By 1812Blockhouse
The Richland County Board of Commissioners took a significant step forward during meeting earlier this week by approving $40,000 in funding to support a comprehensive branding campaign. Spearheaded by Destination Mansfield and the Richland Area Chamber, the initiative aims to position the county as an attractive destination to live, work, play, and build.
Building a Brand for the Future
Lee Tasseff, President of Destination Mansfield, and Sandy Messner, co-chair of the Branding Committee, detailed the scope of the three-year campaign. The project builds on branding groundwork laid in 2019 and aims to create a unified identity that highlights the county’s unique qualities and opportunities.
“This is the time to act,” Tasseff said.
Goals of the Campaign
The branding effort focuses on four pillars:
- Living: Highlighting the county’s quality of life, affordable housing, and family-friendly environment.
- Working: Promoting job opportunities and workforce development initiatives.
- Playing: Showcasing Richland County’s attractions, events, and outdoor activities.
- Building: Encouraging investment and development in local businesses and infrastructure.
With an annual budget of $96,250, the first year will concentrate on building digital infrastructure to support the campaign. This includes:
- Developing webpages tailored to each pillar.
- Creating landing pages for targeted ads and social media posts.
- Collecting emails and contact information for ongoing engagement.
Internal and External Outreach
While two-thirds of the campaign will target external audiences, one-third will focus on building pride within the community. Tasseff emphasized the importance of internal support: “Research shows that residents are a community’s best ambassadors. By fostering pride of place, we can amplify our message and attract even more people to the area.”
Externally, the campaign will target nearby regions within Ohio and surrounding states, aiming to attract individuals and families seeking affordable living and a better quality of life.
Measurable Impact
Digital marketing will provide real-time data on the campaign’s effectiveness. Metrics such as impressions, reach, and engagement will allow the team to adapt strategies throughout the campaign. The ultimate goal is to not only increase visibility but also foster connections with potential new residents, businesses, and visitors.
Collaborative Support
The Commissioners’ funding joins contributions from other stakeholders, including:
- $50,000 from the City of Mansfield, using ARPA funds.
- Anticipated support from the Richland County Foundation, which traditionally commits funding once other sources are secured.
The campaign’s total budget for the first year is $96,250, with plans to maintain similar funding levels over three years.
Post-pandemic trends show small to mid-sized cities thriving as people seek communities with lower costs of living and higher quality of life, Tasseff explained. Richland County’s new branding effort capitalizes on this shift, aiming to draw attention to its offerings.
Looking Ahead
The campaign will officially launch later in 2025, with updates provided regularly to the Commissioners and community. Upcoming milestones include:
- A February submission to the Richland County Foundation for additional funding.
- Digital campaign launches with targeted ads and social media outreach.
- Ongoing analysis to measure effectiveness and adjust strategies.
