GOSHEN — Name recognition was a major topic at the Goshen City Council meeting Tuesday evening, where council members voted to contribute $25,000 toward a new marketing campaign aimed at putting Goshen on the map both regionally and nationally.
Leading the drive for the new campaign, which will also involve work with the Goshen Chamber of Commerce, Goshen Community Schools and Goshen College, is Eyedart Creative Studio, a full-service marketing and communications agency based in downtown Goshen.
“We were approached by the Chamber, Goshen Community Schools and the city of Goshen to look at the next steps of the 2010 branding study that was done by the Chamber of Commerce,” said Grace Bonewitz, a partner with Eyedart Creative Studio. “They spent about $90,000 and had a really, really good firm come in and do qualitative and quantitative research in our community.”
Using the research and findings from that 2010 study as a base, Bonewitz said the Eyedart team was able to come up with a new marketing idea, the “Good of Goshen” program, which aims to sharply focus the implementation of the Goshen brand, identified through the 2010 study as “Goshen: Common Good. Uncommonly Great,” in the areas of greatest need, with the long-term intent of engaging community-wide pride and advocacy for the community.
“Working together, the ‘Good of Goshen’ program will change perceptions and build pride in Goshen’s uncommonly great assets,” Bonewitz said.
Through the new program, Bonewitz said the push moving forward will be to work with the city, the chamber, Goshen Community Schools and Goshen College to achieve a variety of goals, a sampling of which include: attracting and retaining students; supporting quality of life initiatives; attracting diverse businesses; engaging the Hispanic community; increasing awareness of Goshen as a destination in the Michiana region; and encouraging middle-to high-income earners to live and work in Goshen.