TOWNSHIP OF ESQUIMALT STAFF REPORT
MEETING DATE: November 18, 2024 Report No. ADM-24-073
TO: Committee of the Whole
FROM: Terése Finegan, Manager of Economic Development
SUBJECT: Economic Development Place Brand and Marketing Plan
RECOMMENDATION:
Recommendation
That the Committee of the Whole recommends to Council that the Economic Development Place Brand and Marketing Plan be endorsed as presented.
Body
EXECUTIVE SUMMARY:
At the Committee of the Whole (COTW) meeting on July 15, 2024 (Staff Report ADM-035), a representative from Kimbo Design shared the key findings from the place branding community open house and research, as well as a proposed marketing plan, brand, and logo. The COTW offered valuable feedback which informed the next steps for developing the visual elements of the Economic Development place brand.
Esquimalt's Place Brand & Marketing Plan is a strategic initiative designed to elevate the Township’s image and reputation, thereby attracting investment and tourism and fostering community involvement.
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BACKGROUND:
Further to the COTW meeting, Kimbo Design consultants and staff conducted extensive testing on variations of the initial logo designs with a sample group from the four target audiences identified in the Esquimalt Playbook.
Testing included a method known as split testing, or A-B testing, which compares two versions of a webpage, product, or marketing asset to determine which one performs better. In this process, two variants (A and B) were shown to different segments of users simultaneously.
Following the feedback received from the A-B Testing, the visual elements were completely redesigned.
Additional testing was conducted, resulting in full endorsement of the attached logo from the target audience user groups.
ANALYSIS:
The primary objectives of the Place Brand and Marketing Plan are to attract investment, boost tourism, enhance community engagement, and strengthen partnerships. This plan will serve as a framework for developing various marketing materials, which may include an Economic Development landing page or website and an Investment Prospectus.
The objectives of the Place Brand & Marketing Plan are to:
1. Enhance image and perception.
2. Attract investments.
3. Increase tourism.
4. Foster community engagement.
5. Develop a unique identity.
6. Support economic development.
7. Build a sustainable future.
8. Strengthen partner relationships and collaboration.
At the COTW meeting the re-designed logo and brand guidelines will be presented.
Attached to the Staff Report is the playbook and marketing plan which provides a comprehensive overview of the methodology and market research conducted.
OPTIONS:
1. That the Committee of the Whole recommends to Council that the Economic Development Place Brand and Marketing Plan be endorsed as presented.
2. That the COTW provide alternative direction to staff.
COUNCIL PRIORITY:
• Strong Relationships and Partnership
• Diversified, Thriving Economy
• Engaged, Healthy Community
FINANCIAL IMPACT:
None.
COMMUNICATIONS/ENGAGEMENT:
The Place Brand and Marketing Plan will lead the tone and content of all communication, marketing materials and website development for the Economic Development division.
TIMELINES & NEXT STEPS:
Staff will bring forward a final Place Brand and Marketing Plan to Council for endorsement.
REPORT REVIEWED BY:
1. Ian Irvine, Director of Finance, Reviewed
2. Sarah Holloway, Deputy Corporate Officer, Reviewed
3. Dan Horan, Chief Administrative Officer, Concurrence
LIST OF ATTACHMENTS:
1. Esquimalt - The Place to Be. Logo & Brand Guide Presentation
2. Esquimalt - The Place to Be. Playbook and Marketing Plan