By Nicole Collins, Co-Editor/Writer
The Woodruff Area Council has recently launched its “Small City, Big Hearts” marketing campaign to showcase the best that Woodruff has to offer.
Co-chaired by siblings Leslie Cash and Hunter Brown, it was Cash who came up with the concept of “Small City, Big Heart” after working with some of the non-profit organizations and small businesses in the Woodruff Area.
“When thinking about Woodruff, it struck me that we are such a small city, however have so many non-profits, individuals and groups offering help to this community as well as small businesses that are constantly trying to help each other. Woodruff is full of kind people that help each other without being asked because it is simply how their heart leads them,” said Cash.
The goal of the campaign is to create progress, growth, and market the city as well as to remind locals why we love Woodruff.
Cash adds, “Hunter and I wanted a business campaign that best described the city and would represent us best to others not only in Woodruff but throughout Spartanburg County”.
The pair presented the “Small City, Big Heart” campaign idea to the members of the Woodruff Area Council over the summer and the group agreed to move forward with the concept. Part of the campaign included creating a logo that accurately depicted the message and could be used as a marketing tool for the City of Woodruff. Originally two ideas were presented to the Woodruff Area Council members and a vote decided that the first design that shows the state of South Carolina with a heart on the location of Woodruff would be the logo art for the campaign.
In an effort to present the best design, the council collaborated with OneSpartanburg’s 2020 Small Business of the Year Award winner, Arrowhead Design Co.
“I had worked with Arrowhead on multiple projects, including a brand update for Palmetto Vermiculite. They are such great collaborators and were excited when I asked them to get involved,” said Brown, who is also the vice president of Woodruff-based manufacturing company, Palmetto Vermiculite.
Lanie Whitaker, president of Arrowhead Design, expressed similar sentiment about working with the council to create the campaign logo.
“I’ve worked with Hunter on many projects previously and he’s quick to respond, passionate about his many different hats he wears in our community, and also has really creative ideas to assist in our design efforts,” said Whitaker.
Arrowhead contributed the actual production of the design to fit Brown’s specifications. “We were given a rough concept and brought it to life,” said Whitaker. “The colors, graphics, and outline of South Carolina contribute to Woodruff’s charm and hometown feel. We believe that aesthetic was achieved in the design.”
The final design was shared at the September Woodruff Area Council. Residents will begin seeing the design on social media and on merchandise around Woodruff, including shopping bags which can be purchased at Peachy and Posh on Main Street in downtown Woodruff. Two dollars of every bag sold will go to the Woodruff Area Council and be used to directly beautify the city and support local efforts.
“When Leslie and I first joined the council as co-chairs, we talked a lot about how to market Woodruff and capture the essence of what makes it unique. I think her slogan hits it right on the head and I’m excited to see how it grows from here,” said Brown.