City of Fairfax, Virginia City Council Work Session

Transcription

1 City of Fairfax, Virginia City Council Work Session Agenda Item # 13a City Council Meeting 11/17/2015 TO: FROM: SUBJECT: ISSUE(S): Honorable Mayor and Members of City Council Robert Sisson, City Manager Presentation from Gensler on Branding Strategy Consultant will brief Council on its approach to brand development, including methodology and scope of work. SUMMARY: During the spring budget discussions, Mayor and City Council approved an increase in the Economic Development Office FY16 budget to fund the development of a city-wide branding strategy and implementation plan. Staff developed and advertised a request for proposal in June. Of the ten submissions, three firms were selected for interview. After careful consideration to the requirements of the RFP and based on their significant experience, Gensler was selected as the most qualified firm to lead this effort. Gensler is a widely known international firm based in Washington DC providing architectural and place branding services to an extensive list of clients. FISCAL IMPACT: RECOMMENDATION: ALTERNATIVE COURSE OF ACTION: RESPONSIBLE STAFF/ POC: COORDINATION: ATTACHMENTS: The total cost of the contract will not exceed $100,000. Funding for this project was included in the FY2016 budget for the Economic Development Office. Receive presentation. Do not receive presentation. Nicole Hange, Economic Development Parks and Recreation PowerPoint

2 CITY OF FAIRFAX Presentation for Marketing, Communications & Branding Services August 18, 2015

3 Introductions Michael Altman Project Manager + Strategist Kate Kirkpatrick Communications Strategist Pierce Fisher Graphic Designer

4 Your Project Your Opportunity City of Fairfax: BRAND IS NOT INVENTING WHAT YOU SHOULD BE, BUT RATHER UNCOVERING THE POTENTIAL OF WHAT YOU ARE. 24,730 Residents (2014) minutes Avg. Commute Time 38.5 Median Age 2.61 Household Size #3 Forbes Top 25 Places to Live Well (2009)

5 Our Approach Process?! DEFINE EXPRESS LAUNCH VISIONING + RESEARCH POSITIONING + NAMING VISUAL IDENTITY KEY MESSAGING + BRAND STANDARDS BRAND ROADMAP, MARKETING PLAN + DELIVERABLES Who do you want to be? What do you want to be known for? How do we tell your story in the most compelling + consistent way? What does success look like?

6 Our Experience City of Fairfax + Northern Virginia ASM Research, Fairfax, VA Town of Herndon Placemaking, Herndon, VA Last Call by Neiman Marcus, Mosaic, Fairfax, VA PassionFish, Fairfax Square, Fairfax, VA Reston, VA Junior Achievement Fairfax Park, Fairfax, VA Tysons Tower, George Mason University, Fairfax, VA Tysons, VA Intelsat, Tysons, VA LMI, Tysons, VA Vornado Crystal City, Crystal City, VA Rosslyn BID, Arlington, VA Signature Credit Union, Alexandria, VA Arlington Economic Development, Arlington, VA The Exchange at Potomac Yard, Alexandria, VA

7 Our Experience Town of Herndon Placebranding The Challenge How do you grow and differentiate a small town in the greater DC area? How to you create a greater sense of place? The Result A powerful and user-friendly place brand strategy that is enthusiastically endorsed and adopted and helps the town punch above its weight

8 Our Experience Capitol Riverfront Placebranding The Challenge How do you unify a large group of diverse stakeholders around a common goal of reenergizing and growing a neighborhood? The Result Define, express and launch a new brand after garnering key insights from stakeholders through interviews, surveys, focus groups and workshops. Test the value proposition to ensure effectiveness. Then unleash and watch it happen!

9 Our Experience Crystal City Placebranding The Challenge How do you help a city imagine and communicate its future after suffering a traumatic loss of almost 13,000 defense and military jobs? The Result Gather both quantitative and qualitative research for insight to develop a brand positioning, value proposition and an identity platform of visuals and messaging that support the BID s mandate

