City of Neodesha
NBCG developed and implemented an economic development strategy that included marketing, branding (new logo, tagline, design elements) and messaging to help the City of Neodesha (Knee-oh-duh-SHAY) reach and recruit new employers and residents. Serving as the foundation for the City’s economic development efforts, a new website NBCG built highlights amenities and services.
The primary goal of the project was to ensure Neodesha is found when site selectors and employers are researching Midwest locations for expansion and new development. A secondary goal was to recruit new residents who would live in the community in existing housing or build new homes.
Strategy
Through extensive research into Neodesha’s history, values and offerings, a digital assessment of the City’s online presence and taking into account the campaign’s goals, we developed an in-depth marketing strategy.
We identified all community assets, challenges, opportunities and key messaging for specific target audiences. We also made marketing recommendations such as website landing page creation, content edits, email campaigns, social media campaigns, a Google Ads campaign, billboards, print ads and more — all with a plan for implementation by City staff and tailored to specific target audiences.
To launch the new brand and website, we developed a plan to engage local and regional media outlets to spread the word. We also wrote a press release announcing the rebrand and website.
Website
After all design concepts were finalized, we developed a new website with a dedicated section for economic development. As with all of our website projects, we collaborated with the City to help them reach their goals, and made sure all necessary website sections and tools to serve citizens were included. We created a clean, attractive and functional site that is mobile friendly and easy to navigate. Our content specialists helped organize and refine the website’s content.
Logo and Design Concept
After getting a firm understanding of the City’s personality, we developed a logo and branding concept to give Neodesha a professional tone and reflect an authentic business-focused feature of the community, its location between two rivers. We created a design that included colors, textures, fonts and imagery to make all marketing materials cohesive.
Key Messaging and Tagline
To engage the target audience, we created messaging that highlights Neodesha’s assets and opportunities, and differentiates the community from other cities. The key messaging established a tone and voice for marketing efforts and uses simple, direct language to consistently and effectivity communicate to audiences. We also presented taglines for the City’s team to select from, all of which embodied the town’s personality and reinforced economic development goals.
We conducted SEO key term research to identify the top words and phrases to make the City’s website more likely to show up high in search engine results.
