During the June meeting of the Town of Pilot Mountain Board of Commissioners, Town Manager Michael Boaz informed the board and Mayor Evan Cockerham that a new website for the town was on its way as the last few issues were worked out before its launch.
For those who love it when a plan comes together, the newly designed website has been officially brought online in a move that town leaders said would “enhance community engagement” and coincides with the town’s rebranding campaign.
“We know that a community’s website is the welcome mat to visitors and prospective residents, and it’s a major tool for conducting business with the town,” Boaz said. “It was a priority to create a site that reflects Pilot Mountain’s spirit and addressed the needs of our community.”
The town also recently announced a new community brand centered around the message “More Than the Mountain” and the idea that residents, businesses and visitors alike have the opportunity to adventure, live safely and build a life in the town. While the mountain and the state park are great assets of Pilot Mountain, the concept is there is more to discover and enjoy than just the park.
Flashy, inviting homepage
While the web address may not have changed, https://www.pilotmountainnc.org, the aesthetics of the website certainly have.
The website has done away with its formerly drab color scheme and visitors are greeted with a large colorful photo of Pilot Mountain and the new town logo, part of a rebranding campaign that is also just coming into focus.
Glancing at the new logo the letter ‘P’ in Pilot Mountain stands out as it has been designed to resemble the shape of a destination pin. “Pilot Mountain is more than a state park. Pilot Mountain is a destination,” the description reads.
Similarly, the ‘O’ in Pilot depicts an illustration of the mountain and “at the center of the mountain is an outline of downtown. This is meant to symbolize that the town is always at the heart of the mountain.”
“The new website marks one of the first major implementations of the town’s ongoing efforts to develop a new brand identity centered around tourism and business development,” a statement from Ian Redman of HAVEN Creative read. Pilot Mountain has contracted with HAVEN as a public relations agency.
Town officials described the website as, “A critical tool in fostering a deeper connection with residents, businesses and visitors.”
The design and functionality of the new website reflect a commitment to accessibility and a user-friendly experience, offering “streamlined access” to critical resources, event schedules and municipal documents, according to Pilot Mountain leadership.
An easier quest to find such documents on the website will in theory reduce the time and possibly frustration that may have accompanied such a document search in the past.
“This website is more than a digital makeover; it represents the first impression we want to give and is now a better reflection of what makes our community such a great place to live, work or visit,” said Mayor Evan Cockerham.
“Our town enjoys endless opportunities for adventure and community, and now we have a digital home to help us tell that story,” Cockerham said of the dual launch of the website and rebranding effort.
More than meets the eye
A collaborative effort encapsulated the ethos of the “More Than the Mountain” brand from conception through to execution, officials said. Input sought from town officials, community members, as well as a branding committee influenced every aspect of the website and rebranding development, ensuring it represented Pilot Mountain’s overarching narrative and values, officials said.
“Residents, visitors, and interested parties are encouraged to explore the new website, immerse themselves in the More Than the Mountain narrative, and discover all that Pilot Mountain has to offer at pilotmountainnc.org,” the town’s statement offered.
When town officials announced their intention to rebrand the town last year, they partnered with HAVEN Creative, “To embark on an innovative journey of re-imagining its brand and revitalizing its marketing strategy.”
They said the marketing group would help the town, “Produce community branding, including a brand logo or image, and a social media strategy and content samples to attract visitors and tourists to Pilot Mountain.”
Funding for the endeavor came, in part, from the North Carolina Rural Transformation Grant Fund in the Rural Community Capacity category. Funds were designed to “help position communities for economic growth and prosperity.”
The fund provides local governments with grants to improve economic vitality and “overcome the unique challenges many rural communities face.”
The grants are intended for the 40 counties found in both Tier 1 and Tier 2, the categories of greater economic distress, as opposed to the 20 counties in Tier 3. Since the grants were released, Surry County has risen back into Tier 2 in the 2024 ranking.
Kenny Flowers, of the North Carolina Commerce Department’s Rural Economic Developmental Division, said of the grants, “They will bring new vitality to many rural communities. We look forward to working with these communities as we work to transform the economy in rural North Carolina.”
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