CITY OF DUNNELLONHere, Everyone is Family

Problem StatementThe city of Dunnellon needs a way to rally its citizens. They feel disconnected from their community because the perception of the town discourages people from playing a more active role within their community.

Di�erentiationThe city of Dunnellon is a place that stands out from its neighboring communities through its unique points of interest, mainly in Rainbow Spring State Park and its Historic District as the center of the city. Simultaneously, small-town charm with traditional southern hospitality distinguishes this close knit familiy community.

Solution StatementThe creation of a unified brand identity that communicates the City of Dunnellon as a place of small-town charm with traditional southern hospitality for the purpose of stimulating a sense of unity and pride within its community.

Final IdentificationThe City of Dunnellon is a place that gushes small-town charm with an overall atmosphere of traditional southern hospitality.

Community ValuesFRIENDSHIP - Friends support us and they provide an unfiltered view of our actions when asked. Friends sustain us through di�cult periods and join us for the events we celebrate (Blackwell, 2008).COMPASSION - We are all part of this thing called the human condition. No doubt we have di�erent skin colors, religious preferences and political points-of-view, but at the end of the day, we still need to take care of one another (Blackwell, 2008).

Characteristics

WELCOMEFAMILY

FAMILY

Client ResearchClient DescriptionThe small town of Dunnellon is located on the Rainbow and Withlacoochee rivers and bills itself as the Treasure of the Nature Coast. Dunnellon has something to o�er everyone: from beautiful Rainbow Springs State Park and the awesome rivers to strolling the lovely tree lined streets of the Dunnellon Historic District. Spend your days on a river boat ride, tubing, swimming, kayaking down the river, fishing for that big bass or shopping for one-of-a-kind gi�s at the unique shops and antique stores (Visit Florida, n.d.).

Problem Statement & ExplanationThe city of Dunnellon needs a way to rally its citizens. They feel disconnected from their community because the perception of the town discourages people from playing a more active role within their community.

WHO IS AFFECTED?Residence who live in the town of Dunnellon, home owners and their families, the working community, the township itself, and the city’s youth.

WHAT IS THE PROBLEM?Dunnellon is in need of a reposition of who they are and what they have to o�er their residents. Currently they are a little-known town in Florida that su�ers of poor community spirit and participation. The way the town currently communicates with its residents is poor, dated, and confusing. Residents that do want to get involved with their community and city projects have a di�cult time acquiring information that will lead them in the right direction. Largely, there is a lack of unified communication that creates a disconnect between the community and the city.

WHERE DOES IT HAPPEN?The problem is visible within the city’s physical environment and its digital presence.Residents experience di�culty navigating the city through its digital landscape. The current website is built to deliver technical informational about the city like city codes, directories, agendas, and public notices. There is little there that would excite and guide a resident to all of the splendors that make up the small southern town.The city streets themselves, including the Historic District is lacking advertising that communicate to its community.

WHY DOES IT MATTER?A rebranding initiative will change perceptions of the cities residents. Creating a unified brand means unity in all aspects of the city. A unified message will stimulate residential involvement and boost community pride for where they live. This unified method of communication will engage young and old by promoting all the splendors the city of Dunnellon has to o�er its family of citizens.

Client ResearchSolution StatementThe creation of a unified brand identity that communicates the City of Dunnellon as a place of small-town charm with traditional southern hospitality for the purpose of stimulating a sense of unity and pride within its community.

