building renovations, four major movie productions, and a growing population. The City of Petersburgis now in the process of strengthening its brand with a new marketing campaign.
City officials selected Richmond based Johnson, Inc. to develop a branding initiative that will appeal to the hearts and minds of residents, tourists and outsiders, by acknowledging and celebrating the city’s rich history, both past and present. Johnson, Inc., is a marketing and communications firm with 20 years of experience developing in-house marketing, communication and community awareness campaigns for clients in various state, local and community sectors.
City Manager William E. Johnson, III stated, “The campaign is just another step we’re taking to ensure that we are able to progress and move forward in making our City a great place to be for families, friends, businesses, newcomers and visitors. Additionally, this allows the City to meet one of the strategic goals of both the Mayor and City Council. Johnson, Inc. holds a great track record in results and we’re confident in their abilities to help us get there.”
This campaign will not only allow the City to create a consistent identity, but be positioned as a top of mind destination as well. Ken Johnson, Johnson, Inc. CEO comments, “I spent a majority of my young adult years in Petersburg, so I have developed a particular affinity for the area. I want to see it thrive and shine like the City I know it can be. We look forward to working with the City of Petersburg to develop a widespread branding plan that will increase revenue and bring in new businesses and tourism into the City.”
The process has already begun and coordinated community input from a myriad of voices is an essential aspect of the project’s success. Johnson, Inc. is currently in the process of conducting a thorough brand audit of the City and market analysis of surrounding peer/aspirational cities. Next steps will include a series of comprehensive city-wide focus groups and surveys that will aid in the development and dissemination of key messages including a slogan and new imagery.