A Strong and Differentiated Brand Positioning for the City of Orillia. Presenta(on to the City of Orillia February 2, 2015

Transcription

1 A Strong and Differentiated Brand Positioning for the City of Orillia Presenta(on to the City of Orillia February 2,

2 Our team today Roanne Argyle Senior Vice President, Strategic Counsel Jean-Pierre Veilleux Brand Strategy and Creative Director 2

3 On today s agenda 1. Objectives for today 2. The process to this point 3. Positioning options 4. Next Steps Brand creative options Signage and wayfinding Consultation strategy and plan 3

4 ! Process review" 4

5 The process so far Process review 5

6 Process July 18 to September 16, 2014 Hosted public online survey High rate of participation (451 respondents), indicating an engaged public September 4, 2014 Held roundtable sessions with stakeholders (approximately 70 participants) two sessions with a collection of internal stakeholders two sessions with a collection of external stakeholders. Reviewed and synthesized data and information from broad variety of sources strategic initiatives documents and reports provided by Orillia, going back " to 1997 drafted a Preliminary Research Report summarizing sources and content of feedback, and capturing key themes moving forward Cursory audit of Ontario municipalities brands and positioning emphasis on comparables and/or neighbouring municipalities 6

7 POSITIONING THE ORILLIA BRAND 7

8 Key themes that emerged from the process WATER The waterfront/orillia s harbour/lakes/uniquely situated on two lakes. SUNSHINE Strong association with the town of Mariposa (modeled, it is believed, on Orillia) from Leacock s Sunshine Sketches of a Little Town. MARIPOSA See above INNOVATION/INGENUITY Referencing Orillia s innovative past CULTURAL EVENTS, FESTIVALS AND THE ARTS The City sees itself as a hub of cultural and artistic events 8

9 Key themes that emerged from the process NATURE Natural setting and well-endowed with natural amenities and beauty RECREATION Outdoor recreational and sports activities appealing to locals and tourists HERITAGE and HISTORY Occupies an important place in a historical context and the home of prominent Canadian figures LOCATION Ideally positioned at intersection of two highways / proximity to Toronto /on the way to cottage country / " a short distance to Barrie LIFESTYLE and AMENITIES Small town charm and feel and the amenities of a big city 9

10 Persistent challenges Social challenges Past consultations have been characterized by a notable reluctance to change. o Some of this due to difference between new and long-term / older and younger residents Retaining youth o Perceive City as boring at times / not much to do Highway 11 corridor creates division, splitting city in two Community frustration and skepticism around ability of Council to affect change o Repeated initiatives without change or tangible action E.g., centre of sports tourism (focus on where we want " to be tomorrow). = INNOVATION, CENTRE OF EXCELLENCE Recreation facility: Council s #1 priority is to deal with this issue 10

11 Persistent challenges Economic/infrastructure challenges Under-employment/lack of opportunities Retaining youth also related to lack of career prospects and job opportunities Downtown area in relative decline (not frequented enough) o Striving towards a revitalized/vibrant downtown area need better promoted and more higher-quality attractions (i.e. reasons to go) o Need more collaborative businesses o More convenient/consistent business hours in the downtown core Geographic/location challenges City gets by-passed by commuters on way to and from cottage country o Relative proximity (short distance) to Barrie and cottage country can be a weakness (i.e. no reason to stop) Orillia not viewed as a destination o Lack of awareness of the City and what it has to offer o Poor signage people don t know the City is there 11

12 Persistent challenges Opportunities Tourism o The casino is an asset to be better leveraged (employment and tourism) o The continued improvement of the downtown area and closer linkage to the waterfront are key o Adopting a pro-business stance to signal Orillia is open for business o Positioning Orillia as a location for conferences Signage and wayfinding o Ideal chance to give the City a face and unique presence o Signal to all who travel highways 11 and 12 exactly where the City is o Help people find their way to key destinations within the City Media o Partnerships with local media could be better utilized to promote and celebrate the City and community within. 12

13 Persistent challenges Threats Competition Orillia being bypassed in favour of neighbouring communities o Continued growth in Barrie to the south o Competition from cottage destinations (Muskoka in particular) to the north o Orillia needs clearer distinct identity to capture share of development Community Perception Many in the community see primarily the shortcomings, but Orillia has " many assets sought after by visitors. They need to be better promoted " internally as well as externally o Downtown area o Festivals and events o Museums and parks o Leisure and sporting activities o The lakes, the waterfront and marina o And more 13

14 Challenges in city branding 1. Complexity multi-layered stories 2. Wide range of stakeholders 3. Contrast between heritage and future 4. Spectrum of fundamentally different audiences and interests Orillia doesn t have one story to tell. " It has hundreds. 14

15 This is Orillia. All of it. 15

16 Defining the brand a framework INTERNAL COMPONENTS MESSAGING COMPONENTS CHARACTER" How others " experience us " and describe us? VISION A stretch goal that the brand aspires to. " It is future-oriented and answers the question: WHY WE EXIST? MISSION " What are we doing that creates value day-in, day-out. Answer the question: " HOW WILL WE ACHIEVE OUR VISION? PROMISE The promise that is made to our audiences. The key benefit(s)" they can expect without fail. POSITIONING How we address our target that makes us unique and highlights our value. VALUES What is really important to us. Beliefs that lead " to successful outcomes. 16

