Extensive research and consultation yields latest update to city’s world market projection.
In a well-attended reception on the fifth floor of the new Farmers and Merchants Bank Tower, Clarksville Mayor Johnny Piper jubilantly invited the guests to witness the unveiling of the city’s new brand. Branding is a marketing term that encompasses a municipality’s slogan and logo as a unified identity characteristic. The invited audience was filled with luminaries of all stripes, to include Jim Durrett, the Mayor’s Chief of Staff, State Senator Rosalind Kurita, Mayor Pro Temp Barbara Johnson, APSU President Tim Hall, City Council members Geno Grubbs, Deanna McLaughlin, Jim Doyle and Wayne Harrison, Arthur Bing of the Clarksville Transit Systems, C-MC Schools System Director Michael Harris, CPD Deputy Chief Frankie Gray, as well as Interim Co-City Attorney Tim Harvey.
Mayor Piper opened the reception with welcoming remarks and thanks to the members of the City Council’s Communications Committee which had worked so diligently on this project. Council members Deanna McLaughlin and Geno Grubbs gave the story of the development of this new brand. McLaughlin spoke of how the idea of a new brand came to be and development of the concept and focus which it should address. Grubbs added that committee members had worked through an extensive amount of public comment and input and then reviewed that data with the marketing firm of MMA Creative. Mayor Piper he was confident everyone would be impressive with the new brand/logo.
Council members Geno Grubs and Deanna McLaughlin address reception guests.
Mayor Piper introduced MMA Creative President/CEO Mike McCloud (above), who guided the audience through the unveiling. He spoke of how the Council’s Communication Committee’s focus research had resulted in the criteria that was pursued in creating this new brand for Clarksville. That research showed that our strong points, according residents input, centered on a ideal location and accomplishments of our people. From there, it was determined that the final brand/logo had to be Authentic – distinctive and true to our community and our objectives as a community on the move; Creative- visually eye catching, with a message that covers many important thematic bases; Easy to Adapt- readily workable and easily incorporated alongside all city promotional efforts, including economic and community development, tourism and public events; Memorable- its look and message should be easy to member and leave a lasting impression. McCloud said that he and the Committee believe that this new brand meets all of these criteria.
Now the concentration will shift to prioritizing and assessing how best to roll out the new brand/logo in a cost-effective and efficient manner. Incorporating it onto a re-design of the City Website and determining how to use it and its message at the City’s promotional booth at an upcoming major retail business trade show in May are already being discussed, according to a press kit handout. (Above- MMA Creative’s McCloud addresses reception guests.)
Additionally, City signage and promotional materials will have to be updated with the new brand/logo, to include promotional material for public events. McCloud stated that a realistic timeframe for full implementation can be as long as two years. Gathering cost estimates for replacing current signage and all existing promotional materials will begin soon. Meanwhile, the City will begin encouraging businesses and local community groups to start using the new City brand/logo where and when appropriate in promoting their own respective events or activities.
(Mike Kopp, MMA Creative VP of Public Affairs Strategy displays the City’s new Brand.)
The technical development aspects having been dispensed with, McCloud began the unveiling. From his laptop he opened a projected animation which displayed the city’s name in large blue lettering against a white background. Then in the lower right-hand corner a small compass dial appeared and started to spin. Finally, a red compass needle materializes, rotates and settles True North, representing the “I” in Clarksville, as red lettering materializes below the city’s name, proclaiming, “Tennessee’s Top Spot!”. With that, a large easel billboard was turned around to show the new brand in hard copy. See photo above. “Clarksville – Tennessee’s Top Spot!” was launched. Commemorative key chains emblazoned with the new brand/logo in white lettering on a blue background, were then made available to the guests.
There was no media coverage from Nashville; only local media outlets were present.