Branding the
Pee Dee
Region
INTRODUCTION TO THE PEE DEE
The Pee Dee is composed of 10 counties (Chesterfield, Darlington, Dillon,
Florence, Georgetown, Horry, Lee, Marion, Marlboro and Williamsburg) and
contains the coastal and inland regions of South Carolina’s northeastern corner.
The region’s beaches stretch from the North Carolina state line to the Winyah
Bay in Georgetown County and include the world famous Grand Strand. On the
coast, the area is predominantly involved in tourism and resorts with beaches,
amusement parks, shopping, fishing, and golf. The area has become a popular
retirement location in the U.S., in part because of its low cost of living and its
many golf courses. The inland of the region is anchored by Florence, located at
the lower watershed of the Pee Dee River. The river is named after the Pee Dee
Native American tribe. Inland is a belt featuring rivers, marshes, carolina bays
and sandy rises where forestry is predominant, with pine plantations and
baldcypress timbering. Further inland, on higher ground, is an agricultural belt
of tobacco, cotton, soybeans and produce. The Pee Dee has a population of
about 729,449 and Table 1 shows the different counties of the Pee Dee with their
respective populations.
P EE DEE R EG ION | S OUT H CAR OL I N A
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tobacco played an important role in
the early growth of the region
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PE E DEE REGION | S OUTH CAR O LINA
Tourism is critical for the economic sustainability of the Pee Dee and for South
Carolina in general. It is projected that tourism accounts for more than $15
billion in spending in the state and employs roughly 10% of the state’s workforce. In the Pee Dee, the estimated total tourism expenditures in 2013-14 were
$4.3 billion, generating over 44,000 jobs. Table 4 shows the origin of out-of-state
tourism markets for both day and overnight stays in the Pee Dee. In the Pee
Dee, the estimated total tourism expenditures in 2013-14 were $4.3 billion,
generating over 44,000 jobs (see Tables 2 and 3 for economic impact data).
Both cotton and tobacco played an important role in the early growth of the
region, and the South Carolina Cotton Trail was developed to showcase the
era. The Tobacco Museum is located in the historic train depot in Mullins and
depicts farm life and the growing of the “golden leaf” prior to 1950. Many other
Pee Dee towns boast fascinating museums displaying local artifacts. The
region also hosts a number of annual festivals including the Cotton Festival,
the Tobacco Festival, ArtFields, the Sweet Potato Festival, the Quilt Festival, the
Barbeque Shag Festival, the Greek Festival, the Catfish Festival, and the Black
Heritage Arts Festival.
Table 1:
Comparison by the Pee Dee Region Counties by Population (Urban, Rural, and Density Per Square Mile)
Counties
Total Pop
Urban
Pop(%)
Inside
Urbanized
Areas
Inside Urban
Clusters
Rural Pop(%)
Farm
Nonfarm
Persons
per sq mile
(Total)
Chesterfield
46,734
12,260(26.2)
0
12,260
34,474(73.8)
4,431
30,043
58.5
Darlington
68,681
29,008(42.2)
13,883
15,125
39,673(57.8)
2,942
36,731
122.4
Dillon
32,062
9,777(30.5)
0
9,777
22,285(69.5)
2,275
20,010
79.2
Florence
136,885
84,159(61.5)
75,674
8,485
52,726(38.5)
4,776
47,950
171.1
Georgetown
60,158
35,182(58.5)
7,539
27,643
24,976(41.5)
418
24,558
73.9
Horry
269,291
187,492(69.6)
187,486
6
81,799(30.4)
7,596
74,203
237.5
Lee
19,220
5,391(28)
0
5,391
13,829(72)
433
13,396
46.9
Marion
33,062
12,976(39.2)
0
12,976
20,086(60.8)
837
19,249
67.6
Marlboro
28,933
13,006(45)
0
13,006
15,927(55)
4,169
11,758
60.3
Williamsburg
34,423
6,218(18.1)
0
6,218
28,205(81.9)
1,758
26,447
36.8
Source: 2010 U.S. Census
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PE E DEE REGION | S OUTH CAR O LINA
Table 2:
2013 Economic Impact of Travel to the Pee Dee
