The James City County, Virginia Office of Economic Development (OED) is charged with attracting new businesses to the county as well as promoting the growth of already established businesses. Looking to refresh their collateral, the OED put out a request for proposals (RFP) seeking a firm to help package the disparate pieces that comprised their current set of literature.
Pritchard Volk Consulting, LLC (PVC) proposed that to ensure the new marketing materials would be cohesive and support the county’s strengths and direction, development of a strategic marketing plan should precede the collateral design.
PVC was awarded the contract and embarked upon a strategic marketing audit that would help us uncover the true brand essence of the county. Those steps included:
- Focus groups with county stakeholders: business owners, the Economic Development Board, and other influencers
- Review of all current marketing materials
- SWOT analysis
- Competitive and comparative analyses
A full report was present to the director along with a list of recommended tactics to garner brand recognition for the county. This report and the brand elements established within were used to develop the messaging and a new look for the collateral including:
- New folder and inserts to use for trade shows and to send out to prospects
- A multi-pronged campaign directed at site selection consultants consisting of an email newsletter, direct marketing efforts and phone calls
PVC continued to work with the county using the strategic marketing plan outcomes to create new content for the OED’s new website, working with the internal team to establish the website’s new look, content and navigation. The new site was launched in January of 2017.
Additional services performed for the OED:
- Worked with Jamestown Settlement to create an exhibit on the history of business in James City County since its founding. The wall exhibit consisted of a unique combination of electronic and static pieces.
- Produced signage for the annual hospitality tent at the LPGA tournament at Kingsmill