Wilmingtonbiz logo
Print
Marketing/Media

UNCW Releases Branding Initiative Survey Results

By Jenny Callison, posted Jan 15, 2014
What’s in a name?
 
More than 1,600 area residents weighed in on that topic through University of North Carolina Wilmington’s recent regional branding initiative survey, which seeks to develop a name brand and tagline for the Cape Fear area, similar to Nashville being known as Music City or Charlotte's identity as the Queen City.

The university released the survey results Wednesday.
 
Feedback from 1,669 residents of Brunswick, New Hanover and Pender counties has been tallied and presented to the UNCW Brand Identity Leadership Team (BILT), which will now use the data to develop a brand identity and a marketing plan to promote the area using that brand. The BILT expects to announce the brand identity by April and complete the marketing plan by July, according to UNCW’s news release.
 
The release stated that responses to the survey questions provided the team with quantitative and qualitative data on the region and its residents.
 
On the issue of regional monikers, the survey respondents indicated they use “Wilmington,” “Cape Fear” and “Southeastern North Carolina” most often when discussing the area with others. Among respondents’ least-favored area names were “Hollywood East” and “Greater Wilmington.”
 
The area’s beach proximity was mentioned as a draw by 65 percent of survey participants. Other factors cited frequently as motivators for people to move to the region were the mild weather, historic downtown and friendliness of local residents.
 
“The survey was successful in assessing community perceptions of Wilmington’s current brand, which will play a key role in understanding where the brand goes,” Thomas Porter, chairman of the marketing department in the Cameron School of Business, said in the release. “We were able to yield a great deal of data, thanks to the community’s participation. This is an exciting opportunity for the region to work together and we believe that the BILT members will be able to create a brand platform and strategic marketing plan based on these findings that will be suitable for continued growth and encompasses all this area has to offer.”

Porter, with Cameron School colleagues Donald Barnes, Tracy Meyer and Fredrika Spencer, led the survey efforts. CSB MBA students participated in the data coding and analysis phase.

Survey respondents were 52 percent female and had an average age of 45, the release stated. They tended to be highly educated, with 79 percent having earned a four-year college degree or higher. Of the respondents, 59 percent have lived in the region for more than 10 years.
 
The survey was available for public participation Nov. 15-26.

Join The Discussion

Similar Stories

Ico insights

INSIGHTS

SPONSORS' CONTENT
Stevespainheadshotresized

Trading Places: The Benefits of Job-Swapping

Steve Spain - Cape Fear Habitat For Humanity
Graysonpowellheadshot edited

Why Property Values Evolve Over Time

W. Grayson Powell - Coldwell Banker Commercial Sun Coast Partners LLC
Stoyresized 1217131031

How Technology Is Streamlining The Mortgage Loan Process

Patrick Stoy - Market Consulting Mortgage

In The Current Issue

‘Smart Homes’ Catching On As Prices Drop

Aside from the intimidation factor before iPhones and iPads were invented, prices for the equipment and installation necessary to automate a home are starting to come down.

Wilmington Health Joins At-Home Blood Pressure Monitoring Project

The American Medical Group Association (AMGA) selected Wilmington Health as a testing site for a program to help patients monitor and contr...

Issues Shift From State To Local

From the end of the business privilege tax to a change in transportation funding, some local officials are looking at the bottom line impact...

Ico topnews Editor's Picks

Homebuilders Open, Expand Design Centers In Brunswick County

Cece Nunn - About 7 hours ago Trending News

New Computer Repair Business Opens In Fulton Station

Cece Nunn - About 22 hours ago Trending News

Film Project Keeps Local Company In Its Own Community

Jenny Callison - Sep 12, 2014

Verizon Wireless, Mattress Store To Occupy New Waterford Building

Cece Nunn - Sep 12, 2014
Consulting

Thayer Consulting LLC

Thayer Consulting LLC specializes in media placement. Whether it's television, radio, print, billboards or digital marketing, Thayer Consulting LLC will management your advertising buys. Just provide ...more

Ico trending Trending News

Ico newsinimages News in Pictures

Have a tip, pitch or guest column?  Send us a tip.

Gallery Galleries

Video Videos

Power Breakfast Series - Special Sauce for Economic Development - March. 2014
WilmingtonBiz Expo Keynote - Ken Lowe - Founder HGTV, CEO Scripps Networks - March. 2014

Register to Continue Seeing Wilmington's Best Business Coverage!


There are three ways to register for free.

Sign in with LinkedIn, Facebook or create an account:



Already registered? Login here.

Your free registration includes:

  • Access to 10 articles per month on WilmingtonBiz.com
  • Email updates to stay informed on local business news
  • A mobile optimized website
  • Advanced notification of Business Journal events
  • Management of your digital and print subscriptions
Laptop iphone ipad