HomeMy WebLinkAbout65A - BRANDING UPDATEREQUEST FOR
COUNCIL ACTION
CITY COUNCIL MEETING DATE:
NOVEMBER 20, 2018
TITLE:
RECEIVE AND FILE PRESENTATION ON
NEW CITYWIDE BRANDING PLATFORM
{STRATEGIC PLAN NO. 3, 1E}
TY MANAGER
RECOMMENDED ACTION
Receive and File.
DISCUSSION
CLERK OF COUNCIL USE ONLY:
APPROVED
❑ As Recommended
❑ As Amended
❑ Ordinance on 1s' Reading
❑ Ordinance on 2nd Reading
❑ Implementing Resolution
❑ Set Public Hearing For
CONTINUED TO
FILE NUMBER
In April 2016, the City of Santa Ana hired North Star Destination Strategies to develop a community
brand and comprehensive implementation plan. The objective of this effort was to develop a clear,
strong and resilient brand identity that represents the varied attributes of the Santa Ana community.
The resulting brand messaging will place particular emphasis on:
• Encouraging residents of all ages to engage in community life, civic activities and recreational
interests
• Attracting, retaining and growing businesses
• Maintaining and enhancing the City's quality of life
• Expressing the unique identity of Santa Ana
As part of the initial phases of the project, North Star spent a significant amount of time engaging
and educating the community about the importance of branding and the impacts on both residents
and businesses in Santa Ana. There were several focus groups, internal interviews, and surveys
conducted with the local business and community stakeholders. A community -wide survey was
conducted to solicit perceptions of Santa Ana from the people that live and work here, as well as
an external perception survey given to people that do not live or work in Santa Ana. In total, over
1,000 respondents participated as part of the engagement efforts. North Star prepared a
comprehensive review of all relevant research, insights and recommended strategic position which
was presented to City Council in August 2017.
At the August 15, 2017 City Council meeting, the City Council approved a Creative Committee to
guide and inform the process of developing a new Citywide brand and logo. The Creative
Committee, consisting of one representative from the Santa Ana Chamber Economic Development
65A-1
New Citywide Branding
November 20, 2018
Page 2
Council, one representative from the Santa Ana Arts and Culture Commission, and one City
Council member worked collaboratively over several months to flesh out creative direction, explore
the role of different creative elements, and identify creative preferences. From those discussions,
the Creative Committee is recommending a new community brand, logo and tagline.
North Star will finalize the Implementation Plan for how the new brand will be rolled out and used
by the City. In order to implement the new brand, future funding will be necessary for marketing
and promotional materials.
STRATEGIC PLAN ALIGNMENT
Approval .of this item supports the City's efforts to meet Goal #3 - Economic Development,
Objective #1 (Implement a comprehensive Economic Development strategy), Strategy E (Partner
with local Chambers of Commerce, citywide business associations and the community to develop
a new branding and marketing strategy for the City).
FISCAL IMPACT
There is no fiscal impact associated with this action
Steven A. Mendoza
Executive Director
Community Development Agency
65A-2