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Alpharetta Economic Development Unveils 'Connected Alpharetta' Brand to Market City to Businesses and Talent
Summary
City economic development staff presented a new 'Connected Alpharetta' brand and tagline 'Georgia's Connected City' intended to promote Alpharetta to employers and talent; the initiative includes a digital rollout, new printed materials and a content strategy focused on three brand pillars.
City economic development staff presented a new branding initiative at the authority meeting, introducing the 'Connected Alpharetta' identity and the tagline "Georgia's Connected City" as a strategic tool to market the city to businesses and talent.
Charlie, economic development staff, described the initiative: “The purpose is simple. It's a strategic marketing initiative led by the Department of Economic Development to promote Alpharetta as the premier location for business and top talent. And then our tagline is Georgia's Connected City.” Staff presented visual identity options that align with city colors and fonts, explained how the mark will be used in digital and printed materials, and outlined a content-driven approach that includes search-optimized web pages and regular social media posts.
The branding centers on three pillars: connected to community, connected to innovation, and connected to Metro Atlanta. Staff listed supporting proof points during the presentation, including Alpharetta’s population and office market figures; the presentation noted the city is home to about 66,000 residents and cited roughly 20,000,000 square feet of office space as a proof point for the innovation/office-market pillar.
Marketing staff said the brand has already been used to update the department website, social media and printed collateral. Marketing staff reported increased search-engine performance following recent updates and said they are posting two to three times weekly on social platforms and will continue a content marketing approach that drives readers back to the site.
Next steps: marketing staff will continue rolling out the brand across digital platforms, distribute printed viewbooks and collateral to brokers and site selectors, and supply authority members with materials at upcoming meetings. Staff invited authority members to engage with social channels and offered printed viewbooks at the next meeting.
