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The City of Goose Creek
received a Municipal Achievement Award for its branding project. Officials
accepted the award during the Municipal Association of South Carolina’s Annual
Meeting on July 20. The city won in the communications category. Twenty-nine
cities and towns submitted their projects and initiatives.
After years of population
growth — the City of Goose Creek went from 29,000 residents in 2000 to an
estimated 41,000 in 2017 — city leaders concluded that the reputation and
regional perception of Goose Creek did not keep up with its growth. City
Council authorized an effort to replace its decades-old branding to help better
cultivate an identity of vibrant growth and attractiveness to residents and
visitors alike. City staff coordinated this project with a social media
campaign and budgeted for the placement of the brand on city property, such as
police cruisers and other vehicles, as well as marketing materials.
To complement this effort,
city staff created the “Creek Rising” campaign, which helped boost the city’s
image with both prospective investors and the public at large. As a social
media effort, “#CreekRising” was regularly included with content posts
spotlighting growth, progress and commitment to smart development.
The “Creek Rising” message
has been picked up by local businesses, who have included the phrase on
materials such as t-shirts and stickers. City staff have applied their own
creativity in finding ways to use the “Creek Rising” message, such as in the
city’s first-ever food truck event named “Truck Truck Goose.”
The city will be measuring
long-term success by monitoring increased engagement and awareness through
“Goose Creek capitalized on their attributes and developed
a way to tell everyone that Goose Creek is the place to live, work and play,”
said Eric Budds, interim executive director for the Municipal Association.
These winning entries represent innovative projects
undertaken by Municipal Association member cities and towns. Information and a
video about the project are available on the Association’s website www.masc.sc
(keyword: Achievement Awards).
The Municipal Association of South Carolina initiated
the Achievement Awards in 1987 to recognize and encourage innovations and
excellence in local government.