Rockdale and the surrounding area are preparing for unprecedented growth, due to the influx of new people to Texas from other states (on average Texas’ population has grown by over 400,000 per year since 2020), but more specifically due to the announcement in November of 2021 of a $17 billion investment to build a new semiconductor plant in nearby Taylor, Texas. This plant, along with the supporting businesses that will inevitably come along with it is bringing increased interest to Milam County for industrial, residential, and commercial growth over the next few years.
To take advantage of this opportunity, the Rockdale Municipal Development District, led by Jim Gibson, contracted with Found Texas, a digital marketing agency out of Austin, to develop a marketing campaign for Rockdale to better compete with neighboring communities, and communicate the unique opportunities Rockdale can offer to increase economic growth.
Location, Location, Location
Central to the campaign’s focus is that Rockdale sits nearly at the center of three main economic drivers for Texas: Houston, Austin, and Dallas. This region, known as the Texas Golden Triangle, is responsible for an economic impact that is greater than many states. It is fueled by world-class higher education institutions, high-paying technology jobs, and an intense focus on making Texas a technology giant for the future.
A Stone’s Throw Away
With all of this in mind, Rockdale MDD partnered with Found to create a brand identity with the tagline “A stone’s throw away.” While Rockdale is not one of the major population hubs for Texas, it is uniquely positioned to take advantage of each of those cities, as well as the proximity to the Samsung plant, transportation along major highways, and the ability to access an educated workforce. The idiom itself goes back to Luke in the Bible, which aligns with the community’s values, and its long history dating back to 1874.
A New Logo
One of the most important parts of a marketing campaign is the logo. It is easily the most identifiable part of the campaign, and it conveys a lot of different things to your target audiences.
Whether a logo looks modern, traditional, colorful, or more professional, the selection of fonts, colors, and styles defines the brand. For the Rockdale Municipal Development District’s logo, great care was taken to connect with the community’s past and have a forward-looking appeal. A color palette was developed to position Rockdale for growth and success while acknowledging the strength and endurance of the city. It is a purposeful nod to the Rockdale Train Depot, a building symbolic of the city’s beginnings and its ability to withstand the test of time. The colors, Cottonwood Green, a color associated with freshness, growth, and balance alongside Depot Red, a color representative of the passing of time, the beauty of aging, and an inherent sense of stability, reflect the colors of the Train Depot.
A New and Improved Home on the Internet
A new website, rockdalemdd.org, has been established by the Rockdale Municipal Development District to help communicate the residential, commercial, and industrial opportunities and incentives available to developers, site selectors, and potential business owners in Rockdale. The new site provides a one-stop-shop to learn about Rockdale’s community, workforce, available incentives, as well, as recent news, and contact information. Press releases and updates are posted to the site’s news page regularly, and it is a great place to keep up with everything related to economic development in Rockdale.
Rockdale’s Future
These steps help position Rockdale to compete in a growing economic marketplace. With the development of an industrial park, as well as the recruitment of new businesses to enhance the tourist experience in downtown, Rockdale has created a blueprint that will lead to future growth and success. It is anticipated that Rcokdale’s population will grow 140% over the next 20 years, and Rockdale has put the time, energy, and resources to make sure that this inevitable growth happens within the construct of a strategic plan that helps Rockdale keep its core identity and values intact.