HomeMy WebLinkAbout2.b. Marketing PlanCITY OF ROSEMOUNT
EXECUTIVE SUMMARY FOR ACTION
City Council Meeting Date: November 10, 2004
AGENDA ITEM:
Marketing /Communications Plan and
Visual Identity System
AGENDA SECTION:
PREPARED BY:
Alan Cox, Communications Coordinator
AGE .:
2
ATTACHMENTS:
Prospective logo designs
Stakeholder survey and results
APPROVED BY:
RECOMMENDED ACTION: Provide guidance on designs and copy
ACTION:
ISSUE
The City's internal marketing committee has drafted a set of marketing and communications
plans, and has narrowed the choices for a refreshed visual identity for the City. The City
Council must give formal approval to changes in the City's visual identity and tagline.
BACKGROUND
Since spring, a committee of City department heads and staffers has worked on a set of
plans to market the City to be carried out by each department and by City government as a
whole. In August, the Council gave informal approval to consultations with a marketing firm
that is experienced in design and implementation of visual identity systems at public and
private entities. The committee has been working with the firm Forte Consulting, Inc., of St.
Louis Park, owned by Tom de Ranitz. Mr. de Ranitz is scheduled to make a brief
presentation during the Council's work session.
To achieve success in the City's overall strategic marketing efforts at a reasonable cost, the
City must employ economies of scale by assuring that all departments are working on the
effort in unison. The staff will seek to find measurable results through a research -based
approach to these efforts. As indicated below, the marketing committee has drawn on
anecdotal information from an initial survey of stakeholders. Continuing efforts will be able to
draw on the City's existing plans for a survey to collect additional resident feedback.
Analysis of marketing and communications plans
During the spring and summer, the marketing committee honed a series of key messages to
promote the City, along with a set of strategies and tactics intended to achieve the Council's
goals for marketing and communications. Representatives on the committee wrote specific
plans for their departments, and copies were provided to Forte Consulting for review.
During a committee meeting on October 7, Mr. de Ranitz gave his analysis of the plans. Part
of his presentation is reproduced below.
1. Solid identification of issues, audiences,
and communication processes, plus ideas
on how to improve communication with
key audiences
2. Opportunity to integrate department
marketing plans with the city's overall
With the benefit of the departmental plans and the consultant's input, staff is completing a
draft of an overall plan for the City. That document will be provided to Council members for
their information at the work session.
To put the document in its final form, the City must reach consensus on the key messages to
be promoted through the marketing efforts. The messages will be reflected in a visual
identity system to be approved by the Council.
Perceptions of the current logo
Midway through the process, the committee reached agreement that the current visual
identity system — including, but not limited to the City logo — does not consistently convey
messages that will help the City achieve its strategic goals.
Forte Consulting conducted a preliminary survey by mail of attitudes toward key messages
and toward the shamrock - and -rose logo used by City government since 1992. The survey
was not intended as a scientific sample of Rosemount's population or of any subgroup.
Instead, the list of survey recipients was suggested by City staff to reflect a variety of
stakeholders. Out of 37 surveys mailed, 33 responses were received in time to be included
in the analysis. A copy of the survey and details of the responses
0:
marketing strategy as well as other
�a
departmental strategies; look for ways to
achieve economies of scale and support
the city's:
a. Key themes
b. Visual identity
3. Prioritization will be helpful in allocating
resources and creating work plans
F orte
4. Sufficient message frequency will be a
Consulting, Inc.
key success factor
With the benefit of the departmental plans and the consultant's input, staff is completing a
draft of an overall plan for the City. That document will be provided to Council members for
their information at the work session.
To put the document in its final form, the City must reach consensus on the key messages to
be promoted through the marketing efforts. The messages will be reflected in a visual
identity system to be approved by the Council.
Perceptions of the current logo
Midway through the process, the committee reached agreement that the current visual
identity system — including, but not limited to the City logo — does not consistently convey
messages that will help the City achieve its strategic goals.
Forte Consulting conducted a preliminary survey by mail of attitudes toward key messages
and toward the shamrock - and -rose logo used by City government since 1992. The survey
was not intended as a scientific sample of Rosemount's population or of any subgroup.
Instead, the list of survey recipients was suggested by City staff to reflect a variety of
stakeholders. Out of 37 surveys mailed, 33 responses were received in time to be included
in the analysis. A copy of the survey and details of the responses
0:
A copy of the survey and the results are appended to this memo.
