline. The logo, supporting graphics, and tagline featured in this publication are registered to the City of Hawkinsville and Pulaski County. Nothing contained in this publication should be construed as granting by implication, estoppels, or otherwise, any license or right to use anything featured in this publication without the express written permission by the City of Hawkinsville and Pulaski County. Misuse of this publication or the brand identity featured herein is strictly prohibited.
| RESOURCES Desmond, Jolly. n.d. “What Is Agritourism?" UC Small Farm Program. Retrieved from sfp.ucdavis.edu/agritourism/ factsheets/what/. Feldman, Eli. 2015, January 18. “Why the Restaurant Industry Is the Most Important Industry in Today's America" [Weblog post]. Retrieved from medium.com/@EliFeldman/why-the-restaurant-industry-is-the-most-important-industry-in-todays-america-6a819f8f0ac9. Flint, Anthony. 2014, July 22. “Restaurants Really Can Determine the Fate of Cities and Neighborhoods" [Weblog post]. CityLab. Retrieved from www.citylab.com/equity/2014/07/how-food-drives-cities-resurgences/374806/. Georgia Agritourism Association. 2019. "About Us." Retrieved from georgia-agritourism.org/about.php. Kitchener, Caroline. 2018, May 10. "Why Is Everybody Getting Married in a Barn?" The Atlantic. Retrieved from www.theatlantic.com/family/archive/2018/05/barn-weddings/560099/.
Piazza, Merissa, Joe Andre, Elorm M. Tsegah, Eunkyu Lee, and Ziona Austrian. 2013. Central Georgia Regional Analysis: Demographics, Economy, Entrepreneurship and Innovation. Cleveland, OH: Cleveland State University, Center for Economic Development, Urban Publications. Retrieved from engagedscholarship.csuohio.edu/urban_facpub/685).
92
This document was produced for the people of Hawkinsville and Pulaski County by the Carl Vinson Institute of Government
Summer 2019
COME HOME Located in the heart of Middle Georgia,
Hawkinsville is the quintessential American small-town community. Like a well-kept
secret, Hawkinsville residents and visitors enjoy the freedom of being off the beaten path while only a short distance
from Georgia's major cities and the coast. Hawkinsville and
Pulaski County nourish the soul with a strong community,
picturesque rural landscapes, wholesome farm-fresh food, locally owned shops and restaurants, the great outdoors, and the uniquely Hawkinsville pastime of harness racing. You
won't be a stranger long in Hawkinsville! This friendly and hospitable community welcomes visitors with a nostalgic and
Southern-fried feeling of home. With great Southern cooks
who will leave you well-fed, no visitor leaves without a meal to write home about and plenty of laughs. Hawkinsville earns
the city's playful nickname, "Talkinsville," as a place where
everybody knows your name—and your business! More than gossip, neighbors are friends in Hawkinsville and locals take
pride in this community. There's more than meets the eye in Hawkinsville and Pulaski County, so come home to all that awaits. Come home to friends and family.
Come home to Hawkinsville.