__THE BRANTFORD _

PROJECT

__THE BRANTFORD _

IDENTiTYPROJECT

• SITUATION ANALYSIS - COMPLETED

o Researched Current Branding Practices of the City

o Researched Leading Practices of other municipalities, organizations &communities

o Sought expertise of industry professionals

o Invited lead from WLU rebranding to review consultation process & projectoutline

o received positive feedback - right on track

o excellent approach to community consultationo value of $30-35,000 - cost to City $0 -done by volunteers

_THE BRANTFORD _

IDENTiTYPROJECT

CurrentPerce tions

• Communication Plan implemented to roll outinitiative to community

• $40,000 sponsorship from media sources(Brant News, CKPC, Expositor)

• Utilized multiple channels to publicize initiativeand invitation to complete survey

• Newspapers, Radio, online advertising, posters, servicecards, window clings, mass email, newsletters,facebook, twitter, local events, service organizations

__THE BRANTFORD _

IDENTtTYPROJECT

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% bythose who visiUwork in City

}) Even distribution geographically, by gender, by agegroup

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_THE BRANTFORD _

IDENTiTYPROJECT

• City of Brantford does not have identifiable brand

• Survey of general public validated responses/commentsof focus groups/breakfast meetings

• Now have formal data to base brand on, no longeranecdotal observation

• Brand created has to reflect authenticity of Brantford

_THE BRANTFORD _

IDENTiTYPROJECT

• Group of Champions revisited workplanand confirmed direction/role going forward

• Group has completed major task ofcommunity consultation

• Need to report back to community (requiresCouncil direction and support)

_--,-THE BRANTFORD _

IDENTiTYPROJECT

• Group of Champions recommend

1. Hiring of expertise to create brand identity and work with staff toincorporate into communication strategy

» Scope of work is beyond that of volunteer group

» Expertise will assist with community acceptance

2. City utilize RFP process

3. Any members of Group of Champions interested in bidding on RFPmust resign from group prior to development of Branding Brief(scope of work) and release of survey results

4. Branding Brief be developed (may need outside assistance if group members withexpertise resign)

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

__THE BRANTFORD _

IDENTtTYPROJECT

Resources Needed

• To date City has received $75,000+ in sponsorship/in-kindexpertise (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)

• REQUEST1. 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 forthe hiring of Branding (funding source to be identified)

3. Implementation plan (including cost and strategy) for new Brand Identity bedeveloped by staff and presented to Council for approval.

COMMUNITY RE-BRANDING PROPOSED ACTION PLAN __.~J

Estimated Timing StatusActions Responsibility Opportunity to Combine QZ Q3 Q4 Q1 QZ

with Communication

Strategy

Situation Analysis,. Establish Group of Champions and approach WlU for assistance from leadership Rebrandlng Taskforce ·combine with current X X Complete

program students state analysis for X

corporate X Complete2. Research current branding practices of the City Group of Champions communications Complete3. Recommend no new branding initiatives-rather focus on consistency of current

brand until new one is developed,. Develop and implement a process for obtaining feedback from key stakeholders Group of Champion X Complete

Current Perceptions (Council, staff, community members, advisory boards/committees and engage our

neighbors)-OATA COLLECTED throu@hto Nov 9

I1. Identify our strongest & most unique attributes both now and in the future ·combine with public X

Research Analysis (VISION) Group of Champions consultation pi&e X

(Public Input) 2. DraftBranding Brief and Terms of Reference X

I 3. Tender/Award Contract

--'1. Complete a Brand Audit to Identify the Strengths & Weaknesses of Current *ensure it is combined X

Perceptions REBRANDING EXPERTS with key messaging and,. Complete comparative analysis/environmentalscan of Brantford's brand in process developed in X

comparison to other municipalities communications strategy

3. Identify what Brantford wants to be known for (vision, mission, core values & set XBrand Position &

direction

Key Messaging 4. What is our competitive edge/uniqueness X

S. Present findings to Group of Champions X---_.,. Create brand Identity REB RAN DING EXPERTS *ensure it is combined X

Create Visual & 2. Develop branding options with corporate k1entity X

Verbal Identity 3. Test the brand through focus groups piece of communication X

strategy--- 4. Present preferred options to Council Rebranding X

S. Adoption of new brand Taskforce/Group of X

Champions

Actions Responsibility Opportunity to Combine Q2 Q3 Q4 Q1 Q2

with CommunicatIonStrategy

1. Incorporate Branding & Key Messaging into Communications Strategy STAFF "ensure combined with XIncorporate into and supports corporateCommunication 2. Develop Graphics Standards manual/Style Guide tQ govern the use of logo & REBRANDING EXPERTS communication strategy X

Strategy establish brand templates

3. Develop templates (ads, business cards, stationar.y (both electronic and paper), X

powerpoints, signage, reports, etc)

1. Develop Marketing and Communications Plan to launch the brand and establish it STAFF ·utilize communication XShare with in the community and the market place strategy for planning of

Community 2. Communicate the Brand and Key Messages internally communication plan for X3. Communicate the Brand and Key Messages externally rebranding X

l. Develop phased-in implementation plan that provides for effiCiency and STAFF "combine where possible XPhased effectiveness (where updates are required) and financial impact-likely a multi- with communication

Implementation year plan strategy implementation X

2. Prioritize implementation schedule for all items X

3. Review items that would need to be rebranded and begin estimated financial

implications (casino S 2013)