HIGH POINT — City officials are looking to define the scope of a proposed High Point marketing campaign that will complement other initiatives already underway.

The City Council’s Marketing and Branding Subcommittee last week agreed to hear recommendations from High Point staff on how broad to make the campaign at its next meeting.

The suggestions will influence another key issue the subcommittee is trying to address, which is whether a marketing initiative can be done in-house or if a third-party consultant is needed.

“There’s a lot of individual marketing campaigns going on, and I think it’s important we figure out, from the city’s standpoint, where we fit in and what we should be doing as a city, and where there are areas of overlap,” said Jeron Hollis, the city’s managing director of communications and public engagement.

The marketing campaign was first proposed in February 2020 as a City Council strategic priority to engage a wider audience of residents.

The task force includes representatives from outside agencies like the High Point Market Authority, Forward High Point and Visit High Point.

The subcommittee’s goal is to coordinate with these groups.

After staff presents its recommendations, the task force will look to have a retreat to move forward with its work in more detail, said its chairman, Councilman Michael Holmes.

The issue of what the campaign will cost and whether the city should budget funds for it is another topic the group has discussed.

The city’s proposed budget for the year that begins July 1 is scheduled to be presented Monday.

The council will have opportunities over the next several weeks to make adjustments before adopting a budget in June.

“We are overjoyed that there are so many in the community in recent weeks who have taken interest in the marketing and branding initiative,” Hollis said.

“It’s something that has the attention of the community.”

pkimbrough@hpenews.com | 336-888-3531