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HomeMy WebLinkAboutC. Branding and Marketing StrategyPresentation from Allegra Consulting January 23, 2017 Page 2 ITEM C TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL VIA: TROY L. BUTZLAFF, ICMA-CM, CITY MANAGER FROM: KURT CHRISTIANSEN, FAICP, ECONOMIC AND COMMUNITY DEVELOPMENT DIRECTOR DATE: JANUARY 23, 2017 SUBJECT: PRESENTATION ON PROPOSED ECONOMIC DEVELOPMENT BRANDING AND MARKETING STRATEGY SUMMARY: On June 20, 2016, the City Council approved a Professional Services Agreement with Allegra Consulting to develop an Economic Development branding and marketing strategy. Since then Staff has collaborated with the consultant in completing Phases 1-4 of the project. Phase 5 consist of a final report and presentation. The proposed action consists of receiving a presentation on the work completed by Allegra and providing any necessary input on the Economic Development Branding and Marketing Strategy. RECOMMENDATION: Staff recommends that the City Council take the following action: 1)Receive presentation and provide any necessary input and direction on the proposed Economic Development Branding and Marketing Strategy. DISCUSSION: The City of Azusa has much to offer to businesses looking to relocate or get started, as well as visitors interested in ecotourism or recreational opportunities in the San Gabriel Mountains National Monument. However, locally and regionally, the City is not as well-known as other No action taken direction was given Presentation from Allegra Consulting January 23, 2017 Page 2 communities resulting in fewer opportunities to increase our tax base. With the right communication strategy that shares our strengths, the City could become a unique destination for developers, businesses, the Foothill Gold Line riders and San Gabriel Mountains National Monument visitors. On June 20, 2016, the City Council approved a Professional Services Agreement with Allegra Consulting to develop an Economic Development branding and marketing strategy. Since then Staff has collaborated with the consultant in completing the first four phases of the project. Phase 1: Research and Foundation Allegra engaged in stakeholder outreach and compiled community input through various mediums. Staff and Allegra designed, implemented and hosted key stakeholder interviews, community group forum, and an online survey. Deliverables: Key stakeholder interviews, community forum, online surveys. Phase 2: Development of a Competitive Identity Findings from phase one were compiled and utilized to develop positioning statements and key messaging that highlights the City’s key assets. Deliverables: Key Messaging and positioning statements. Phase 3: Brand Strategy, Brand Architecture and Designing the Brand Allegra designed the Economic Development logo and provided an Economic Development Brand Identity guide to ensure the brand is applied in such a way it resonates in the customers mind. Deliverables: Economic development logo and brand identity guide. Phase 4: Marketing Strategy Allegra presented collateral materials to be used as tools at tradeshow exhibits and community events to further promote the goals of economic development. Deliverables: Presentation folder, visitor guide, economic development brochure, three inserts: demographics, City of opportunity, regional access, and a custom header and footer. Presentation from Allegra Consulting January 23, 2017 Page 2 The project is currently in phase five. The consultant has prepared a presentation for the City Council outlining the various phases and the communication strategy to successfully implement the new Economic Development logo and key messaging. Staff recommends that the City Council review and provide input and direction on the proposed Economic Development Branding and Marketing Strategy. Once Staff has received input from the Council, the strategy will be revised as appropriate. FISCAL IMPACT: There is no fiscal impact associated with the recommended action. Prepared by: Reviewed and Approved: Carina Campos Kurt Christiansen, FAICP Economic Development Specialist Economic and Community Development Director Reviewed and Approved: Reviewed and Approved: Louie F. Lacasella Troy L. Butzlaff, ICMA-CM Management Analyst City Manager Attachment: 1) Branding and Marketing Strategy Presentation.