10 Sources: Applied Geographic Solutions 11/2013, TIGER Geography; Arlington County Economic Development; Pitney Bowes MapInfo 5,900 rooms office space grow to 14,000 U.S. Capitol Airport Our Experience Crystal City Placebranding CRYSTAL CITY A Dream Market: Diverse, Smart & Affluent By day, the Crystal City neighborhood is home to With a median home value of $467,629 and scores of businesses and thousands of employees an average household income of $143,821, the occupying over 11M square feet of office space surrounding neighborhood has both depth surrounding Crystal Drive. This diverse population and affluence. includes Fortune 500 companies, major media Weekdays and weekends, more than 17 hotels brands, and over 20 associations and think tanks. provide 2+ million hotel room stays a year for During the evening, a vibrant residential a broad tourist and business traveler clientele. population shops, dines, and gathers. 11 Million Square feet of Reagan National 1,104,968 1,419,823 Trade area population Daytime population 17 Hotels with NATION S #1 in highly educated people with 70% White-collar jobs 6,500 Residential units with plans to with 70% Holding a bachelor s degree or higher to More young and educated population (24-35 year-olds with a bachelors degree) than D.C. s CBD, NoMa, East End, and Waterfront districts

11 Our Experience Niagara Regional Placebranding The Challenge How do you understand audience perceptions of and propensity to visit and/or invest in Niagara? How do you improve its image and marketability? The Result The team learned that the issue was not one of awareness, but rather it was the story of the region that was fractured and confusing. The team launched a place brand program that connected Niagara s many assets into one compelling yet authentic theme.

