On November 10, 2011 Mandy Pitts, Communications Director for the City of Hickory, spoke to the club about the new comprehensive branding and marketing campaign for the City of Hickory: Life, Well Crafted. Mandy was recently appointed as the Brand Manager for the City of Hickory and will work to lead implementation of this marketing program. The campaign outlines steps for implementing the brand in Hickory in the first and second year. The Business Development Committee will work with the City Manager’s office, the Economic Development Corporation (EDC), the Convention and Visitors Bureau (CVB) and other agencies to implement the brand in all aspects of community life. Specifically, the program provides guidance on economic development strategies to attract new business, young professionals and live anywhere entrepreneurs. The plan provides a new core message that can be expanded to existing EDC and CVB initiatives and is expandable to the broader regional partners and assets to grow Hickory’s population and spur economic development in the region.