TOWNSHIP OF ESQUIMALT STAFF REPORT
MEETING DATE: July 15, 2024 Report No. ADM-24-035
TO: Committee of the Whole
FROM: Terése Finegan, Manager of Economic Development
SUBJECT: Economic Development Place Branding and Marketing Plan
RECOMMENDATION:
Recommendation
That the Committee of the Whole (COTW) recommends to Council that the Economic Development Place Branding and Marketing Plan be endorsed.
Body
EXECUTIVE SUMMARY:
Following Council's endorsement of the Economic Development Action Plan in October 2023, which included the development of a place branding and marketing plan, an RFP was issued, leading to the appointment of Kimbo Design as the marketing agency. Through extensive community engagement and research, the marketing agency has developed a marketing plan, brand, and logo for the specific purposes of economic development. This branding and logo do not replace existing corporate brands.
A representative from Kimbo will be presenting key findings from the research as well as a recommended marketing plan, brand, and logo. Staff are requesting that the COTW ask questions, provide feedback, and suggest any recommended changes prior to staff taking it to Council for adoption.
BACKGROUND:
In December 2023, an RFP for a Place Branding and Marketing Plan was issued. Nineteen submissions were received, with Kimbo Design being appointed as the marketing agency at a cost of $35,000.
Key objectives of the place branding and marketing plan include attracting investment, increasing tourism, fostering community engagement, and building stronger partnerships. The plan will guide the development of various marketing materials, which may include an Economic Development landing page/website and an Investment Prospectus.
ANALYSIS:
Esquimalt's Place Branding & Marketing Plan is a strategic initiative designed to elevate the township’s image and reputation, thereby attracting investment, tourism, and fostering community involvement. The plan involves comprehensive research, strategic development, and implementation to create a distinct identity for Esquimalt that will not only drive economic growth but also ensure a sustainable future for the community.
The objectives of the Place Branding & 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.
The accompanying presentation, playbook, and brand guidelines provide 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 Branding and Marketing Plan be endorsed.
2. That the COTW provide alternative direction to staff.
COUNCIL PRIORITY:
• Strong Relationships and Partnership
• Diversified, Thriving Economy
• Engaged, Healthy Community
FINANCIAL IMPACT:
The 2024 budget includes $35,000 for this place branding and marketing plan, as well as $20,000 for additional marketing materials.
COMMUNICATIONS/ENGAGEMENT:
• There has been extensive community engagement and research conducted from January through March 2024, including interviews and open houses, in order for the marketing agency to develop this brand, logo, and marketing plan.
TIMELINES & NEXT STEPS:
• The Manager will update the place branding and marketing plan with any of the COTW’s suggested changes and bring forward a final place branding and marketing plan to Council in September.
• The place branding and marketing plan will lead the tone and content of any communication, marketing materials and website development from the Economic Development division.
REPORT REVIEWED BY:
1. Ian Irvine, Director of Finance, Reviewed
2. Sarah Holloway, Deputy Director of Corporate Services, Reviewed
3. Dan Horan, Chief Administrative Officer, Concurrence
LIST OF ATTACHMENTS:
List all items attached to the Staff Report
1. Esquimalt - New Logo & Brand Presentation (Kimbo Design)
2. Our Esquimalt Playbook and Marketing Plan
3. Esquimalt Brand Guide V4