THE ALBANY-DOUGHERTY ECONOMIC DEVELOPMENT COMMISSION WANTED TO BRING NEW BUSINESS INVESTMENT AND JOB CREATION THROUGH RECRUITMENT, RETENTION AND EXPANSION OF INDUSTRY.
Albany, however struggled with negative perceptions around poverty and strained race relations, in addition to apathy and loss of pride among the citizens. Although Albany boasts a low cost of living, great neighborhoods, is in proximity to beaches and mountains, has natural resources, bike trails, recreational areas and is a great place to raise a family, as well as attend college, the sense of community had seemingly eroded and the natural beauty of the city had been forgotten.
AFTER CONDUCTING RESEARCH among key stakeholders and the ALBANY community, IT WAS uncovered THAT sentiments of racism and cronyism WERE PERVASIVE AMONG THE RESIDENTS.
So we set about to rebrand Albany to help restore residents' passion for, and pride in, their city. We ultimately developed a cohesive new brand identity, along with the tagline “There’s Only One Albany” to address the feelings of separatism as well as remind residents of everything the city has to offer, and that there’s nowhere else like it. We also developed and initiated an integrated marketing campaign comprised of advertising, digital video, social media, web design, ongoing content development and special events.
a benchmark telephone survey was conducted at the beginning of the campaign, but a follow-up wave was never initiated. So there are no true quantifiable numbers to report.
We did however receive rave reviews from media and citizens alike, not to mention a couple of awards.