Brand Conscious

New Madison marketing logo
to be unveiled at Chamber dinner

Branding committee finally ready
for launch after long study

(January 2012)
Read previous Don Ward columns!
Don Ward

Induction of new board officers, a silent auction, live music and the launch of a new marketing logo for the city of Madison are on the schedule at the Madison Area Chamber of Commerce’s Annual Dinner, set for Wednesday, Jan. 25, at Hanover College.
This is traditionally the largest event of the year for the 363-member strong Chamber and is held at the Brown Campus Center in the heart of Hanover College in Hanover, Ind.
During the evening, representatives from the city’s Branding Leadership Team will unveil via a Powerpoint presentation the new marketing logo. The logo has been developed by RLR Associates, an Indianapolis-based consulting firm hired by the committee with money provided from the Milton-Madison Bridge Project mitigation fund. The logo is a result of many months of workshops and discussions involving people from various organizations in town. RLR Associates was paid $30,500 to develop the logo.

Madison Chamber Annual Dinner

• To submit nominations for the Madison Chamber awards, contact Lynda Knoeble at the Chamber office, 301 E. Main St., Madison, IN. Tickets for the Chamber’s Annual Dinner on Jan. 25 are $40 each or $280 for a table of eight. To reserve tickets or submit award nominations, call the Chamber office at (812) 265-3135.

The committee also hired a separate firm, Hirons of Indianapolis, for $24,600 to develop public relations materials and research for a tourism advertising campaign. That money also came from bridge mitigation funds, as well as another $50,000 to be used by the tourism office to place ads in the coming year.
Those who attend the Chamber dinner will be provided samples of the logo on some item yet to be determined, according to the BLT chair Jenny Eggenspiller. A CD of the logo also will be handed out to those wanting a copy of it.

Madison Branding Effort
to Date Branding Partners

The partners who provided money for Madison’s branding initiative include the Jefferson County Board of Tourism, City of Madison, Economic Development Partners of Jefferson County, the Madison Area Chamber of Commerce, and the Community Foundation of Jefferson County. A Downtown Enhancement state grant of $20,000 was provided through the Madison Main Street Program for the project. Other members of the group are Historic Madison Inc. and the Lanier Mansion State Historic Site, but they did not contribute money to the project.
Madison Branding Timeline
March 24, 2008: Seattle-based tourism consultant Roger Brooks holds a public meeting at Madison City Hall to introduce the concept of branding to the public.
April 15, 2008: Roger Brooks conducts a Branding Workshop to a packed room at Madison City Hall.
June 2008: Using a $20,000 Downtown Enhancement grant awarded to the Madison Main Street Program, the City of Madison and other local agencies pool their funds to hire Brooks for $50,000 to develop a brand for Madison.
Dec. 11, 2008: Roger Brooks presents his findings before a large audience at the Brown Gym after having spent a week in town studying Madison.
April 1, 2009: Roger Brooks presents his final recommendations and 64-page Branding Report for Madison at the Madison-Jefferson County Public Library Auditorium. His theme for Madison is “America’s Traditional Lifestyle,” drawing on the quaint, hometown feeling. Brooks requests an additional $25,000 to further develop the brand, slogan, tag lines etc., and implement the marketing campaign.
Summer 2009: A Branding Leadership Team is formed comprised of 14 citizens representing the merchant community and various nonprofit and government agencies to move forward with branding. The team rejects Brooks’ theme but pursues several other recommendations from the report.
March 2011: The branding team hires RLR Associates of Indianapolis to develop a brand for Madison and create marketing materials to support it.
April 2011: The branding team hires Hirons of Indianapolis to develop public relations materials and research for an advertising campaign.
January 2012: The branding team launches the new tourism marketing campaign by unveiling the new logo at the Madison Chamber of Commerce’s Annual Dinner.
Branding Leadership Team as of April 2011
Linda Lytle, executive director of the Madison Area Convention and Visitors Bureau; Corey Murphy, executive director of Economic Development Partners of Jefferson County; Jenny Eggenspiller, City of Madison’s director of Community Development and Outreach; John Staicer, executive director of Historic Madison Inc.; Rhonda Deeg, executive director of the Madison Main Street Program; Kevin Watkins of Pets Doc and representing the Madison Area Chamber of Commerce; Greg Ziesemer of Antiquity Furniture Restoration; Leticia Bajuyo, art professor at Hanover College; Julie Truax of The Attic and Coffee Mill Cafe; Lucy Dattilo of Something Simple gift shop; Nathan Montoya of Village Lights Bookstore; Steve Thomas of Thomas Family Winery; Trevor Crafton of Cozy Acres Golf Course; Gerry Reilly, Site Manager of Lanier Mansion State Historic Site.

“We have been very impressed with the talent of RLR and This will be the first of what you might call a ‘road show’ to introduce the new brand to the community and explain why it is good for Madison and why they should buy into it,” Eggenspiller said. “I think it’s fabulous; I’m real excited about it. RLR listened to what we had to say and always came back with a good reflection of what we wanted. The end product is fantastic and I hope the community is going to embrace it because it can serve us for several years to come.”
Eggenspiller had served as the city’s Director of Community Development and Outreach under outgoing Mayor Tim Armstrong. Armstrong was defeated in the November election by Damon Welch. Despite the fact her job ended when Armstrong’s term ended Dec. 31, the committee asked her to stay on the volunteer committee. She said she will do so if her schedule allows it, but not as its chair. A new chair will be selected at the committee’s Jan. 11 meeting, she said.
Linda Lytle, executive director of VisitMadison Inc., also praised the work done by RLR and said she likes the resulting logo. “It’s fun, it’s colorful and there are a lot of cute things we can do with it.”
The logo has a simple, clean design of a cityscape with the word “Madison” at its center. It also comes with a “Who knew...” slogan. The committee plans to have street banners made so the logo can be displayed at each intersection in the downtown. The black tourism directional signs in town are being taken down so they may be renovated with the new logo and replaced by March. Eggenspiller said they hope to have some signs and banners in place soon after the Chamber dinner launch of the logo.

