The County of Hastings has commenced development of a Branding Strategy to elevate recognition of the County and speak to the quality of life and experiences available. The County’s Economic and Tourism Development Advisory Committee will act as the “Steering Committee” for this project serving as the advisors and champions to help ensure that as many different perspectives as possible are considered. There will be opportunity for public input involving interviews with key stakeholders across the County and through an online survey for County residents and businesses.
Following an extensive review the agency named Trajectory has been selected to produce the branding strategy. Launched in 2009, Trajectory is an Ontario based consultant group that has experience working with places, destinations, public institutions and not-for-profits.
The Trajectory team has led major placebranding programs across North America including: the award-winning brand initiative for the City of Mississauga, Niagara Region’s master brand strategy, as well as Raleigh NC and numerous projects in Greater Washington DC.
Trajectory’s approach to services includes working with representatives from all of our member municipalities, County Councillors and various stakeholders in the local business and tourism industry to develop a coherent and inclusive branding strategy. Trajectory will also coordinate a launch event for industry partners and stakeholders. For more on Trajectory visit their website: trajectoryco.com/
Updates and information on the Branding Strategy will be posted here. For more information, please contact Marketing Coordinator Luisa Sorrentino at email@example.com
Trajectory has commenced a strategic review of our existing strategic plans and documents relating to economic development and tourism as well as an audit of existing brands and marketing taking place across Hastings County. The Economic and Tourism Development Team have a weekly call with Trajectory to review deliverables, approvals and timelines. Also, to provide greater context to their discovery and review of our area, Trajectory went on a tour of the County, with the assistance of staff, on June 5th and 6th.
Trajectory met with the Economic and Tourism Development Advisory Committee on June 6th, to provide them with an overview of the project, discuss the opportunities and challenges of place branding, and then conducted a workshop and consultation with them.
Just on June 27, Trajectory met with the Municipal Partners Group, at the Tweed Municipal Office for discussion and interview. Trajectory is now moving forward with several one-on-one and small group interviews with stakeholders. The insights from interviews will be incorporated into the recommendations for the Branding Strategy.
The following schedule is a high level review of the proposed timelines and milestones for completion of the Branding Strategy:
On July 26, Trajectory conducted a Brand Positioning Workshop with the Advisory Committee and Economic and Tourism Development Staff. They facilitated a Brand Building Blocks exercise to review and prioritize Hastings County differentiators as emerged throughout the process. The whole group was engaged and offered great insights and advice to guide the dawning of the new Hastings County story.