#BRANDGRAFTON
Birthplace of the International Mother's Day Shrine
The largest of the three project communities, Grafton has a population of 5,182 and is located in Taylor County. Once the major hub of the B&O railroad, Grafton was positioned as a strategic point during the Civil War. Grafton also prides itself as the city that first celebrated Mother’s Day, originally requested by Anna Jarvis. Her shrine and museum are main attractions in the downtown area. Other sights include Tygart Lake State Park and Grafton National Cemetery. Due to its great potential to revive the town, Grafton is positioned as an economic development brand.
Once a booming railroad community as a junction point for the B&O Railroad, Grafton's economy declined with the decline of the railroad industry. Despite Grafton's potential, a struggling economy, lack of awareness about Grafton's offerings, and absence of a cohesive web presence and brand strategy are challenges to resident recruitment and retention, tourism and economic development.
Accomplishments
After conducting surveys and focus groups with stakeholders and community members, students developed a strategic branding plan. Their strategy included a new brand identity, development of a cohesive web presence, media outreach, increased youth engagement, and enhanced attendance at community events.
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New logo and slogan
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New webite and content
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Interactive map and community calendar
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New social media platforms
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Grafton Snapchat Geofilter
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High school internship program
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360 tour of two-floor Mother's Day Shrine
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Branded Merchandise
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Billboards
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Media placements
Challenge
Solution
Gallery
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Team
Introducing the RF Branding Group of #Fraustino459
Faculty Leader
WVU Teaching Assistant
External Account Executive
Internal Account Executive
Chief Brand Manager
Creative Director
Graphics Director
Director of Photography & Videography
Director of Media Planning & Research
Creative Associate
Creative Associate
Event Director
Public Relations Research Director
Community Relations Director
Media Relations Director
Public Relations Associate
Public Relations Associate
Public Relations Associate
Social Media Co-Director
Social Media Co-Director
Digital Media Research Director
Web Director
Digital Media Associate
Digital Media Associate
Digital Media Associate
A team of students from the WVU Reed College of Media working to #BrandGrafton
| Not listed: Kayci O Neil, WVU grad students Lauren Caccamo and Andrew Sealy |
"I think in 5-10 years, Grafton will look back and see this was a turning point in our community."
- Tom Hart, All Aboard Grafton