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Home My WebLink AboutPresentation at Workshop Part 1BRILLIANT BRANDS. MAGNETIC MARKETING. PUBLIC ENGAGEMENT  SYNTHESIS AND FINDINGS REPORT 06:16:2015 EXECUTIVE SUMMARY EXECUTIVE SUMMARY Public engagement initiatives, review of neighboring cities/places, and communications received from passionate Cape Canaveral enthusiasts resulted in the following core ﬁndings which fuel the branding strategy for the City of Cape Canaveral: +There is signiﬁcant positive sentiment for City staff and their recent efforts to advance and improve the quality of life and business vitality of Cape Canaveral. +Cape Canaveral residents are passionate about their city, yet are not currently united in vision and plan for Cape Canaveral’s future. Cape Canaveral is bursting with diverse, contrasting resident opinions as to what needs to change and the things that should remain the same. The varying opinions are mostly divided between life stages of the residents: those who are beginning their families and careers, and those who are beginning or enjoying their retirements. +Residents do rally and unite around the vision statement: http://www.cityofcapecanaveral.org/index.asp? Type=B_BASIC&SEC=%7BB43BE812-0587-4247-9EEE-9B891F02F686%7D +Some expressed that Cape Canaveral is seen as a pass-through, a space between point A and point B, but not the ultimate destination. EXECUTIVE SUMMARY +Beaches, Port Canaveral, small town, friendly, quiet, and community are the most common words many used to describe the identity of Cape Canaveral. +Drug activity, only rocket launches, the same as Cocoa Beach, and dilapidation are the most common misconceptions many noted about Cape Canaveral. +The beach, Port Canaveral, space program, parks/trees, friendliness, and recent improvements/growth are the things that make the public the most proud of Cape Canaveral. +Cape Canaveral’s neighboring cities—namely Cocoa Beach and Cocoa—are investing in their online positioning and strengthening their competitive edge through user-friendly, inspiring websites that showcase their lifestyle and business sides in optimal ways. +Sun, space and sea, the tagline in the City’s seal, are vital threads of Cape Canaveral’s story, as feedback from community outreach efforts supports. When people consider what deﬁnes Cape Canaveral, makes it unique, and magnetizes them to call it their live, work, play, or explore destination, most of the sentiment is traced back to sun, space, and/or sea. +Space remains an integral part of Cape Canaveral’s identity. While the current space program and landscape have evolved from their original forms, Cape Canaveral continues to be a launchpad and home for the aerospace industry. COMMUNITY BRANDING WORKSHOP COMMUNITY BRANDING WORKSHOP Purpose +Engage the Cape Canaveral community in the City’s rebranding efforts as a source of creative ideas and local values +Understand what the local community deems necessary for their support of the new brand Date, Time, Location +February 3, 2015 from 6pm to 8pm Participation +87 attendees Summary Workshop participants enthusiastically provided feedback during all the interactive and individual writing exercises., both interactive exercises and individual writing exercises. Common themes across these groups included: +An appreciation for Cape Canaveral’s natural resources—the beach and the river +The desire to preserve the small town sense of community Cape Canaveral’s new brand should encompass these assets as well as position the city for targeted development and managed growth. KEYWORD EXERCISES  A beach ball was tossed around the room to encourage brainstorming. Each person who caught the ball gave words that described Cape Canaveral’s history, present, and future or their live/work/play experiences. PROFILE WORKSHEETS  The proﬁle worksheet was used to learn more about the workshop participants and their connections to Cape Canaveral. The comments from 69 completed worksheets were tabulated to distill basic demographic data and reveal common themes about the participants’ experiences, sentiments, and perspectives. PROFILE WORKSHEETS: DOMINANT THEMES Beaches got 36 responses Nature got 32 reponses Quality of life got 23 responses Sense of community got 15 responses History got 4 responses Space got 4 responses Technology/Engineering got 3 responses Business/job creation for 18 reponses Pro-development got 26 responses A1A improvements needed got 9 responses Anti-development got 6 responses Figures on this page are derived from the number of participants who expressed one or more of these sentiments in their free-form comments. Not all attendees completed a worksheet. PROFILE WORKSHEETS: KEYWORD USE 12 people used Bikable as a keyword 11 people used Beach as a keyword 7 people used Walkable as a keyword 5 people used Restaurants as a keyword 5 people used Nature as a keyword 4 people used river as a keyword Figures on this page are derived from the number of participants who used keywords developed during the workshop in their free-form comments. Not all attendees completed a worksheet. MY CAPE CAN ____  Participants were asked to ﬁll in the blank with what their cape can do. MY CAPE CAN ____ +honor and celebrate its heritage +history & plan for progressive, relevant future +have fewer gas stations in 1.9 sq miles, learn