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Campbelltown gets an identity makeover to attract jobs, investment

The people of Campbelltown have spoken: they want something done to improve the image of their town.

That’s because negative perceptions are costing Campbelltown jobs and investment.

Campbelltown Council has decided to do something about it, commissioning branding experts at a cost of $350,000 to devise a road map to a more positive image.

Part of that is the design of a new logo, which was shown as part of a promotional video at last night’s council meeting where it received a positive response from councillors and others present.

It suggested that the proposed new identity of Campbelltown takes its inspiration from local history, culture, environment and aspirations for the future.

It will be formally launched on August 21.

“This is really exciting,’’ said Cr George Greiss.

“We now have to implement the branding strategy, which is a great task ahead,’’ he said.

According to the report tabled at the meeting, “current perceptions of Campbelltown are not consistent with reality, which can put it at a disadvantage when competing with other centres for new jobs and investment.

“Insights from previous community consultations used to inform the current Campbelltown Community Strategic Plan highlighted that improving the City’s image was important to residents, businesses, elected representatives and community groups,’’ the report said.

“Combined with a rapidly changing landscape, a growing population and heightened expectations from residents and businesses, it is important that these perceptions are shifted so as to provide a powerful incentive for economic and cultural investment in Campbelltown into the future.

“The development of a new community-led identity seeks to provide the tools to positively position the narrative of Campbelltown with a true sense of identity that accurately reflects how people feel about their city, and that reflects their aspirations.’’

More than 1,000 people were engaged with throughout the project in a number of ways including one on one interviews, online surveys, e-newsletters, focus groups and community co-design sessions, drop-in public information sessions and vox pops at events. 

 Stakeholders consulted included councillors, staff, community groups, residents and businesses.

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