Madison Chamber Awards

The Business Citizenship Award recognizes the outstanding achievements made in business and industry. This prestigious award will be given to those who demonstrate leadership, vision, innovation and dedication to the Jefferson County Community.
Previous Business Citizenship Award winners:
(awards presented the following January at the Annual Dinner)

2010 Thornton Terrace Health Campus
2009 Farmers Bank of Milton
2008 Midwest Tube Mills Inc.
2007 Madison Courier
2006 Madison Chemical Co.
2005 Grote Industries
2004 Steinhardt Heating & Air Conditioning
2003 Madison Precision Products
2002 Cinergy/PSI
2000 River Valley Financial Bank
1999 King’s Daughters’ Hospital & Health Services
1998 Arvin Sango Inc.
1997 Sherman, Barber & Mullikin CPAs

The Jeff Garrett Community Service Award is presented to an outstanding individual who has given significant service to the community. The nomination covers such areas as participation in organizations, professional recognition, demonstrations of leadership, work experience and family history.

Previous Community Service Award winners:
2010 Bob Canida
2009 Ray Black Jr.
2008 Dr. Ralph Pratt
2007 Bill Grote
2006 Robert Hughes
2005 Ron Marriage
2004 Margaret Seifert
2003 Tony Steinhardt
2002 Sue Livers
2001 Cliff Taylor
2000 Ann Grahn
1999 Jane Jacobs
1998 Mayor Al Huntington
1997 Phil Sherman
1996 Joe Craig
1995 Dave Adams
1994 Mary Ellen Munier
1993 Bob Glass
1992 Thomas Hambrick
1991 Donn Lorton
1990 Dr. Robert Zink
1989 Lena Storm
1988 Dotti Reindollar
1987 Dave Dionne
1986 Dianna Risk
1985 John Galvin
1984 Dr. Warren Rucker
1983 Don R. Wallis
1982 Donald Bear
1980 Dr. William Bear
1979 Dr. Marcella Modisett
1978 Lee Dowell
1977 Charles Cosby
1976 Mary Frances O’Connor
1975 Philip McCauley
1974 (No award given)
1973 Dr. Merritt O. Alcorn
1972 Ann Muessel
1971 Judge Harry Nichols
1970 Rev. S.M. Gaines
1969 Paul Scully
1968 E. Perin Scott
1967 Dr. Anna Goss Turner
1966 Richard J. Irwin
1965 Wiley M. Riedel
1964 John Windle
1963 Joseph Cooper
1962 Conner K. Salm
1961 George Metford
1960 E.O. Muncie
1959 John Lucht

“The logo belongs to the community and we want everybody using it,” Lytle said.
Other activities planned that evening include introducing the new Chamber board members who will take office for 2012. They are Dwayne Cole of MainSource Bank, president; Marta Belt of Ivy Tech Community College, vice president; Trevor Crafton of Cozy Acres Golf Complex, treasurer; and Tony Ratcliff of the Ohio Theatre, past president. The new officers were voted at the board’s Nov. 18 meeting.
Local musicians Bill Lancton and Rob Houze will be providing music entertainment during the cocktails reception from 5:30- p.m. to 7 p.m. Dinner and the meeting are scheduled from 7:15 p.m. to 9 pm.
In addition to officer induction, the Chamber will announce the winners of its annual business awards. This include the Business Citizenship Award, the Chamber Ambassador of the Year Award, and the Jeff Garrett Community Service Award. Nominations are being solicited for these awards through Jan. 13. Previous award recipients are not eligible for nomination.
The Business Citizenship Award recognizes the outstanding achievements made in business and industry. This prestigious award will be given to those who demonstrate leadership, vision, innovation and dedication to the Jefferson County Community.
The Community Service Award is designed to recognize an individual who exemplifies outstanding service to Jefferson County by their actions and contributions to the community outside the workplace.
The effort to develop a marketing logo and “brand” for the city began in March 2008 when Seattle-based tourism marketing consultant Roger Brooks conducted a one-day workshop in Madison paid for in part by the Indiana Tourism office. Three months later, the city hired Brooks for $50,000 to develop a marketing “brand” for Madison. Of that money, $20,000 was provided via a Downtown Enhancement Grant awarded to the Madison Main Street Program.
Brooks spent a week in Madison to study the environment and develop a critique, which he then presented at a December 2008 public forum. Brooks returned in April 2009 to present his final recommendations and suggested brand, “America’s Traditional Lifestyles,” which were met with mixed reviews. Her suggested that a Branding Leadership Team be formed to implement the plan. The team was later formed but instead rejected much of Brooks report and hired RLR Associates and Hirons to start the process over again, while adopting some portions of the Brooks report.
Lytle said her staff will immediately begin placing ads in 2012 using the new logo, and that it will be incorporated into the new tourism booklet printed each year for Madison. “The additional $50,000 we have to spend this year will make a huge difference for us in marketing Madison,” she said. Much of the tourism marketing budget of $111,000 is spent on developing the booklet.
“I think 2012 will be a good year for us,” Lytle said. “We know that if we can get new visitors to come to Madison, 95 percent of them come back again and again.”

• Don Ward is the editor, publisher and owner of RoundAbout. Call him at (812) 273-2259 or email: Don@RoundAbout.bz.


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