Creating the Holly Springs Brand

What We Heard Question 1: Did you grow up in Holly Springs?

88%

Holly Springs is a city full of recent arrivals, with only 12% of survey respondents reporting that they grew up in Holly Springs. Most survey participants (88%) moved

12%

to Holly Springs after childhood. Survey respondents who said that THEY GREW UP in Holly Springs stated that the top reasons why they stayed in the City are:

STRONG FAMILY TIES small-town charm safety

affordability SCHOOLS (in comparison to other metro Atlanta areas)

PA G E

2 4

location and convenience AND

The New Town Center

H O L LY

S P R I N G S

L O O K B O O K

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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