Loading...
HomeMy WebLinkAboutC. Attachment 1 Branding and Marketing Strategy PPTCity of Azusa Branding and Marketing Strategy Study Session JANUARY 23, 2017 City Council Members #DestinationAzusa PHASE 1Branding and Communication Goals for Economic Development 1. Business retention and attraction 2. Grow a diverse economic base 3. Promote Azusa’s vibrant downtown 4. Make Azusa a destination point 5. Highlight the Foothill Gold Line Stations PHASE 1The project was developed over five (5) phases Phase 1 Key Stakeholder Interviews Phase 2 Key Messaging and Positioning Statements Phase 3 Brand Identity Phase 4 Collateral Materials Phase 5 Communication Strategy and Plan PHASE 1Key Stakeholder Interviews We asked a series of questions to Azusa Stakeholders in the following formats: One-on-One Telephone Interviews Leadership and Key Stakeholders Small Group Face-to-Face Interviews Commissioners and Business Owners Community Forum & Online Survey Residents PHASE 1Focused on the following... What does Azusa want to be known for? Thoughts and feelings tied to the City’s name? How does Azusa stand out from the crowd? How can Azusa attract new business? Azusa as a tourist destination? PHASE 1 Azusa’s Greatest Assets (Top 5) Location Family Oriented Community Sense of Community Cost of Housing 27.3%13.6%12.1%6.1% Landmarks & Monuments (Top 4) Canyon City Hall Letter “A” on the Hillside 33.8%22.1%7.8% Wells Fargo Bank Building 6.5% Education 6.1% Stakeholder Findings - Summary Top Attractions PHASE 1 Long Term Vision What the Future Should Look Like Brand Personality Access to Business Opportunities Education Safe Community 17.9%14.3%14.3% Family Oriented Friendly Residents Community 33.8%22.1%11.5% Resist Change 7.7% Stakeholder Findings - Summary (CONTINUED) PHASE 1 Business Development Azusa is Business Friendly Disagree 37.3% Strongly disagree 9.8% Agree 49.0% Strongly agree 3.9% Business Recruitment Restaurants 33.3% Retail Shops 18.2% Food 12.1% Stakeholder Findings - Summary (CONTINUED) PHASE 1 Destination Positive opinion about Azusa becoming a tourist destination Yes 86.21% No 13.79% Overall Experience with the City of Azusa POSITIVE WELCOMING DEVELOPING Stakeholder Findings - Summary (CONTINUED) PHASE 1Stakeholder Findings - Summary (CONTINUED) Do stakeholders use the Foothill Gold Line? Yes 67.14% No 31.43% Tourist/visitors will take the Gold Line to get to attractions in Azusa Yes 81.8% No 0% Other 18.8% Metro Access PHASE 1 Celebrate Diversity, History, and Progress Brand Azusa as a great place to live Promote Downtown Azusa, the Canyons, and City Hall as destinations Ensure that systems are in place to make transitions smooth for new business Dispel old negative perceptions by promoting business success stories Recommendations PHASE 1Recommendations (CONTINUED) Include new developments, updates and events on City website Promote social media as a portal for residents to get up-to-the-minute notices Attract and retain high quality restaurants, from mom and pop to high-end Attract new retail shopping and smaller grab-and-go grocery stores Promote, support and retain existing businesses PHASE 1PHASE 2Target Market 1 Los Angeles County Residents and Visitors 2 San Gabriel Valley Residents, Businesses and Travelers 3 Azusa Locals and Businesses 4 Location Advisors 5 Regional Organizations 6 Outdoor Recreational Groups and Foothill Gold Line Riders PHASE 1PHASE 2Messaging and Positioning Statements Message: Explore & More Theme: Visitors come to Azusa to explore the San Gabriel Mountains National Monument and all it has to offer, and later head to Downtown Azusa for more…to eat, shop or stroll down historic Route 66. Pillar 1 Azusa is the Gateway to the San Gabriel National Monument Pillar 2 “And More” is where visitors are encouraged patronize one of Azusa’s unique establishments Pillar 3 “Explore & More” is a day filled with visitors and locals spending time at an Azusa destination and later shopping and dining at local retailers. PHASE 3Brand Strategy and Designing the Brand Identity PHASE 4 A Thriving Workforce Just like our sunny weather, Azusa’s economic future is bright. Our residents are hardworking and ready for opportunity. With Azusa Pacific University nearby, we have an educated workforce