Counties
Expenditures
($ Millions)
Payroll
($Millions)
Employment
($ Thousands)
State Tax Receipts
($Millions)
Local Tax Receipts
($Millions)
Chesterfield
17.64
2.56
0.15
1.10
0.68
Darlington
34.35
4.81
0.27
2.16
0.94
Dillon
36.29
6.25
0.37
2.20
0.90
Florence
281.44
51.86
2.48
14.40
6.71
Georgetown
297.22
52.21
2.99
17.57
12.72
Horry
3,609.36
667.80
38.45
215.98
135.95
Lee
4.68
0.59
0.04
0.29
0.18
Marion
12.75
1.64
0.09
0.80
0.54
Marlboro
11.06
1.65
0.09
0.67
0.33
Williamsburg
9.34
1.03
0.06
0.60
0.29
Source: U.S. Travel Association, 2014
Table 3:
2013-2014 Accommodations Tax and Admission Tax in the Pee Dee
Accommodation Tax
($ Thousand)
Admission Tax
($ Thousand)
Chesterfield
45.92
*
Darlington
90.62
60.27
Dillon
109.59
**
Florence
1,149.37
532.59
Georgetown
1,677.69
776.11
Horry
18,249.06
9,480.99
Lee
11.81
*
Marion
21.83
*
Marlboro
21.22
*
Williamsburg
13.34
*
Counties
Table 4:
Origin of Out-of-State Tourism Markets for both Day
and Overnight Stay (Source: SCPRT, 2013)
State of Origin
Day Trip from
Out-of State
Overnight Trips
from
Out-of-State
North Carolina
18%
22%
Georgia
6%
9%
Florida
3%
5%
Virginia
1%
5%
* Counties with less than 5 businesses reporting are not disclosed
** Due to annual accounting adjustment data not reported
Source: SCPRT, 2014
P EE DEE R EG ION | S OUT H CAR OL I N A
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The region’s beaches stretch from the North Carolina
state line to the Winyah Bay in Georgetown County and
include the world famous Grand Strand.
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PE E DEE REGION | S OUTH CAR O LINA
BRANDING THE PEE DEE REGION OF SOUTH CAROLINA
INTRODUCTION
In an increasingly competitive global marketplace, the need for towns, cities
and regions to create a unique identity, to differentiate themselves from competitors, has become critical. Many places claim to have spectacular scenery,
good quality of life, friendly people, and a sound business infrastructure.
However, these factors are no longer differentiators, so places need a strong
brand to stand out in order to attract people to live, work and play. The branding
of places is not without its unique challenges, which go far beyond creating a
compelling marketing campaign or a new logo. In fact, there continues to be
confusion in the marketplace that a logo or an identity is all that constitutes
a brand. These logos and promotional materials are often developed without
a conducting research and/or a defined strategy. In additional limited input
is provided by key stakeholder groups. As a result, brand strategy tends to be
driven by short-term top-down approaches, with narrow-scope thinking through
which the primary tool of brand expression becomes the marketing campaign
executed through traditional media channels. Brand strategy should, however,
more effectively be used as a tool of a broader economic development strategy,
and should be built on a solid platform of research and planning.
In 2011/12, the SmartState Center of Economic Excellence in Tourism examined
opportunities for tourism development in the Pee Dee region of South Carolina, and the results showed limited brand recognition and a need for innovative
marketing to increase awareness of the region as an attractive place to visit or
relocate. In this current project, funded by the Economic Development Administration, the Center built on this previous work by establishing a brand identity
and marketing strategies for the ten-county region of the Pee Dee, a region
plagued by high poverty and unemployment, low educational levels, and a
high number of dislocated workers.
Working closely with the South Carolina National Heritage Corridor, there were
three critical phases to this brand-building project: 1) establishing the core
values of the Pee Dee; 2) brand identity development; and 3) implementation.
