allen county power point final
TRANSCRIPT
8/9/2019 Allen County Power Point Final
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Lima – Allen County, OH
BrandPrintFinal Brand Identity Guide
Presentation
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Some Historical Background
• In late 2007 The Ohio Department of Transportation (ODOT) notied the City of the
plans to redo the I-75 corridor from Auglaize
County to Hwy 81 and offered the City and
County could provide input to the design of the
interchanges and potential sound walls. However,
this input for consideration had to be provided in
a quick time frame to ODOT for inclusion intotheir planning.
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Next Steps
• Mayor David Berger organized multiple forums whichbrought together local business owners, non-prot Arts
and community leaders and citizens along with City and
County ofcials to discuss past initiatives and efforts. And
where we would go as a community in this opportunity toput our suggested images along the I-75 Corridor that
borders our area. From the mid 1980’s until today, 17
different initiatives and projects have been launched to
enhance and display our community image. While all were
sincere efforts none had proven to have a lasting message
or galvanize our community pride.
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Final Step
• The outcome was to focus on selecting an organization tolead this initiative. The Allen County Chamber of
Commerce Foundation stepped forward to be the host.
An RFP was issued with local and non-local companies
responding. After thoughtful due diligence the company-North Star Destination Strategies- was selected as the
vendor of choice to complete the research and deliver us
an outline.
• The following slide highlights some of their more than 100
clients who they have served throughout North America.
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Client List
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North Star Clients
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Advertising/Creative people who ignore research
are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
Understanding that North Star conducted more
than 21 different pieces of research on behalf of
Lima-Allen County.
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Understanding
Insights
Imagination
Consumer
Community
Evaluation
Competition
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The results of that research pointed
– like a compass – to a set of
observations or insights
about Lima-Allen County.
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Insight
Opportunity + Ability = Capacity
Capacity = Power to Produce and
Perform
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Insights
Lima-Allen County has the opportunity and ability –
the capacity – to create and take advantage of a
strong and preferred future.
“Lima has a plethora of capacity: educational, intellectual,
entrepreneurial, innovation, manufacturing, healthcare,
community integration, agriculture, youth, diversity,
and even fun.” – Perception Study
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• Remember, a brand is not created; it is discovered
within the spirit of a place.• Brands uncovered in this manner are endorsed
and absorbed by their communities due to their
fundamental truth.
• Your brand is what people say when you are not
around.
• Branding is what you do about it; it is the practice
of managing your reputation
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Branding imposes creativity, consistency, truthfulness and
effectiveness into a wide range of activity.
– Development and promotion of tourism
– Inward investment
– Recruitment and trade
– Packaging exports
– State relations
– Social and cultural policy
– Urban and environmental planning
– Economic development
– Membership of national bodies
– Sports
– Media management
– And more.
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Branding is…
80% Innovation
15% Organization
5% Communication
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• This strategic brand platform should serve as thefoundation for all brand-based communications
and activities that follow.
• The most critical line in this platform is yourpoint of difference. That is the essence of Lima-
Allen County, the dening factor, your competitive
identity.
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Lima-Allen County, OH
Brand Platform
For industrious people who embrace Midwesternvalues and a strong work ethic, Lima-Allen County,
at the intersection of interstates, highways, andrailways in northwestern Ohio along the Ottawa River,is a place where capacity energizes diverse thinkers anddoers to fuel advancement, generate momentum, andcultivate strength.
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Chosen Concept
Real American Strength
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Logo and Strapline
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Alternate Logos
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Are you familiar with the post-war reconstruction illustration of the
40’s and 50’s? This concept usesclassic, mid-century illustration to underscore
Lima-Allen County’s hard work ethic and timeless
values. It stops the reader by connecting to them viscerally with
energy and enthusiasm.
Strategically it makes the connection between the optimism and
success of post-war America and
Lima-Allen County’s approach to success and values.
Because the iconic style is retro, it is appealing to both boomers andGen X and Y. The power of the illustrations speaks to the area’s
strength where opportunity meets ability.
Real American Strength Concept
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Image Ad
T i Ad
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Recommended strapline:
Real American
Strength.
The strapline, Real American
Strength , points to theintellectual, creative, physical,
industrial, and human strength
present in
Lima-Allen County. More than
physical strength, the line
communicates the strength of character in the people of Lima-
Allen County.
Tourism Ad
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Economic
Development
Ad
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I-75 Corridor Applications
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I-75 Corridor
Applications
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I-75 Corridor
Applications
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“Possible Bridge Design”
• Another visual
example of
potential bridgeand sound wall
designs
incorporating theLima-Allen County
Brand.
