Milestone 20th Sussex Profile reflects county’s new marketing, branding initiative

PROFILE unveiling group GOOD ONE

The 2016 Sussex Profile was officially unveiled Tuesday at a luncheon attended by 85 invitees. Showcasing a copy of the front cover: seated, Sussex County Councilman Sam Wilson; standing, Sussex County Council members Rob Arlett, Joan Deaver, George Cole and Michael Vincent; Darel LaPrade, Sussex Profile/Sussex County Post publisher; Sussex County Administrator Todd Lawson and Sussex County Economic Development Director Melody Booker-Wilkins.

GEORGETOWN – The 20th edition of the Sussex Profile was unveiled Tuesday.

And it’s extra-special.

“We’ve got a great profile,” said Sussex County Administrator Todd Lawson.

An annual magazine produced through a collaborative partnership between Sussex County government and staff and the Sussex County Post/Independent Newsmedia Inc., the Sussex Profile is utilized by the county as a primary business/industry recruitment tool.

PROFILE melody with profile in hand

With a 2016 Sussex Profile in hand, Sussex County Economic Development Director Melody Booker-Wilkins shares information on the county’s new branding and marketing initiatives at the Sussex Profile unveiling luncheon.

“And we are serious about economic development,” said Sussex County Economic Development Director Melody Booker-Wilkins.

The Sussex County Post is owned and operated by Independent Newsmedia Inc. USA.

Seventy-two pages from cover to cover, the milestone anniversary Sussex Profile features the embedded theme of the county’s new branding initiative: Explore, Excite and Exceed.

Two new websites – Sussex County Economic Development and Delaware Coastal Airport – linked to this initiative went live Tuesday.

“We embarked on a marketing and branding initiative this year and really have come up with a wonderful theme which is contained inside the Profile this year,” said Mr. Lawson.

“We were able to play off of and use the county’s new branding effort to redesign and reorganize the Profile,” said Darel LaPrade, publisher of the Sussex Profile and Sussex County Post.

The front cover features Jim Perdue, chairman of Perdue Farms Inc., and Sam Calagione, founder and president of Dogfish Head Craft Brewery, standing back-to-back on The Circle in the heart of Georgetown.

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Sussex County Council members Michael Vincent, left, and Sam Wilson share a lighter moment at the 2016 Sussex Profile unveiling luncheon.

An audience of more than 85 VIP invitees attended the Sussex Profile unveiling luncheon at the Sussex County Association of Realtors complex.

“This is a very special edition of the profile; it’s 20 years old. An annual magazine celebrating its 20th anniversary is indeed a rarity,” said Mr. LaPrade. “Many factors have contributed to the ongoing success of the Profile. Chief among those at least from my perspective as longtime publisher is the pragmatic attitude of the Sussex County business community. Every year, advertising from our local businesses makes the Profile possible.”

“Another very important reason for the success of the Profile is the unique public/private partnership between Sussex County and Independent Newsmedia,” Mr. LaPrade said.

“We thank INI for their support and their partnership,” said Mr. Lawson.

The Profile is often one of the initial connections between the county and a prospective business or people interested in relocating to Sussex County.

Mr. LaPrade added that in “this edition we champion, celebrate and recognize our shared successes. We do this by way of invitation so that anyone reading it might see Sussex County in the same light we do, as not only the best possible place to do business but also as the best possible place to live and raise a family.”

“We are in the business from an economic development standpoint of touting the positive aspects of the county. We’re basically in business to some degree of selling us the county to prospective businesses, prospective residents,” said Sussex County Communications Director Chip Guy.

PROFILE NEW sheriff, briggs king delfranco

From left, Sussex County Sheriff Robert T. Lee, State Rep. Ruth Briggs King and CHEER Marketing Director Anthony DelFranco check out the 2016 Sussex Profile.

“My mission as the economic development director is to position Sussex County as one of the most competitive and compelling places in the United States for business development, while promoting the county’s unparalleled quality of life and key aspects such as the Delaware Coastal Airport,” said Ms. Booker-Wilkins.

“This is geared for the folks that want to come to Sussex, do business in Sussex, relocate in Sussex and expand in Sussex,” said Mr. Lawson. “It is also geared for us to tell the story of Sussex and the successful businesses that are already located in Sussex.”

News Editor Glenn Rolfe can be reached at

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