Logo for local seafood marketing campaign is chosen
By SUSAN WEST
logo for Outer Banks Catch, the local seafood marketing campaign, was
selected Monday, May 10, at a joint meeting of the program’s executive
committee and the Dare County Commission for Working Watermen.
logo features a silhouette of a fish composed from the lines of a fork
and spoon, and was one of six presented Monday by Corder Philips, a
Charlotte-based marketing firm.
Corder, president of the company, said the tone of the logo was
intended to be casual, comfortable, and friendly, qualities identified
in a branding workshop held in Manteo last month.
designs presented by the firm included a school of fish, a fisherman
carrying a large fish, and a row of fishermen.
most participants at the Monday meeting agreed with Lee Nettles,
director of the Outer Banks Visitors Bureau, who noted that
incorporating eating utensils into the design underscored the
connection to food and dining, appealing to seafood consumers.
consensus on a tagline for the program proved a little more difficult
for the group. In a preliminary exercise, “It’s Gotta Be
won out as the most popular slogan, but several participants voiced
concern that the connection to commercial fishing was not evident.
lengthy discussion, the group decided on “Local Fishermen Approved” as
Banks Catch project director Kathy Sparrow said the next step in
promoting the marketing initiative would be to assemble a membership
package to present to restaurants, retail seafood markets, seafood
dealers, commercial fishermen, and community partners.
Griffin, executive committee member from Salvo, emphasized the
importance of personally reaching out to potential members.
will have to be done on a village-by-village basis. It’d be
unrealistic to expect restaurant owners in Buxton to come to a meeting
in Manteo during tourist season,” he said.
said meetings at various locations in Dare, Currituck, Hyde, and
Tyrrell counties, the area served by the Outer Banks Catch program,
would be scheduled for early June.
at the Monday evening meeting discussed various point-of-sale
promotional items, such as certificates, plaques, buttons, and
placemats, but agreed more input from restaurants and retail markets
would help identify the most cost-efficient promotional tools.
said that deciding on an easily identifiable icon that provides
immediate identification of local seafood was just the first step in
developing consumer awareness.
most compelling point is that local seafood is better, and the identity
will need to be back-filled with educating a new audience every week
during the peak tourist season in a way that will become memorable,” he
Banks Catch is a marketing initiative developed to create a brand
identity for fish and shellfish landed by commercial fishermen in Dare,
Currituck, Hyde, and Tyrrell counties. Regional seafood
campaigns also are underway in Carteret and Brunswick counties and on
research shows an increasing demand for local seafood, and a
willingness to pay more for local products over imported seafood.
Outer Banks Catch executive committee meeting will be on June 14.