Target Demographic Overview

According to Onboard Informatics (2019), data collected since 2014 reflects: Population in 2014: 1,762 (90% urban, 10% rural) Males: 720 (40.9%) Females: 1,042 (59.1%) Median resident age: 56.7 years Florida median age: 42.1 years Estimated median household income: $22,160 Estimated median house or condo value: $91,253 Median gross rent in 2016: $549

Race breakdown: White: 83.8% (1,453) Black: 9.1% (158) Hispanic: 5.0% (86) Other: 2.1% (36)

For population 15 years and over in Dunnellon city: Never married: 17.3% Now married: 40.6% Separated: 4.5% Widowed: 14.9% Divorced: 22.8%

Median real estate property taxes paid for housing units with mortgages in 2016: $1,036 (0.8%)

Median real estate property taxes paid for housing units with no mortgage in 2016: $733 (1.1%)

Unemployment rate in 2015: Dunnellon: 6.1% State of Florida: 5.4%

Client ResearchMost common work industries in 2016 for males and females:

Most common occupations for males and females in 2016:

Sstrengths

W O Tweaknesses opportunities threats

WELCOMEClient ResearchSWOT Analysis

Many unique qualities that

distinguish it from other communities

Small town makes for a short travel

distance between attractions

Traditional southern hospitality

atmosphere

Community strives to preserve the natural

environment

Historic District

A�ordability

Enormous possibilities for

growing businesses

No clear definition or distinction of who

they are in comparison to

neighboring towns

Weak online presence

May not o�er enough

entertainment to attract a diverse

visitor base

No fully developed identity

Very little cultural diversity

Poorly structured tourism services

Low income town

Capitalize on its unique qualities and

position as a growing town for

industry to create a distinctive statement

of identity

Strengthen digital footprint

Attract new business with low costs of doing business

Increase cultural diversity through

new business and population increase

Small town charm and southern

hospitality atmosphere lend

themselves as strong platforms to attract

more visitors

Limited resources for developing new

businesses

New big business may damage that

small-town feel

Neighboring towns may be in a better

position to accommodate an increase in visitors

for Dunnellon, creating a scenario of stolen business

opportunities.

Changes in the economic

environment, if received too quickly

may upset and damage the way

local business currently operate

City building and planning permits

may make it di�cult for new business to open store fronts

With a spike in population,

possibilities of crime and drugs increase

Client ResearchEmpathy Map

Think & Feel - What are the community’s internal thoughts and emotions?

• A close connection with the roots of their city • Wish the economy was much better within the city. Higher paying jobs. • Hoping for an increase in economical and industrial growth bringing opportunities for a more active population.

Hear & SeeWhat are the community’s surroundings?

Within Rainbow Springs State Park and Dunnellon’s Historic District, the conversations had with some of the residence revealed a sense of small community friendships. With a very small population, the idea that most of the towns people know each other is not far-fetched. Locals are very proud of their town’s roots in nature and within its historical sites. The southern hospitality is very prominent in this city as locals still use terms like sir and ma ‘me within casual conversation. The historic district has preserved its old time look within its architecture and down to the smallest details like preservation of original design phone booths outside along the sidewalks. Businesses are small and quaint. Little boutiques that are locally encouraged.

Say & DoWhat are the community’s behaviors?

As covered in the Hear & See, southern hospitality is very much alive in this little town. Entering an ice-cream shop, and any shop for that matter was always met with a warm hello, followed by some personal conversation about where you are from. The town being so small, all the local know one another, so anyone from outside is recognized immediately. Conducting interviews was a simple task as everyone was willing to share their thoughts. The love for their town was strongly expressed by all.

PainsWhat frustrations does the community experience?

Their primary frustration is a product of their size. Being so small, they do not appreciate how they are treated by the larger state of Florida in relation to funding projects to help their growth. There was even a sense of resentment for their larger neighboring city of Ocala, due to their quickly developing economic position.

GainsWhat makes the community happy?

They feel in harmony with nature. Walking the streets of Historic Dunnellon and the paths of Rainbow Springs State Park, it is highly visible that the townsfolk make an e�ort to live in harmony with the land. For example, old towering cypress trees are preserved and protected. Everyone loves the fact that there are no big conglomerate type businesses in town. Preservation of small-town ways is a shared ideal amongst the community.

Voice & ToneBrand Voice Chart

CHARACTERISTIC

PRIDE

WELCOMING

TRADITIONAL

HISTORIC

DESCRIPTION

We are proud of our city’s rich history and how it supports its community.

