Fenton Gets New Look
New Moon Visions reveals Web site, logo to promote town.
A new promotion of Fenton has begun.
The Downtown Development Authority has partnered with New Moon Visions, a Milford-based marketing firm, to showcase the town, and on Tuesday the company unveiled Fenton's new logo, Web site and campaign plan.
About 40 residents, business owners and city officials attended the short program.
The company was hired for $49,700, with the DDA providing $46,000 and the Local Finance Development Authority also chipping in.
The city is planning to spend $196,445 is marketing next year.
New Moon Visions worked with city officials, merchants and residents to uncover the community's brand. It includes a new logo, a blue-and-white fleur-de-lis; a new slogan, "be closer"; and a new Web site, www.fentonbecloser.com.
It also includes a marketing plan, which will be used to communicate all that Fenton has to offer to visitors, locals and potential business owners through social media, billboards and radio ads.
"We wanted to get the message out to the rest of Genesee County, Oakland, Livingston and beyond that Fenton is a great place," DDA Chairman Craig Schmidt said. "We are looking for businesses to have an uptick in dollars. As a small community, we want to get our name out there, on the radio, on the Internet. It's a tremendous package for us."
Schmidt said he started to consider the idea when he was interviewing a prominent restaurant owner in Ann Arbor, who said, "Oh, Fenton, that nice little farming town off of U.S. 23."
"I realized people didn't know we are here and what we are," Schmidt said. "This well help give us an identity."
The DDA hired New Moon Visions last summer, and the company went to work getting to know the town, said spokeswoman Natalie Burg. Officials met with Fenton merchants, council members and residents to try to learn Fenton's identity, and they zeroed in on the closeness of the community and its proximity to lakes and major cities.
Fenton residents and business owners believe the new marketing campaign will help the town.
"A good Web site is like a town square," said Fenton resident John Strayer. "People used to go downtown and talk. Now, everyone does it online."
Fenton resident Jacquie Ochs said she thinks the promotion will make a difference.
"It gives Fenton a real professional image," she said.
Dennis Leyder, an official at the State Bank in Fenton, said he believes the Web site will help drive visitors to the town.
"People can look at events and think of Fenton," he said.
New Moon Visions has worked with Canton, Brighton, Milford, Northville, Plymouth and several other towns around the state.
"Our goal is to get people to take a closer look to live in Fenton, or open a business or visit for the day," New Moon Visions art director Kim Rivera said.
Schmidt said getting Fenton's name out there is important, and he hopes it leads to people visiting the city.
"We hired them to get people here and drive them to our stores," Schmidt said. "We want to get people downtown."