As the list of stakeholders grew, everyone was asking a fundamental question: “What unites us?” But, maybe that was the wrong question. Instead, the narrative lived within the incredible diversity. After voting, plotting, and debating, it was clear: Mt. Pleasant is where many people come together. Introducing: Meet Here.
In place of developing a prescribed, banal tourism tagline, we empowered the community to democratize the story with a simple subjective framework that could scale and morph, yet carry symbolic meaning across the community and the state. We replaced the desire to surrender to an “all things to all people” framework with a “we the people” ambassadorship campaign.