Research underway to find a marketable image for Goshen

February 23rd, 2007    Author: Rodney Beckwith    Filed Under: News

Goshen Township is hoping that a little research will go a long way towards fixing an image problem, that image problem being a lack of image.

Goshen officials are hoping to create an image through a process called “branding,” which will basically give the township a way to identify itself to the rest of the world.

“We are trying within the township to determine a marketable image,” said Eric Lutz, who is chairing the branding committee. “That would enhance and assist in economic development. With what the township is doing in the state Route 28 corridor project study, we have some assistance from the UC school of planning to determine what assets we have in the township and immediate surrounding area.”

The township, which has retained much of its rural flavor, is trying to slow the advance of starter home sales and create a more upscale flavor, hopefully one involving horses, said trustee Mike Keeley.

"First and foremost, we've kind of slowed the invasion of starter homes," said Keeley. "This primarily lets us get a hand on the future growth and what direction the township is going, and how it wants to grow. We've opened the lines of communication between the trustees and the citizenry. We're exploring a branding campaign now to see who we are and where we're at. Hopefully, the identification of Goshen will be horse country."

Lutz said that the branding effort will result in a way of identifying strengths and weaknesses, which can then be used to attract spenders.

"Basically, with UC and the state Route 28 corridor study, we gather information to see what we have," said Lutz. "We see how we can assemble our assets and make it into something marketable. We present that to the immediate area to make the township more inviting for people to move here and come here to spend money."

At the most simple level, branding could be likened to creating a jingle or slogan, which can be used to help people identify an area with an activity or product.

"This is similar to Loveland calling itself the 'sweetheart of Ohio,'" said Lutz. "This is something catchy, like Warren County calling itself the biggest playground in Ohio due to the recreation areas like King's Island. We're trying to figure out what we have that's never been collected and analyzed for marketing. We want to bring in economic development."

The initial stage of research is hoped to be finished in around four months, with a more discernible product expected by later this year.

"I would expect this year to have something concrete, something to let us know where we're going," said Lutz. "We need to analyze this to see what our best prospects are. Nobody has actually sat down and see what we have to capitalize on."
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