Input sought for Othello branding plan

OTHELLO — The Greater Othello Chamber of Commerce and the City of Othello are combining efforts in an attempt to develop a concept termed community branding.

The kickoff for the Othello Marketing and Branding Strategy campaign will be a series of round table input sessions and public forums on Nov. 16-17.

Reservations are required so that organizers may plan for room set-up. You may contact the Chamber to express your interest.

According to Tripp Muldrow of Arnett Muldrow & Associates of South Carolina, branding is a marketing strategy that involves creating a differentiated name and image – often using a logo and/or tag line — in order to establish a presence in the consumer’s mind and attract and keep customers.

In the City’s case, it’s for attracting and keeping citizens, business, and industry, Muldrow said.

This study was commissioned by a partnership between the Greater Othello Chamber of Commerce and the City of Othello. It is being conducted by Arnett Muldrow & Associates, a town-planning firm that specializes in economic development and community branding.

Arnett, Muldrow & Associates has extensive experience in community branding across the country, including similar work in eight Washington communities.

The round table meetings will include themes and specific discussion topics. Although a steering committee is canvassing the community for volunteers, stakeholders with an interest in either of the topics are invited to attend.

In addition to the focus groups, there will be an hour-long public input forum on the marketing and image of Othello. The meeting will take place at 5:30 p.m. at the Othello City Council Chambers at city hall.

The themes and topics for the focus groups will be:

Leadership

• What makes the community a good place to do live, work, and do business?

• Why would someone choose Othello over other locations in Washington and the United States?

• What specific amenities are offered (industrial and business parks, training, healthcare, et cetera)?

Merchants

• From where do customers come in Othello?

• How has the shopping/dining pattern evolved in the community?

• How does Othello currently market itself? What are the messages?

• What is the outlook for the future?

Tourism

• What are the unique attractions of Othello?

• What art and culture organizations exist? Events? Programs?

• What are the key recreation opportunities for locals and for visitors?

Youths and Young Professionals

• How and what do young people think of their community?

• How do young professionals and students view Othello’s future?

• How do young people from other areas nearby perceive Othello?

• What do young people do for fun?

Latino Community

• How does the Latino community fit into Othello?

• What unique traditions does the Latino community have that should be celebrated?

• How should a marketing program promote Latino culture, businesses, and people?