City of Pascagoula
Only in Pascagoula
Place Branding & Community Communications
City image work built on what is genuinely particular to one place — on a public-sector budget.
- 57,000
- reached in week one
- 100%+
- digital audience growth
Context
Pascagoula's Live, Work, Play campaign needed a way to communicate what makes the city distinct, and the city's reach depended on channels it could afford. Improving the city's image meant both a sharper story and a bigger audience for it.
Approach
The “Only in Pascagoula” video and stamp gave the campaign a specific, repeatable idea. Alongside it, the city's digital and social channels were treated as the primary growth tool, using a mix of organic and paid reach.
Selected tactics
- “Only in Pascagoula” city-image video and stamp
- 30-second broadcast edit
- Owned social and email channel growth
- New Snapchat and Instagram channels
- Media relations and local television interviews
- Community engagement programming and events
Impact
- The city-image video reached 57,000 people in its first week.
- A Silver ADDY from the Gulf Coast Chapter of the American Advertising Federation for The Focus Group's work on the video.
- Audiences grew by more than 100% across Facebook, Twitter and Constant Contact.
- Snapchat and Instagram channels established for the city.
Credits
The “Only in Pascagoula” video was written, produced, shot and edited by The Focus Group, which received the Silver ADDY for the project.
Digital audience growth was achieved with agency support using a combination of paid and organic reach.
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