success stories
Albemarle Economic Development Commission
Strategic Branding and Marketing of Elizabeth City
View Collateral
The Elizabeth City, North Carolina region is on the brink of robust growth. To manage that growth, the Albemarle Economic Development Commission realized they needed to get their priorities straight, setting a strategic direction before the ball got rolling. They wanted to attract business to Elizabeth City and Pasquotank County and the new and better jobs those businesses could bring. They also wanted to encourage existing businesses to expand their operations, and diversify industry, retail and commerce. Plus, they wanted to increase the tax base and improve community services. In other words, they wanted to be a player, competing on the state and regional levels with a new image and a focused marketing plan.
Our Advice To A Growing City
To create the first tool, a smart identity, Cahoon & Cross conducted focus group research to help define the region’s personality.
After extensive dialogue with community and business leaders, Cahoon & Cross developed a new logo and tagline for the region: “Elizabeth
City. Discover the good life daily.” First, it was determined that Elizabeth City had the most name awareness and would be an effective
focal point for marketing and advertising the region. Second, the tagline is a friendly invitation, touting everything “the good life” means,
whether it’s running a successful business, raising a family, retiring comfortably, or simply enjoying the beautiful waterfront. And third,
the logo is quite colorful, symbolizing the diversity in the region, and is embellished with a bright flare that reflects the vibrancy and energy
in the community.
Cahoon & Cross also developed a brochure which was used to get the business community excited about the new direction the area was taking and to encourage them to underwrite the campaign, in conjunction with the Elizabeth City Area Chamber of Commerce and the Committee of 100, a group of area businesses that support economic development. View Collateral
How “The Good Life” Led To “Great Results.”
There’s excitement, pride and cooperation among civic and business leaders. They believe the new logo, look and tagline capture what they
know to be intrinsically true about their region, and they are delighted to finally have a regional identity. The marketing brochure has proven
to be a valuable tool in helping the commission raise additional funds from area businesses. The next step for Cahoon & Cross is to develop
a marketing communications plan, a PR campaign, and create collateral materials, advertising and a Website to carry the message through.