Round Rock, Texas, is a shopping haven for Central Texans, offering a “who’s who” of name brand stores and local gems to explore. To encourage local spending, city officials developed the “Shop the Rock” campaign.
The Sticky Wicket
Previous attempts at “shop local” messaging lacked focus and left consumers and retailers unclear on what “Shop the Rock” was and why they should care. But with clear benefits to the community, Round Rock was primed to develop a brand identity and get some clarity and traction on the power of purchasing.
The Awesome Sauce
- A concise tagline to get the message across: “Improving the city one purchase at a time.”
- Easy-to-use logo graphics and brand standards guide for retailers, fostering co-branding and engagement throughout the community
- An improved social media identity with consistent, catchy graphics
- A culmination of the digital presence with a microsite to educate and entice