12 Our Experience Signature Credit Union Rebranding The Result To build a stronger membership base, we designed a brand that captures their beliefs in individuality as well as community, giving them a new name, Approved Design visual identity and suite of over 50 Credit cards and Business Suite consumer-facing digital, video and print launch tools. How does a credit union that is facing continuing erosion of the core membership find ways to realize new member growth? The Challenge BEFORE classic gold T (800) F (703) SignatureFCU.org 0000 January 21, 2015 Jon Doe Company B 1234 First Avenue City, State Dear signature visa business signature Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed tincidunt nisi quam, ut feugiat tellus suscipit quis. Nulla et ex nulla. Praesent porttitor sollicitudin felis eu iaculis. Donec fringilla placerat quam, vitae tempor nunc vehicula vel. Quisque suscipit nibh in dui lobortis, vitae facilisis ipsum tempus. Maecenas interdum justo nec felis ultricies dapibus. Donec molestie diam sed sem pulvinar, eget imperdiet enim aliquam. Mauris non mauris quam. platinum 0000 Duis in lacinia odio. Sed id ex ac tortor semper consequat. Vivamus dignissim purus at orci mollis pretium. Curabitur velit elit, mollis a blandit et, mattis lobortis nisi. Nunc molestie turpis purus, vel aliquet sem ornare eget. Morbi in convallis risus, non iaculis eros. Vestibulum mi tortor, euismod at tempus in, elementum id risus. PO Box 148, Alexandria, VA debit Advertisements and Website Assets Headquarters 12 Herbert Street Alexandria, VA debit AFTER 0000 Mailing Address PO Box 148 Alexandria, VA business platinum 0000 Approved Design platinum 0000 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec vitae pharetra justo, nec tincidunt diam. Suspendisse potenti. Aliquam eget luctus lacus. Donec ut lorem at ante tristique auctor sed sit amet nisi. Praesent cursus in purus ut dapibus. Nam semper sollicitudin arcu id vestibulum. Mauris ut egestas dolor. Pellentesque vitae enim eget ligula commodo cursus. Maecenas a neque eros. Aenean sit amet tristique orci. Aenean porttitor congue convallis. Curabitur velit elit, mollis a blandit et, mattis lobortis nisi. Nunc molestie turpis purus, vel aliquet sem ornare eget. Best wishes, Becca Cuddy CEO For 45 years NAPUS has represented the enduring spirit of the Postmaster commitment to doing more together than we can alone. On April 7, 2015 we will change our name to Signature Federal Credit Union, reflecting the legacy of shared purpose built by the Postmasters. Rebecca Cuddy Chief Executive Officer beccac@signaturefcu.org 12 Herbert Street, Alexandria, VA T (800) ext. 230 F (703) SignatureFCU.org Introducing the New Signature Member Materials Legacy Members A new name. Our same commitment. Member Guide, Switch Kit, Forms and Application signature FCu February 18, You ve probably heard... On April 7, 2015, we will change our name to Signature Federal Credit Union, exactly 45 years after NAPUS Federal Credit Union was chartered. The new name reflects our NAPUS belief in doing more together than we can alone. That s a commitment we ve made to each other for a long time, and it won t change even as we expand our membership to others who share our values. You ll see fresher and clearer communications, but you ll talk to the same credit union staff who care about you and your family. You ll enjoy the same highly competitive rates and fee-free services that have helped you build the financial foundation for the life you want to live. 6 x 9 envelope You created the legacy of trust and commitment that are the foundation of Signature Federal Credit Union and we look forward to many more years of serving you. 5.5 x 8.5 Member Guide 5.5 x 8.5 EZ Switch Kit 8.5 x 11 folded to 8.5 x 5.5 Forms (800) Starting April 7th facebook.com/signaturefcu twitter.com/signaturefcu MeMbership Guide The new name reflects our NAPUS belief in doing more together than we can alone. That s a commitment we ve made to each other for a long time, and it won t change even as we expand our membership to others who share our values. You ll see fresher and clearer communications, but you ll talk to the same credit union staff who care about you and your family. You ll enjoy the same highly competitive rates and fee-free services that have helped you build the financial foundation for the life you want to live. (800) Starting April 7th facebook.com/signaturefcu twitter.com/signaturefcu Our same commitment. How to contact us Headquarters On April 7, 2015, we will change our name to Signature Federal Credit Union, exactly 45 years after NAPUS Federal Credit Union was chartered. The new name reflects our NAPUS belief in doing more together than we can alone. That s a commitment we ve made to each other for a long time, and it won t change even as we expand our membership to others who share our values. You ll see fresher and clearer communications, but you ll talk to the same credit union staff who care about you and your family. You ll enjoy the same highly competitive rates and fee-free services that have helped you build the financial foundation for the life you want to live. You created the legacy of trust and commitment that are the foundation of Signature Federal Credit Union and we look forward to many more years of serving you. Headquarters Signature Federal Credit Union 12 Herbert Street Alexandria, VA Mailing address Mailing address Signature Federal Credit Union PO Box 148 Alexandria, VA Signature Federal Credit Union PO Box 148 Alexandria, VA PayMent address PayMent address Signature Federal Credit Union PO Box 1416 Alexandria, VA Signature Federal Credit Union PO Box 1416 Alexandria, VA signature Federal Credit union PHone numbers signature Federal Credit union PHone numbers Toll Free Number (800) Fax Machine (703) Visa Customer Service (800) Visa Emergency Assistance (800) VISA-911 Toll Free Number (800) Fax Machine (703) Visa Customer Service (800) Visa Emergency Assistance (800) VISA-911 signature Federal Credit union Website signature Federal Credit union Website Signaturefcu.org cumail@signaturefcu.org Signaturefcu.org cumail@signaturefcu.org Signature Federal Credit Union observes all Federal holidays. Federally insured by NCUA Re Signature Federal Credit Union observes all Federal holidays. Federally insured by NCUA Re Blast (800) Starting April 7th facebook.com/signaturefcu twitter.com/signaturefcu Statement Inserts - 2Sided/Image or 1Side/No Image Live the moment. How to contact us We ve got you covered. Signature Federal Credit Union 12 Herbert Street Alexandria, VA Got a minute? It s that easy to join. T (800) SignatureFCU.org You created the legacy of trust and commitment that are the foundation of Signature Federal Credit Union and we look forward to many more years of serving you. A new name. Direct Deposit Change Request Postcard On April 7, 2015, we will change our name to Signature Federal Credit Union, exactly 45 years after NAPUS Federal Credit Union was chartered. ez Switch kit A new name. Our same commitment. Switch Kit signature FCu February 18, signature FCu February 18, signature FCu February 18,

13 Our Experience DoubleTree Brand Refresh & Campaigns The Result The Challenge In 2011, DoubleTree by Hilton launched its new brand. Gensler, along with six other agencies, developed the new brand, voice, look, and feel for DoubleTree by Hilton. How does a hotel brand engage people with their ethos of caring? 2015 GLOBAL COOKIE TINS 6/12/14 Posters.indd _Minneapolis-Final COOKIE SLEEVE CAREAVAN COOKIE TRUCK COOKIE CARE EVENT POSTERS 2 1:05 PM