PHASE 1: ESTABLISHING THE CORE VALUES OF THE PEE DEE
The first stage of this research focused on establishing the core values of the
Pee Dee as a region and painting a picture of the future. The team conducted 28
semi-structured interviews with key stakeholders and decision makers, including
local government officials, businesses owners/operators, community leaders
and Pee Dee residents. Participants provided input on how contemporary or
relevant the existing brand was to today’s tourists, residents and businesses,
how it compared with key competitors, and how the brand should be changed
and strengthened to appeal to larger markets. The goal of this stage was to
uncover and examine the key components and character of the Pee Dee to help
insure the development of an authentic and local brand for the region. Interviews took between 40 and 60 minutes, and were recorded and transcribed for
analysis using NVivo software.
The Pee Dee was described by respondents as being agricultural, homely,
nature-oriented and growing, with a strong connection to the beaches on the
coast. Other common words used to describe the region were historic, diverse,
small town, southern and hospitable. When family and friends visit the Pee Dee,
the majority of interviewees said that they take them to the beach, followed by
museums and arts centers, parks, rivers, to outdoor activities like fishing and
hunting, and to restaurants and farms.
Important to the quality of life of residents were the standard of education,
the agricultural industry, the natural environment and healthcare (in order of
importance). The most important features of the Pee Dee that would attract
new residents, according to the interviewees, were employment opportunities,
a good education, a vibrant community, and economic development, whereas
new visitors were described as most likely to be attracted by the proximity to
the beach, shopping opportunities and recreational activities (again in order
of importance).
When reflecting on the current image or brand of the Pee Dee, the majority of
respondents said the image was not a strong one, although some suggested the
region was known for being friendly and welcoming. A few referred to a general southern image of negativity. When asked to suggest their own marketing
slogan for the Pee Dee, many focused on the history, offering slogans such as
‘experience yesteryear here’, and ‘we do it the old-fashioned way’, whilst others
referred to the natural environment in slogans like ‘gnats are God’s way of making sure southerners wave’, and ‘the Pee Dee, where nature still lives.’ Others
focused on the Pee Dee experience in slogans like ‘America’s recreation spot’,
‘land of adventure’, and ‘a clean, fun family place to live, so bring your family’.
When interviewees were asked where they saw the Pee Dee in five, ten or twenty
years into the future, some referred to continued growth, others discussed the
challenges of this growth such as dealing with increased traffic, whereas some
commented on the fact that the Pee Dee would have to work a lot harder to
attract people to the area. Some respondents commented on tourism expansion
specifically, envisioning more development around the waterways and increased
adventure tourism activities in the region.
P EE DEE R EG ION | S OUT H CAR OL I N A
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PE E DEE REGION | S OUTH CAR O LINA
As a result of this qualitative research, three positioning statements were
developed that could be tested in Phase 2. These statements came under
headings of: ‘the character of the people and the history of the region’; ‘the
important connection to Myrtle Beach’; and ‘the rural environment and
recreation opportunities’ (see Table 5).
PHASE 2: BRAND IDENTITY DEVELOPMENT
Once the initial market investigation was complete, the next stage of the
project involved the development of a brand identity for the region. A survey
was administered to local businesses, visitors, and Pee Dee residents. Intercept
surveys explored the perceptions towards the Pee Dee as a brand, the region’s
image, and tested iterations of brand positioning. Survey questions were based
on previous research and explored the dimensions and strength of the existing
brand, exploring perceptions of destination personality, destination attributes
and overall image. The last section measured perceptions towards the three
brand propositions developed after Stage 1, asking questions such as: was the
statement appropriate for the Pee Dee?; did it differentiate the Pee Dee from
other regions?; would it encourage people to consider moving to the Pee Dee?;
and was it credible and clear?
As can be seen in Table 6, a total of 278 usable surveys were collected with respondents made up of 126 residents, 117 visitors, and 35 local businesses.
Table 7 lists for each group their highest ranked personality descriptors for the
region along with their perceived top rated attributes of the region.
Local business owners were primarily Caucasian (100%), married (67%), have
bachelor’s degree or higher (72%), and have had business in the Pee Dee for
more than 10 years (68%). Respondents were evenly split between genders. Only
a third (32%) reported being satisfied with the current business climate in the
Pee Dee (see Figure 1), but most of them are either likely (46%) or very likely
(43%) to continue business in the Pee Dee in the next 5-10 years. Attributes most
important to them in the Pee Dee were Nice weather, Good access to outdoor
recreation areas, Special natural beauties, Family-friendly atmosphere, and
Southern charm. They described the Pee Dee’s personality as Outdoorsy, Family
friendly, Laid back, Down to earth and Cheerful (in that order), whereas they
did not perceive the region to be Intelligent, Innovative, Original or Exciting.
