Destination Groton Launches a Multi-Channel Marketing Campaign
For Immediate Release – January 30, 2023, Groton, MA – The Destination Groton Committee (DGC) unveiled its plan for a multi-channel marketing campaign to target Groton as a unique destination and tourism location in a presentation before the Groton Select Board. The marketing campaign will support various communication platforms to reach local, national, and international audiences.
The Destination Groton Committee presented a new marketing logo, tagline, website, multimedia, and integrated social media platforms to promote the many reasons to visit and enjoy all that Groton has to offer. “We believe Groton offers a quintessential New England experience only 40 miles from Boston.” DGC Chair Greg Sheldon stated.
The visually appealing and easy-to-navigate website features a logo represented by a stylized image of a drumlin hill with two trees in green and Groton’s rivers and lakes in blue. Residents will recognize the drumlin as Gibbet Hill and the river waters representing both the Nashua and Squannacook Rivers. The Tagline “Groton – Enjoy the Experience” beckons the visitor to take in the history, landscape, trails, vistas, arts and culture, historic architecture, farmland, orchards, shopping, recreation, hospitality, weddings, and fine dining that have come to define Groton’s reputation as a destination location.
The formal presentation before the Select Board opened with a three-minute video that captures Groton’s character, beauty, and charm. DGC Chair Sheldon then turned to discussing the “Committee’s Mission – to tell Groton’s story; Goals – engage Town stakeholders; and Objectives – build regional partnerships and maintain Groton’s quality of life.” Sheldon went on to say, “The recent opening of the Groton Hill Music Center, a world-class music education and performance venue, will accelerate the pace and increase the geographic range of people coming to Groton.” “Increased visitors will benefit local businesses and will generate economic activity and revenues for both the Town and the region” Sheldon said.
The Committee, which began operating last January, has been busy meeting with local and state officials including Senator John Cronin, Senator Edward Kennedy, State Representative Dan Sena and State Representative Margaret Scarsdale. A briefing for U.S. Representative Lori Trahan is set for February. The Committee has also engaged with officials from neighboring Towns and the Nashoba Valley Chamber, Visit North Central Massachusetts, Northern Middlesex Council of Governments and the Montachusett Regional Planning Commission to form strategic partnerships.
In May and June, the Committee held a series of three Public Forums with approximately 100 Town residents attending. Interest, ideas, concerns, input, and opinions were exchanged, and the Committee took notes. A summary of issues raised can be found on the Town’s website.
Chief among the concerns raised was the need for traffic mitigation strategies and identifying infrastructure investment. Based on these issues a Town Survey will be sent to residents this winter to gage public support for ideas that came from the Public Forums. The Committee plans to produce a Strategic Plan and submit it to the Town Manager and Select Board. The plan will be data-driven and provide a ten-year blueprint on important issues including potential development, tax revenues, infrastructure, transportation, historic preservation, marketing,
and tourism opportunities.
Sheldon commended Committee members: Jeff Gordon, Joni Parker-Roach, Julie Platt, and Mairi Elliott, for their endless hours of work and dedication toward crafting the vision for Destination Groton. Sheldon expressed the Committee’s gratitude to Judy Anderson who has attended all the DGC meetings and has made a major contribution to the Committee’s work.
Sheldon then introduced Deborah Buckley of Deborah Buckley & Associates to present the new Destination Groton website, logo, and tagline. Ms. Buckley began by discussing the Brand which is “Groton”, the Logo icon which is the image of a hill with trees and rivers, and the Tagline which is “Enjoy the Experience”. Ms. Buckley stated, “The logo icon on the left symbolizes the Brand in the center, and the tagline underneath the brand reinforces the brand’s message.”
The word “experience” was overwhelmingly supported in a focus group organized to review multiple proposals. “Because Groton offers so many attractive reasons to visit, it was determined that the word “experience” captures those many reasons,” Buckley stated.
The Home Page of the website is a snapshot of Groton’s many attractions. Ms. Buckley discussed the website navigation, which incorporates the senses and the many unique attributes of Groton in categories such as Explore, Engage, and Enjoy. Under Our History “Groton an American Story” portrays our rich history from founder trader John Tinker to environmentalist Marion Stoddart to artist Paul Matisse to the new home for the Groton Hill Music Center. “The goal is to invite residents and non-residents to experience Groton and create life-long lasting memories,” Buckley said.
Sheldon concluded by saying, “In just seven years, Groton will celebrate its 375th anniversary. Groton looks to the future as a welcoming community for residents and visitors alike to experience its many wonders and to embrace its unique sense of place.”
-30-
Press Contact
Deb Buckley at 978-807-6565
To preview the Destination Groton Article in the Fall 2022 Issue of the Nashoba Valley Living Magazine, click here
