The Jones County Community took its first step in the process of developing its brand identity at a kickoff meeting last week.
The Sept. 5 meeting was held at Butler Hall and was attended by an estimated group of 20 that included elected officials, community leaders and interested residents.
A last-minute meeting derailed the attendance of Jones County Commissioners and two city councilmen who had planned to attend the branding kickoff.
A conference at Valdosta State University’s Rural Development Institute earlier this year was attended by representatives of Jones County, City of Gray, the Jones County Development Authority, Jones County/Gray Chamber of Commerce and Gray Downtown Development Authority. The need for a brand for the community was one of the ideas the group brought back.
The idea was presented to the Board of Commissioners and City Council and both boards agreed in July to jointly finance the hiring of a professional agency to develop a brand for the community. A joint committee selected the company 365 Degree Total Marketing to assist the county with the process.
One of the founders of the company and CEO Linda Mosely led the two-hour Sept. 5 kickoff and explained the first session would be a look under the edge of the curtain of the project that can take from nine to 12 months to complete.
Jones County Development Authority Executive Director Haley Watson and Main Street Gray Director Ashley Roberson are working together to coordinate the local effort. Following the introductions at the kickoff, Watson said branding is something that has been missing when trying to attract companies and industries to Jones County.
“We want Jones County to look like we are all one and everyone belongs,” she said.
Roberson said, when the question was asked about Jones County’s story at the conference, they did not have an answer.
“We all know bits and pieces, but what is our true story?” she asked. “We all need to have the same story to tell.”
Mosely said branding can create a big change for a community and energize leaders, residents and businesses. She said 365 Degree Total Marketing has 35 employees, and five of them were with her at the kickoff.
“Jones County is going to change, so what do you want to change into?” she asked.
The speaker explained the meaning of a brand.
“It’s what people say about you when you leave the room. A brand is your promise, and you want to fulfil that promise,” she said. “It says who you are and where you are going.”
Mosely said the team includes researchers, writers, public relations specialists and designers to help Jones County’s brand be successful.
Participants worked together and in groups on several exercises that started with planning a party, making decisions on guests, music, food and theme of the party.
Groups considered the type of vehicle that would represent the county, shapes, colors and even adjectives that would best describe the community today and in 10 years.
Mosely said the 365 staff would record all the exercise results, compile them and return with their reports of what all of it told them about the Jones County community.
“The secret of branding is to realize it is a team approach. What makes the team is being able to see differences and still work together,” she said. “What you are doing is a big investment in Jones County.”
One of the best examples of branding is, “What happens in Vegas, stays in Vegas” and “Georgia on My Mind.”
Participants reflect
At the conclusion of the meeting, Jones County Development Authority Chairman Greg Mullis said he thought the process was intriguing.
“We examined a lot of aspects of who we are as a community, how we see ourselves and how others see us,” he said.
Mullis said he is excited to see how that data is used in the next steps of the process, but he does think more local voices are needed to add more diversity in the process.
“I’m hopeful that the end of this process is a brand, with a look and feel that truly helps economic development prospects understand who we are as a community and highlights the advantages of living and working here,” he said.
Gray DDA member Cecil Ethridge said it’s going to take everyone working together.
“We all need to be on the same page, working together to promote our community. There are many positive aspects to our communities, which include our location near larger cities and lakes,” he said.
Ethridge said many people travel through the Jones County community.
“There are also many historical sites and stories which interest some people,” he added.
Relator and Chamber board member Amber Ayers said the branding session was eye-opening for her.
“It was great to see how other local professionals view our county. I also found it interesting to compare how we see Jones County now with what we’d like to see in the next ten years,” she said.
Ayers said the ideas and feedback from everyone were truly inspiring. “One of the things I love most about our community is the small-town feel. But change is inevitable, and I think it’s important that we grow in ways that benefit our community as a whole,” she noted. “We have a diverse and educated group of business leaders here, and our community branding should reflect that.”
Watson said she was super excited to have the kickoff. She said she had no idea how the beginning survey was going to go.
“I was hoping that it was not just going to be an information meeting with a paper survey, and it most definitelywas not. I liked how they asked questions and made us really think about our community,” she said.
The director said she thought it was interesting to see how people responded and the reasons they gave for their responses.
Watson is also hoping for more involvement from all areas of the county. She said they should receive some feedback from the agency within the next month and an email version of the kickoff is being sent to those who signed up but we unable to attend, to get their feedback.
Roberson said she was not sure what to expect when told the process would include a psychological analysis.
“I am so interested to see what comes from it,” she said.
