Agenda Item Wording:
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Receive an update on the City-wide marketing and rebranding project, including recommended logo and tagline, and provide input for next steps.
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Deadline for Action: 8/7/2023
Submitting Department: Administration
Contact Name and Phone Number: Allison Mackey, Communications Manager, 713-4535; Diane Davis, Human Resources Manager, 713-4575
Department Recommendation:
It is recommended that the Visalia City Council review the options presented and select the new City logo, mission statement, vision statement, brand promise, values, and tagline.
Background Discussion:
In previous action, City Council approved a City-wide marketing and rebranding capital improvement project. We the Creative (WTC) was awarded the contract for the project through a competitive bid process. The overarching goal is to update the City's identity, image, and brand to market the positive aspects of working for and living in the City of Visalia, as well as create a cohesive, modern, identifiable look to be used throughout the organization.
The process of rebranding began with a discovery phase examining the City of Visalia's strengths, challenges, personality, organizational culture, and key attributes. This phase involved WTC meeting with the City's project team, taking tours of the community, conducting roundtable discussions and focus groups that included City Council, City staff, residents, business owners, and staff from other stakeholder organizations.
Additional outreach included digital community surveys that were available to the public at large and were accompanied by targeted outreach to community partners such as Kaweah Health and the Visalia Chamber of Commerce and Tulare Kings Hispanic Chamber of Commerce. The results of the survey were reviewed and WTC then held further focus groups and one on one meetings to verify what the survey results had presented.
Ultimately, WTC found that there was a strong agreement that the results of ...
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