A sharper image

By Larry Clark | Hickory Daily Record

The City of Hickory wants to bolster its image.

Not that the city is hurting. Hickory has scored some impressive victories in the high-stakes competition for new business.

It has also launched programs to revitalize areas with empty and underutilized buildings.

However, city officials say an aggressive, comprehensive branding and marketing campaign can assure future growth and stabilize the economy and population.

"We are looking at opportunities and soliciting ideas ... for branding and business development in general," said Alan Jackson, chairman of Hickory's Business Development Committee.

"We need to determine what is the message Hickory wants to send prospective business and residents. Who should we go after? How do we make them notice (Hickory)," Jackson said.

He said the committee sees branding as the city's top priority. The panel, he said, "is like a small business task force."

"We are open to suggestions from anyone in the area to attract business and grow existing business," Jackson said.

And bring more people to live in Hickory.

Jackson and Mandy Pitts, the city public relations officer, discussed the early stages of the initiative at last week's City Council meeting.

"The city is specifically seeking to grow its population through recruiting active adults, 'live anywhere' professionals and entrepreneurs," Pitts said.

The branding initiative will focus on "business and people relocation marketing" and incorporate current economic development and tourism activities, she said.

"How we support the businesses we already have is important," Jackson said. "Marketing can increase motel and hotel tax revenues, spending, sales tax revenues and investment."

The city staff and the BDC is working with the Catawba County Economic Development Corp. and the Convention and Visitors Bureau on the campaign.

The project contains five key elements:

• Conduct research with the public to determine attitudes, perceptions, opportunities and challenges to enhancing the city's image.

"Why are businesses, residents and visitors choosing us or not choosing us?" Pitts said.

• Recommend specific means to deliver the message about Hickory. That would include visual and printed media.

• Develop strategies based on research and applicable data.

• Ensure that the message is tailored to the Internet and given a substantial Web presence.

• Define how the initiative relates to existing EDC and CVB strategies and can expand to include regional partners and assets.

The city staff and Business Development Committee members agree that assessment by an outside consultant would provide a clearer vision of branding Hickory.

"Sometimes, you need an outsider's view to bring together all the parts," Jackson said.

"We need to be open-minded," and a consultant can ensure the city is on the right track regarding the image it wants to project and what's most important to the city, he said.

The BDC will meet with four prospective consulting firms early next month.

Although there is no timetable to create and launch the branding initiative, "We want to choose one by the end of August and see them get started in October," Jackson said.

He estimates the firm will need a four- to six-week study period.

Hickory officials have a diversity of goals, led by economic growth and adding to the population.

"Branding is the linchpin" for success, Jackson said. "It's what gets you noticed."

There are no cost estimates for the branding and marketing initiative.

The City Council will get an update on the project when the BDC recommends a consulting firm.

But there is no escaping the proposition that the city aims for a substantially greater return from business growth than the expense of marketing.

The City Council will approve any plan and will be actively involved throughout the project, Pitts said.