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I-75 Corridor
Applications
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I-75 Passage Way
• Do we see an
opportunity to
leverage our localand national
trucking companies
as rollingbillboards?
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Outdoor Applications
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Entryway
Signage
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Pole banners
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GTV2 Panel
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Merchandise
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Awards/Gifts
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Merchandise
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E-Newsletters
Economic
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Economic
Development Folder
Chamber f C mmerce
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Chamber of Commerce
Membership Folder
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Visitor Guide
L tt h d d
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Letterhead and
Business Cards
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Web Portal
We own the
URL -- Real
AmericanStrength.com
Website
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Website
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Our Web Site Design In Progress
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Web Site Design
COLOR PALETTE
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COLOR PALETTE
The color options for Lima-Allen County are grounded in strong
colors with complementary shades of true American character.
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As Lima-Allen County rolls out her new brand, North Starencourages you to use words and language in your
presentations and communications that are
representative of this identity.
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Descriptive Vocabulary
Hardworking Industrial Grounded
Rooted Self-reliant Humble
Generous Strong Cultural
Agricultural Practical Affordable
Convenient Persevering Active
Agile Determined Enterprising
Nimble Instrumental CooperativePromising Inventive Innovative
Creative Resourceful Educated
Central Groundbreaking Ingenious
Inspired Inuential Remarkable
Established Historic SharpSkilled Qualied Supportive
Advantageous Powerful Able
Caring Tough Independent
Imaginative Capable Well made
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Understanding
Insights
Imagination
Consumer
Community
Competition
Visitors
InfrastructureCommunity
Business
Organization
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Branding Steering Committee
• The Brand Steering Committee meets
every Friday to discuss planning and
progress for brand implementation.• The community members are; Jed Metzger,
David Berger, Christine Pleva, Sam Bassitt,
Stephen Johnson, Marcel Wagner, Jeff Sprague, Bruce Opperman and John Puente.
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Brand Action IdeasYour nal BrandPrint Report includes dozens of ideas. Here is a sampling.
Organization:
• Put together a Market Lima-Allen County Partnership – Develop a “Market Lima – Allen County Partnership” comprised of public, private and non-prot sector
organizations of all sizes interested in marketing Lima – Allen County for future growth and success. Membersshould include all public and private sector entities including the City of Lima, the Lima Chamber, AEDG, theCVB, Delphos, Spencerville, Bluffton, the townships, the Civic Center, the Fairgrounds, hospitals, schools, retail,banking, hotels, attractions, manufacturing, technology, Council for the Arts of Greater Lima (along withrepresentatives from the symphony, theatre and museums), restaurants, etc.
• Appoint a Brand Manager
– The most important contribution Lima – Allen County can make to the ongoing success of your brand isappointing/hiring a brand manager to champion the process. Without a designated employee to handle brandresponsibilities, it is easy for the brand message to fall through the cracks. This individual can be designatedfrom within or brought in from the outside. Brand management duties can be all or part of he or she does (forexample, he or she could also serve as public information ofcer for the city).
• Brand stationery – Reprint the letterhead, cards, envelopes and folders for all public organizations to reect the brand. Make a
production out of presenting employees with the new branded materials. For example, sponsor a RealAmerican Strength lunch featuring the most American foods (hamburgers, corn on the cob, cherry pie) and
pass out Real Strong Stationery. Set a roll-out date after which only the new materials may be used.
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Additional Brand Action Ideas
• North Star recommends that the strategies and tactics associated with brandimplementation generally fall into ve distinct categories.
Visitors
Infrastructure
Community
Business
Organization
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Additional Brand Action Ideas
Infrastructure: • Invest in pole banners
– Pole banners are not an afterthought or a throw-away – they are an important piece of the
overall feel of your downtown area. And they are a relatively inexpensive way to start to
develop a more updated downtown feel. Create a complete brand strategy for pole banners.
This strategy should cover downtown in particular, but should also deal with pole banner
usage in outlying parts of the community.
• Serve it up on 75 – Catch visitors with your message as they are coming and going. Implement the new brand
visually along the redesigned I-75 corridor (beyond bridge renovations).
• Identify opportunities – Successful brand implementation requires the best use of available resources. Lima – Allen
County owns a number of assets ideally suited for high-prole presentation of the brand.
Display the brand on those city-owned physical assets that would be most relevant. Water
towers, downtown corridors, city or county-owned vehicles, sidewalks, light posts and
government buildings are good selections.
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Additional Brand Action Ideas
Community: • Give the gift of tness
– In conjunction with trainers and dietitians, develop a community-wide tness program called
“Real American Strength” that can be administered through corporations, hospitals and
schools. Partner with relevant members of the Market Lima – Allen County Partnership to
fund the program (hospitals, doctors, health clubs, etc.).
