2017 Best Image-Building Campaign
Downtown Garner's branding refresh began with a long-planned redesign of the downtown Garner website, www.downtowngarner.com, and morphed into a comprehensive, three-pronged approach to brand identity development and mobilization.
Phase 1 of the project began with a mobile-responsive website built on a WordPress platform for easy updating and customization, plus a refreshed brand with a standard design template. Phase 2 included the creation and distribution of brand collateral materials and signage used to create a viable presence in the community and mobilize supporters. The materials included Garner Revitalization Association printed freebies, t-shirts, a branded canopy, banners and signage, and branded items, such as posters, rack cards, magnets, koozies and stickers that were distributed at events. Phase 3 including sub-branding of downtown events. Each event got a new logo, style palette and color theme that was unique, but subordinate to the overall branding initiative.
The $16,000 project was funded by the Town of Garner, the Garner Revitalization Association, sponsorship funds, earned income from events, and in-kind donations.
Since the rebranding, approximately 9,500 people have visited the new website. Downtown events saw the most significant increase as a result of consistent branding and social media advertising. On average, there was a 20-40% increase in attendance, plus a significant increase in sponsorship support and investment.