from Cocoa Beach +wow me +succeed +be a destination +step into the future +support a 5 star hotel +support more bars and restaurants +attract new blood +improve itself +build sidewalks +attract artistic community +remain unique +have a boardwalk +keep trees +be the place to live in Central Florida +revere the past about prehistoric man wholived here 500-12,000 BC +cultivate green space +build work-live spaces +create +have a city center +be a beautiful beach town with pedestrian area, restaurants, bars, family-friendly +launch dreams +impose uniform beautiﬁcation standards for businesses (also force out vagrants) +be more than A1A and outdated strip malls +create exotic gardens +cultivate +beautify A1A +put in walkways to create a city center feeling +modernize storefronts (see Cocoa Village) +be a Cocoa Village on the beach +be a fun port of call +expand on the natural beauty of the island life +inspire +keep beach clean +smarten up +have a city center +live in harmony with nature +grow victory gardens +preserve its natural and historical resources +have a natural park (not man-made) +grow +have less drive-thru and more stay here & play +outshine neighboring Cocoa Beach +lead +soothe +improve bike paths +make its mark on the map +keep it quirky +showers at beach entrances MESSAGE IN A BOTTLE Workshop attendees participated in a creative exercise to write an open letter to Cape Canaveral. While a few expressed frustration and skepticism about current issues, most letters were positive and optimistic about the future of Cape Canaveral. OPEN LETTERS: DOMINANT THEMES +Beaches +Nature, environment +Quality of life +Relaxation +Slow pace +Small town +Sense of community +History +Space +Technology/Engineering +Pro-development +Anti-development +A1A improvements needed +Business environment/job creation +Location +Port +Accessible to regional assets like airport +Walkable +Bikeable PUBLIC SURVEY PUBLIC SURVEY Purpose +To give Cape Canaveral residents and stakeholders an opportunity to provide written input on the city’s branding initiative +To collect demographic data on survey respondents to better understand Cape Canaveral’s stakeholders who live, work, play, or vacation in the city +To provide Cape Canaveral residents and stakeholders with multiple ways to participate in the branding initiative at their convenience by providing online and print versions of the survey Period The online and print surveys were available from December 2014 through March 2015 Participation 487 print and online surveys were submitted Public Outreach +Creating an inclusive public input process was a primary goal of the branding initiative. The survey was designed to be a convenient way for a large number of Cape Canaveral residents and stakeholders to submit detailed responses and ideas. Both online and print versions of the survey were available to accommodate residents with and without computer/internet access. +Brand ambassadors were recruited to assist city staff with promoting the online survey and distributing the print surveys at six city events from December 2014 through February 2015. Prismatic created branded t-shirts and a table drape to help the brand ambassadors promote the branding initiative and encourage participation in the survey. The My Cape Can social media channels were also used to promote participation in the survey. PUBLIC SURVEY Survey Response Findings Overview +Most respondents were Cape Canaveral residents who have lived in the city for more than ﬁve years (76%) +Most respondents do not work in Cape Canaveral (42.1%) or are retired/unemployed (24.8%) +Only 6% of respondents regularly attend city council meetings. 34% attend occasionally and 60% never attend city council meetings. +The top ﬁve words respondents use to describe Cape Canaveral are: beach, friendly, quiet, beautiful, fun +Common misconceptions about the city (ranked): drug problem, same as Cocoa, Space Center located in the city, lacks sense of community +Respondents are most proud of: beaches, the port, space industry, parks, friendly community +For the city to realize its fullest potential, respondents think the city needs: A1A improvements, restaurants, parks, beach preservation and business growth +243 respondents provided email addresses and opted-in for email communications PUBLIC SURVEY 1. What is your connection to Cape Canaveral? 351 said Live 134 said Work 221 said Play 42 said Vacation 2. If you are a resident, how long have you lived in Cape Canaveral? 4% said <1 year 27% said 1-5 years 19% said 6-10 years 13% said 11-15 years 38% said 15+ years PUBLIC SURVEY 3. If you work in Cape Canaveral, in which industry do you work? 6% said hospitality 3% said tourism 3% said retail 11% said real estate 6% said professional services 4% said healthcare 6% said technology 3% said engineering 15% said government 43% said other 4. How often do you attend City Council meetings? 6% said regularly 34% said occationally 60% said never PUBLIC SURVEY 5. How would you describe Cape Canaveral’s brand? 