Garland’s Make Your Mark Campaign
After completing a comprehensive research study in 2016 that reaffirmed the City’s poor image among people living in North Texas, Garland embarked on a multiyear marketing campaign to restore community pride among Garland residents and improve the regional perception of the city for y visitors, new residents, and businesses.
The campaign told Garland’s story of diversity, evolving business landscape, attractions, and emerging food scene. The campaign creative included print ads, billboards, and digital.
A new research study proved that the campaign had moved the needle and was still gaining momentum.
The city engaged a public relations and advertising firm to position and differentiate Garland from the competition and develop a campaign that reframes the conversation about Garland.
Brand Strategy Development Process
Fifteen positioning ideas were vetted among Council members, staff, and residents. Five were tested among nonresidents to gauge appeal. One idea was a clear winner and became the foundation of the image campaign: Make Your Mark.
Residents, prospective residents, and visitors (adults 25 to 44)
A campaign icon was created for the campaign creative with a handcrafted feel making it approachable and providing a sense of nostalgia. Make Your Mark became a mantra with that handcrafted approach that demands a certain ﬂaw to guarantee the human touch.
Programmatic (Display, Video, Streaming Audio, Native) Sponsored Content Paid Social Search PPC
The New Brand in Action
As a result of the positive image campaign, a $423 million bond package became a key goal and was passed.
The bond package included wayfinding signs, visually appealing points of entry, a new animal shelter, more than 60 parks and recreation projects, which included the second-largest skate park in Texas, new recreation centers, aquatic facilities, and playground equipment.
Community pride expanded, increased, and was evident in city-produced events. City departments helped solidify the messaging as many adopted the Make Your Mark tagline.
Moving the Needle
Recent research showed that the external narrative around Garland is evolving and has "moved the needle" since 2016. Ratings of the City as a place to live and work have improved. The majority of Garland's news and social media coverage is neutral versus negative. Positive media coverage is focused on Garland's lifestyle, amenities, and economic conditions.Project Costs:
$450,000 annual marketing budget, $80,000 Research Budget https://makeyourmarkgarland.com/
In-house or Agency: