City of Lebanon launches strategic marketing initiative to help achieve economic development goals
City selects Borshoff as agency to lead efforts
Lebanon, Ind. – The City of Lebanon is launching a comprehensive communications strategy and visual identity project to unify the city’s vision to become the next great city poised for growth in central Indiana.
Despite its close proximity to the state’s capitol, Lebanon is often considered a rural community unlike its counterparts Westfield, Noblesville, Greenwood or Franklin. To spearhead economic development and future growth, city officials recognized the need for Lebanon to create a strategic plan to tell its story. Phase one of the plan is to create a unique visual identity that better reflects its dynamic business nature and high quality of life.
“Our city has long faced a perception problem, and we recognize this is an issue we need to remedy if we want to continue to grow and thrive,” said City of Lebanon Mayor Matt Gentry. “We’re excited to partner with a branding agency as experienced as Borshoff for this process. We’re confident that together, we will build a brand and visual identity that will be a source of pride for our community members while creating a strategy to tell our story to the right people and positively shape perceptions in central Indiana and beyond.”
Borshoff and the City of Lebanon will work together to talk to city leaders and residents, and survey non-residents in central Indiana to understand any current perceptions the city needs to overcome, gather insights on the city’s strengths and discover factors these audiences consider most important in a growing community.
“I had questions about this initiative and Mayor Gentry invited me to be part of the process,” added Lebanon resident Cheri Goodwin. “After hearing Borshoff’s presentation, I think this investment in our community is a positive step for Lebanon and its residents, and will help Lebanon grow strategically.”
Borshoff’s past successes with strategic communications, branding and infrastructure projects helped the agency win the work. Such projects include the Indianapolis Cultural Trail, Indianapolis Power & Light Company, and more recently, Kiwanis International.
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Borshoff is an Indianapolis-based full-service agency dedicated to creating powerful brand connections through advertising, public relations and digital marketing. Founded in 1984, the agency’s 50 employees work with more than 70 clients in a variety of industries. Borshoff is a partner in IPREX, an international partnership of independent communications firms.
Last modified: January 5, 2017