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Early County 2055, an exciting economic revitalization effort
in southwest Georgia, is an undertaking initiated by Charles
B. Rice, Sr., who with his wife Catherine founded the Charles
and Catherine B. Rice Foundation and decided to rejuvenate the
town and area that was once his home.
SITUATION:
Like many rural areas in the country, Early County Georgia was
once prosperous and thriving. However it has felt the impact
of a changing economy. The shift from a primarily agrarian system
of small farms to a more diversified economic structure of farming
combined with service and manufacturing has been slow. People
have migrated to larger cities, and industry has been slow to
locate in these once prosperous communities. The opportunity
to turn this around came with the generosity of the Rice Family
Foundation grant.
Early County 2055 was established; intense economic planning
sessions involving the community were conducted; and a 50-year
Economic and Community Development Master Plan was created and
is now being implemented.
This effort quickly required a multi-faceted, integrated branding
and marketing awareness campaign that included brand development,
community awareness, a well-targeted media outreach program,
collateral and web graphic design and development, and general
marketing communications activities.
 OBJECTIVE:
The short and long term goals of Early County 2055’s Marketing
and Branding Program are to expand local, regional and statewide
awareness of the initiative; build support, participation and
enthusiasm in the county for the project and sustain ongoing
stakeholder involvement.
STRATEGY AND IMPLEMENTATION:
The Grazier Design Works (GDW) team, working with the executive
director, project manager and steering committee, created a
comprehensive marketing strategy that is building recognition
in the community, region and state. This strategy includes branding,
identity development, logo design, integrated marketing communications,
website design, collateral, media relations and advertising—
those actions that are needed to strengthen the message, drive
the awareness and grow loyalty in the area. It has been systematically
rolled out according to the business strategy of the project
and is the backbone of the organization's marketing effort.
GDW supported EC2055 by developing their marketing collateral,
implementing a comprehensive media awareness campaign and overseeing
all of the public relations activities needed to help make this
week-long community event a success. Deliverables included;
extensive press coverage, advertisements, banners, promo materials.
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