Fulton County officials are hoping to paint a rosy picture of the county in 2016 with the new “Fulton County NY POSI+TIVE” branding initiative unveiled just before Christmas.
The POSI+TIVE logo, with its signature orange “plus” sign, will start appearing on promotional materials from websites to billboards and letterheads now that the new year has started, said Fulton County Administrative Officer Jon Stead.
“It’s a whole strategy of letting people know that we have a very positive community here, it’s a community that’s put a lot of investment into redeveloping itself and growing out of the recession,” he said.
The logo comes from Shannon-Rose Design of Saratoga Springs at a cost of about $5,500, Stead said.
The logo and strategy grew out of a broader regional branding initiative undertaken by Fulton and Montgomery counties that produced the “Connected for Business” plan last year. That plan, developed by Northstar Destination Strategies, cost about $46,000 in all, half of which was covered by a National Grid grant.
“That was a much bigger project because they did a lot of surveying and sampling, doing a lot of research and analysis on marketing development throughout the entire Northeast for us,” Stead said. “We carried that logic and some of the knowledge we gained from that Northstar Destinations Strategy project into developing our primary brand in-house.”
The branding project falls under the county’s Jumpstart Fulton County initiative, which covers projects like the SMART Waters program to spur development by bringing water and sewer service to underserved parts of the county and the development of the two-county Regional Business Park on the Johnstown-Mohawk border.
The logo will be integrated into promotional materials for the county’s Tryon Technology Park as it’s marketed to new businesses, according to Stead.
He said the aim of the new brand is twofold: to send a positive message to outsiders considering a move to the county, as well as to counter negative attitudes of people and businesses already in the county.
“So cashiers and waitresses and so forth understand how important it is to put out a positive message to visitors,” he said. “We need to speak positively about all the things we have here to offer.”