During the presentation to the marketing committee on October 7, Mr. de Ranitz summarized
the results of the survey. One section of the survey collected reactions to the set of key
messages proposed by the committee. The results showed that the most favorable
impressions were generated by the messages that Rosemount has an exceptional quality of
life, and that its residents feel pride in their community.
When survey recipients were asked in a separate question to rank the importance of the
messages, the last two choices (opportunity to pursue dreams and ethnic heritage)
consistently came up last.
Survey recipients were also asked to judge how well the current logo reflects the key
messages proposed by the committee. The results indicated that most respondents prefer to
keep the shamrock but find the rose unimportant. Respondents also indicated that the logo
does not seem to make stakeholders feel pride in the community.
Mr. de Ranitz also reviewed a collection of printed material provided by each City department
for use of the existing logo. He concluded that the City has done a good job in many
instances of including a logo in its communications, but that the style of the presentations has
been inconsistent. He also noted that in some cases the logo is missing in applications that
might benefit from its presence. These inconsistencies, along with a somewhat dated logo
design, threaten to give the City's work an image that is less professional and at odds with
the marketing messages the City seeks to promote.
3
Proposals for a refreshed logo
After a discussion with the committee, Mr. de Ranitz and a graphic artist that serves his firm
created nine designs that could refresh the City's logo. To reflect the survey results, all
possibilities included a shamrock. The logos also included a selection of taglines. The
committee reviewed the first round of choices in October, and made suggestions about which
styles seemed to hold the most promise as candidates to refresh the current logo. The Forte
Consulting team devised additional variations on the preferred styles, which the committee
reviewed November 2. Out of a few dozen possibilities that were reviewed, the committee is
forwarding four logos to the Council with a recommendation of the group's preferred choice.
The committee recommends adoption of the example at the top of the page. Most
participants believe that the recommended option presents a clean appearance that will
reflect favorably on the City's professionalism. It can serve the Council's goal of presenting
Rosemount as a strong choice for businesses and prospective residents looking for a new
home. It can easily apply to the wide variety of uses for which the City will employ its visual
brand. It would not look too frivolous to appear on official documents, nor would it look too
austere for more casual materials.
While the decision on a refreshed logo is in some ways a subjective choice, there are
tangible considerations to take into account. Mr. de Ranitz encourages the City to consider
the variations in which the logo will appear. In some cases, it may appear only as the City's
name in a distinctive typeface. In others, the name will appear with the shamrock. And in
other cases, the name and shamrock will be accompanied by the City's tagline or the name
of an individual City department. In addition, the typefaces employed by the logo will serve
as the basis for other style guidelines in City materials — all intended to put Rosemount in the
best possible light.
As part of the creation of a visual identity system, the committee worked with Mr. de Ranitz to
propose a tagline that can be used with the logo. Based on the committee's previous work, it
was clear that the message should allude to the concepts of residents' pride and prospects
for private and public progress that the City offers. Mr. de Ranitz offered a selection of
taglines for the committee's consideration.
Spirit of pride and progress
Community of pride and progress
Community of spirit, pride, and progress
Community pride and progress
Pride • Progress • Possibility
People • Pride • Progress
It is the committee's consensus that the best choice is the first in the list. Along with
referencing pride and progress, it introduces the word "spirit," which captures the
community's energy and optimism. "Spirit of pride and progress" is also succinct and flexible
in the way it can be integrated with other aspects of the visual identity system.
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Marketing Feedback Survey
Name:
(optional)
1. The city of Rosemount is considering several key themes as we communicate the city
to both current and potential residents and businesses. Please indicate how appealing
the following themes are to you.
1= Extremely unappealing, 2= Unappealing, 3= Neutral, 4 5= Extremely appealing
a. Rosemount's small town feel
O O O ® O
b. Rosemount's exceptional quality of life
0 2 0 ® OO
c. The sense of pride that Rosemount residents have in their community
1D O O ® O
d. The exceptional quality of Rosemount's community services
O O O ® O
e. The opportunities Rosemount provides for residents to pursue dreams
10 O O ® O
f. Rosemount's ethnic heritage and traditions
10 2 O ® O
2. Next, please rank the following themes in order of importance, based on their
ability to create positive impressions of our community. Assign a 1 to the message
that is MOST IMPORTANT and a 6 to the LEAST IMPORTANT.
