Licking County
A dynamic blend of small-town charm, agricultural heritage, and rapid economic growth undergoing a transformation driven by new industries like advanced manufacturing and technology.
Why working with a local marketing consultant works
Navigating Licking County’s unique blend of urban growth and rural tradition requires local expertise and adaptive strategies. Bryn Mawr Strategy Partners offers:
• Tailored Strategies: We craft campaigns that resonate with both traditional and modern audiences.
• Community Connections: Our understanding of local culture and networks enhances your brand’s outreach.
• Digital Marketing Excellence: From SEO to social media, we help your business thrive in an increasingly digital marketplace.
With a pulse on Licking County’s unique opportunities and challenges, we’re here to guide your business toward success in this rapidly evolving region.
Major economic and cultural highlights
Licking County offers a variety of vibrant communities, each with unique characteristics and opportunities for businesses:
Newark: The county seat and economic hub with a mix of retail, healthcare, and manufacturing industries. Newark hosts major employers and is undergoing downtown revitalization to attract new businesses and consumers.
Heath: Known for its strong retail presence, including national chains and local businesses. The city also supports manufacturing and logistics industries.
Granville: A picturesque college town featuring Denison University. Granville’s residents value culture, education, and boutique-style businesses.
Buckeye Lake: A scenic destination for tourism, real estate development, and small businesses. Growth in local dining, entertainment, and waterfront properties, is driven by an increasing influx of visitors and residents. This community thrives on local support, and the area is poised for further economic growth.
Pataskala: A rapidly growing suburban area with new housing developments. This community offers opportunities for family-oriented services and retail.
Johnstown: A focal point for development due to Intel’s semiconductor plant. The influx of professionals and their families creates demand for high-quality goods and services.
Rural Areas: The heart of Licking County’s agricultural identity, with numerous farms, event venues, and opportunities for agri-tourism.
Unique challenges for businesses
Rural-Urban Divide: Businesses must balance the needs of rural communities with the expectations of suburban and urban customers.
Workforce Demands: A growing population brings opportunities but also challenges in recruiting and retaining skilled workers.
Infrastructure Adjustments: Rapid growth may strain existing transportation, utilities, and broadband services.
Why Licking County adds a dynamic layer to the Central Ohio market
Economic Growth and Innovation: Licking County is experiencing significant economic transformation, highlighted by the development of Intel’s semiconductor facility and the influx of supporting industries. These investments, along with long-standing sectors like manufacturing, agriculture, and healthcare, create a robust and diverse economy. Small businesses in the area can leverage these changes to tap into new markets, foster collaborations, and address the growing demands of a rapidly expanding population.
Expanding Demographics: Licking County’s population growth reflects a mix of traditional rural families, suburban newcomers, and an influx of skilled workers attracted by new job opportunities. This diversity provides businesses with the chance to serve varied customer needs, from families seeking community-centered services to professionals looking for modern conveniences and entertainment. Bryn Mawr Strategy Partners specializes in creating messaging that resonates across these diverse groups.
Rural-Urban Intersection: Unlike urban centers like Columbus, Licking County blends rural charm with suburban development. The area’s rich agricultural heritage meets modern development in towns like Newark, Granville, and Johnstown, creating unique opportunities for businesses that cater to both traditional lifestyles and progressive, tech-driven communities. We help brands position themselves effectively in this dynamic environment.
Tourism and Cultural Attractions: Licking County boasts a rich array of attractions, including the Dawes Arboretum, the historic Granville Inn, and unique destinations like Velvet Ice Cream’s Ye Olde Mill. Seasonal festivals, scenic landscapes, and proximity to the Appalachian foothills draw visitors from across the state. Bryn Mawr Strategy Partners can develop strategies to help hospitality, retail, and recreational businesses capitalize on this tourism traffic and enhance their appeal to both locals and visitors.
Competitive landscape: growing economic hub
Licking County’s proximity to Columbus and its ongoing development make it a rising player in Central Ohio. The county’s combination of historic charm and modern growth, driven by projects like Intel’s semiconductor plant and expansion in manufacturing, healthcare, and retail, creates diverse opportunities for businesses. Standing out in this competitive environment requires precision marketing and strategic positioning.
Home Service Contractors
With residential development spurred by Intel’s arrival, demand for contractors in plumbing, HVAC, renovation, and landscaping is booming. However, competition remains high among both established local businesses and newer entrants.
The Marketing You Need | Search Engine Optimization (SEO) and hyper-local advertising ensure visibility for homeowners seeking trusted services.
How We Help | We craft geo-targeted campaigns, optimizes your business’s online presence, and highlights customer reviews to build trust and attract clients.
Personal and Self-Care Experts
Salons, spas, and wellness businesses thrive in towns like Granville and Newark, attracting locals and newcomers. However, customers increasingly prioritize personalized, inclusive experiences.
The Marketing You Need | Social Media and Client Engagement campaigns foster loyalty and attract new clients.
How We Help | We create engaging content calendars, design promotional campaigns, and manage your social presence to reflect your unique style and services.
Professional Services and Consultation
Licking County’s expanding population and new industries demand accountants, legal experts, and consultants to support businesses and individuals navigating growth and transitions.
