In May 2013, the town of Bluffton, located between big sisters Savannah, GA and Hilton Head Island, SC, embarked on a partnership with Rawl Murdy Associates of Charleston SC and USC Columbia/Beaufort to strengthen their tourism and economic presence in the Lowcountry through rebranding efforts that would distinguish them among their neighbors. With both a magnificent past and a magnificent future, the town wanted to capture the quaint small town feel of their community and highlight the town's economic development. The research team used mixed methods data collection methods. They conducted 36 in-depth key stakeholder interviews, facilitated 4 community Charettes with over 100 individuals in attendance and collected 624 surveys targeting visitors, residents, local leaders, business owners and potential business owners. The culmination of the data has led to the development of the Heart of the Lowcountry brand that will be viewed through a variety of media outlets including radio, TV, social media, print and billboards. To access the full report, click below:
http://www.hrsm.sc.edu/CoEETourismandED/PDFs/BlufftonReport.pdf
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