_ _ THE BRANTFORD

PROJECT

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IDENTiTY PROJECT
SITUATION ANALYSIS - COMPLETED
o Researched Current Branding Practices of the City Researched Leading Practices of other municipalities, organizations & communities Sought expertise of industry professionals Invited outline o o o lead from WLU rebranding to review consultation process & project received positive feedback - right on track excellent approach to community consultation value of $30-35,000 - cost to City $0 -done by volunteers

o
o

_ T H E BRANTFORD

IDENTiTY PROJECT

Current Perce tions

Communication Plan implemented to roll out initiative to community $40,000 sponsorship from media sources (Brant News, CKPC, Expositor) Utilized multiple channels to publicize initiative and invitation to complete survey
Newspapers, Radio, online advertising, posters, service cards, window clings, mass email, newsletters, facebook, twitter, local events, service organizations

_ _ THE BRANTFORD

IDENTtTY PROJECT

Research Analysis

COMMUNITY CONSULTATION - COMPLETED

Over 250+ participants as part of Mayor's Breakfast Series from various sectors of the community Focus groups completed with Business Community General public invited to complete online survey
}) Online surveys completed 649 }) 80% completed by those living in Brantford / 20% by those who visiUwork in City }) Even distribution geographically, by gender, by age group

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IDENTiTY PROJECT
City of Brantford does not have identifiable brand Survey of general public validated responses/comments of focus groups/breakfast meetings Now have formal data to base brand on, no longer anecdotal observation Brand created has to reflect authenticity of Brantford

_ T H E BRANTFORD

IDENTiTY PROJECT
Group of Champions revisited workplan and confirmed direction/role going forward Group has completed major task of community consultation Need to report back to community (requires Council direction and support)

_--,-THE BRANTFORD

IDENTiTY PROJECT
Group of Champions recommend
1. Hiring of expertise to create brand identity and work with staff to incorporate into communication strategy
Scope of work is beyond that of volunteer group

Expertise will assist with community acceptance

2. 3.

City utilize RFP process Any members of Group of Champions interested in bidding on RFP must resign from group prior to development of Branding Brief (scope of work) and release of survey results Branding Brief be developed
expertise resign) (may need outside assistance if group members with

4. 5.

Group of Champions involved in RFP evaluation and vetting of messaging and logo before anything is presented to council

_ _ THE BRANTFORD

IDENTtTY PROJECT

Resources Needed

To date City has received $75,000+ in sponsorship/in-kind expertise (only spent $750 'to date) Group of Champions recommends that the City commit funds of $100,000 Oust slightly higher than community commitment to date)

REQUEST
1. Staff be DIRECTED to proceed with new brand identity for City of Brantford 2. Council APPROVE Budget of up to $100,000 be identified and allocated for the hiring of Branding (funding source to be identified) 3. Implementation plan (including cost and strategy) for new Brand Identity be developed by staff and presented to Council for approval.

COMMUNITY RE-BRANDING PROPOSED ACTION PLAN

__.~J
Estimated Timing Status
QZ
Responsibility
Opportunity to Combine with Communication Strategy

Actions

QZ

Q3

Q4

Q1

Situation Analysis

,.
2. 3.

Establish Group of Champions and approach WlU for assistance from leadership program students

Rebrandlng Taskforce

combine with current

X X
X

Complete
Complete

state analysis for

corporate
Group of Champions communications

Research current branding practices of the City

Recommend no new branding initiatives-rather focus on consistency of current

Complete

,.
Current Perceptions

brand until new one is developed

Develop and implement a process for obtaining feedback from key stakeholders
(Council, staff, community members, advisory boards/committees and engage our neighbors)-OATA COLLECTED throu@hto Nov 9

Group of Champion

Complete

Research Analysis

1.

Identify our strongest & most unique attributes both now and in the future
(VISION)

combine with public Group of Champions consultation pi&e

(Public Input)

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I I

X
X

2. 3.
1.

DraftBranding Brief and Terms of Reference Tender/Award Contract Complete a Brand Audit to Identify the Strengths & Weaknesses of Current Perceptions Complete comparative analysis/environmentalscan of Brantford's brand in comparison to other municipalities Identify what Brantford wants to be known for (vision, mission, core values & set direction What is our competitive edge/uniqueness Present findings to Group of Champions Create brand Identity Develop branding options Test the brand through focus groups Present preferred options to Council Adoption of new brand Rebranding Taskforce/Group of Champions REB RAN DING EXPERTS *ensure it is combined with corporate k1entity piece of communication strategy REBRANDING EXPERTS *ensure it is combined with key messaging and process developed in communications strategy

X X X X X X X X X X

,.
Brand Position &
3.
4.

Key Messaging

---_.
Create Visual &

S.

,.
2.
3. 4.

Verbal Identity

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S.

Actions

Responsibility

1.

Incorporate into Communication

2.

Incorporate Branding & Key Messaging into Communications Strategy Develop Graphics Standards manual/Style Guide tQ govern the use of logo & establish brand templates Develop templates (ads, business cards, stationar.y (both electronic and paper), powerpoints, signage, reports, etc) Develop Marketing and Communications Plan to launch the brand and establish it in the community and the market place Communicate the Brand and Key Messages internally Communicate the Brand and Key Messages externally Develop phased-in implementation plan that provides for effiCiency and effectiveness (where updates are required) and financial impact-likely a multiyear plan Prioritize implementation schedule for all items Review items that would need to be rebranded and begin estimated financial implications (casino S 2013)

STAFF REBRANDING EXPERTS

Opportunity to Combine with CommunicatIon Strategy "ensure combined with and supports corporate communication strategy

Q2

Q3

Q4

Q1

Q2

X X X

Strategy
3.

Share with Community

1.
2.

STAFF

utilize communication strategy for planning of communication plan for rebranding

X X X X X X

3.
l.

STAFF

Phased Implementation
2.

"combine where possible with communication strategy implementation

3.