• Celebrate Reel Strength – Help residents embrace the spirit of the brand with a series of community events. Market
events via the portal website, the e-newsletter (Now THAT’S strong!”), the newspaper, etc. A
few ideas:
– A “Reel American Strength” lm festival featuring cinematic heroes who embody strength.
Include icons like John Wayne, Clint Eastwood and Katharine Hepburn; movies about heroes
like Apollo 13, Norma Rae and North Country and movies about heroic characters likeBatman/Spiderman/Wonder Woman and Harry Potter
– A “Reel American Classic Bass” shing tournament with categories for adults and kids
– A strength in numbers a community-wide event where contestants attempt to break a world
record. Either invite participants to try for the record of their choice or pick a record and
invite residents to come watch or take part.
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Additional Brand Action Ideas
Community: • Create a civic award
– Either develop a “Real American Strength” civic award or rebrand your existing award to
recognize those regular citizens who go above and beyond. (Could also call it “Force for
Good” award.) Hire a local artist to illustrate each winner (like the iconic post-war posters).
Present each winner with their poster at a special dinner. Display the entire series of posters in
City Hall. Include the names of the recipients along with a description of their deed on yourwebsite.
• Joining forces for good – There truly is strength in numbers. Encourage large groups of residents to join forces for the
good of the community. Focus on initiatives like neighborhood revitalization, Habitat for
Humanity house building, corridor clean up, community gardens, blood drives, etc. To organize
your force for good, partner with churches, the colleges, Rotary Club and organizations likethe Apollo Career Center.
Additi l B d A ti Id
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Additional Brand Action Ideas
Visitors:
• Pursue relevant conventions and meetings – Use your brand as a hook to pursue certain conventions, meetings, events and competitions
whose missions are in synch with the brand. Convention ideas include body building, yoga,
endurance and strength training, reghting, defense industries, manufacturing, metal working,
etc. Competitions include body building, weight lifting trials, Iron Man or half Iron Man,
marathon, reghting, regional debate tournaments and science fairs.
• Create a strong tour – Evaluate all attractions in Lima – Allen County for their relevance to both the soft and hard
sides of strength. Package attractions together in a two-day “Strength Tour.” Market the
packet on your portal website, on the CVB website and in the Visitor Guide.
• Build your database
– Every encounter with a visitor or a prospective visitor is an opportunity to obtain an emailaddress to expedite future marketing efforts. Collect addresses online (offer giveaways to
increase participation), at special events, at attractions, at hotels and restaurants, etc. Use the
database to send a customized email newsletter (Call it, “Now THAT’S strong!”) about events,
specials, festivals, etc.
Additional Brand Action Ideas
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Additional Brand Action Ideas
Visitors:
• Develop brand merchandise – One of the best ways to introduce your brand is with promotional items such as t-shirts, hats, bottled water,
license plates, etc. Here are a few unique to Lima – Allen County (remember to brand them all with your logo
and line):
– Mugs with handles shaped like half a gear
– Strong, robust coffee
– Christmas ornaments in the shape of interlocking gears.
– Work-out bags with the line, “Get it in Gear” along with the logo and line.
– Clocks or watches with visible working gears
– Belt buckles with the line in the shape of the shield
– Branded java wraps with the logo and l ine on one side. For the other side, sponsor a contest through the
website and coffee shops soliciting resident’s thoughts on what “strong” means to them. Feature the best
responses on the back of the wrap.
– Note pads, place mats, and napkins with room for doodling imprinted with “Strong ideas.”
– Rubber bracelets (like the LiveStrong bracelets) in brand colors imprinted with Lima – Allen County . . . Real
American Strength. Also considering adding the portal URL to the line. Make the bracelet super special by die
cutting the edges to replicate gears.
– Muscle shirts
– Tattoos (real and temporary)
– Weight belts
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Business:• There is a direct relationship between the success of your community brand
and the businesses that call Lima – Allen County home. Strategies and tacticsin this section are two-pronged. Some address the need to reach out toeconomic development prospects with branded messages. Others work toinvolve existing businesses in the growth of the brand. Specic tactics address
communications, events, promotions, merchandise, messaging, policy, publicrelations and more.
– Hold a brand roll-out meeting for businesses
– Host a meeting within the business community that introduces the brand and explains theimportance and impact of tourism and brand to Lima – Allen County’s growth. Lunch at a nicerestaurant can increase attendance (charge per attendee).
– Do not roll out the brand publicly until there is visible evidence of it throughout thecommunity. The more businesses can see the brand being put to good use, the more likely theyare to use it themselves.
Additional Brand Action Ideas
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