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 create brand awareness of the rebrand among our broader audiences throughout Walworth County," and described digital tactics that would follow target audiences across sites rather than rely on placements on single news sites.

The presenters described how the budgets would be used and what each would buy. The $25,000 option focuses on online display ads (estimated 2,000,000 impressions across four months), newspaper insertions and some specialty magazine placements. The $50,000 option adds radio and a three-board billboard schedule; the $75,000 plan expands online, radio, outdoor, and email marketing, including three email deployments to an estimated 260,000 addresses per deployment. Christina and Laura noted the marketing plan is a working document expected to evolve as budgets and priorities are set.

Committee members pressed staff and the presenters about geography, outcomes and capacity. Several members argued the county's limited marketing dollars should be targeted to the highest-utilization corridor (a triangle of Elkhorn, Delavan and Lake Geneva), while Affirm urged broad countywide awareness because many residents reported they had not known the service existed. Laura said the plan's target audience definitions use adults 18 and older (paid-media platforms generally cannot target minors) and noted Care service marketing would emphasize residents 60+ and people with disabilities.

Committee discussion also covered operational readiness if ridership grows after marketing: administrator-level staff described how vehicle decals and certain operational items would be handled from existing operational budgets, while the committee's $25,000 advertising allocation would pay for paid-media buys and associated vendor work. Members asked about capacity; staff said a contract change order effective May 1 increases available service hours and that VIP (the operator) could begin implementing changes immediately to accommodate more trips.

On two formal actions recorded in the meeting: - The committee approved the proposed brand package for Walworth County Connect (Share and Care). Ken Munro moved the motion; the vote was recorded as in favor by the committee and the chair called the motion passed. - The committee then considered whether to seek additional funds beyond the $25,000 available for advertising. A motion to not exceed the existing $25,000 budget (i.e., not to request additional marketing funds at this time) was made and passed by roll call 4-3 (Yes: Andrew Kerwin, Ken Munro, Stacy Shepherd, John Davenport; No: Al Stanek, Lisa Kadlek, Eric Russo).

The committee also reviewed many recommended nonpaid outreach tactics in the plan: updating the county web pages, ensuring VIP and other referral partners display the new brand and contact information, vehicle decals bearing the Walworth County Connect logo, social-media posts and boosted posts, printed collateral (brochures, wallet cards, magnets and window clings), community outreach (health partners, senior centers, chambers, libraries) and earned media such as a press event timed with the release of a rider scheduling app expected in early May. Presenters said some tactics are highly trackable (online impressions, click-throughs, email open rates, QR-code visits) while others are meant to build broad awareness.

Committee members directed staff to proceed with the approved branding and to implement marketing up to the $25,000 cap from the existing advertising line, while vehicle decals and routine printing would be funded from operational accounts. Staff said they will return with implementation details and continued updates to capacity planning and the 2026 budget as marketing plays out.