A Clear Advantage
- Jan 23, 2024
- 2 min read
The City of Clearwater Wins Through Communication Strategy
Located in south central Kansas, Clearwater is a small town of nearly 3,000 that’s rich with opportunities, quality schools, well-kept homes, and a strong sense of community. But even with many advantages, getting the attention of potential residents is a tough challenge.
“We lacked the direction or skill set to develop a marketing plan for the city,” said Burt Ussery, Mayor, City of Clearwater. “We knew that Clearwater Schools (USD 264) had used BowerComm for a strategic plan, so we decided to see what they could do for us.”
BowerComm led Clearwater through the Journey to Yes program, a 9-step process that helps organizations Discover the needs of their stakeholders through in-depth interviews, Define their brand foundation and message, and Develop a strategy to bring it all together.
After this process, BowerComm developed a recruitment campaign for Clearwater, focusing on the benefit of having incredible people surrounding you in the community. Clearwater was positioned as “The Neighbor Capital of the World,” through a custom logo, website landing page, insider’s living guide, email drip campaign, and multiple videos.
“BowerComm led the process and walked the city staff along the way. It was a very positive experience. As a result of the marketing efforts, we have a high number of contacts, and time will tell if any of those contacts end up purchasing a home here,” said Burt.
Clearwater also worked with BowerComm to successfully communicate the need for a 1% sales tax increase, to be decided by a public vote. The winning campaign strategy included messaging, web page, mailer and ads.
“The vote was successful, directly a result of the work BowerComm did. The staff at BowerComm is very competent and extremely helpful. I even referred them to work with the City of Haysville.”
Comments