If you remember, in 2015, Union County along with the City of Blairsville, Union County Economic Development, Downtown Development Authority, and the Blairsville-Union County Chamber of Commerce procured the professional services of the Carl Vinson Institute of Government to develop a new Branding position for our community. Through an in-depth process including a full market analysis and public input, it was determined that there are two target markets we are wanting to invite into our area. The first key market segment is Fast Track Families. This is demographic is defined as: Upscale Middle Age with Kids. With their upscale incomes, numerous children, and spacious homes, Fast-Track Families are in their prime acquisition years. These middle-aged parents have the disposable income and educated sensibility to want the best for their children. They buy the latest technology with impunity: new computers, DVD players, home theater systems, and video games. They take advantage of their rustic locales by camping, boating, and fishing. Secondly, the focus is entrepreneurs/small business. Entrepreneurship is defined as someone who exercises initiative by organizing a venture to take benefit of an opportunity and, as the decision maker, decides what, how, and how much of a good or service will be produced. To be concise, the goal is to have a younger family demographic move in and have small businesses creating jobs simultaneously.
The next step was to create an internal mission statement and an external tagline and logo. The Positioning Statements guide our marketing and operating decisions. Our Positioning Statement reads: The growing entrepreneur or small business owner can escape to a thriving community surrounded by natural beauty. Blairsville-Union County offers everything you need to grow your family and your business–– delivering strong business support, a top five school system, and endless community and recreational amenities. The growing entrepreneur can escape, discover, and thrive in Blairsville-Union County. A tagline is a succinct phrase situated under or alongside your logo that communicates a single but powerful brand message designed to resonate strongly with an intended audience. #BelieveIt
Arriving in Blairsville always makes one stop and say “I can’t believe this.” Ice Climbing, the Appalachian Trail, an airport in the valley, near a big casino, new businesses opening every week, unparalleled views, moonshine, wine & grits, high speed fiber optic cable, Farmers Market, trails, a Georgia Top 5 School system, an award-winning hospital, a preserved and growing downtown, golf, farm to table, lakes, streams, headquarters for a large bank, friendly people. This list goes on. Well, it is not unbelievable. In fact, all you have to do is believe it. All this can be your story as you grow a business, plant your family, expand your opportunity, and improve your life. Blairsville – Union County. Believe It.
Part 2 will recap the implementation of the rebranding project. For more information about the Blairsville-Union County Chamber of Commerce, call 706-745-5789 or go to VisitBlairsvilleGA.com.