Although their overall image of the Pee Dee ranked fairly high on a scale of 1
to 7 (4.77), they were not so confident that the name ‘Pee Dee’ represented the
northeastern region of South Carolina particularly well (m=3.37).
Table 5: Three positioning statements developed after Phase 1 and then
tested in Phase 2
Statement 1: Positioned around the character of the
people and the history of the region
The Pee Dee region of South Carolina is steeped in
history and oozing with character. Be prepared for
traditional southern hospitality, reflected in the
friendly, caring nature of our residents. The Pee Dee is
as authentic as it is inviting.
Statement 2: Positioned around the important
connection to Myrtle Beach
The Pee Dee region of South Carolina is the gateway to
some of the best beaches in the world, with plenty of
opportunities to play en route to the coast. But in contrast
to the bustle of the coastal resorts, rural Pee Dee is smalltown, slow-paced living. So make a day in the Pee Dee a
part of your beach holiday.
Statement 3: Positioned around the rural environment
and recreation opportunities
The Pee Dee region of South Carolina is a cornucopia
of unique farming communities, local foods, open spaces,
nature, and rivers. Recreation opportunities are abundant,
so bring your fishing rod, kayak, and golf clubs.
You are going to have fun!
P EE DEE R EG ION | S OUT H CAR OL I N A
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The Pee Dee is America’s recreation
spot and A land of adventure.
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PE E DEE REGION | S OUTH CAR O LINA
Table 6: Survey respondent demographics
Survey group
Surveys
completed
Gender
Ethnicity
Marital status
Employment
Work status
Business
35
50% Female
100% Caucasion
67% Married
68% had businesses
in Pee Dee >10 years
Local business
owner
Residents
126
33% Female
67% Caucasian
37% Married
26% Work in Pee Dee
60% Full-time
Visitors
117
35% Female
66% Caucasian
31% Married
N/A
67% Full-time
Table 7: The Pee Dee’s personality and destination attributes according to respondents
Survey Groups
Top descriptors*
Top attributes
Business
Outdoorsy; Family-friendly; Laid back;
Down to earth; Cheerful
Access to quality education; Access
to quality health and medical services
Residents
Outdoorsy; Family-friendly; Laid back;
Down to earth; Peaceful
Access to quality education; Access
to quality health and medical services
Visitors
Family-friendly; Sincere; Fun; Outdoorsy;
Cheerful
Family-friendly; Southern charm; Nice
weather; Good reputation
*Words most often used to describe Pee Dee
P EE DEE R EG ION | S OUT H CAR OL I N A
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PE E DEE REGION | S OUTH CAR O LINA
The majority of business owners (73.5%) did not think that the coastal counties
of Horry (including Myrtle Beach) and Georgetown (i.e., the Grand Strand)
should be included as part of the Pee Dee region.
14.3%
10.7%
Very
Dissatisfied
10.7%
Dissatiafied
Neutral
Satisfied
Very
Satisfied
Figure 1: Satisfaction with current business climate for existing
business owners
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
Exciting
Innovative
Intelligent
Entrepreneurial
Fun
Original
Reliable
Artistic
Successful
Honest
Cheerful
Charming
Sincere
Wholesome
Peaceful
Laid back
Down to earth
0
Outdoorsy
Of the visitors, the majority were male (65%), Caucasian (66%), single (58%),
employed full-time (67%), and have attended some college or associate degree
(41%) or hold a bachelor’s degree (30%). Pee Dee attributes most important to
them were Family-friendly atmosphere, Southern charm, Nice weather, Good
reputation, and Special natural beauties. Words or phrases visitors most used
to describe the personality of the Pee Dee were Family Friendly, Sincere, Fun,
Outdoorsy, and Cheerful. Visitors were also asked what attractions or activities
in the Pee Dee interested them most, and these were Myrtle beach, Restaurants
(Food and beverage), National/state parks, Outdoor activities (hunting, fishing,
kayaking), and Events and festivals (see Figure 3).
