| AGENDA ITEM #: 1. DATE: 06/21/2021 AI #:278 |
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CITY COUNCIL ACTION REPORT
| SUBJECT: | ECONOMIC DEVELOPMENT NEW BRANDING CAMPAIGN PRESENTATION |
| STAFF PRESENTER(S): | Lori Gary, Economic Development Director, and HIGHNOON Representative(s) |
OTHER PRESENTER(S):
Katie Fleming, Brand Strategist, HIGHNOON
SUMMARY
Review of the new Economic Development brand
FISCAL IMPACT
None
BACKGROUND AND PREVIOUS ACTIONS
In 2015, the Economic Development Department launched the Geared For Growth brand and aligned the subsequent marketing campaigns around Goodyear’s preparation and opportunity for growth.
The community has now grown beyond the brand which was developed and established over six years ago. Accordingly, staff began developing a new brand in July 2020 to establish a clearly articulated and compelling position for the city of Goodyear’s economic development. The brand capitalizes on differentiators in the marketplace and sets the stage for the successful communication of our brand in the future.
Our brand is our audience’s ability to understand and articulate our mission, vision, and values. The economic development brand will act as an extension of the city of Goodyear brand with a personality and voice of its own.
The community has now grown beyond the brand which was developed and established over six years ago. Accordingly, staff began developing a new brand in July 2020 to establish a clearly articulated and compelling position for the city of Goodyear’s economic development. The brand capitalizes on differentiators in the marketplace and sets the stage for the successful communication of our brand in the future.
Our brand is our audience’s ability to understand and articulate our mission, vision, and values. The economic development brand will act as an extension of the city of Goodyear brand with a personality and voice of its own.
STAFF ANALYSIS
Goodyear is a city of unlimited potential. With a mantle full of awards backing the growth opportunity of Goodyear, we continue to attract industry leaders and quality residents. As research revealed, many key stakeholders believed there was a need to create a unique identity for the Goodyear economic development brand. The rapidly changing technological landscape has enabled businesses and consumers to connect with brands faster and more frequently than ever before.
As in, where before you might have seen a newspaper ad once a week, now you are bombarded with impressions through multiple channels – so a strong and consistent branding message is important to stand out amongst the crowded landscape.
Staff turned to the advertising and marketing professionals at Highnoon, a full-service advertising agency recognized as one of Arizona’s top marketing and consulting firms, to reimagine, redesign, and reinvigorate the Goodyear business brand. With other clients like the State of Arizona, ADOT, Cisco and Oregano’s, to name a few, staff was confident they could succeed in telling our story. Staff is excited to share the strategy that was integrated directly with creative in developing a new economic development brand identity.
Based on this comprehensive process, including multiple team workshops, stakeholder surveys, one-on-one interviews, competitor analysis, brand audit, SWOT analysis, and key insights provided by the agency, the Economic Development staff is eager to continue to move forward with the team’s brand mission and vision by creating both digital and print advertising and launching the new brand with a strategic media strategy.
As in, where before you might have seen a newspaper ad once a week, now you are bombarded with impressions through multiple channels – so a strong and consistent branding message is important to stand out amongst the crowded landscape.
Staff turned to the advertising and marketing professionals at Highnoon, a full-service advertising agency recognized as one of Arizona’s top marketing and consulting firms, to reimagine, redesign, and reinvigorate the Goodyear business brand. With other clients like the State of Arizona, ADOT, Cisco and Oregano’s, to name a few, staff was confident they could succeed in telling our story. Staff is excited to share the strategy that was integrated directly with creative in developing a new economic development brand identity.
Based on this comprehensive process, including multiple team workshops, stakeholder surveys, one-on-one interviews, competitor analysis, brand audit, SWOT analysis, and key insights provided by the agency, the Economic Development staff is eager to continue to move forward with the team’s brand mission and vision by creating both digital and print advertising and launching the new brand with a strategic media strategy.