ready for the challenges of tomorrow. City of Azusa Economic Development 213 East Foothill Blvd. Azusa, CA 91702 ed@ci.azusa.ca.uswww.ci.azusa.ca.us Stunning Natural Beauty Azusa is the Gateway to the National Monument, which is the most heavily-used area in the Angeles National Forest, and now receives over 8 million visitors a year. Azusa is home to the annual Revel Canyon Marathon and Half Marathon Run, a USATF-certified Boston-qualifying course, where tens of thousands of athletes come to compete every November. Economic Development A Community with Cultural Celebration and Opportunity PHOTO COURTESY OF REVELRUN.COM Collateral and Outreach Materials 1. Visitor Guide Promotes the businesses within a one mile radius of the Metro DT Azusa stop 17” 11” 14” 8.5” Azusa Foothill Drive-In Theatre State Landmark Durrell House Museum Fairmount Cemetery, State & Federal Landmark Historical Landmark 1 2 3 City Hall and Auditorium Azusa Police Azusa Post Office Azusa City Library City Facilities 4 5 6 7 Metro Downtown Gold Line Station APU/Citrus College Gold Line Station Transportation 8 9 Citrus College Azusa Pacific University Education 10 11 Citrus Crossing Shopping Center College Shopping Center Target My Sweet November Boutique Azusa Fashion & Sportswear Outlet Amp Shop Vintage & Consignment Styles for Less Rite Aid SKECHERS Factory Outlet Foothill Drug Pharmacy Gamestop Two2 Mango Women’s Clothing The Outlet by ELS Shopping 10 11 12 13 14 15 16 1718 19 20 21 22 Azusa Pacific University Theater and Event Center X5 Laili Billiards Foothill Cinema 10 Super Arcade Pacific Theaters Entertainment 23 24 25 26 27 Azusa Bike Trail Head (Regional) San Gabriel River Trail (Regional) Canyon Park – Local Memorial Park Recreation Center - Local Northside Park - Local San Gabriel Canyon Gateway Center - Regional Slauson Park - Local Veteran’s Freedom Park - Local Zacatecas Park - Local Parks & Recreation 28 29 3031 32 33 34 35 36 Max’s Mexican Cuisine Mexican, Bar La Tolteca El Taco Nazo El Gallo Pinto Pepes Tacos Taco Tapatio Castaneda’s Mexican Food Jessie’s Mexican Food Taco King Pollo Brazero Restaurants & More 37 38 39 40 41 42 43 44 45 46 47 4849 50 51 52 53 54 City Café Canyon City BBQ Congregation Ale House California Grill Express The Habit Burger Grill Flo’s Coffee Shop & Restaurant Tardino Bro’s Italian Kitchen Mexican Food American Restaurants Tardino Bro’s Italian Kitchen The Village Mediterranean Falafel Me Italian 5556 57 Map Key Historical Landmark City Facilities Transportation Education Shopping Parks & Recreation Entertainment Coffee Houses Restaurants & More Gold Line Station 210 Freeway Rail Wash / River 1 Mile Radius Jonathon Gold Zagat Trip Advisor Top Ranked Food Establishments Projects Coming Soon Future Home of Block 36 Redevelopment (Laemmle Theater, Lagunitas Brewery) Future Home of Mixed-Use Development (N Azusa Ave & E 9th St 64 65 Mantra Coffee Company Flos Coffee Shop Starbucks Coffee Houses 61 62 63 Sushi Sawa Aloha Sushi Satu Thai Bistro Asian Food 55 56 57 Visitor Guide Dining, Shopping, and More Azusa is truly a hidden gem with more to explore… Enjoy our relaxed downtown, which blends old and new in a corridor which evokes the Old West. Our local businesses and eateries have been community institutions for decades. Azusa also has some of the best diverse food in the San Gabriel region. With establishments ranked highly by Zagat, LA Weekly, TripAdvisor, and Yelp, Azusa welcomes regional visitors for mouthwatering Mexican cuisine. Culture and Entertainment In Azusa, fun is never far away. Azusa Pacific University and Citrus College hold cultural events, local restaurants hold Taste of the Town festivals, and local cinemas cater to movie-lovers. For a bit of history, visit the Durell House Museum or our historic City Hall. 1 Welcome to Azusa We look forward to sharing a bit of our magic with you. With our rich heritage and range of natural and cultural attractions, Azusa is a relaxing getaway for any visitor seeking a day trip for hiking, shopping, and culture. City of Azusa213 East Foothill Blvd.Azusa, CA 91702www.ci.azusa.ca.us 2017 Gateway to the San Gabriel Mountainsnational monument Beloved as the Canyon City, Azusa is known for its stunning natural beauty. Take a visit