17 Vision and Values what exists presently VISION* A healthy and progressive community that respects people and promotes growth in a sustainable environment. CORE VALUES* We will respect our community spirit and lifestyle We will commit to a safe, caring and healthy community We will be fiscally responsible We will respect our past and embrace our future We will be a regional leader in economic development * City Council / Strategic Plan

18 The Broader Opportunity A most significant opportunity to be realized through the branding process will be to help build pride and a spirit of empowerment throughout the community by laying out an inspiring vision of a revitalized Orillia. To be viewed as achievable and to be shared by all, this vision of a not-too-distant future Orillia, must necessarily begin by instilling in residents, businesses and stakeholders, a genuine sense of pride in who we are presently. Pride in our heritage, in our strengths and capabilities, our uniqueness and true points of differentiation, and in our distinct character and flavour as a community is essential to become the city we know Orillia can be. 18

19 Brand themes 3 key directions emerge The Creative Sustainable City Future-oriented positioning Emphasis on innovation Environmental stewardship Fiscal responsibility Picks up on a number of the more progressive views and themes from the consultation Skews younger Aligns with key strategic priorities of the Strategic Plan Environmental stewardship Improve transportation Healthy communities Support business and industry Improving City s image Etc. The Lifestyle " Balance City Reflects more current status and strength Emphasis on access to amenities and convenience Lifestyle Fiscal and environmental responsibility Reflects more commonly held views as per consultation input Skews older Aligns with key strategic priorities of the Strategic Plan People first Healthy communities Enhancing wellness Improve transportation Environmental stewardship Improving City s image Waterfront improvement Etc. Mariposa " Sunshine Builds on the Mariposa brand and Mariposa themed attractions Primary focus on tourism and attracting visitors Cultural and sporting event-driven Focus on lake-oriented activities Moving toward a vision to make Orillia a year-round destination Builds on history and heritage Aligns with some key priorities of " the Strategic Plan People first Waterfront improvement Integration of downtown and Waterfront Increase in private investment in the downtown and waterfront Turn downtown into a thriving retail commercial sector

20 Brand Framework 1 The Creative Sustainable City CHARACTER" Vibrant and enthusiastic Youthful energy Active and Outdoors Creative thinkers Artistically-inclined Professional and knowledgeable Savvy, smart, industrious Welcoming, caring Accessible, approachable, " easygoing POSITIONING VISION To be a recognized hub of ingenuity and " creativity for business, leisure, culture and sustainable living in Central Ontario. MISSION To consistently seek to create better, more sustainable and innovative ways to provide our residents, visitors, businesses and investors the services and experiences they require, seek and deserve. PROMISE Orillia combines the advantages, opportunities and amenities of city living with the charm and ease of the countryside. The City is a hub of culture, creativity and entrepreneurial opportunity in Central Ontario and embodies an optimum blend of leisure, nature and " artistic experiences. Orillia is the destination of choice where culture abounds " and opportunity thrives in Central Ontario. VALUES" Collaboration Innovation Diversity of culture, beliefs and opinions Inclusiveness Sustainability Entrepreneurship

21 Brand Framework 2 The Balanced Lifestyle City CHARACTER" Active, Sports-" oriented and Outdoors Welcoming, caring " and " safe Accessible, approachable, " easy-going Creative thinkers Artistically-inclined Vibrant and energetic POSITIONING VISION VALUES" To be the city that offers the best " Quality of Life lifestyle balance in Central Ontario. Health and Fitness Safety and security MISSION Convenience To consistently seek to create new, better and more sustainable ways to provide our residents, visitors, Inclusiveness businesses and investors the adequate infrastructure and municipal, touristic and business services and Sustainability experiences they require, seek and deserve. Collaboration PROMISE Orillia is ideally situated at the junction of country and city living. It embodies the optimum blend of leisure, natural and cultural experiences, all within a progressive municipality that combines the advantages, opportunities and amenities of large urban centres with the charms of a small town. Orillia is the city that provides all the best Ontario has to offer.

22 Brand Framework 3 Mariposa Sunshine CHARACTER" Exciting Colourful Happy Welcoming Savvy Cool VISION To become and be recognized as " an inviting and event-filled place in " Central Ontario. MISSION Focus on the City's culture, " festivals and events. VALUES" New Tradition and " Heritage Surprise Wholesome " Family Values Friendly PROMISE Orillia is a premiere destination for recreation and culture, where visitors can expect to be entertained and delighted by a constantly evolving variety of events, activities and natural experiences. POSITIONING Orillia is Central Ontario s all-seasons sports, leisure and cultural celebration destination for the whole family.

23 The Process and Consultation Moving Forward Activities Timeline 1. Council to choose a brand framework February " Discussion/Decision on Holding Workshop (by Feb 9) 2. Development of visual identity options (3) based " on final brand framework and positioning Late February/early March 3. Presentation of Visual Identity options (3) to Council March 4. Signage and wayfinding concepts presented to Council March 5. Council to choose visual identity and signage concept March 6. Final presentation to Council Late March/early April 23