If you know anything about Midlothian Community Development, you probably know that it’s a department that spends tax dollars. It’s so much more.

MCD is a story about how those dollars come back home. Sales tax dollars, that is. A story about moments of connection for families and neighbors. By telling their stories, Midlothian can become something citizens and business owners proudly shape together. A place where every investment is a reason to love where we live. And MCD becomes the organization that translates local funding into experiences that make life better in Midlothian.

Without it, growth becomes something that just “happens.”

My team did a deep analysis into Midlothian and it’s citizens, and developed a comprehensive marketing and communication plan to:

• Make MCD’s impact both visible and human. The backbone of community quality of life,

• Tell the stories of how Midlothian’s people connect to projects, and

• Balance transparency with inspiration, hometown pride, and .

We also created a “Shop Midlo” campaign, brand toolkit and signage system, messaging playbook, mission refresh, a content library (case studies, video, photography), annual impact report, a dedicated microsite, calendars for social, paid advertising, events and appearances ad, and creative production, as well as an annual operating budget.

My work with MCD is about helping people feel connected to the place they call home, and understand that every time they SH💙P MIDLO, high-five M.C. DeBear, or comment on an MCD post, they’re directly supporting park improvements, trail extensions, community events, local businesses, and countless other efforts that MAKE LIFE BETTER in Midlothian.