Challenge: Jonesborough is the oldest town in Tennessee with a rich history in the art of storytelling. Jonesborough wished to enhance their image and solidify their branding position.
Solution: Jonesborough already has a charming downtown full of well-preserved, historically significant buildings. The presence of the International Storytelling Center and their annual National Storytelling Festival, made the brand choice clear. Roger and his team then set out to help Jonesborough create a comprehensive visitor experience that would bring the brand to life throughout the year.
The Roger's plan includes expanding the International Storytelling Center’s programming, and renting out the ISC’s beautiful facilities to other groups. Walking tours and story murals will help expand the brand throughout the community and a wayfinding system will allow visitors to find their way with ease. The plan also includes targeted marketing efforts, a new visitor website, and redesigned collateral materials.