Once a Day Marketing: Municipalities

Showing posts with label Municipalities. Show all posts

Thursday, August 24, 2017

Los Alamos - Building a Strong Community Brand

Listen to our featured Ask Those Branding Guys radio show podcast: Los Alamos New Mexico

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing with a New Mexico community.

Joining us on-air were Kelly Stewart, Marketing Specialist, and Julie Habiger, Public Information Office, for Los Alamos County. In 2014, Los Alamos decided they needed a cohesive identity to attract businesses, talent and visitors. As a result, a community branding effort was started; they have identified the essence of the town and from that developed a logo and tagline which reflect this brand position.

The brand mindset of the community is to cultivate curiosity and create aha moments for residents and visitors alike. The Los Alamos tagline “where discoveries are made” reflects the legacy of the scientific endeavors of the community. It also implies that there are discovers made every day in Los Alamos whether in a science or technology capacity, in a museum or out on a bike trail.

The community boasts three National Parks – Bandelier National Monument, Valles Caldera National Preserve and the new Manhattan Project National Historical Park. Los Alamos has miles of trails for hiking and biking, stunning vistas, summer cultural activities at Ashley Pond, museums and family activities.

Los Alamos is now in the integration phase of their branding effort. This includes working with the community to share an understanding of the meaning behind the brand and ensure residents, businesses & organizations deliver on the brand promise.

To promote Los Alamos, Kelly and Julie are incorporating the new logo and tagline into tents, flags and giveaways that are used at events such as ScienceFest and the County Fair as well as into advertising, the new visitor guide and other materials circulated in the community. Local businesses are getting on board to advertise cooperatively and leverage the brand.

Outside the community, Los Alamos is focused on setting accurate expectations with businesses, prospective talent and visitors around what they have to offer and target those audiences for their messaging.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Monday, December 19, 2016

Branding Bold: A Community Perspective (Strategy)

Hello, I’m Jim Glover, "That Branding Guy" at Once a Day Marketing™. Today we are discussing how one community in northeast New Mexico is branding bold.

A few years ago Farmington, New Mexico hired my team to develop an overall brand for their community which is located near Four Corners (the intersection of New Mexico, Utah, Arizona and Colorado). They understood the importance of having a well-defined and understood community brand to attract new residents, businesses and visitors.

They also knew they had to "brand bold" to stand out from the other 32 Farmington's across America as well as any other community vying to compete for outdoor lovers and active families, Farmington's target markets. And branding bold is just what the entire community is doing!

Using the brand positioning we created of energizing life journeys and a place where outdoor lovers and active families thrive, along with a brand line of jolt your journey, Farmington is integrating this mindset across all aspects of their community. The brand is being utilized by the City of Farmington, Farmington Convention & Visitors Bureau, San Juan College, Four Corners Regional Airport, Farmington Municipal Schools, Farmington Public Library, Downtown Farmington, Farmington Chamber of Commerce, and many local businesses and non-profits.

For the holiday season, Farmington has even topped their community Christmas tree with the new brand mark we created.

Community branding is much more than a logo and brand line. It's integrating the brand mindset of energizing life journeys into every aspect of Farmington. And the community is delivering on this brand promise. Now that's what branding bold is all about.

Monday, November 14, 2016

Clearly Effective Municipal Branding Campaign (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are discussing how municipalities can improve customer experience while achieving their goals.

Several years ago, the City of Las Vegas, New Mexico was in the position of having to dramatically increase water usage fees in support of efforts to upgrade existing infrastructure. I was engaged by the City of Las Vegas to develop a branding campaign and community outreach program sharing with residents and business how increased water rates were being used in building a sustainable water system for the community.

The program, entitled “Our Future is Clear,” was designed to ensure that residents and businesses in Las Vegas were apprised of the action the City was taking to ensure that Las Vegas has a long-term, sustainable water supply.

The campaign was launched via Our Future is Clear stickers in utilities bills and include signage around town to highlight water program successes, a formal outreach program, and new contemporary report on water engineering reports.

The program was a resounding success and favorably changed community attitudes about water rate increases and usages of these funds.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501.1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.