Elko New Market unveils new brand for city

The Elko New Market City Council approved a new brand for the community at its meeting on Thursday, Dec. 1.

A community of more than 4,000 people, many of its residents were drawn to the community for its smalltown lifestyle, open spaces, high quality schools, affordability and convenient location on the Interstate 35 corridor. It is an emerging community for commercial, industrial and residential real estate developments. To clearly articulate these attributes and help those outside of the community understand the character and appeal of the community, the City of Elko New Market engaged in a brand development process.

The approved brand position is: In Elko New Market, families and businesses are invited to take root and grow. Our small-town lifestyle fosters safe and vibrant neighborhoods built on genuine relationships. Businesses will find an environment conducive to development and growth in our emerging, metro-area community, where possibilities are within reach.

As part of the brand, the city incorporated into its logo the tagline, “Small-town culture. Emerging possibilities.”

“The final brand helps position the community as an inviting place, where prospective residents can find a small-town lifestyle alive and well within the metro area,” said City Administrator Thomas Terry, “and businesses can tap into our pro-business philosophy to economic development. For both residents and businesses, our community offers possibilities for establishing themselves and growing.” The brand development process was funded in part by a grant from the Scott County Community Development Agency.

The City engaged Elko New Market-based Renown Marketing Communications to lead the brand development process in conjunction with a city-appointed steering committee of residents and non-residents representing a range of stakeholders.

The results of the 2012 and 2015 community surveys helped the steering committee understand residents’ opinions of the community and the municipal government. To complement the community surveys, research on the perceptions of the city with commercial/industrial brokers and developers was conducted at the outset of the brand development process.

Following the steering committee’s development....

To see more on this story pick up the December 8, 2016 print edition of The New Prague Times.