HomeMy WebLinkAbout7.1 Marketing & Branding Presentation or
19 82 STAFF REPORT CITY CLERK
` CITY COUNCIL File #1100-70
DATE: February 17, 2015
TO: Honorable Mayor and City Councilmembers
FROM: Christopher L. Foss, City Manager "
SUBJECT: Marketing and Branding Presentation by North Star Destination Services
Prepared by Erin Steffen, Administrative Analyst 11
EXECUTIVE SUMMARY:
The City Council will receive a presentation from North Star Destination Strategies about the
City's selected brand concept, "New American Backyard," and recommendations to implement a
marketing and branding plan for the concept.
FINANCIAL IMPACT:
The Fiscal Year 2014-2015 Adopted Budget includes sufficient funding to begin implementation
of the City's marketing and branding plan.
RECOMMENDATION:
Staff recommends that the City Council receive the City Marketing and Branding Plan
presentation by North Star Destination Strategies.
Reviewed By
Assistant City Manager
DESCRIPTION:
The City Council's Strategic Initiatives in Fiscal Year 2013-2014 included creation of a
comprehensive City marketing and branding plan. On September 3. 2013, the City Council
selected North Star Destination Strategies (North Star) to conduct the first phase of the project.
The City Council also approved creation of an Ad-Hoc Marketing and Branding Committee,
consisting of Former Mayor Tim Sbranti and Vice Mayor Abe Gupta, to work Staff and North
Star on the development of the branding effort.
Development of the plan included:
• More than 20 pieces of separate research about Dublin, including but not limited to
stakeholder interviews, focus groups, external opinions about Dublin, and data-driven
psychographics about Dublin's residents;
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• Creation of a citizen's advisory group to help review concepts and ideas prior to
presenting to the City Council;
• Development of a Dublin brand, including written concepts, looks and logos which convey
Dublin's attributes; and
• Implementation guidelines to launch an identity and awareness campaign for businesses
and residents, along with two specific economic development-related marketing projects
for the Downtown and the Eastern Dublin Transit Center area.
On October 21, 2014, the City Council selected "The New American Backyard" concept as the
final creative direction for the City's marketing and branding efforts. On November 18, 20147 City
Council selected a modified shamrock logo to replace the City's existing logo.
North Star Destination Strategies has prepared a final presentation for City Council that reviews
development of the "New American Backyard" brand concept, outlines possible actions to
implement the plan, and offers several applications for the brand concept. This information is
has also been provided to the City in the brand implementation guidelines submitted by North
Star.
During the remainder of Fiscal Year 2014-2015, City staff will begin implementation of the brand
concept. Many of the efforts, such as a branded City PowerPoint template and stationary, will be
initiated during spring 2015. Other branding efforts scheduled to begin during Fiscal Year 2014-
2015 include an updated business e-newsletter and the introduction of branded materials at the
City's Farmers' Market.
A comprehensive update to the City website will take several months to complete and will
require photography and content development. Staff believes that the newly branded website
and mobile application, including new Economic Development content and expanded visitor
content, will be initiated in summer 2015. Staff will explore additional methods, such as video
content and graphic design services, to help tell the Dublin story to a broader audience.
The Fiscal Year 2014-2015 budget includes funding to begin implementation of the brand
concept. Many efforts to integrate the brand, such as City email signature changes, will be
accomplished at no increased cost. Additionally, changes to existing promotional materials,
such as the City letterhead, will occur as materials are re-ordered.
During Fiscal Year 2015-2016, the City anticipates more thorough implementation. Both the City
Recreation Guide and Annual Update (formerly the City Report) will incorporate the brand, and
elements will be integrated into events such as the St. Patrick's Day Festival and Splatter as
well as into existing City buildings. Once the City website and other print materials, such as the
Economic Development folder and inserts, are completed, then other branded business and
visitor attraction efforts, such as an advertising plan, will be implemented.
Sufficient funds have been included in the Approved Fiscal Year 2014-2015 & 2015-2016
Budget to continue implementation of the "New American Backyard" brand concept; details on
schedule of initiation branding efforts will be provided in the Fiscal Year 2015-2016 Budget
Update.
NOTICING REQUIREMENTS/PUBLIC OUTREACH: None.
ATTACHMENTS: None.
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