The Land Bank’s website update included a new look and new content that emphasized its commitment to unlocking the promise of property. Check out the updated site. 

Over the last 15 years, the Mahoning County Land Bank has shifted from a demolition and greening powerhouse to an economic engine that connects partners and secures funds for new construction, home rehabilitation and commercial redevelopment, among other activities.

To mark its 15-year anniversary, the Land Bank embarked on a brand refresh to align more closely with its shifted work. It included the development of a new motto, logo and website update.

The new logo highlights the Land Bank’s role as a catalyst for residential and commercial development and economic growth, with its roots in land development.

The motto drove the efforts: Every Property Has Promise. 

“Forgotten lots, blighted houses and contaminated industrial sites all hold potential for new life, and the Land Bank’s mission has always been to restore that life,” said Debora Flora, executive director at the Land Bank. 

“Our mission has always been the same, but our work in which we restore the land has changed in recent years. Pecchia Communications helped us set out to give life and legs to our new motto.”

How can an impact report document an organization’s achievements? 

In addition to the brand refresh, the Land Bank developed a 16-page impact report and released it through an email blast, website and social media to showcase projects, partners and other economic highlights over the 15 years.  

“Cumulatively, we’ve elevated the local economy by securing grants totaling $36 million for new construction, brownfield cleanups, demolitions and greening projects,” noted Flora in the report. 

“Communities are becoming cleaner and greener because of the Land Bank. We remain committed to this work as Mahoning County competes locally, statewide and nationally to accelerate economic and population growth.”

The impact report can be viewed digitally on the Land Bank’s website here. Printed copies are also available and were distributed recently to key stakeholders, conference attendees and office visitors.

These efforts fed into a stronger social media presence, a special edition email blast and news media interviews (here on WKBN and the Business Journal). 

How can an anniversary campaign bring benefits that last much longer? 

The front cover of the 16-page Impact Report showcases the Land Bank team at Flying HIGH Inc.’s Molina Training Center, built on land acquired and assembled by the Land Bank. View the report here. 

“These activities aren’t just for the anniversary,” said Kelli Hulea, project director at Pecchia Communications, who led the firm’s work on the campaign initiatives. “If that were the case, they’d have a shelf life of 12 months. 

“Instead, these branding efforts and content development will serve the client for years to come, with updates and refinements along the way. We look to maximize mileage while telling this story of transformation – for both the Land Bank and the community it serves.”

The new logo reflects an emphasis on housing development, compared with the previous logo that hinted at growth and greening. The new logo’s roofline forms an upward arrow, signaling economic growth and development, while roots below reference its foundation in greening and land development. The new tagline and vertical stacking highlight the strength of the community improvement corporation.

The website refresh included a new Home page, updated photos, new service pages, an updated About Us page and a dedicated anniversary landing page.

The partner spotlight videos feature interviews with key partners on site, showcasing the wide-ranging impact of community collaboration through land acquisitions, new construction, home renovations, greening efforts, commercial redevelopment and more. 

A video featuring Avalon Downtown Pizzeria owner Anne Massullo-Sabella is one of 15 partner spotlight videos set to release throughout the year.

What activities should be considered for an anniversary campaign?

Hulea recently shared tips for anniversary campaigns:

• Start with a clear purpose or foundational statement that drives all activities. Keep it top of mind as you develop copy, design and assets. It may be an existing mission statement or a new motto or theme, as in this case.
• Use multiple channels and adapt content to extend reach and impact. A single video can live on YouTube, be embedded on a website, shared in an email and posted on social media. Quotes and stills can also be repurposed into graphics or standalone posts.
• Develop a plan, outline and schedule as first steps. Avoid assembling pieces on the fly. A defined strategy helps save time and cost.
• Prioritize organic and earned content that builds trust. While paid advertising has its place, anniversary campaigns are better when they feel authentic and organic. Take advantage of that by creating your own content and encouraging others, including news media, to share it.

If you’re looking for support with campaign-specific content or broader marketing and public relations efforts, contact Hulea at kelli@pecchiacomm.com.