58 said Space 39 said Beach 21 said Community 9 said Small Town 9 said Nice 8 said Outdated 8 said Friendly 8 said Business Sample Responses +So many improvements have taken place over the years, and while it's not exactly where it wants to be, we have a city government that cares enough about its residents and its reputation that it continues to ask for help in planning and implementing improvements which will enhance our quality of life. +A little gem between the Port and Cocoa Beach. +I see Cape Canaveral as a beach-town where you can occasionally see a rocket launch - something you don't see in other beaches. +Kinda outdated. Should be more progressive with sights set on Mars and Space Exploration and a booming space port as well as the largest cruise passenger terminal in the world. +Needs updating and promoting the city is needed +I don't believe it has a current brand. Most people only know that it is located on the beach or next door to the Cape launch area +Not sure what it is, ofﬁcially. Unofﬁcially, it's negative. People think of it as a tacky, transient town. +It's a good image, all the activities, rockets, restaurants, port, launches, wonderful place to be. PUBLIC SURVEY 7. What 5 words would you use to describe Cape Canaveral? 132 said Beach 90 said Friendly 64 said Quiet 45 said Beautiful 43 said Fun 22 said Space 38 said Clean 31 said Sun 32 said Safe 24 said Relaxed 27 said Port 19 said Community 22 said Peaceful 15 said Ocean 15 said Convenient PUBLIC SURVEY 8. What are common misconceptions about Cape Canaveral? 50 said Drugs 41 said Same as Cocoa Beach 33 said Only launches/rockets 34 said Space Center located here 8 said Lacks sense of community 8 said Run down 7 said Only gas stations 7 said Low income 7 said High crime 6 said Cape Carnival 5 said Low rent 5 said Park 4 said Cruise ships 4 said Cape Kennedy PUBLIC SURVEY 9. What makes you the most proud of Cape Canaveral? 89 said Beach 36 said Port 35 said Space/NASA 30 said Parks/trees 33 said Friendly 31 said Recent improvements/growth 16 said Community 18 said History 10 said Small town 9 said Location 7 said Great place to live 7 said Great place for families 6 said Potential 8 said Public events/recreation PUBLIC SURVEY 10. What do you like best about your experiences in Cape Canaveral? 125 said Beach 29 said Port 33 said Friendly/relaxed 24 said Park 23 said Access 25 said Small town 17 said Walkable 12 said Cruises 1 said Weather 16 said Many things to do 10 said Nice place 9 said Near Orlando 8 said Fun 4 said Inexpensive 4 said Peaceful PUBLIC SURVEY 11. What is currently missing in Cape Canaveral that would be important for it to realize its fullest potential? 47 said A1A Improvements 45 said Restaurants 43 said Park 32 said Business growth 28 said Community 27 said City Center area 37 said Cleanliness (presidential streets) 14 said Art 22 said Family/kids' activities 8 said Nicer hotels 5 said Shops MYCAPECAN.COM MyCapeCan.com Purpose >To communicate with residents about the various ways to participate in the city’s branding initiative >Promoted and tracked registrations for the Community Branding Workshop Design >Custom website >Links to online survey, social media channels and ‘share with friends’ email form Results >Launched December 2014 >Primary source of information and registrations for workshop >Results through 5/31/2015 >2,766 page views >1,411 total visits >1,176 unique visits My Cape Can STUDENT ART CONTEST MyCapeCan STUDENT ART + WRITING CONTEST Purpose >Art + Writing contest focused exclusively on Cape View Elementary >To engage the future of Cape Canaveral - our children - in helping to share hopes and aspirations for our city’s future as well as attributes they love about Cape Canaveral >Secondary audience includes parents/guardians and teaching staff Results >Took place January 2015 with the deadline being January 30th >Total of 93 entries >23 art contest entries >70 other entries >Art was on display at the Cape Canaveral Public Library >Awards were distributed on May 1st, 2015 Artwork was displayed at the Cape Canaveral Library. [an example of the displayed artwork; this one is a child's portrayal of a zoo] [another example of the displayed artwork; this one is a child's portrayal of the SPCA] [another example of the displayed artwork; this one is a child's portrayal of a fruit stand and "fresh market" in Cape Canaveral; this picture contains a caption that states: "My Cape Can is we need a Fresh Fruit stand and a Fresh Market"] [another example of the displayed artwork; this one is a child's portrayal of an art museum] [another example of the displayed artwork; this one is a child's portrayal of 2 children greeting eachother in a plain of grass with one tree and then being bored; there is a caption that states: "I like that Cape Canaveral is Kid friendly." and another caption that states: "I wish that Cape Canaveral had more parks with equipment."] [another example of the displayed artwork; this one is a child's portrayal of a bicycle, with the caption: "Riding Bikes"] [another example of the displayed artwork; this one is a child's portrayal of a cruise ship] STAKEHOLDER INTERVIEWS STAKEHOLDER INTERVIEWS Purpose To hear ﬁrsthand accounts of stakeholders’ experience doing business in Cape Canaveral Participation Six prominent Cape Canaveral business owners were selected by the city and interviewed anonymously Interview Findings Overview +All interviewees expressed satisfaction that the city’s business climate has improved over the last several years +The economic development overlay was identiﬁed as a highlight of this progress +The slow speed of policy change and resistance