to the San Gabriel Mountains National Monument, where activities include: • Hiking• Biking• Horseback riding• Off-highway vehicle use• Fishing • Hang-gliding • Skiing• Hunting• Bridge to Nowhere• Picnicking• Bungee-jumping • And more… Azusa is home to the annual Revel Canyon Marathon and Half Marathon Run, a USATF-certified Boston- qualifying course, where tens of thousands of athletes come to compete every November. Share Your Experiences | The City of Azusa is eager to serve the business community. In Azusa, we invest in resources devoted to needs associated with business entry, expansion, and retention. Welcome to city of azusa Trained City personnel are available to facilitate your navigation through regulatory environments, zone and the permitting process. EDR3 Rate is a utility incentive for new development. We’re motivated to work with you on new development projects and offer a concurrent development review process. A Dynamic Downtown Azusa’s relaxed downtown is a charming blend of old and new: with historic buildings and a corridor which evokes the Old West, Azusa brings a unique heritage to our retail center. Azusa offers access to the many economic benefits of the LA Metro region while maintaining small-town character. Azusa provides access through: CONNECTED TO SoCAL •Local Transit •Foothill Metro Gold Line stops in Downtown and at Azusa Pacific University •Convenient Freeway Options Range of Housing Stock Our Own Water – Unique in the Region APU and You •LAX, Burbank, and Ontario airports •Long Beach Port Anticipating Your Business Needs • Market demographics • Traffic counts • Daytime population • EDR3 Rates • Opportunity sites • Zoning & Licensing Azusa is poised to become a major retail player in the region. With a rich heritage and range of natural and cultural attractions, Azusa is a relaxing getaway for visitors seeking a day trip for hiking, dining, shopping, and more. With our central location, warm and welcoming residents, and ease of transportation, Azusa offers visitors a unique experience in the San Gabriel Valley and is on track for a new era of business and commerce. Azusa accommodates every housing price point, from small rental units, to large beautiful homes in the foothills and everything in-between. Azusa is one of the only small to mid-sized cities in SoCal to have our own water and utility company. The quality and competitive pricing of our water attracts major breweries such as Miller and Lagunitas. APU is one of the highest-ranked Christian colleges in the nation, and APU students patronize Azusa businesses for dining, entertainment, and more. 2. ED Brochure Promotes the overall business climate of Azusa PHASE 4 3. Presentation Folder City of Azusa Economic and Community Development 213 East Foothill Blvd. Azusa, CA 91702 Collateral and Outreach Materials (CONTINUED) PHASE 4 1 - Demographics | 2 - Regional Access | 3 - City of Opportunity Collateral and Outreach Materials (CONTINUED) 4. 3 Inserts: PHASE 4 5. Citywide Custom Photo Shoot: APU Library and Students | City Assets | Metro | City Staff | Memorial Park and Gymnasium | Canyon City Collateral and Outreach Materials (CONTINUED) PHASE 5Communication Strategy - Implementation DATE IMPLEMENTATION ITEM NOTES February 2017 Item 1: Update Official Website Through March 2017 Item 2: Internal Pre-Launch Event In conjunction with a business chamber mixer Item 3: Economic Development Social Media Strategy Ongoing Print Collateral Materials March 2017 Item 5: External Launch Event - Brand Ambassadors Find another City event to coordinate with Item 6: E-Newsletter Rollout Quarterly Updates Item 7: A Day in Azusa Content Creation for Social Media/Print - Update every 6 months Item 8: Gather Testimonials Content Creation for Social Media/Print – Update every 6 months April 2017 Item 9: Work with Regional Media Ongoing May/June 2017 Item 4: I Am Azusa Shop Local Campaign In conjunction with Nat’l Business Week Item 10: Attend ICSC and other events Begin creating and attending regional business events Item 11: Location Advisor Mixer/Luncheon Host every 6 months Item 12: Azusa Mobile App Ongoing updates October 2017 Item 13: Incubator Workshops and Panels Schedule quarterly events PHASE 5 ?Q & A Thank you for your time!