HomeMy WebLinkAboutSupplemental Item CC #20
City of Downey
Branding and Marketing Program
City Marketing
Website Upgrade Completed
City Marketing
Updated City Brochures
City Marketing
Downey Shopping and Dining Guide
City Branding
•Next Phase of City Marketing
–Identified City Council Priority
–Direction from City Council Ad Hoc Subcommittee
–Often Misunderstood and Misused Concept
–Leveraging Current Marketing Efforts
–Request for Proposal Process
–Economic Development Initiative and
Incrementally Implement Citywide
City Branding
•What is it
•Figuring out What Makes Downey Unique
•Designing a Unified and Reinforcing Way to Consistently
Convey the Downey Brand to Stakeholders
•Why is it Important
•A Community Understands What Makes it Unique
•Sends a Coherent Message to Stakeholders
–Current Residents, Prospective Residents, Developers,
Investors, Retailers
•Competitive Advantage and Differentiation
City Branding
•How is it Done
•Research and Analysis
–Evaluation of Downey’s History
–Who are Downey’s Current and Future Customers
–Who are Downey’s Competitors
–Evaluation of Current Marketing Efforts
–Beyond Demographics: Psychographics
»Personalities, Values, Interests, Lifestyles
–Perception Analysis: Focus Groups & Undercover Interviews
–Creation of a Brand, Materials, and Message Based on the
Research and Analysis Findings
City Branding
•How is it Implemented/What are Deliverables
•Three Branding Concepts Based on Research
•Brand Identity Guide
–Logo
–Graphic Standards
–Strap Line and Message Development
–Color Palette
–Marketing Materials
–Office Supply Materials
•Custom Deliverables
–Defined by Staff and the Process
»Entryway Signage, Street Signage, Public Vehicles, Merchandising
City Branding
•How Long Does it Take
•One Year
–Research
–Evaluation
–Materials Development
•How Much Does it Cost
•Approximately $90,000