ALBANY — What is Albany? That’s
a question apparently that citizens and leaders have been trying to
figure for quite some time. In the age of mass marketing and everyone
trying to establish an identity in an increasingly homogenized world, at
least one group has decided to take on the task of not only figuring
out what Albany is and who its residents are, but how the groups want to
Starting in 2012 the
Albany-Dougherty Economic Development Commission began working on an
extensive campaign to re-brand the community and introduce a new vision
of the city. After input from various segments of the population and
careful analysis from a variety of sources, the EDC is set to unveil the
city’s new brand in 2014.
Although the official
re-branding campaign is still a few months away, EDC Interim Executive
Director Justin Strickland and Business Development Vice President
Barbara Rivera Holmes are excited, not only about what’s to come but
also the process that went into the re-branding campaign. More here.
Place marketing means designing a place to satisfy the needs of its target markets. It succeeds when citizens and businesses are pleased with their community, and the expectations of visitors and investors are met.
The potential target markets of place marketing are defined as place customers, which are producers of goods and services, corporate headquarters and regional offices, outside investment and export markets, tourism and hospitality, and new residents.