Thursday, May 22, 2008

Clayton Unveils New Marketing Image

Clayton’s new marketing or branding concept has evolved into a very simple but powerful message – “Think Clayton.” Community leaders were looking for a branding or marketing campaign that all businesses, agencies, and community groups could use to promote Clayton while promoting themselves. “This is a comprehensive campaign to tie in organizations and events that exist in the community,” Ben Muldrow told the Town Council at their regular Monday night meeting. Muldrow is a principle with Arnett Muldrow & Associates who worked with the Town to develop the brand, as well as a market analysis and wayfinding plan. He added that “Because of its simplicity it becomes dynamically implementable.”

A branding recommendation presented at the end of last year Thinking Outside the Triangle was met with mixed reactions and a steering committee was convened to rework the concept with Mr. Muldrow. The steering committee was comprised of Clayton Area Chamber of Commerce president, Keith Branch, Downtown Development Association (DDA) chair, Joyce Blackley, DDA Promotion Committee chair, Lyn Austin, Mayor Jody McLeod, Town Manager Steve Biggs, Clayton Center Director Heidi Stump, Planning Director Skip Browder and Downtown Development Coordinator Bruce Naegelen.

During the presentation, Muldrow showed the Town Council how the concept could work with businesses as well as just a stand-alone campaign. A series of sample ads showed the flexibility using different background images with the words “Think Clayton” followed by several related variations such as “Think Arts” or “Think Business” which could be used for traditional print, Internet or other media to market the whole town.

In a letter to the Town of Clayton, the Clayton Area Chamber of Commerce Board of Directors endorsed and supported the campaign and said, "...concept of "Think Clayton" is not only innovative but will represent the community well."

Mayor Jody McLeod said, “This is a very exciting campaign and the use of the brand is limited only by one’s imagination.” Working with the Clayton Area Chamber of Commerce, and other business groups, town officials are looking at ways to encourage businesses to incorporate the new brand into their marketing and promotion plans.

Here are some examples of how the "brand" can be used in advertisements:

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