Creating the Holly Springs Brand

STEP ONE

Creating the HOLLY SPRINGS BRAND

Research and Analysis

Step One of the Holly Springs Community Branding Process kicked off in October 2022. This initial phase was crucial to informing the brand’s design and ensuring community buy-in and support. Step One included the following: • Creation of the Holly Springs Branding Steering Committee. • Design and implementation

• Creation of an ESRI Community Tapestry study. • Analysis of competing

of a project website,

brands in the region.

www.brandhollysprings.com. • A demographic study of the City. • Public input meetings including

• Community asset identification. • Development of the Holly Springs brand position.

interviews, focus groups, and an online survey.

branding steering committee

demographics analysis of competition brand position PUBLIC INPUT AND

C R E AT I N G

T H E

H O L LY

S P R I N G S

B R A N D

asset identification

PA G E

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Creating the Holly Springs Brand

Published on Feb 1, 2024

Spectrum Studio, Carl Vinson Institute of Government

Holly Springs Brand Lookbook Principal Investigator: Kaitlin Messich The UGA Institute of Government’s three-step community branding process is designed to be completed within 12 months. This community-driven process engages the public to develop buy-in and to help promote the brand, a crucial step in creating a successful community brand. Institute of Government faculty and staff work closely with the community from start to finish, ensuring that the brand created is one that truly represents the place, people, and culture. In 2022, the City of Holly Springs engaged the UGA Institute of Government to develop new branding to better tell the community’s story, including the upcoming Town Center, enhance economic development, increase community pride, and foster a stronger sense of local identity. The branding team was led by Institute of Government faculty Kaitlin Messich. Erin Honea, Communications and External Affairs director for the City of Holly Springs, led the branding process at the local level.

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Creating the Holly Springs Brand

Articles inside

Creating the Holly Springs Brand

Creating a Brand That Lasts

11 STEPS for a Smooth Brand Launch

TOWN CENTER

DESIGN ELEMENTS

Inspiration

Creating the HOLLY SPRINGS BRAND TWO STEP

LIFE IN HOLLY SPRINGS

Target Audience

The Holly Springs Brand Personality

Analysis of the Competition

ESRI Market Profile Summary

Based on the ESRI Tapestry Segmentation

What We Heard

PUBLIC INPUT

Metro Atlanta’s Predicted Growth Factor

A Snapshot of Holly Springs

ONE STEP

UGA INSTITUTE OF GOVERNMENT THE PROCESS

GOALS

EXECUTIVE SUMMARY