TOWNSHIP OF ESQUIMALT STAFF REPORT
MEETING DATE: July 15, 2024 Report No. ADM-24-035
TO: Committee of the Whole
FROM: Ter?se 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 comp...
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