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Home My WebLink AboutPrismatic City Council Presentation 2 17 15CITY OF CAPE CANAVERAL BRANDING INITIATIVE UPDATE 02:17:2015 STRATEGIC OBJECTIVES STRATEGIC OBJECTIVES +Develop a brand that positions Cape Canaveral as a desirable location to do business +Brand must also resonate with existing residents and business owners +Quality of life assets, especially beaches and river, should be reflected in the new brand +Brand should highlight the best of what Cape Canaveral has to offer today as well as communicate opportunity for growth in the business sector +Build upon Cape Canaveral’s historical legacy as the epicenter of aerospace technology and the true birth place of innovation and high tech in the broader multi-county region +Brand should leverage regional assets like Port Canaveral and access to Orlando International Airport GUIDING DOCUMENTS +City of Cape Canaveral Vision Statement from September 2009, Envision Cape Canaveral +University of Central Florida City of Cape Canaveral Community Survey from 2006 +City Branding Initiative RFP CAPE CANAVERAL VISION STATEMENT We envision: A bike-able and walk-able Cape Canaveral that retains and enhances its residential feel, characterized by low-rise buildings not more than 4 stories in height. This residential and business friendly atmosphere is one of a live-able, attractive, safe, secure, and sustainable coastal community that embraces the beach and riverside as the main amenities, and supports local culture and education. We envision: AIA as a “complete street” with a native-landscaped and tree-lined median with traffic calming elements and dark-sky street lighting. “Complete street” amenities include bicycle facilities, covered transit stops, and safe pedestrian crossings that invite pedestrians and bicyclists to access the beach, river, local neighborhoods and adjacent communities. Our improved “complete streets” will allow us to travel calmly to intimate waterfront destinations and a walk-able downtown core. Multi-use paths lined with shade trees should be wide enough for bikes and pedestrians and lighted so anyone can walk or bicycle safely anywhere in town, day or night. We envision: Welcoming community entrance features that create a sense of arrival and unique community identity. The “downtown” and other areas will contain an architecturally rich and unique mix of uses, with wide tree shaded sidewalks and umbrella covered café tables at restaurants and bistros where friends gather, interact, and enjoy drinks and dinner. We envision: A community that; removes or transforms blighted and unfinished buildings into attractive structures, offers city-wide green spaces, provides a pet-friendly park with ample shade, and actively recruits and supports businesses that enhance economic viability and serve our residents and visitors. We envision: Open shorelines and rivers accessible to the public including amenities that take advantage of the water, such as limited and quaint water-view establishments and intimate public gathering and entertainment places that may include pavilions, gazebos, or a performance stage. CRA BRANDING INITIATIVE RFP The primary goals/objectives to be achieved by the City Branding Initiative include, but are not limited to: Uniformity - The brand should convey a common message and image to audiences both within and outside the City of Cape Canaveral. City Identity/Pride – Identify and promote what makes the City of Cape Canaveral distinct and appealing in a nationally and regionally competitive environment for investors, businesses, retailers, tourists, visitors, and residents. Tourism, Trade, and Economic Development Promotion – Promote a healthy economy, attract private investment, new residents, and retain key businesses and creative talent. A defined message that will market the City of Cape Canaveral locally, statewide, nationally, and internationally as a great place to live, work, and play; the right place for development, redevelopment and investment; the perfect mix for a residential and business-friendly City; and a preferred destination place for tourists and visitors. Flexibility - The brand must be flexible and adaptable in order to meet the needs of a variety of Departments and municipal functions within the City as well as groups and businesses within the City in their specific marketing initiatives, while maintaining consistency with the overall brand. Endorsement - The brand must be authentic and resonate with citizens, businesses, and City groups within the City of Cape Canaveral in order to gain the broadest possible support for the initiative. STRATEGY TARGET AUDIENCES Brand messaging must speak to three distinct audiences and ranked in order of importance based upon stated objectives: 1.businesses 2.residents 3.tourists PUBLIC OUTREACH - PRISMATIC BUSINESS AND RESIDENT