Walworth County committee approves new ‘Walworth County Connect’ brand, directs $25,000 marketing cap

The Walworth County Board Transportation Coordinating Committee on April 7 approved new branding for the county's ride services and directed staff to implement an initial marketing push within a $25,000 budget cap.

The committee voted to accept the branding package for the new umbrella name Walworth County Connect and two sub-brands, Walworth County Connect Share and Walworth County Connect Care; Ken Munro, HHS board chair, moved the motion and it was approved by the committee. The committee then debated a separate proposal about whether to request additional marketing funds; the body voted 4-3 to proceed without seeking additional funds beyond the $25,000 already allocated.

The branding and marketing work was presented by Affirm, a marketing firm retained for the project. Christina Galki, Affirm's media director, and a colleague identified as Laura walked through a recommended integrated plan that included three paid-media budget scenarios ($25,000, $50,000 and $75,000) and multiple tactics: radio buys on local stations (WLKG and WSLD), outdoor billboards, online display and retargeting, email blasts, and print placements in Southern Lakes newspapers and specialty magazines. Christina said the work aims "to…