GREENCREST - Marketing • Advertising • Public Relations

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case study

Fairfield 33 Development Alliance Brand Development

Purpose

Defining a distinction in the market creates the foundation for inheriting the leadership position. The Brand Discovery Session provided the opportunity for leaders of the Fairfield 33 Development Alliance to identify the unique selling points and the brand position that creates its distinction.

Process

The Brand Discovery Session was held at the Fairfield Lancaster Chamber of Commerce on July 15, 2008. The session was facilitated by Certified Brand Agency GREENCREST and attended by 11 members of the Fairfield 33 Development Alliance board and key community members.

Results

Through an intensive five hour fact finding process, the group defined five unique selling points. These five unique selling points reflected several themes that emerged over the course of the day. Those themes were woven into a Fairfield 33 Corridor Essence Statement, Brand Franchise, Brand Position, Brand Pillars and Brand Expressions.

Through the Brand Discovery Session, GREENCREST recommended that the Fairfield 33 Development Alliance market under the name “Fairfield 33 Corridor.” The brand position is “Wide Open Opportunities.” Marketing of the Fairfield 33 Corridor will be launched later this year.