Case Study: RoCo Branding Frames, ‘A Great First Impression’

“The branding frames make a statement. They create a great visual of Rowan County for our visitors. Visitors can see what Rowan County is made of. It’s a great first impression and very visually appealing.”

— Tara Ludwig
Director of Public Relations and Communications
Salisbury-Rowan County Convention and Visitors Bureau

The Customer

The Salisbury-Rowan County (RoCo) Convention and Visitors Bureau (SRCVB) is the lead agency in Salisbury/ Rowan County economic and community development, working in the areas of tourism, destination marketing and destination development. The focus of SRCVB is to promote the growth and development of the visitor industry throughout Rowan County. SRCVB operates with an annual budget consisting primarily of tax revenue generated by a 3 percent Rowan County occupancy tax and 3 percent City of Salisbury occupancy tax.

Customer Situation

In keeping with the SRCVB focus on attracting new overnight visitors to Rowan County who use local accommodations, the SRCVB leads a county-wide rebranding effort. This involves public input through town hall meetings, focus grounds and online surveys.

Your Visual Solutions Involvement

Once public input was analyzed, Your Visual Solutions created large, striking dimensional frames of the people and places of Rowan County to visually support the anaylsis. Your Visual Solutions created striking graphics that showcase the top attractions in the county, with separate towers showcasing Business, Culture, Heritage, Landscape, Wellness, Southern Hospitality, Transportation, Main Streets, Flavor and Education.

The fabric frames are free-standing for easy installation in multiple locations and dimensional, in order to create focal points. Your Visual Solutions creatively floated frames on top of frames to add dimension and interest and to call out important aspects of the research.

The result is four 6-foot wide by 12-foot tall free-standing dimensional frames that are pillars of the exhibit and eight 3-foot wide by 9-foot tall free-standing dimensional frames, some of which are two-sided.

Benefits

The exhibit commands the room, wherever it is used. It is moved as needed to events to promote the county and identify re-branding needs. It is also displayed at The Gateway Building, which the SRCVB manages. This is the main destination for visitors to the county as they seek information and also houses the Chamber of Commerce, the Economic Development commission, Downtown Salisbury Inc., The LandTrust for Central North Carolina and Communities In Schools.