bessemer

REVITALIZING

SITUATION
The City of Bessemer has a
historic year in store, from its
first-ever Municipal Recreational
Facility to the construction of a
new City Hall, many changes
have occurred since the April
2014 tornado.
OBJECTIVE
Through initiating a yearlong
campaign by utilizing print and
digital communications, along
with social media engagement,
Lewis & Company proposes to
enhance the City of Bessemer’s
brand and economic
development.
GOAL
Stimulate economic growth in
the City of Bessemer through
enhancing the perception and
awareness of positive
occurrences in the community,
business industry and governing
bodies.
STRATEGY
In order to rebrand the City and
reposition it as a place for
econocmic development, we will
communicate three key
messages: REvitalize.
Reimagine. Rediscover.

REVITALIZE.
SHOW THE PROGRESS THAT HAS BEEN MADE
With the opening of new facilities like the Frank House
Municipal Golf Course Clubhouse we are able to reinvigorate
the interest of old patrons while engaging those who are new to
the area. Events such as these allow for more public outreach
and involvement.

REIMAGINE.
GIVING A NEW OUTLOOK ON BESSEMER
Testimonials will be used to spotlight major occurrences in the
community and business industry. A mix of videos and digital
marketing will be used to leverage the experience of residents
and business leaders, branding the City as a thriving place to
live, work, grow and explore.

REDISCOVER.
HIGHLIGHT THE BEST OF BESSEMER
Through highlighting the mission, goals and values of City Hall,
public officials and governing bodies, we are able to display
that an effective plan has been placed into action.

IMPLEMENTATION & NEXT STEPS
Traditional
Communications
• Through developing valuable
articles and advertisements you are
able to directly engage with your
key audience of community
residents, business professionals
and civic leaders.
• Print outlets, such as the
Birmingham Times, Birmingham
News, The Western Star, B-Metro
and others will be used to showcase
occurrences, updates and
useful information to those throughout
the community and beyond.
Non-traditional
Communications
• Through updating your website
and initiating a social media campaign
on platforms, such as Facebook
and Twitter you are able to
directly engage with your key
audience of residents in the community,
civic leaders and business
professionals.
• Digital engagement will allow the
municipality to directly respond to
outside feedback, while also providing
a continuous stream of messaging
for your brand.

REDESIGN LOGO
Lewis & Company will develop a logo
that speaks to the progression and
innovation in Bessemer. Through
utilizing some of the current colors of
gold and white, we will connect those in
the community to the new look and feel.
ADVERTISING CAMPAIGN
So that a continuous message is spread
throughout the community, Lewis &
Company will develop and manage –
media buys – in an effort to drive
Bessemer’s emerging brand. The
advertisements will create positive
media exposure for the Office of the
Mayor to raise the office’s leadership
profile, while also showcasing individuals
who are building the Marvel City.
ENHANCE WEBSITE
Lewis & Company will redesign the
existing website so that it showcases
economic developments and community
events. We will design the site to display
multimedia images and videos of the
City’s initiatives, testimonials from civic
and business leaders, along with
ongoing occurrences. This will function
a central hub for information and
engagement with the City of Bessemer.
SOCIAL MEDIA ENGAGEMENT
To drive community engagement with
young professionals, entrepreneurs, small
families, shoppers and those new to the
City, we will initiate an ongoing social
media campaign. This will allow the
municipality to have an active voice and
raise awareness over key happenings.

205.340.7000
www.lewisandco.co
401 37th Street South • Birmingham, AL 35222