We love to invite everyone to dinner.We treat everyone as part of our family.

We have established our own time-honored way of doing things.

We celebrate our deep roots in the railroad system and mineral mining history. We are not afraid of where we came from.

DO SAY

Use strong verbs.Communicate values with honor.Speak with dignity.

Always have the door open.Express your friendly demeanor.

Use time-honored examples.Use classical and conventional words.

Use language that communicates honor.Speak with authenticity.

DON’T SAY

Communicate melancholy.Speak with a disgraceful or troubled tone.

Be closed o�.Use an unpleasant and unwelcoming voice.

Dishonor the non-modern.Disrespect long-established ways of communicating.

Speak in a false tone.Be dismissive of the past.

TaglineHere, Everyone is Family

Mission StatementOur mission is to serve our community with pride, uphold and honor our rich history, and nurture an environment where all feel welcome and a close part of our family.

Tone SampleThe city of Dunnellon is a welcoming community built on a foundation of time-honored traditions and astounding pride for a long and rich history rooted in phosphate mineral mining and the emergence of the US railroad system. Our small-town gushes with charm that can be experienced in its many shops within the historic district as well as riverside at Rainbow Springs State Park as you and your family splash down the river rapids in inflatable tubes. Experience that classic southern hospitality as you sit down with family and friends over some traditional slow cooked BBQ and corn bread made from scratch with a mason jar filled with cold homemade sweet tea. Be a part of our family and celebrate with joyful passion, everything Dunnellon has to o�er its authentic and proud community.

The Dynamic Vision

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Body Copy

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ITC Avant Garde Gothic PRO - Book

WELCOME

TRADITION PRIDEPRIDE

CITY OF DUNNELLONHere, Everyone is Family

HISTORY

The Vision

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This video is a compilation of scenes plucked from the city of Dunnellon. It was created to captiure the emotional story the Dunnellon brand will convey.

Video Link:

https://youtu.be/ZtBfDgktrtU

The Logo

WELCOME

HISTORY

One Color CMYK

LOGO Rationale Welcoming, fun, traditional southern hospitality, small town with a big personality, strong sense of pride of who we are. These are all defining characteristics for a small city in Florida that goes by the name of Dunnellon. Come out and celebrate our historic city with a big splash at one of our most admired hot spots where one can create lasting memories full of fun and excitement by cooling down as you, your friends and family take a dip in the cool, crystal clear waters of Rainbow Springs State Park. The logo concept above embodies all the characteristics listed earlier and screams family fun. The symbology in this logo is highly relevant to the city because it visually communicates an experience. Lisu logo is also a great point of di�erentiation from its neighboring towns. As Airey (2014) explains it, your design must be relevant to the industry, your client, and the audience to which you’re catering. Another point this logo touches on is distinction. No other neighboring town has a logo to represent them that communicates with a viewer in the way this logo does. Once again, Airey (2014) says a distinctive logo is one that can be easily separated from the competition. It has a unique quality or style that accurately portrays your client’s business perspective. Anyone within Dunnellon or even neighboring towns can quickly recognize the fun Dunnellon has to o�er with a single glance of this icon. Finally, Airey (2014) also suggests that iconic designs that stand apart from the crowd have just one feature to help with di�erentiation. That’s it. Just one. Not two, three, or four. You want to leave your client with just one thing to remember about your design.

Media MatrixPRINT PROS • Established communication medium • Tactile • Allows for depth of message • Can be personalized • Sense of seriousness CONS • Expensive • Limited demographic selectivity • Sustainability issues • Slower manufacturing and delivery • No sound or motion

ON-AIR PROS • Allows for sound and motion • High reach potential • Can target by program on myriad channels • Mass coverage for big brands • Can permeate pop culture • Can show the product in action • Flexible duration, can be 30, 40, 60 sec. long CONS • Higher out-of-pocket costs • Higher production costs • Younger audiences no longer tune in • Less flexibility due to longer lead time • Uneven reach by season

