Scope: The selected agency will develop a comprehensive place branding strategy that includes:
A. Research & Discovery
• Conduct stakeholder interviews with residents, business owners, local oEicials, and visitors.
• Analyze competitor branding from comparable counties and regions.
• Evaluate current perceptions of Gaston County from tourists, residents, and businesses.
• Conduct surveys and/or focus groups to gather community insights and preferences.
• Engage municipal representatives to understand how the county brand can align with and support individual town branding eRorts.
B. Brand Development
• Create a brand identity (logo, tagline, messaging, and visual assets) that integrates with the county’s existing color palette.
• Define brand values, personality, and positioning.
• Develop a brand story that aligns with the county’s tourism, economic, and community engagement goals.
• Provide brand guidelines for consistency across marketing channels and community-driven initiatives.
C. Community & Business Engagement
• Develop strategies to integrate local businesses, organizations, and residents into the brand identity.
• Create toolkits and materials for businesses and residents to adopt and promote the brand.
• Provide recommendations for co-branded partnerships and sponsorships.
• Establish a framework for working with town governments to encourage adoption without overriding their existing identities.
D. Marketing & Implementation Strategy
• Develop a strategic marketing plan for brand rollout.
• Provide recommendations for digital, print, and experiential marketing.
• Outline an activation strategy for businesses, local government, and community partners.
• Recommend social media, website, and PR strategies to maintain brand engagement.
Due Date: Friday, 5/22/2025
Contact: Melissa McCauley melissa.mccauley@gastongov.com, 704-915-8612
