Analysis of the Competition

The UGA Institute of Government team compared Holly Springs’ brand to those of other cities in the region, including neighboring Canton and Woodstock. These locations were reviewed to see how they are positioning themselves in the metro Atlanta market. Two areas of comparison, which are highlighted below, are “brand essence” and target audiences. Brand essence describes the overall community brand identity, and the target audiences are the groups each community aims to attract based on their current marketing.

The branding team reviewed websites and social media pages for both the City of Woodstock and the City of Canton. After reviewing these materials, our team concluded the following about their community brand identities:

Woodstock, Georgia

• Brand Position: Woodstock is conveniently located just north of Atlanta and is a dynamic, award-winning City with a vibrant downtown, parks and trails, shopping, and local tourist attractions.

• Tagline: “Our Story Crafted by Your Dreams”

• Target Audiences: Atlanta commuters seeking upscale suburban life with a vibrant downtown and nightlife scene.

• Cost of Living Comparison: The cost of living in Woodstock is essentially the same as in Holly Springs. The median home in Holly Springs costs less ($18,300 on average) than in Woodstock. Both Holly Springs and Woodstock have a slightly higher cost of living than the national average.

Canton, Georgia

• Brand Position: Canton is “a vibrant community that offers a welcoming blend of charm, progressive spirit and endless opportunities for all. In Canton, you’ll find exciting and new possibilities for growth within an authentic, inviting community that deeply cares about the City’s future and unrivaled quality of life. Conveniently between Atlanta and the Blue Ridge Mountains, we offer scenic views of foothills and the Etowah River, which flows through the City. We have great shopping, dining, events, arts and exceptional parks. We believe Canton holds something for everyone.” 1

• Target Audiences: Atlanta commuters who like to get outdoors and enjoy small-town charm while still having access to upscale amenities.

• Cost of Living Comparison: The cost of living in Canton is more expensive than in Holly Springs. The median home price in Canton is 14% higher than in Holly Springs. Both Holly Springs and Woodstock have a slightly higher cost of living than the national average.

1 https://www.exploregeorgia.org/city/canton

Brand Look and Feel Brand Look and Feel

• Using a vibrant color palette of blues, orange, and green and simple graphics, the Woodstock brand conveys the City as a friendly, vibrant, and happy place to live.

• Logos are designed with simple graphics and clean edges, and sans-serif and slab-serif fonts complement the designs, giving the brand a modern yet approachable look.

• The photography on the Woodstock website captures kids having fun at playgrounds and events, emphasizing the popularity of the City with young families.

• Using a simple color palette of blue and green with an abstract river running through the word “Canton,” the Canton brand conveys the City as a modern, friendly city on the river.

• Logos are designed with bold, simple graphics and rounded edges, and sans-serif and slab-serif fonts complement the designs, giving the brand a modern, nature-friendly look.

• The photography on the Canton website captures the city’s amenities and quaint downtown shops.