

#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