CAMPAIGN MESSAGING

WE DON’T HAVE A TAGLINE.

It is impossible to capture everything that makes our city great in one single statement.

So while we do not have an official tagline, we may use common refrains that are part of campaign messaging frameworks, which are far more versatile.

A messaging framework provides a jumping-off point for how we talk about our city in relation to our multiple audiences. It is a singular idea that communicates our brand story, but it is executed in such a way that it is flexible and can change based on the audience it is directed toward.

This campaign plays off the center of the creative world and shows how different things are all creative while letting us support and elevate many different entities. Campaign executions feature different things, and what they have in common is that they all started here in High Point.

Here are a few…

• From jazz legend John Coltrane to future leaders at High Point University, it all starts here.

• From the rocking chair in your home to Rockers home runs, it all starts here.

• From Carolina Core FC to our core values of inclusivity, collaboration and creativity, it all starts here.

Creativity is _____ High Point Visionaries

This campaign messaging framework allows us to explicitly expand the definition of creativity to include things beyond just furniture, art and design. In campaign executions, different creative descriptions and practices complete the sentence, while imagery supports the statement and makes its meaning clear. Using active voice also makes each statement something that High Point is doing right now. For example…

• Creativity is taking on curveballs. (High Point Rockers Baseball)

• Creativity is sturdy, reliable and locally made. (furniture industry)

• Creativity is innovation and mentorship. (HPU Innovators in Residence)

• Creativity is finding your favorite new spot in town. (local businesses)

This campaign messaging framework celebrates the visionary people building new ways of thinking, doing and living in High Point. Each campaign execution includes a photo of the Visionary and a short quote about how they are driving change in the community.