Marketing message unveiled for Hinds

Written by
Ruth Ingram

Hinds County makes a difference.

That's the mantra of a branding campaign unveiled Friday by urban planners hired by the Hinds County Economic Development Authority to create a positive marketing message.

"We want to give you a set of tools you can use to tell the story of Hinds County - of what it is, and what it has to offer," said Tripp Muldrow of the urban planning firm Arnett Muldrow and Associates of Greenville, S.C.

Speaking before about 25 Hinds County residents, business representatives, elected officials and leaders in the Belhaven and Fondren neighborhoods, Muldrow and his brother, Ben, emptied a tool chest of advertising messages and advice.

One question is repeated on a series of ads that feature communities from Clinton to Raymond, state and federal government, health care amenities at the University of Mississippi Medical Center and civic leaders:

What difference does it make?

Key to it all is the county's new branding statement, gleaned from comments made by residents who attended a series of five public meetings over the last three days.

"We are Hinds County. We are the proud home to the Capitol of this state," it says in part. "We are a collection of neighborhoods and communities ... of charming towns and hip neighborhoods.

"One in every 10 Mississippi businesses call Hinds County home. We are a retail powerhouse with $2.9 billion in sales. We are downtowns big and small experiencing remarkable reinvestment. We are a center for entrepreneurs that see the opportunity in our dynamic region."

The message is just as frank as it is promotional.

"We know our work is far from complete, and we do not cower at the problems we face," the statement says.

It's accompanied by a logo to be used in advertisements: an "H" and a "C" intertwined in the shape of a globe and the words "Hinds County ... A world of difference."

"The thing we want to really impress upon you all is that you are your greatest critic," Ben Muldrow said. "When that happens, you have to create a system to allow you to be proud again of the place you call home.

"We want to set up the ability for you to be constantly reminded not just how attractive you are, but how impactful."

The branding campaign "is not geared nationally or internationally - yet," Tripp Muldrow said. "We've got to work on getting the message out at home."

Hinds County must be bold in tooting its own horn on how it makes a difference for residents and the 21,000-plus businesses that call it home, they said.

One small example with a big message: Ben Muldrow recalled eating at Gibbs Grocery in tiny Learned in west Hinds County.

"I got the best filet mignon I've ever eaten off a paper plate," he said.

And Tripp Muldrow recounted a visit years ago to Jackson and seeing the Standard Life building, darkened and empty, on the downtown Jackson landscape.

Today, it's vibrant, houses luxury apartments, and the red neon sign on its upper floors is a beacon of progress and hope.

"Far from Standard," an ad picturing the glowing red sign and the Hinds County logo says. "What difference does it make?"

The authority is paying Arnett Muldrow $9,750 plus travel costs to lead the branding process.

"I am blown away with what you guys have done," said Kimberly Hilliard, a Jackson State University administrator. "Is there a budget to advertise this?"

The ads can be used by any city, business or group in the county, and its own logo incorporated into it, said Development Authority Executive Director Blake Wallace. "It can be pushed out in so many venues" as part of an organization's marketing budget.

The message also can be conveyed through Facebook, Twitter and other social media, he said.

"How do you see taking this to an external market for economic development?" asked Clinton dentist Ryan Tracy.

The media hasn't always portrayed Hinds County in a positive light, Tripp Muldrow said. "You can say, 'There's a world of difference in that and what we really are,' " he said.

Those at the meeting were united in believing the branding campaign must be bold and loud.

"It's time to be confident," Ben Muldrow said. "This forces you to work and tell the story."

"Your supporting (advertising) copy will be important, so that it doesn't sound like a community service announcement," said Pearl resident Janet Walker.

"You're talking about bigger things."

Run with it, Tripp Muldrow encouraged.

"There's an energy that's simmering here," he said. "We need to give it an outlet."