32.1%
32.1%
Family Friendly
Residents who responded to the survey were primarily male (67%), Caucasian
(67%), single (50%), have attended some college or associates degree (45%), employed full time (60%), and have not worked in the hospitality/tourism industry
in the Pee Dee (73.8%). Most of them are either very likely (48%) or likely (25%)
to continue to live in the Pee Dee in the next 5-10 years. Pee Dee attributes most
important to them were Family-friendly atmosphere, Southern charm, Nice
weather, Close to other destinations, and A non-crowded area. Words or phrases
most used to describe the personality of the Pee Dee were Outdoorsy, Family
Friendly, Laid back, Down to earth, and Peaceful (in that order) (see Figure 2).
Like local business owners, they did not perceive the region to be Intelligent,
Innovative, or Exciting. Their overall image of the Pee Dee ranked higher than
business owners (4.93), but again, they were not so confident that the name
‘Pee Dee’ represented the northeastern region of South Carolina particularly
well (m=3.52). Contrary to the feelings of the business owners, only 45% of
residents did not think that the coastal counties of Horry (including Myrtle
Beach) and Georgetown (i.e., the Grand Strand) should be considered as part
of the Pee Dee region.
Percentage
Figure 2: The Pee Dee’s personality according to residents
(mean values of 1 to 5)
P EE DEE R EG ION | S OUT H CAR OL I N A
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The Pee Dee region paintS a picture of the future.
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PE E DEE REGION | S OUTH CAR O LINA
4.5
4
3.5
3
2.5
2
1.5
1
PHASE 3: IMPLEMENTATION
The South Carolina National Heritage Corridor was chosen to create
appropriate communication tools for the Pee Dee brand and they contributed
matching funds for this part of the project. They were responsible for
development of: 1) a Pee Dee regional logo and slogan; 2) updated marketing
and advertising plans for tourism promotion in the region: and 3) brand media
kits, sales packages and travel itinerary recommendations. The next two
pages give examples of the communications materials created by the National
Heritage Corridor.
Farms
Business
Vistiting family
and friends
Riverside
Historical sites and
museums
Shopping
Events and festivals
Myrtle Beach
In terms of how the three different positioning statements were perceived,
all survey respondents ranked Statement 3 above the others (see Figure 5).
This statement was positioned around the rural environment and recreation
opportunities and said: The Pee Dee region of South Carolina is a cornucopia
of unique farming communities, local foods, open spaces, nature, and rivers.
Recreation opportunities are abundant, so bring your fishing rod, kayak, and
golf clubs. You are going to have fun! Brand communications were thus built
around this positioning statement.
Outdoor activites
0
National/state parks
0.5
Restaurants
Most of the visitors surveyed were either satisfied (41%) or very satisfied (35%)
with their most recent visit to the Pee Dee, and most of them are either very
likely (47%) or likely (29%) to visit the Pee Dee again in the future. Most of them
are also either very likely (44%) or somewhat likely (27%) to recommend the
Pee Dee to others for a visit. The overall image of the Pee Dee for visitors was
higher than the other groups (see Figure 4), but like other respondents, the
name ‘Pee Dee’ did not rank as highly (m=3.08) as a brand name. Unlike the
other groups, a clear majority of visitors (75.5%) felt that the coastal counties
of Horry (including Myrtle Beach) and Georgetown (i.e., the Grand Strand)
should be considered as part of the Pee Dee region.
Figure 3: Attractions or activities that interest visitors most (mean
values of 1 to 5)
5.1
5
4.9
4.8
4.7
4.6
Business
Residents
Visitors
Figure 4: Overall image of the Pee Dee region among three groups
(from least favorable to most favorable)
P EE DEE R EG ION | S OUT H CAR OL I N A
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COMMUNICATING THE NEW BRAND
16
PE E DEE REGION | S OUTH CAR O LINA
COMMUNICATING THE NEW BRAND
P EE DEE R EG ION | S OUT H CAR OL I N A
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The Pee Dee region of South Carolina is a cornucopia
of unique farming communities, local foods, open
spaces, nature, and rivers.
