Hawkinsville & Pulaski County Brand Lookbook

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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

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7

| Downtown Hawkinsville, Georgia


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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.

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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.

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| The Pulaski County Courthouse, built in 1874

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| 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

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| PHASE I

| PHASE II

| PHASE III

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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

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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.

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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.

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| 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

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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

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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.

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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”

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“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.

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| 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

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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

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| 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.

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| The “Full Monte" Burger at The Grill

| Stables at the Harness Track

| The front porch at the Butterfly Mansion

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| 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.).

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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

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| 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

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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

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| 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.


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