ENVIRONMENTAL PROS • Broad reach and high frequency • Twenty-four-hour exposure • Geographic selectivity • Localized message capabilities • Surprise factor in specific environments CONS • Expensive • Limited demographic selectivity • Sustainability issues • Slower manufacturing and delivery • No sound or motion

ONLINE PROS • Ties into specific community • Able to target by format • Allows for sound and motion • Personal, feels like one-to-one communication • Short lead times for scheduling and production • Out-of-pocket cost is low • Viral quality to messaging CONS • Largely, audience must seek out information • O�en a visually cluttered space • Fragmented audiences • Users may be otherwise occupied while viewing • Fairly new delivery medium, not fully quantified • Restricted to people with computers • Individual screen settings means lack of control

(Stone, 2013)

Media PlanBranding a City requires plenty of thought and a focused e�ort within specific areas of media in order to produce a high success rate of engagement with the new brand as well as establishing a memorable and lasting impression of the cities new image. According to Dansalg (2018), Diversifying your strategy will allow for a multi-channel approach, which proactively pushes your campaign to new heights. A focused multi-channel approach for the city of Dunnellon would involve advertising within the following mediums of communication.

POLE BANNER PROGRAMThe purposes of the banner program are to add life and color to the community’s streetscape and to promote special events and other cultural or sporting activities of benefit to the area. Pole banners have the ability to decorate and educate while speaking directly to the community. With high visibility locations, pole banners demonstrate pride by promoting the causes and upcoming events that are important to a community’s image (OAI, 2014).

Media PlanBILLBOARD PROGRAMThe unique power of billboard ads (and indeed, all billboards) lies in their tactile nature. Unlike some mediums such as TV or radio ads, which can o�en seem ethereal or ‘not real’, billboards on the other hand are physical structures that are part of the environment and our everyday lives, which constitute a part of our cultural landscape (Luke, 2014).

WAYFINDING SIGNAGE PROGRAMGood signage can get you from Point A to Point B, but without a carefully constructed wayfinding plan, signage without strategy isn’t wayfinding – it’s visual clutter. Wayfinding isn’t simply about signs but about guiding people smoothly and e�ortlessly through the confusing thicket of change and transition that makes up modern life. A good wayfinding solution can go a long way towards meeting the challenge of guiding the community and visitors head-on by creating a more harmonious and e�cient environment for them. Wayfinding solutions come in many forms including digital signs and interior and exterior signage that guide directionally (ASI Signage, 2017).

Media PlanCONTENT CREATION PROGRAM (for all forms of media)Content strategy refers to the management of pretty much any tangible media that you create and own: written, visual, downloadable... you name it. It is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry (McGill, 2018). With a well-planned purpose, content creation is an important part of branding strategy as it fuels growth of the brand it is being created for. The content development strategy will follow a strict set of guidelines that will be defined by how to best communicate with our target audience. This content will a�ect every medium of communication within the overall media plan.

STICKER

COASTERS

MOUSE PAD

TOTE BAGS

Media PlanPRINTED BROCHURE PROGRAMBrochures form an integral part of the traditional printed marketing collateral, despite the growing popularity of online marketing initiatives. A well-designed brochure is very much a collectible item, not only for its captivating visual e�ects, but for the loads of product- specific information featured in it. They are cost e�ective, pocket-friendly and portable, can focus directly on specific messages, can be created with a high degree of creative that links to the brand experience, and ultimately can be created very quickly and serve as a piece of branding someone can take with them anywhere easily (Walsall, 2014).

STICKER AND MAGNET ADVERTISING PROGRAMMarketing is about relationships; communicating what makes you unique and of value to the people who will benefit and are willing to support you. Stickers can be used in a number of ways to strengthen that bond and encourage that the word is spread. That is sticker marketing – utilizing one of the lowest-cost, highest exposure marketing tools available to make and strengthen connections. With proper planning, design and execution, advertising through stickers and magnets can maximize the e�ectiveness of communicating a brand alongside all other e�orts within the media plan (Nicholson, 2016).

