Alan Johnson is proud of his thriving suburb called Lakeland and encourages others to “Discover Lakeland” via a new website which went “live” in February: www.discoverlakelandtn.com
“The website is designed to be a promotional resource for the city, including comprehensive information about the various elements of our community including: demographics, property values, commercial development, available commercial sites, a retail sales analysis, residential development, the Discover Lakeland video, the school system and other important resources,” said Mr. Johnson
He is a member of the Lakeland Economic Development Commission/Industrial Development Board and designed the stone and mortar gateway signs on Canada Road and Fletcher Trace Parkway. Mr. Johnson did a lot of ground work researching and designing the signs inclulding the dimensions and specs to be cost effective, picking the stone, designing the engraving and researching materials.
“A few years ago I spearheaded the development of a marketing strategy, which is ever-evolving,” said Mr. Johnson. “My goal is to position Lakeland as a premier and thriving suburb that we can all be proud of.”
Mr. Johnson added, “We strive to incorporate quality into every aspect of our community and we consider Lakeland a city with a lot to offer.”
He said rebranding occurred a few years ago with updated logos, font, colors, gateway signs and tag lines which include “Where Quality is a Way of Life/ Discover Lakeland / Come Grow with Us / An exceptional place to live, learn, work, and play.”
To support the Discover Lakeland initiative, new promotional materials and new informational channels were also developed.
- Letterhead, pocket folders, large brochures, etc.
- Chamber Guide https://online.flippingbook.com/view/224315/
- Discover Lakeland video https://vimeo.com/245743165
- Most recent – discoverlakelandtn.com
- Most recent – Economic Development Booklet https://online.flippingbook.com/view/696887/
The next step, said Mr. Johnson, is to launch a coordinated effort to encourage people to “Discover Lakeland.”
- Billboard on I-40, donated by Kevin Bailey, secretary of the Lakeland Area Chamber of Commerce and Lakeland business owner
- Possible advertising in relevant publications and events
- Ask community members to share with friends and on social media
- Tell owners and managers of our favorite restaurants or shops to open a location in Lakeland. They can contact Dexter Muller at 275-4803 for information, said Mr. Johnson
- Increase outreach to targeted businesses, developers, realtors and other key parties
- Repaint the MLGW water tower on I-40 with Lakeland logo in place of current “Stonebridge” name
- Place welcome sign at I-40 and U.S. Highway 64 interchange
A redesign of the Lakeland City website is in the works and Shane Horn, Lakeland city manager, expects the website to go live by the end of this month.
“I encourage everyone to think of Lakeland as a brand. Brands can be very powerful and valuable if managed correctly.” To do so, he said, the brand must be obsessively consistent, distinctive and memorable, cohesive, and must evolve in alignment with a vision,” said Mr. Johnson.
… Photo by Jim Willis, Lakeland Currents
