Situated along Hwy 11 close to Cochrane and Timmins, Smooth Rock Falls (SRF) is a picturesque, bilingual, small Northern Ontario town of 1,400 residents. When Tembec closed the pulp and paper mill in 2006, SRF lost its main industry, half its population and struggled financially. Through hard work, resilience, and prudent financial budgeting the municipality started to turn around. The ambitious municipal government realized that to continue to grow, they needed to increase their profile and demonstrate to the world that Smooth Rock Falls is alive and well and has much to offer potential new residents and investors.
Impact & Main was engaged to assist the Town with a new marketing and branding strategy. The Town wanted a new logo, French and English taglines, a new website and 3-year marketing strategy. Over a six-month period, we conducted a comprehensive community consultation engaging residents, businesses, and local stakeholders to truly get to the heart of what makes SRF so special to them. To get a sense of outsiders’ perspectives of the town, we consulted extensively with external stakeholders including government agencies and individuals to get their perceptions of the community. Taking all of this into consideration, Impact & Main developed a new logo, French and English taglines, a new municipal website, and a 3-year marketing strategy.
The new logo and tagline were incredibly well-received by the community evoking a sense of renewal and pride. The “big reveal” happened at a public launch party where the new logo and tagline were unveiled to the community.