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County bases its new brand on community input
Branding Cabarrus

County bases its new brand on community input

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Cabarrus County Government is in the process of creating its first comprehensive brand platform. Goals for the campaign include projecting the strategic vision of the county government, developing recognition among residents, attracting new residents and businesses, engaging employees, and aiding with the recruitment of the county’s workforce.

The branding process will begin with community input on the county’s strengths and personality. Avant Marketing, an agency contracted for the project, will hold a focus group for residents on Tuesday, April 11, at 6 p.m. Cabarrus County residents who are interested in participating should contact Paul VandenElzen at vandenelzenp@avantmarketing.com by Monday, April 3.

Cabarrus County has 200,000-plus residents—each with unique experiences that shape personal attitudes and beliefs about what they value in the community. While they each have different views of Cabarrus, they all share two very strong connections: they call Cabarrus home and rely on Cabarrus County government to provide programs and services that make the community thrive.

Through the fiscal year 2017 budget, the county dedicated $70,000 of income it receives from state cable franchise fees toward the creation of a brand. At the core of the branding process is an investment in researching the perceptions of the community. The project will also heavily rely on the county’s mission statement, goals and objectives, adopted strategic initiatives, and scientific community surveys.

More than the logos and taglines the county used in the past, the brand will include storylines and graphic themes that unite the hundreds of programs the county offers and tie them back to the community it represents. It will set Cabarrus apart from other communities in its online presence—a key tool in economic development, relocation and tourism.

The county will also carry the theme through its communication channels—including Cabarrus County Television, social media, newsletters and informational brochures—an important way to assure the public the information comes from the county.

The county will continue to use the seal as its official emblem.

Alongside the branding process, the County’s Information Technology Services department is in the process of redesigning the county’s website. The new website will reflect the brand and streamline steps users will take between entering the site and getting answers or conducting business. Key elements of the site are responsive design that makes it mobile friendly for phones and tablets, smart search functions and action-driven content.

The county will coordinate the debut of the brand with the website rollout.

For more information on the brand, go to www.cabarruscounty.us/brandingcabarrus or email outreach@cabarruscounty.us. To follow or add to the conversation on social media, follow www.facebook.com/cabarruscounty and @CabarrusCounty on Twitter using #BrandingCabarrus.

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