INPUT +Survey-online and in print +On- on-one phone interviews with community stakeholders +2- hour community workshop designed to create hands-on, interactive submission of ideas from citizens +Social media to support the initiative +Call to Artists to engage Cape View Elementary students +Removable “clings” installed in high visibility areas to promote the survey and branding initiative PUBLIC OUTREACH - CITY LEVERAGE EXISTING CITY EVENTS AND MARKETING MATERIALS +Identify potential brand ambassadors with the City who has regular access to residents and businesses as well as a location or platform for promoting the initiative visibly to their audience +Leisure Services Director Gustavo Vergara promoted outreach through the recreation center via posters, hard copy surveys, assistance with Brand Ambassador outreach at Leisure Services events such as Friday Fest and Movie in the Park, as well as promotion of the branding initiative to participants of Leisure Services activities +Co-market with existing city events via hard copy survey flyers +Additional communication opportunities: poster about the initiative as well as hard copy surveys in library and other public buildings/areas PUBLIC ENGAGEMENT PUBLIC ENGAGMENT MULTICHANNEL APPROACH TO OFFER RESIDENTS CONVENIENT WAYS TO PARTICIPATE +Website +Surveys +Brand Ambassadors +Social Media +Stakeholder interviews +Student art project with Cape View Elementary +Community Workshop ENGAGEMENT METRICS Public outreach and engagement metrics must include the two primary audiences of businesses and residents. REACH OF ENGAGEMENT +Number of survey responses both online and hardcopies +Participation in public outreach activities +Social media engagement +One-on-one phone interviews +Community Branding Workshop attendees +Media coverage in Florida Today Website Analytics +556 sessions +404 unique visitors +1,890 page views +3.4 pages per session +3 minute avg. session Online Survey +172 respondents Print Survey +104 respondents BRAND AMBASSADORS Volunteers +City recruited volunteers to assist with event outreach BRAND AMBASSADOR EVENT OUTREACH DATE TIME EVENT LOCATION Friday, December 5 6-10pm Friday Fest Canaveral City Park Saturday, December 6 6pm Light Up Cape Canaveral Xeriscape Park Saturday, December 13 7-9pm Reindeer Run Cherie Down Park Friday, December 19 7pm Movie in the Park Canaveral City Park Friday, January 16 7pm Movie in the Park Canaveral City Park Tuesday, February 3 6-8pm Community Branding Workshop Florida Beer Company BRAND AMBASSADOR T-SHIRT Volunteer ‘uniforms’ for events Facebook Branding & Analytics +217 current page likes +61 from Cape Canaveral +30 from Cocoa Beach +21 from Merritt Island +18 from Cocoa +17 from Orlando +12 from Titusville +66% women, 34% men Twitter +Less engagement than Facebook STAKEHOLDER INTERVIEWS INTERVIEW QUESTIONS 1. Can you please describe your experience doing business in Cape Canaveral? • Office location • Where are clients located? • Recruiting and hiring in CCC? 2. Do you live in Cape Canaveral? 3. How would you describe the business environment in Cape Canaveral? 4. How would you describe Cape Canaveral’s current brand (its image) in the business community? Any difference between local and regional perception? 5. What are common misconceptions about Cape Canaveral? 6. What makes Cape Canaveral your preferred place of business? 7. What could Cape Canaveral do to encourage the growth of existing businesses and to attract new businesses? CALL TO ARTISTS Student Participation +Cape View Elementary +23 contest entries +79 other submissions +102 total participants COMMUNITY BRANDING WORKSHOP Community Branding Workshop Tuesday, February 3 6pm-8pm Florida Beer Company 200 Imperial Boulevard, Cape Canaveral, FL 32920 RSVP: MyCapeCan.com Reserve your spot today! What does our city stand for? Feb. 3rd Workshop +87 attendees +Spike in online survey completion Feb.2-3 COMMUNITY BRANDING WORKSHOP Profile Worksheets +66 attendees completed demographics data and free response exercise COMMUNITY BRANDING WORKSHOP Message in a Bottle +Letters about Cape Canaveral COMMUNITY BRANDING WORKSHOP Print Surveys +Available at workshop +104 total to date COMMUNITY BRANDING WORKSHOP my cape can exercise +Wide participation by workshop attendees EARNED MEDIA Florida Today: Front Page +Front page story appeared 1.16.15 +Spike in Community Workshop registrations after article appeared +Spike in social media engagement EARNED MEDIA Florida Today: Online +Reporter Norman Moody attended +Story appeared online same evening NEXT STEPS 1.Synthesis of findings from public engagement. (Survey closes Feb.20) 2.Synthesis of competitive analysis 3.Creative brief 4.Brand platform •Visuals •Color palettes •Font selections •Brand story •Key messages •Campaign tagline •Keywords 5.Brand standards manual with guidelines for cohesive use 6.Launch of new brand