Port Royal gets brand, tagline for marketing

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Port Royal is officially "Cool. Coastal. Far from Ordinary."

Town Council gave unanimous approval Wednesday night to that motto and an anchor logo, both of which will be used in a branding campaign and in marketing materials.

"We now have a logo and tagline," Mayor Sam Murray said. "Start using them."

Bruce Murdy, president of Charleston advertising agency Rawle Murdy Associates, gave council a final presentation before the vote. It included a list of steps for marketing that can be taken this year and next.

"The first thing we said you should do with a modest budget is create a vibrant social media presence," Murdy said, noting that such media is one of the first places potential visitors look for information.

The town has $40,000 budgeted for advertising and marketing in fiscal year 2015.

A "brand ambassador" or marketing point person should be appointed to manage the effort, Murdy said. He suggested it should be a town employee.

Some of the initial steps for marketing are free or inexpensive and can be implemented quickly, he said.

Among them are having town employees answer the phone using the tagline. The logo should also be used on all town correspondence and documents, he said.

The logo also can be promoted during town events and shared with local organizations and businesses for use in their advertising, Murdy said.

He also suggested the town print large advertising materials with art to place in empty storefronts.

"That will create some vibrancy, some color, some pride while we're waiting for someone to lease that space," Murdy said.

Next year, he suggested the town consider funding a public relations effort to reach out to regional and national media; redevelop its website; create an e-newsletter; print new brochures; and distribute T-shirts, drink koozies and other items with the logo and tagline.

Councilman Joe Lee, signaling he was a step ahead of Murdy, gave a newly printed T-shirt with the new logo to the advertising agency president.

Lee suggested the town trademark the logo to protect its investment.

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