Building Excitement for a Better Borough

Pottstown, PA taps VFC to craft clever campaign.

Pottstown Borough

Montgomery County, PA

An originally developed campaign designed to change perceptions of business opportunities in Pottstown, Pennsylvania while introducing the community’s potential to new prospects.

The I Pick Pottstown campaign was created by VFC for Pottstown Area Industrial Development (PAID), the region’s economic stimulus organization. VFC developed a campaign slogan that, at its core, identified the call-to-action, picking Pottstown in a positive light while the tagline underscored the good life available in the Borough while saluting history and identifying a new breed of pioneer.

VFC strategized, scripted and produced a video series comprised of interview vignettes with business owners and community leaders along with motivating messaging to inspire potential candidates to explore Pottstown as a home for their businesses. Delivered via social channels, the videos experienced significant engagement and reach and acted as a catalyst for continued messaging.

Elements

Strategic Planning
Group Brainstorming
Corporate Identity System
Brand Standards
Campaign Development
Copywriting
Advertising
Apparel
Photography
Video
Website
Social
Social Media Management

I Pick Potttstown Municipal Branding Campaign

The dynamic campaign encourages people and businesses to proactively choose the region and is backed by successful examples of those who have. Pioneers of the Good Life resonates with a new breed of entrepreneur.

Original video content was supported with custom campaign messaging that included engaging spotlights on local business and community leaders. Short interviews highlighted business people and community leaders who had “picked Pottstown” while the campaign image was tied to specific motivators aggregated throughout multiple social channels and archived in a custom blog that created conversations and linked to social channels. The I Pick Pottstown campaign’s dramatic and professional imagery contributes to the originality of the community branding campaign and showcases pioneers advocating for the good life.

”Through the creation of the I Pick Pottstown campaign, VFC changed the narrative from a backward viewpoint to one that is forward-thinking. In addition, they have made Pottstown Area Industrial Development, Inc.'s brand attractive and developed a valuable resource for PAID and those interested in investing in Pottstown.
Peggy ClarkExecutive Director