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Goal 3: Changing Perceptions
TO NOTICE AND UNDERSTAND; to apprehend and consider; to believe possible. These ideas are all part of the intangible concept of perceiving something, someone or some place.
As a community, Waco - like most communities - carries certain perceptions both internally and externally. Goal 3 of the Economic Development Strategic Plan challenges us to change perceptions by enhancing Waco's image.
Part of that challenge includes developing a marketing strategy to boost pride in Greater Waco and raise awareness about the area's assets.
Here are a few ways the Chamber is working to change perceptions.
Branding
The Greater Waco Chamber is changing its image with a new logo and marketing materials. Construction will begin soon on the Chamber's new headquarters.
But its real branding initiative focuses on Greater Waco with an emphasis on both internal and external audiences.
"People locally feel great about Waco and their positive perceptions are communicated with their enthusiasm. Our goal is to encourage every citizen to be a promoter of our good life through their contacts as well."
Scott Connell, vice president of economic development for the Chamber |
Changing perceptions internally is just one facet of the goal. Presenting a positive image of Waco to the world beyond is the next step.
Since the goal is to attract investors, employers, residents, and visitors, the messages can be a lot more specific such as things to do when you come here for a weekend, schools if you're going to move and workforce and transportation, if you're industry, he said.
Preconceived impressions can only be dissipated when internal and external marketing plans take hold, and that takes continuity and time.
The Chamber uses several vehicles to present its image locally and to the world. The Web site, letterhead, business cards, Waco Chamber Weekly (e-newsletter) and special events all present the Chamber's brand.
New Logo
The Chamber's new logo, created by Innovation, is comprised of several components to send a message.
The Suspension Bridge continues as the principal graphic element in the logo, but it is more stylized and suggests motion.
The bridge was architecturally unique when it was built and remains so today. But its primary function was to advance commerce, permitting Waco to grow as an important river crossing and commercial center.
The bridge is a a metaphor for connections and symbolizes water, represents transportation and commemorates our heritage.
The logo also includes three panels suggesting a bar graph with an upward trend and growth.
Green was chosen for the text to represent growth, the economy and our environment.
Web site
The Chamber's new Web site is intended to make it more attractive, user-friendly and technically enhanced.
The Web site offers an easily navigable real estate section for economic development prospects, a fresh look at Waco as a community and a full slate of Chamber-related goals, events and efforts.
Interstate 35
Other Chamber efforts to change perceptions include the Interstate 35 Enhancement Committee, which is working with the Texas Department of Transportation to develop a comprehensive plan to improve gateways along the interstate.
A new stone sign welcomes visitors entering Waco from the north on I-35. Another similar structure is being planned for the southern entrance.
Young Professionals
The Young Professionals of Waco committee seeks to fulfill one of the Chamber's breakthrough initiatives - to retain a younger, more-qualified and better-educated workforce, which requires addressing perceptions.
The group recently kicked off a professional luncheon series. The group also is working on ways to connect this demographic to the recreational amenities of Waco.
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