FrazierHeiby to Run ‘Branding’ Campaign

By Kevin Corvo
ThisWeek Community News
Wednesday July 11, 2012

Hilliard City Council on July 9 tapped the firm of FrazierHeiby to create a “brand” for the city.

Representatives from FrazierHeiby, 42Fish and the Peebles Creative Group had made presentations at the June 25 meeting of the City Council Economic and Entrepreneurial Development Committee.

Committee members had studied the proposals since then and reconvened July 9, immediately prior to the regular council meeting, to determine which firm to select.

Most members opted for FrazierHeiby, citing the company’s focus on the execution of a plan as well as the firm’s relative unfamiliarity with Hilliard compared to the other two firms.

“They all had great concepts, but I think FrazierHeiby had more of a focus on how they were going to carry out the concept,” said Councilman Nathan Painter, chairman of the Economic and Entrepreneurial Development Committee.

Painter said the firm also would bring a “fresh perspective” to the job as the Peebles Creative Group had worked with Destination Hilliard to create Solebrate!, a festival the city will introduce next June, and 42Fish, which has also contracted with the city.

Councilman Al Iosue said he favored selecting the Peebles Creative Group because of its work with Destination Hilliard that provided it with basic knowledge of the city.

Councilman Jim Ashenhurst questioned selecting any firm at all.

“I have a problem with this expenditure,” said Ashenhurst, adding that none of the companies’ presentations satisfied him that they would deliver a service worth the investment.

“It’s hard to put your arms around the benefit of this to taxpayers,” he said, especially after the city suspended its subsidization of refuse collection and disposal.

But City Council President Brett Sciotto said there is “an intrinsic value” in the branding effort.

Painter agreed.

“Now is the time to spend the money and capitalize,” Painter said, using the Giant Eagle and accompanying development at Cemetery Road and Britton Parkway as an example. “We want to have a plan for attracting other businesses on Britton Parkway.”

Council members authorized Economic Development Director David Meeks to contact with FrazierHeiby for an amount not to exceed $39,500.

Council members wanted the firm to be able to start work in advance of council’s summer recess and hope to have a final product in place by the end of the year.

“We have come a long way toward creating a standardized look and feel for our community, but this is an opportunity to do more than we can do internally. … There is a long-term payback for an investment today,” Hilliard Mayor Don Schonhardt said.

FrazierHeiby has worked in a similar vein for Dublin and is responsible for coining the well-known slogan, “It’s greener in Dublin.”

Dublin wanted to encapsulate its Irish heritage, beauty and exceptional quality of life, Doug Frazier, chief executive officer of FrazierHeiby, told committee members June 25.

“Their goal is for people to want to live in Dublin,” and that “attitude” was conveyed with the phrase, “It’s greener in Dublin,” Frazier said. It also served as a twist on the proverbial green grass and fences, he said.

“What’s great about Hilliard? Whatever it is, you should all say the same thing when asked,” Frazier said.

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