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PE E DEE REGION | S OUTH CAR O LINA
CONCLUSIONS
This project showed the importance of using place brand building theory to
understand a place’s core values and to map out a vision for the future. In
place branding theory the notion of identity is central, in that the core values
that underpin it provide an anchor around which all communications should
be built. The study revealed a region’s identity that is strongly linked to the
rural nature of the region and its associated outdoor activities, and the
marketing materials that have been created can provide a foundation upon
which a coordinated regional campaign can be built. Consistency in communicating the brand identity to potential visitors is of course critical for ensuring
the brand’s success in the long-term. But the researchers also recommend that
marketers in the Pee Dee region embark on an internal marketing campaign
in order to raise awareness and strengthen the Pee Dee brand image amongst
residents. The study revealed that visitors ranked the Pee Dee significantly
higher on attributes such as ‘exciting’ and ‘fun,’ which would suggest that
locals perhaps underestimate the attractiveness of their own backyard. Residents tend to feel there is nothing to do, with few choices for shopping etc.
From an economic development standpoint, the region will also have to work
on strengthening its image in order to attract new industry. The research
revealed that the Pee Dee is generally not perceived as being innovative,
entrepreneurial, intelligent, or entrepreneurial. In fact, most of the businesses
surveyed were only satisfied with (32%), or feel neutral (32%) about, the current
business climate. The mean value was 3.2, which is between neutral and satisfied. In a recent identical survey in the Bluffton region of South Carolina, 75.72%
of businesses were either satisfied or very satisfied with their current business
climate. Moving forward, to assess and fine tune the effectiveness of the brand
development and marketing initiatives, it is important that tourism marketers
in the Pee Dee measure the overall awareness and likability of the brand and
the comprehension of the brand promise among stakeholders. Key measurements could be used such as unaided awareness of the Pee Dee, and unaided
destination consideration awareness of the Pee Dee.
3.8
3.7
3.78
3.69
3.4
3.7
3.67
3.6
3.5
3.71
3.69
3.6
3.46
3.43
3.3
3.2
Business
statement 1
Residents
statement 2
Visitors
statement 3
Figure 5: Perceptions towards the three positioning statements
Statement 1: Positioned around the character of
the people and the history of the region
Statement 2: Positioned around the
important connection to Myrtle Beach
Statement 3: Positioned around the rural
environment and recreation opportunities
P EE DEE R EG ION | S OUT H CAR OL I N A
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SPECIAL THANKS TO:
Ron Bartley, Northeastern Technical College
Holly Beaumier, Florence County Convention and Visitors Bureau
Denley Caughman, Grove Inn, Marion, SC
Robin Colley, Economic Development Administration
Jason Cox, Cotton Museum, Bishopville,SC
Aimee Cox-King, Hartsville Chamber of Commerce
Tina Dean, Florence Civic Center
Taylor Damonte, Coastal Carolina University
Paul Edwards and Brad Monroe, Myrtle Beach Convention Center
Sam Floyd, Williamsburg County Council
Pearl Fryar, Pearl Fryars Topiary Garden
Lyle Lyles, Raines Hospitality, Florence, SC
Ken McCrae, Darlington County Parks& Recreation
Reggie McDaniels, Tobacco Museum, Mullins, SC
Darla Moore, Lake City Partnership Council
Carlether Nesmith, Williamsburg County Council
Julie Norman, Marion County Economic Development
Tim Norwood, Victor’s Restaurant, Florence, SC
Maggie Riales, Dillon Downtown Development
Susan Sanders, The Harbor Shop, Georgetown, SC
Melissa Smalls, Maritime Museum, Georgetown, SC
David Sides, Tourism and Community Development, Cheraw, SC
Leslee Spivey, Williamsburg Downtown Chamber of Commerce
Mattie Thoam, Quality Inn, Chesterfield, SC
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PE E DEE REGION | S OUTH CAR O LINA
This project was jointly funded by the South Carolina Economic Development Administration
and the Smart State Center of Economic Excellence in Tourism and Economic Development