The Marketing You Need | Thought Leadership and Niche Positioning establish your expertise in a crowded market.
How We Help | We develop high-quality blogs, email campaigns, and LinkedIn strategies to showcase your knowledge and connect with your target audience.
Technical Services and Consultation
Licking County businesses tap into Central Ohio’s growing innovation ecosystem, with tech consultancies offering cutting-edge solutions to startups and corporations across the region.
The Marketing You Need | Account-Based Marketing (ABM) enables you to focus on high-value prospects with personalized outreach.
How We Help | We develop tailored ABM campaigns, create custom content, and optimize your sales pipeline to reach decision-makers within key companies, ensuring your services stand out.
Bars and Live Entertainment Hangouts
Licking County’s mix of rural charm and suburban growth creates opportunities for bars and live entertainment venues, drawing in locals and visitors seeking community events and nightlife options.
The Marketing You Need | Event Promotions and Social Media Ads boost visibility and excitement for your venue.
How We Help | We design attention-grabbing ads, run targeted social media campaigns, and leverage event promotion platforms to increase foot traffic and build a loyal customer base.
Restaurants, Cafes, and Specialty Food Shops
Licking County’s dining scene is vibrant, from Buckeye Lake to downtown Newark, with unique restaurants, cafes, and specialty food shops offering local fare and experiences that appeal to residents and visitors alike.
The Marketing You Need | Reputation Management and Loyalty Programs encourage repeat business and positive reviews.
How We Help | We manage online reviews, develop engaging email campaigns, and implement digital loyalty programs to keep your customers coming back and spreading the word about your food and service.
Retail Shops
Local boutiques and stores in downtown Newark and Granville face competition from online retailers. Creating memorable, in-person shopping experiences is essential.
The Marketing You Need | Community Events and Digital Promotions draw shoppers to your store and foster local loyalty.
How We Help | We promote your events, craft compelling social media campaigns, and design offers that appeal to your ideal customers.
Physical Wellness Services
With a strong focus on healthy living, Licking County’s wellness services, including gyms, yoga studios, and fitness centers, cater to an active population looking to stay fit and maintain healthy lifestyles.
The Marketing You Need | Video Marketing and Membership Promotions help draw in new members and keep current ones engaged.
How We Help | We create compelling video content that showcases your services, design membership promotions to attract new clients, and run targeted digital ads to reach fitness enthusiasts in your area.
Healthcare Providers
The healthcare sector in Licking County benefits from proximity to major hospitals and medical centers, with local healthcare providers meeting the needs of a growing population through patient-centered care.
The Marketing You Need | Patient Education Campaigns build trust and encourage bookings.
How We Help | We create patient-centered educational content, run HIPAA-compliant marketing campaigns, and optimize your online presence to attract new patients and improve patient retention.
Community and Philanthropic Resources
Licking County has a strong sense of community with local nonprofit organizations and philanthropic efforts focused on improving the region’s quality of life, from youth programs to environmental causes.
The Marketing You Need | Storytelling and Donor Engagement campaigns strengthen emotional connections and increase giving.
How We Help | We craft compelling narratives that highlight your mission, create donor-focused campaigns, and enhance your fundraising efforts through personalized communications and digital marketing strategies.
Local Government Agencies and Services
Licking County’s government agencies focus on development, infrastructure, and public services, working to support the growth of the area and ensure residents’ needs are met with transparency and efficiency.
The Marketing You Need | Public Awareness Campaigns to highlight key services and programs.
How We Help | We create educational content, manage newsletters, and develop public service campaigns that foster trust and encourage local engagement.
Family Farms and Event Venues
Licking County’s rural landscape supports family farms and event venues that cater to the local community, offering seasonal events, agritourism, and farm-to-table experiences that attract both residents and visitors.
The Marketing You Need | Seasonal Campaigns and Targeted Ads bring in customers for specific events and products.
How We Help | We design campaigns tied to seasonal offerings, optimize your online presence for local search, and ensure that your events are promoted effectively across digital channels.
Family-Friendly Activities and Destinations
Licking County attractions like Dawes Arboretum, Velvet Ice Cream’s Ye Olde Mill, and community festivals attract families and tourists alike.
The Marketing You Need | Seasonal Campaigns and Partner Promotions expand your reach and drive visits.
How We Help | We create co-branded campaigns, develop targeted ads, and manage your marketing to increase awareness and attendance.
Artists, Creators, and Makers
The arts scene in Granville and local markets present opportunities for creators to showcase their work.
The Marketing You Need |E-Commerce Optimization and Local Event Marketing boost visibility and sales.
How We Help | We manage your online store, craft email campaigns, and promote your participation in events to connect you with customers.
Pet Care and Services
The growing population of families and pet owners in Licking County has increased demand for grooming, boarding, and pet products.
The Marketing You Need | Referral Programs and Social Media Engagement build relationships with pet-loving customers.
How We Help | We create engaging content, manages your social presence, and designs referral programs that encourage repeat business.
