#BRANDPINEVILLE

All Trails Lead To Home

Located in Wyoming County, Pineville is a small town of around 600 residents and is situated along the Guyandotte River. Pineville is the county seat and is home to the beautiful Wyoming County Courthouse, which sits on a hillside overlooking the town and is on the National Register of Historic Places. The area is part of the expansive Hatfield-McCoy Trail System, which consists of 630 miles of all-terrain vehicle trails, and the popular Pinnacle Creek Trailhead. Pineville also features the towering Castle Rock sandstone, street-legal ATV riding, and unique local businesses, including many that cater to ATV riders. Twin Falls Resort State Park is also just 15 miles outside of town. Pineville is a friendly, welcoming tourist destination for nature lovers, outdoor adventurers, and anyone who is looking to get away from it all. Visitors can fish or kayak in the river, ride the ATV trails, hike or bike the forest trails, eat or shop at one of the local businesses, and more in a place that feels like a home away from home. As we say in Pineville, "All Trails Lead to Home."

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Challenge

Located along the Guyandotte River and the Hatfield-McCoy Trails, Pineville has untapped tourism potential as a destination for ATV riders, outdoor enthusiasts and nature lovers alike. However, the lack of a brand identity, online presence, and limited cell phone service presented a challenge to Pineville's growth. 

Solution

After extensive research including three surveys of different target audiences and focus groups with Pineville community members, the BrandJRNY team developed a strategic branding plan for Pineville that not only attracts visitors but also resonates with the community. Their strategy included a cohesive and research-based brand identity; digital, traditional, and location-based advertising in targeted markets; storytelling, increased social media presence and more. 

Accomplishments

  • 1,922,264 media impressions

  • 22 media hits

  • 4 PRSA Crystal Awards (highest honor) and 3 Honorable Mentions

  • 1 PRSA East Central District Award of Merit

  • 2 Telly Awards (1 Silver and 1 Bronze)

  • Logo, slogan and color scheme

  • New website with high quality photos and videos

  • Increased social media engagements by 181%

  • Branded merchandise and promotional materials

  • Increased community engagement by nearly 500%

  • Rack card design and placed at targeted West Virginia Welcome Centers

  • Branded street flags

  • Targeted advertisements using GoogleAds, YouTube, Spotify and GroundTruth

Portfolio

A compilation of materials created by both #BrandPineville teams

Gallery

Brand Pineville Teams

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"Pineville is a community for adventure, fun, history, good food, great people and relaxing. BrandJRNY helped us realize that and helped us share it with the world to make a difference in our community for years to come."

- Christy Laxton, Pineville Branding Committee

 

Housed at the WVU Media Innovation Center, BrandJRNY is a community branding initiative that is a grant-funded collaboration between the American Electric Power Foundation and WVU Reed College of Media.

The Initiative was previously funded by the Claude Worthington Benedum Foundation for our three pilot projects.

Original website designed by Mariah Elliott, under the direction of PI and Director Dr. Rita Colistra.

Photos and content may not be used without written permission by contacting brandjrny@gmail.com.

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Students enjoying the Hatfield-McCoy Trails.