HomeMy WebLinkAbout65B - BRANDING UPDATEREQUEST FOR
COUNCIL ACTION
CITY COUNCIL MEETING DATE:
AUGUST 15, 2017
TITLE:
RECEIVE AND FILE COMMUNITY
BRANDING UPDATE AND APPROVAL OF
PLATFORM STATEMENT
{STRATEGIC PLAN NO. 3, 1E}
CITY ANAGER
RECOMMENDED ACTION
CLERK OF COUNCIL USE ONLY:
APPROVED
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As Recommended
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As Amended
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Ordinance on 1s` Reading
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Ordinance on 2nd Reading
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Implementing Resolution
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Set Public Hearing For
CONTINUED TO
FILE NUMBER
1. Receive and file Santa Ana Community Branding Research and Strategy Presentation by
North Star Destination Strategies.
2. Approve proposed platform statement and establishment of creative committee.
DISCUSSION
The City of Santa Ana has partnered with North Star Destination Strategies to develop a
community brand and comprehensive implementation plan. The objective of this effort is to
develop a clear, strong and resilient brand identity that represents the varied attributes of the
Santa Ana community. The resulting brand messaging will place particular emphasis on:
• Encouraging residents of all ages to engage in community life, civic activities and recreational
interests
• Attracting, retaining and growing businesses
• Maintaining and enhancing the City's quality of life.
As part of the initial phases of the project, North Star spent a significant amount of time engaging
and educating the community about the importance of branding and the impacts on both
residents and businesses in Santa Ana. There were several focus groups, internal interviews,
and surveys conducted with the local business and community stakeholders. A community -wide
survey was conducted to solicit perceptions of Santa Ana from the people that live and work
here, as well as an external perception survey given to people that do not live or work in Santa
Ana. In total, over 1,000 respondents participated as part of the engagement efforts.
North Star has prepared a comprehensive review of all relevant research, insights and
recommended strategic positioning which is included in the Santa Ana Community
Branding Research and Strategy Presentation being provided to the City Council. The
strategic platform serves as the guiding statement for the brand and will serve as the
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Community Branding Update
August 15, 2017
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touch point for all Santa Ana branding activity moving forward. As proposed for City
Council approval, the platform statement reads:
"For those seeking the energy of an urban and artistic setting,
Santa Ana, Orange County's downtown and county seat,
welcomes the celebration and understanding for all
and elevates cultures and everyday narratives into a colorful, vivid sensory experience."
The creative phase of the project will follow the approval of the platform statement and will
include the establishment of a Creative Committee. In this phase, all insights and strategy are
transformed into tangible creative products, such as logos, color palette, graphic standards,
straplines and brand messaging. The Creative Committee, consisting of approximately three
individuals will work collaboratively to flesh out creative direction, explore the role of different
creative elements, and identify creative preferences. Staff recommends including one
representative from the Santa Ana Chamber Economic Development Committee, one
representative from the Arts and Culture Commission, and one City Council member to serve on
the Creative Committee.
STRATEGIC PLAN ALIGNMENT
Approval of this item supports the City's efforts to meet Goal #3 - Economic Development,
Objective #1 (Implement a comprehensive Economic Development strategy), Strategy E (Partner
with local Chambers of Commerce, citywide business associations and the community to develop
a new branding and marketing strategy for the City. In addition, the City will promote the
consistent use of our City logo).
FISCAL IMPACT
There is no fiscal impact associated with this item.
Robert C. CP
Deputy City Manager
City Manager's Office
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