Rosemount's small town feel
Rosemount's exceptional quality of life
_ The pride that Rosemount's residents have in their community
_ The exceptional quality of Rosemount's community services
_ The opportunities Rosemount provides for residents to pursue dreams
Rosemount's ethnic heritage and traditions
3. Here is the current logo
for the City of Rosemount:
Please indicate the extent to which you agree or disagree with the following
statements about the logo.
1= Strongly Disagree, 2= Disagree, 3= Agree, 4= Strongly Agree
a I like the overall look of the curre0f Rosemount erty logo :
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b. I understand what the design of the current logo represents.
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d. I believe it is important to maintain the shamrock in any presentation Q O O
of the city's logo.
f. I believe it is important to maintain therose in any presentation of the Q O O
city's logo.
h. The shamrock and rose should always be presented together in any
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presentation of the city's logo.
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j. The current logo expresses who we are as a community.
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4. Is there any other fee_ dback you'd like to share with us regarding Rosemount's key
themes and/or logo?
Please return this form in the attached postage paid envelope.
THANK YOU for your time and feedback!
Quantitative Survey Results on
Key Messages and Visual Identity
Responder
1
1
1
1
1
1
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1
1
1
2
2
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3
3
4
3
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3 4
4
4
4
4
4
7 4
5
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3
3
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3 4
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4
5
3
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3
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2
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4
5
4
5
1 3
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5
3
3
2 4
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4
3 5
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4 3
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3 3
3
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3 3
3
3
3
3
1
3
2
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2
2
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3
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3
3
2
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1
2
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2
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3
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4
4
2
2
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4
3
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4
3
4
3
3
3
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4
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2
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3
2
2
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5 3
2
3
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2
1
3
1
4
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3
3
3
2
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4
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4
4
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1 5
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AVERAGE 13.72 3.97 4.13 3.81 3.26 3.4412.77 2.42 2.71 3.61 4.74 4.7
STD DEV 0.85 0.65 0.83 0.86 0.86 1.05 1.65 1.48 0.94 1.48 1.44 1.5
412.59 2.63 2.66 2.81 2.16 1.84 2.27 1.81 2.91 2.281
7 11.01 0.94 0.97 1.12 0.97 0.82 0.83 0.98 1.06 1.03
Open -Ended Surrey Results on Key Messages and Visual Identity
1
Visually unappealin
Even if the rose and shamrock are included I think it could be presented
2
more professionally. Also think logo needs to highlight the Rosemount name
more clearly and make it higher profile.
3
4
5
6
7
8
9
IThe rose can go but the shamrock should stay!!
10
11
12
13
14
1 think it is important to maintain the Irish reference because of its tie -in to the
15
school logos. It also offers consistency in the name "Rosemount" which is of
Irish origin. I like the circle design.
16
11 like the logo!
17
Being a transplant to the area of Rosemount I do not understand the
message of the shamrock. I would beliee that it has to do with the Irish
immigrants to the area. With the growth of residents to the Rosemount
18
community I do not feel "Irish" is the predominate nationality and the name
has been outgrown. Maybe a new theme could be "Eyes Are Shining," and
maintain the rose.
19
I'm not a creative person. I do like the current logo.
20
21
Logo must contain Irish heritage. The rose is not that important.
More done at X -mas time, not just Lepreachan Days and Memorial Day. This
22
is a wonderful town.
When the rose in the center of the logo was agreed with, it was okay. Once it
was on the street banners and hung on poles the rose was difficult to see. It
23
can be eliminated. With our population growth most people probably have no
idea about the logo.
Logo needs updating. Marketing theme is not "roses" but other aspects of
24
our city.
25
1 suggest we keep Rosemount's logo on the Website (circle logo in word
"Rosemount ") If you read the comp guide plan history -- we are an Irish
26
community -- through & through -- our lakes -- (Keegan, etc.) our streets -- our
schools -- we cannot change our roots or our identity. Slogan "Coming Up
Rosemount" needs to go.
I feel we are established and we are recognized by our current logo. It has a
27
unique design and overall is very appealing. It represents 1/2 of our heritage.
28
29
Be consistent in its use!
30
Maybe without the stem h different rose Four leaf clover shamrock?
1 may not be Irish ethnically, but I thoroughly enjoy being Irish by association
31
through the City of Rosemount. Thank you!
32
4ROSEMOUNT
MINNESOTA
City of
OSEMOUNT
Minnesota
ROSEMOUNT
All designs Copyright 2004 City of Rosemount
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