of some council members to change were identiﬁed as hurdles +While ﬁve interviewees owned businesses in Cape Canaveral, only was business’s employees are primarily from Cape Canaveral. The other businesses have to recruit from outside the city, with some businesses recruiting nationwide to ﬁnd qualiﬁed candidates. +Only one stakeholder lives in Cape Canaveral, and this person is retired. All of the other ﬁve stakeholders live in competitor cities: three live in Cocoa Beach and two live in Merritt Island. +Stakeholders described the city’s current brand as dated or indistinguishable from Cocoa Beach. +Misconceptions about the city included: unfriendly business environment, drug problems and strip clubs, home of KSC, same as Cocoa Beach. +Reasons stakeholders choose to locate their businesses in Cape Canaveral include proximity to the growing port, access to transportation and tourism, and near one respondent’s home in Merritt Island. +Recommendations for improving the business environment include reducing red tape, enforcing codes consistently, improving the A1A corridor, attracting young professionals and families to live in the city, and choosing which of the city’s assets to highlight in the new brand and then being targeted with outreach messaging. INTERNAL ANALYSIS INTERNAL ANALYSIS Purpose To establish a baseline and context for the branding initiative by exploring Cape Canaveral’s current brand, creative assets, website and demographics. Data and Information Sources Nielsen data from 2014 was used for demographics comparison. Internal survey of Prismatic staff was used to rate the city website based on current agency design standards. Demographics Summary +Since Cape Canaveral shares a zip code with Port Canaveral, demographics for the two are combined. +Population: 10,347 +Median Age: 53.1 +Median Income: $40,800 +Consumer Spend: $250 MM +Consumer Spend ($/HH): $42,743 +Competitor demographics appear in the external analysis section that follows. CREATIVE ELEMENTS Current creative elements used by the City are limited to the seal, its tagline, and its colors. +City seal: Pays homage to the City’s history in aerospace, but also has the appearance of clip art and lacks sophistication in its visual appeal +Tagline: Many community members feel an afﬁnity to this tagline, but it does not differentiate Cape Canaveral from surrounding areas +Colors: The color palette is limited to blue and orange and must be expanded to better position the City of Cape Canaveral’s diverse offerings to a complex audience comprised of residents, businesses, and visitors CITY OF CAPE CANAVERAL: WEBSITE Summary The city’s current web presence includes a website and a Facebook page. Content for both platforms highlights city meetings, city events and residential information. In order to reach desired target audiences, content edits and additions should be made to clearly communicate with the business audience. Current Target Audiences Messaging on both the website and the Facebook page is targeted at current residents of the City of Cape Canaveral. City events and news updates are shared on both platforms. +Residents +Visitors Desired Target Audiences More information for businesses, both large and small, is needed. The current site has limited resources for small business. The site does not currently have any content for larger companies interested in opening a location within the city. +Business +Residents +Visitors EXTERNAL ANALYSIS EXTERNAL ANALYSIS Purpose To learn how Cape Canaveral compares to its competitors on demographics and web presence. Data and Information Sources Nielsen data from 2014 was used for demographics comparison. Internal survey of Prismatic staff was used to compare city websites based on current agency design standards. Competitors Summary +Cocoa Beach is Cape Canaveral’s closest competitor. While its median income is approximately $8,000/year less than Cocoa Beach, its aggregate consumer spend is $98 million less. Tourism in Cocoa Beach likely accounts for much of this difference. +Cocoa is signiﬁcantly less afﬂuent with a median income of $25,600 and consumer spend of $36,493. It is also a considerably younger city with a median age of 38.2. +Merritt Island is signiﬁcantly more afﬂuent than Cape Canaveral with a median income of $56,600 and median age of 49.9. +Titusville has a slightly higher median income of $43, 200 and slightly lower median age of 47. EXTERNAL ANALYSIS Consolidated Web Presence Findings +Five Prismatic staff members took detailed surveys to rate competitor websites based on agency standards. +Cape Canaveral’s website received four below average ratings for unappealing design and overwhelming amounts of text with inconsistent formatting that makes it difﬁcult to read. The website’s primary target audience is residents, then tourists, with information for businesses ranking last. +Cocoa Beach’s website was also rated above average for design, content and ease of navigation, though it targeted residents as the primary audience. Its responsive design set it apart from the competitor sites. +Port Canaveral’s website was the only one that targets businesses as a primary audience. It was rated above average for design, content and ease of navigation. +Titusville’s website received four below average ratings for poor content and difﬁcult navigation.