Monday, June 5, 2017

Why municipal “branding” is very important.

Did you go to the Grand Opening Celebration yesterday in Lake Worth?

Read about the celebration below, the press release announcing “a stunning new community offering 10 new single-family floor plans in Palm Beach County’s highly desirable, master-planned community in Lake Worth”. And also discussed below is a crucial part of marketing called “branding”.

First, for those of you who really enjoy reading the news I would strongly suggest you begin reading The Town-Crier. They’ve recently updated their website with an entirely new look.

Although the news is mostly about Wellington, Royal Palm Beach, Loxahatchee and The Acreage their reporters, e.g., Ron Bukley and Julie Unger, report about subjects that will interest many readers here in the City of Lake Worth such as Unger’s recent news about PBSO’s anti-drug efforts, including a “Scout Patch Program” in the Village of Wellington.

Now Ron Bukley has news about marketing and branding in Wellington that will be of much interest to many of you as well (see below).

If you’ve been following this blog you know Yours Truly is none too happy with the City of Lake Worth’s efforts at “branding”. Yes — the City has done a lot of incredible work explaining why this place called “Lake Worth” is unique — the problem is too few know or understand where exactly that unique place IS (keep the word “unique” in mind).

Here are two excerpts from Bukley’s news article titled, “Marketing/Branding Among Top Goals For Wellington Officials”:

     One of the reasons for doing community marketing is because the village needs to make sure that people are aware of the things the village does well, which include schools and parks, Schofield [Village Manager Paul Schofield] said.
     “We’re looking for a program that communicates our family lifestyle, the things that are unique about Wellington and our willingness to respond to the changing needs of our residents,” Schofield said. “I don’t think we need to put up billboards. We don’t have to say, ‘We’re great.’ What we have to do is exactly what this council said, which is determine what is great and unique about Wellington and make sure that the people we want to move here know that. I’m not suggesting by any means that we need to start taking out full-page ads in publications across the nation to say, ‘Move to Wellington.’ ”

and. . .

     As we look to attract residents, we have to be able to attract them based on what we are strong with,” he [Schofield] said. “Part of the marketing is we have to let people know.”

By the way, it’s not mentioned in the article, but almost certainly the Village of Wellington and city officials are still not very thrilled about another new “master-planned” community down the road called “Arden” that is “in Wellington” but it’s not in Wellington. It’s located in an unincorporated area further west in the County. 

Did you go to the Grand Opening Ceremony in Lake Worth yesterday? 

Press Release titled: “CalAtlantic Homes Unveils 10 New Home Designs At Gated Community of Andalucia in Lake Worth, FL”

LAKE WORTH, Fla., June 2, 2017 /PRNewswire/ -- CalAtlantic Homes, one of the nation’s largest homebuilders, today announced the Grand Opening of Andalucia, a stunning new community offering 10 new single-family floor plans in Palm Beach County’s highly desirable, master-planned community in Lake Worth. The public is invited to tour four new single-family model homes during a Grand Opening celebration being held on Sunday, June 4 from 10:00 a.m. to 6:00 p.m. 

and. . .

Residents will enjoy nearby shopping, dining and entertainment venues including The Mall at Wellington Green, Lion Country Safari and the International Polo Club. Children living within Andalucia are eligible to attend Palm Beach County School District.
     To learn more about Andalucia, please call (561) 409-5415 or visit the Sales Center at 8926 Kingsmoor Way, Lake Worth, FL 33467. For more information, visit www.calatlantichomes.com.

Remember the word “unique”?

“. . . Lake Worth is distinctive, with its walkable downtown and beach, and that the new name would create an ‘instantly recognizable brand for the city.’ ”

Any ideas? Here are some that have been bandied about, a new name for our unique City of Lake Worth:
  • Jewel.
  • Jewell.
  • Pirate Cove (“Talk Like a Pirate” theme).
  • Villa de Vulva (in memory of a former commissioner and self-proclaimed Anarchist).
  • Lake Worth Beach.
  • New Lake Worth.
  • Not Delray.
  • Charette! or Charrette! (as in “Ask What WE Want! WE Want A Charrette!”).
  • Kokomo.
  • Mango.
  • Prancer.
  • Miranda Beach (in memory of the iconic movie “Body Heat” filmed in the City).
  • Formaldehyde (honoring a former City mayor).
  • Flamingo.
  • Lula.
Keep the names coming!

2 comments:

Anonymous said...

East Lake Worth or Lake Worth Heights.

Anonymous said...

Wasn't that long ago the kids from East Boynton Beach won the Little League World Series, that's right "East".

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