Title
Brand Action Plan Review and Approval
Recommended Action
I Move That Council Accept The Brand Action Plan.
County Manager's Recommendation
The County Manager recommends that Council approve the motion as presented.
Body
In this latest update of the Los Alamos branding initiative, County staff presents the Brand Action Plan for integrating the brand into the community, and marketing the brand to tourists and prospective business owners and employees.
Attached for review are the Brand Action Plan (Attachment A) prepared by branding consultants The Idea Group of Santa Fe and HK Advertising, the Brand Action Plan presentation (Attachment B) which the consultants will deliver to Council, and the Economic Development Budget for Branding (Attachment C).
Background
In 2014, the Los Alamos County Economic Development Division launched a branding initiative to proactively define, manage and market the community’s brand to increase tourism, business and community development. Consultants North Star Destination Strategies performed significant research, and provided findings and strategies to direct future Los Alamos reputation management.
In 2015, Atlas Advertising was hired to conduct brand development and implementation services, assisting in the development of the brand identity, including the logo (“Balance”), the strapline (“Where Discoveries Are Made”), and the Identity Style Guide defining colors, fonts and applications of the brand identity. The Brand Marketing Plan was developed during this time which defined Los Alamos County’s three target audiences: 1) the community; 2) businesses and talent; and 3) tourists and other visitors, as well as the marketing strategies and tactics recommended to most effectively reach each audience.
Throughout the brand development and implementation process, the County engaged a Brand Review Committee comprised of County staff as well as representatives from the Lab and the local business community. By the end of ...
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