Branding and Integrated Public Relations & Advertising Campaign

Situation/Goal:
Santa Rosa County was one of the fastest growing counties in Florida, but the region needed an identity so that it could continue to attract and retain businesses. The county is characterized by its many diverse communities, from Navarre Beach to historic towns, woodlands, rivers, and rural farmlands in the North. Our goal was to differentiate Santa
Rosa County by communicating its diverse attributes into business/lifestyle benefits.

Strategy & Solution:
We undertook a major branding process, which included about 100 personal interviews, as well as several large group facilitations. Building on this dialogue, we developed the brand: Santa Rosa County is Life By Design. We came up with this positioning because we discovered that, in Santa Rosa County, what people shared in common was a reverence for individuality, complemented by shared values.

Outcome/Results:
Once we established a strong brand, we collaborated with the client on a comprehensive and integrated marketing communications plan, which included a new identity package, website, media relations, advertising, newsletter, and so forth. We also explored ways to engage existing businesses and community members in economic development efforts. In working with TEAM, we were fortunate to tell the stories of many innovative organizations such as AppRiver, CH2M Hill, Andrews Institute, and Trinity DNA.

In collaboration with idgroup