Broome is Good Case Study
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Client: Broome is Good
Industry: Government / Community Development
Services:Branding +Digital / Web +Audio / Video +Print / Graphic +Events +Marketing
The Broome is Good program was an initiative launched by The Agency to create pride of place for the Broome County and in turn retain and attract talent to the region.
Synopsis
Create a program to build pride of place among local residents and attract new talent from the NYC area to the region. This program was to ignite excitement for the region that would lead to talent retention and attraction.
Challenge
We forged ahead in focusing on the actual county name - Broome. Broome is a great word, it is short, it is cool, it is easy to remember, and unites all but taking away the negative association that locals feel about the city of Binghamton. This also neutralized the situation with business leaders for the word Broome is understood from a logistical and factual business aspect. All in all, the choice of Broome as the headliner for the brand was truly the perfect solution to align both residents and leaders get behind this exciting new program. The Good Life program was created as a lifestyle brand focused on the warmth of story telling of those who chose Broome for both personal and career advancement and who love the region, because…good is a choice.
We launched strong with tv spots during the football season, Super Bowl half time slots, radio spots, digital ads, and participating in local events and also hosting several events to introduce the brand to locals from all different facets to embrace and celebrate the brand.
Creation
Broome county contains many municipalities and local residents were very against being defined as people from Binghamton - Broome county’s largest municipality. Often if mistaken as someone from Binghamton, there would be a stern correction “no i’m not from Binghamton, i’m from Endicott, or Endwell...other municipalities. There was true distain for the large city. But, to the business community and organization leaders, the region is known as Greater Binghamton. So there was resistance to abandoning the Greater Binghamton name for this program in fear that would not be recognizable to the masses.
Create a program to build pride of place among local residents and attract new talent from the NYC area to the region. This program was to ignite excitement for the region that would lead to talent retention and attraction.
Give pride. Give me place.
Easy, to the point, uniting region - Broome. Broome is a great word for it is short, it’s easy to remember, it’s easy to say and it is the actual name of the whole region so why not?! The logo we wanted to give a nice modern fun feel and have the tag have that warm handwritten feel to give a human touch to the brand.
Good palette.
Kept the colors of this program connected to the mothership organization so users would see a link of who was behind the initiative.
Life is good and that's a good thing.
We created an accurate tag - a good life. It is not over promising, the tag truly states what that good choice is; good schools, easy commute, united community, great professional opportunities, affordable living, culture, great food, and more. Broome is a perfect size and region to enjoy a satisfying and exciting work/life balance.
The good stuff.
Additional sub-brand to the program Made in Broome to promote local products made in the region. We wanted to make it into a stamp format so this brand could be used in stickers on products at local markets, on store fronts and more.
Feeling good.
The website experience was designed to truly give you a sense of what’s like to walk into the chosen Broome County residents shoes. It was about their story, the overall feeling of choosing Broome. In addition, we started building the Made in Broome page showcasing the different vendors and small businesses that started in Broome.
Feel good stories.
Developed a series of Broome County stories. These 1 min to 30 sec spots were stories of hand picked individuals that chose Broome for a professional and good personal life. Subjects ranged from people that are from Broome and of those who chose to relocate to the area for career advancement and personal growth. Additionally, we created a compilation 30 sec hype spot for the Super Bowl and another 30 sec compilation to build the community morale and spirit during the Covid 19 pandemic.
Broome all the way.
Full printed collateral outreach marketing collateral. Brochure, sign up inserts, folder, stickers, and investor packet.
Investing in Broome.
Investor package to build support for the program and a sense of commitment and ownership to grow the area.
Broome everywhere.
Digital ads rotating through regional outlets and social media platforms.
Good times.
Branded Good Life events throughout the region at start up hubs for young professionals, sporting events, local community events, to farmers markets...there were good life vibes spread all around! We included interactive activities such as post it notes from attendees on what a good life is, to fun photo ops, to great giveaways including t-shirts, water bottles, mugs, stickers, bracelets so everyone got to take a little bit of the good life home with them.
Good living.
Good life promo items for the day to day reminder that good is a choice.
Good reads.
Created a structured interview series to have it published monthly articles in the local newspaper of Broome County residents that have found success in the region both in a professional and in a personal way.
A lot of good out there.
Comprehensive signage design and giveaway collection for every type of event: press conferences, corporate events, community events, farmer markets, and more. Giveaways included sunglasses, individual municipality stickers to give a not to the local neighborhood pride, good life stickers, bracelets, t-shirts, water bottles, and more.