14 Our Experience DoubleTree Brand Refresh & Campaigns CONFERENCE BRAND BOOTH 2015 GLOBAL COOKIE TINS COOKIE SLEEVE POP-UP BANNERS COOKIE CARE FIRST THE COOKIE DOT TOOLKIT 2015 Global Brand Activations Advertising Campaign to Excite Consumers The Latest in Specialty Marketing Materials GLOBAL MEDIA CENTER Revamped Website for Our Media Partners B:8.25 T:8.875 T:7.875 S:8.25 S:7 FIRST THE COOKIE then taking on new adventures T:10.5 S:9.875 B:10.75 T: S: We know that the little things make all the difference. That s why we welcome you with a warm chocolate chip cookie at every one of our hotels. After all, there s no better way to kick off your stay. BOOK NOW AT The little things make a big difference. That s why you can expect a warm chocolate chip cookie welcome even when you re far from home. It s the first of many little things you can expect throughout your stay at any one of our DoubleTree hotels. DoubleTree.com Where the little things mean everything.tm AMERICAS EUROPE MIDDLE EAST AFRICA ASIA AUSTRALIA AMERICAS File Name: DTEDTEM14126_March_FoodNetworkMag_Ad_v1.indd Trim Size: x Live Area: 8.25 x Bleed Area: 9.25 x Built at: 100% Printed at: None Proofreader Inks Used: Cyan Magenta Yellow Black Copy Writer Fonts: Adobe Garamond Pro (Italic), Univers LT Std (55 Roman, 47 Light Condensed, 67 Bold Condensed) Art Director Creative Director background_cmyk_smlr_v1.psd (369 ppi, 410 ppi; 81.26%, 73%), cookie_cropped_ CMYK_smlr_v1.psd (404 ppi; 74.1%), BRAND_template_doubletree_ _alt colors-beige.eps (119%) Prod. Manager 4/10/15 10:43 AM _Banners.indd 2 MIDDLE EAST AFRICA ASIA AUSTRALIA Revision: 1 Client: Double Tree Ad Number: M14126 Publication: Travel & Leisure (May) Specifications: Account Trim Size: x 10.5 Live Area: 7 x Bleed Area: 8.25 x Built at: 100% Printed at: None Other Inks Used: Cyan Magenta Yellow Black Fonts: Univers LT Std (55 Roman, 47 Light Condensed) Page 1 Links: (Name, Scaled %, Eff. DPI) background_cmyk_smlr_v1.psd (369 ppi, 410 ppi; 81.26%, 73%), cookie_cropped_ CMYK_CityCouple_v1.psd (408 ppi; 73.35%), BRAND_template_doubletree_ _alt colors-beige.eps (104.43%) Studio Artist: chi233wrieglee :01 PM Page 1 of 1 Path: Studio:Y&R:Active Clients:Doub...26_May_TravelAndLeisure_Ad_v1.indd Proofreader _Banners.indd 1 EUROPE File Name: DTEDTEM14126_May_TravelAndLeisure_Ad_v1.indd Page 1 Links: (Name, Scaled %, Eff. DPI) Exec. Creative Dir. Revision: 1 Client: Double Tree Ad Number: M14126 Publication: Food Netwrok Magazine Specifications: Studio Artist: chi233wcaposeyc :09 PM Page 1 of 1 Path: Studio:Y&R:Active Clients:Doub...26_March_FoodNetworkMag_Ad_v1.indd Copy Writer Art Director Creative Director Exec. Creative Dir. Prod. Manager Account Other 4/10/15 10:43 AM _Banners.indd 3 4/10/15 10:43 AM _Banners.indd 4 4/10/15 10:43 AM

15 Q/A SESSION

16 Our Approach Deliverables?! DEFINE EXPRESS LAUNCH unexpected aspirational ECO-FRIENDLY tactile interact SIGNAGE BIKE RACKS + TRASH CANS STREET ELEMENTS WEBSITE brand aware emotional inclusive CONNECTIVITY EMOTIONA DESTINATION DISCOVERY community GATHERI FLEXIBLE PUBLIC REALM DESIGN MARKETING COLLATERAL City of Fairfax DIGITAL ASSETS TEMPORARY SIGNAGE true on the pulse innovative orange county lifestyle surprising young fun attainable easy aspirational perceived good value NEWSLETTER PRINT MATERIALS SOCIAL MEDIA STRATEGY EVENTS BANNERS VISIONING + RESEARCH POSITIONING VISUAL IDENTITY KEY MESSAGING + BRAND STANDARDS BRAND ROADMAP, MARKETING PLAN + DELIVERABLES Research Findings Brand SWOT Positioning Platform Research and Recommendation Logo / Wordmark Tagline / Marking Headline Message Matrix Brand Standards and Guidelines Internal Brand Launch Recommendations Marketing Plan and Tactics Recommended Success Measures