Understanding Licking County Consumers
Licking County, located just outside the bustling Columbus metro area, is a blend of suburban, rural, and small-town communities. The area’s consumers are diverse, with a mix of long-time residents and newcomers drawn by the region’s natural beauty, family-friendly atmosphere, and proximity to urban amenities. Understanding Licking County’s demographics, psychographics, and behaviors is key for businesses targeting this market.
Demographics
Population Size:Licking County has a population of about 180,000, with significant growth, especially in towns like Newark, Heath, and Buckeye Lake.
Age Distribution:
Young Professionals (25-34): A growing number of young professionals are settling in the area, attracted by the suburban charm and ease of commuting to Columbus.
Families: With top-rated schools and a strong sense of community, Licking County is home to many families seeking a peaceful, family-oriented lifestyle.
Retirees: Licking County also attracts retirees, particularly in rural and lakefront areas like Buckeye Lake, where many residents seek a slower pace of life.
Diversity: The county is less diverse than urban areas, but there is a growing mix of Latino, African American, and Asian communities, particularly in larger towns like Newark.
Income Levels: The median household income in Licking County is around $60,000, with income levels varying depending on whether consumers live in urban or rural areas.
Psychographics
Licking County consumers exhibit a mix of suburban family values, rural sensibilities, and an increasing interest in modern trends, including health and sustainability.
• Community-Oriented: Residents are deeply rooted in their communities. Local businesses that support regional causes and give back to the area tend to generate strong loyalty.
• Health-Conscious: As in many parts of Central Ohio, wellness is becoming a priority, and businesses catering to fitness, healthy dining, and outdoor activities benefit from this growing trend.
• Tech-Savvy: Although rural, the county is not far from Columbus’s tech influence. Younger consumers are comfortable with online shopping, digital services, and social media engagement, especially for businesses that provide value and convenience.
Behaviors and Preferences
Dining and Food Preferences: Licking County’s residents enjoy a mix of local dining experiences, from Buckeye Lake’s lakeside restaurants to unique cafes in Newark. Farm-to-table dining and seasonal offerings are especially appealing.
Shopping Trends:
• Shoppers in Licking County appreciate a blend of larger retail centers and independent stores that reflect the region’s charm.
• Sustainability and locally made goods are increasingly important, especially for younger consumers seeking environmentally-friendly options.
Entertainment Choices:
The county offers a mix of outdoor and cultural experiences. Attractions like Buckeye Lake and outdoor recreation areas are popular, alongside local arts events and small-town festivals.
• Families are also drawn to affordable entertainment options, including parks, museums, and seasonal events.
Digital Habits: Like many suburban and rural areas, Licking County residents use social media to discover new businesses and products, with reviews and online engagement influencing buying decisions.
Work and Study Preferences: While many in the county work locally, proximity to Columbus creates a commuter market. Many residents also work remotely or in industries tied to manufacturing, healthcare, and retail.
Expectations of Businesses
Transparency and Authenticity: Licking County consumers, especially those in close-knit communities, prefer businesses that are genuine, locally-owned, and engaged with their neighborhoods.
Personalization: Residents value experiences that feel personal, whether through customized services or interactions that demonstrate a deep understanding of their needs.
Convenience: Convenience is highly valued, especially for consumers balancing work, family, and outdoor activities. Services that offer online scheduling, delivery, or payment are favored.
Engagement: Active involvement in local events and causes helps businesses stand out and gain trust from the community.
Industry-Specific Insights
Home Services: Consumers expect businesses to be reliable, transparent with pricing, and available for emergency services. Online booking and local SEO are crucial for attracting clients.
Personal and Self-Care: Health and wellness are top priorities, with an emphasis on eco-friendly products and services like spas, salons, and fitness centers.
Bars and Restaurants: Unique dining experiences, particularly those offering a scenic view like Buckeye Lake, are highly sought after. Family-friendly venues with diverse menus appeal to a broad range of consumers.
Retail: Local shops and boutiques that offer one-of-a-kind, high-quality goods or a personalized shopping experience are especially popular.
Healthcare and Wellness: As healthcare services grow in Licking County, businesses should focus on patient-centered marketing, emphasizing trust, education, and accessibility for residents in need of medical services or wellness products.
How Bryn Mawr Strategy Partners Can Help
To navigate Licking County’s diverse and growing market:
• Audience Insights: We provide a deep dive into Licking County’s unique demographics and psychographics, from family-focused suburban areas like Heath and Newark to lakeside communities around Buckeye Lake, ensuring your marketing strategy speaks directly to local needs and values.
• Digital Marketing Expertise: We create data-driven digital campaigns that connect with Licking County residents online, whether they are researching home services or seeking local dining options, ensuring your business is visible where it matters most.
• Branding and Positioning: Whether you’re a well-established local favorite or a newcomer to the area, we craft branding strategies that resonate with the values of Licking County’s diverse communities, emphasizing trust, quality, and local pride.
• Community Engagement: Our strategies ensure your business is involved in Licking County’s vibrant community, through events, local partnerships, and compelling storytelling that fosters customer loyalty and strengthens brand recognition.
Let us help your business thrive in Licking County’s evolving market, where opportunity and community growth are abundant!