Get to Know Newton moves full force into second year

A little more than a year ago, the City of Newton launched the Get to Know Newton campaign to help develop a new identity and brand for the community. Management Analyst Natalie Umsted gave an update on the progress the campaign has made in the last year and where it is going in the coming year.

“We wanted to launch a new logo and brand because in the past several years Newton has really struggled with maintaining a positive identity and image of itself. Not only is it updating a logo, but its also a matter of creating a rallying point for Newton citizens and then working to get positive regional attention for Newton throughout central Iowa,” Umsted said.

The city hired a consulting firm and together with staff came up with Get to Know Newton — an attention-getting statement that demands the question, “What else do I need to know?” They also choose a unique logo to stand out in an increasingly noisy media context on platforms like Facebook or Twitter, rather than something that would just make a pretty sign or letter head.

Communication for the brand was built on a narrative of the three most attractive qualities the city has to offer: education, recreation and location. They wanted the imagery and language to be friendly, fun and bright, focusing on family-oriented activities through photography and showing Newton as a fun, unique place to live.

The consulting firm gave the city a brand blueprint to follow through the first year and Umsted said that almost every box has been checked off on the to do list.

“I’ve made an itemized check list of all of the things they told us to do and we have done pretty much all of it. That is actually really great to see, that you lay out a plan and you follow through,” Umsted said.

Accomplishments from the blueprint include applying the city logo to city vehicles, updating signage with the logo and new look and making shirts, stickers and a talking points brochure. The city also has an expanded presence on social media through Facebook, Twitter and Instagram with Umsted giving an example from Twitter where someone who drove by Newton asked if NASCAR raced at the speedway, to which the city responded and gave additional information.

The campaign has also been a part of many activities and events with centerpiece being the Get to Know Newton 250 race at the Iowa Speedway. Newton vs. Newton with Newton, Kan. was a competition for community pride that Iowa won. The city was also involved in Fourth of July activities, the Iowa Sculpture Festival and Thanks with Franks.

The brand has also expanded to community brands with the Development Corporation, Newton Main Street and the Housing Development Corporation incorporating the Get to Know Newton brand in the logo and name.

“It’s really starting to be a community brand and a community identity and rallying point, which is exactly what we are trying to create,” Umsted said.

Coming in 2015 are more events based regional marketing highlighting the housing campaign. The Get to Know Newton leadership class at DMACC and a neighborhood post card project with more details to come in the future. Newton vs. Newton 2 is planned for later in the year along with a photo challenge, social media take overs and a red pride hash tag T-shirts.

“Overall we have the goal of having more regional press releases, more videos, more testimonials, more giveaways and more fun,” Umsted said.

Contact Jamee A. Pierson at
641-792-3121 ext. 6534
or jpierson@newtondailynews.com