BUMPER STICKERSMAGNETS

Media PlanSOCIAL MEDIA PROGRAMAbout 90% of marketers claimed that social media generated immense exposure for their company, and that's only one of its many advantages. Social networks are now a substantial part of every marketing strategy, and the benefits of using social media are so great that anyone not implementing this cost-e�ective resource is missing out on a phenomenal marketing opportunity. Social media is a powerful tool that can increase brand awareness by speaking directly to the target audience in an organic way. With the advent of technology, current and future generation rely heavily on the digital landscape to receive their information. “When you interact with customers on a one-on-one basis through social media, it makes them more loyal. Loyal customers spend more with you, stay with you longer and tell their friends about you” (Blue Fountain Media, 2019).

City of Dunnellon

HERE, EVERYONE ISFAMILY

Media PlanCITY WEBSITE RE-DESIGNA redesign for the city website is crucial to creating and continually communicating a unified brand identity. While the website will focus on communicating what is going on in Dunnellon, the layout will be optimized with the new brand identity with a strong focus guiding a visitor with easy. Easy to use, understand, and find what you need will be the premise to the construction e�ort for the city’s principal means of communication within the digital environment. Like all other programs within the media plan, all aspects of the digital marketing will match Dunnellon’s physical marketing aesthetic (Dansalg, 2018).

ReferencesAirey, D. (2014, August 20). Logo Design Love, Annotated and Expanded Edition, Second Edition. Retrieved April 5, 2019, from https://ce.safaribooksonline.com/book/branding/9780133812589

ASI Signage. (2017, January). Pathways to Success - The Benefits of Wayfinding Signage. Retrieved from https://asisignage.com/wp-content/uploads/2017/01/White- paper_wayfinding1.pdf

Blackwell, A. (2008, September 22). What Are Your Values? The Most Important Values to Live By. Retrieved April 2, 2019, from http://www.thebridgemaker.com/what-are- your-values-the-most-important-values-to-live-by/

Blue Fountain Media. (2019). 10 Advantages of Social Media Marketing for Your Business. Retrieved April 3, 2019, from https://www.bluefountainmedia.com/blog/advantages- of-social-media-marketing

Dansalg. (2018, March 9). A Marketer's Guide to Branding a City or Municipality. Retrieved April 3, 2019, from https://www.visualfizz.com/blog/a-guide-to-branding-a-city/

Luke. (2014, June 9). Ad Impact is a full service Advertising & Digital Agency. Retrieved April 3, 2019, from https://www.adimpact.com.au/blog/the-benefits-of-billboards

McGill, J. (2018, September 4). How to Develop a Content Strategy: A Start-to-Finish Guide. Retrieved April 3, 2019, from https://blog.hubspot.com/marketing/content- marketing-plan

Nicholson, J. (2016, November 15). 9 Reasons Businesses Can Not Ignore Sticker Marketing. Retrieved April 3, 2019, from https://ducttapemarketing.com/sticker-marketing/

OAI. (2014, May 30). OAI Pole Banner Program. Retrieved April 3, 2019, from https://www.oaicorp.com/polebanners/

Onboard Informatics. (2019). Dunnellon, Florida. Retrieved February 17, 2019, from http://www.city-data.com/city/Dunnellon-Florida.html

Stone, T. L. (2013, January 07). Define the Delivery Medium. Retrieved April 2, 2019, from https://www.howdesign.com/parse/define-the-delivery-medium/

Visit Florida. (n.d.). Dunnellon Florida - Things to Do & Attractions in Dunnellon FL. Retrieved February 17, 2019, from https://www.visitflorida.com/en-us/cities/dunnellon.html

Walsall, M. (2014, January 16). The importance of brochure printing as a marketing tool. Retrieved April 3, 2019, from https://www.b2bmarketing.net/en/resources/blog/ importance-brochure-printing-marketing-tool