JOHNSBURG - The Gore Mountain Region Chamber of Commerce has received funding from local businesses and the Town of Johnsburg that will enable it to embark on a branding campaign, according to Ed Milner, the Chamber's President.
"We'd like to take this opportunity to thank the Town and community members who have donated or pledged funds for the project. This will enable us to create a solid marketing strategy that will carry us forward during these tough economic times. In order to succeed, we need to play up our advantages-convenience, economy, proximity and the array of vacation opportunities that are unique to our region-which are at the heart of our brand," he said.
The branding campaign is Phase two of a branding process that began in June 2007 when the Gore Mountain Region Chamber of Commerce hired Glen Group Inc. of North Conway, New Hampshire, to provide brand development assistance. Nancy Clark, who owns Glen Group and grew up in Chestertown, headed up the project.
Phase one focused on research. Glen Group first sought out available research on the current brand identities of the Gore Mountain Region - including Johnsburg, Chester, Minerva, Blue Mountain, Blue Mountain Lake, North Creek, Indian Lake and Gore Mountain - as well as visitor patterns to the region. The firm then gathered information through a series of focus groups made up of stakeholders - representatives from the Chamber, business owners and staff members from local tourism businesses, developers and others -as recommended by the Chamber. The research found that the region's primary strengths are its natural beauty, attributes and environment; outdoor recreation; authenticity; accessibility and central location; and its excellent value and affordability.
In Phase one, a brand for the region will be developed. In the coming months, Glen Group will develop a brand brief that describes the brand promise, brand personality and attributes, target market, and needs to communicate to this market, a logo and positioning tagline, and a brand guide that includes formal written guidelines detailing how the branding is to be presented in media and in other usages.
The firm will also present a branding workshop to area businesses and Chamber members so they will know how to incorporate the region's new branding into their own marketing efforts. Following that, advertising materials will be developed for the region, such as a take-one brochure and a public relations initiative with FAM trip is under consideration.
"We welcome participation by the community in this process, and we continue to seek donations that will enable us to expand the scope of our branding campaign to include media advertising," Milner said. "It's an exciting initiative and one that will help this region expand its tourism marketing."
For more on the branding initiative, contact the Gore Mountain Region Chamber of Commerce, PO Box 84, North Creek, NY 12853. Phone 518-251-2612. www.gorechamber.com