TOWNSHIP OF ESQUIMALT STAFF REPORT
MEETING DATE: November 18, 2024 Report No. ADM-24-073
TO: Committee of the Whole
FROM: Ter?se 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 framewor...
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