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HomeMy WebLinkAbout2017 05-01 CCP Work SessionAGENDA CITY OF BROOKLYN CENTER CITY COUNCIL WORK SESSION May 1, 2017 Immediately Following Board of Appeal and Equalization Meeting Which Starts at 6:00 P.M. City Hall Council Chambers A copy of the full City Council packet is available to the public. The packet ring binder is located at the podium. ACTIVE DISCUSSION ITEM 1. Branding & Identity Campaign k'A I MhYA [I] 1I P1IJ I1II[iJ I 'LI] 1 Si *j.1 (O]I DATE: April 28, 2017 TO: Curt Boganey, City Manager FROM: Reggie Edwards, Deputy City Manager_- SUBJECT: Discussion of the Brooklyn Center Branding & Identity Campaign Recommendation: It is recommended that the City Council consider the themes identified and taglines developed during the Brooklyn Center Branding & Identity Campaign process. It is recommended that the Council consider the themes of what residents "liked most" about the City identified during the 2017 City Survey process. It is further recommended that the Council consider establishing consensus on a ranking of the themes and taglines. Background: In October, 2016 the City entered into an agreement with Vitalink Inc. to execute the City's Branding & Identity Campaign. On Monday, January 23rd Vitalink, Inc. presented an update on the Branding & Identity Campaign to the Council. Vitalink shared four top characteristics and most notable attributes (themes) of the City per the results of an electronic survey completed by approximately 400+ participants (including residents and staff). The four themes identified and ranked included: • Diversity - 79.7% • Great location, proximity to Minneapolis - 71.83% • Affordable housing - 57.61% • Park systems, trails, sidewalks - 48.98% The percentages listed above represent the ranking of each characteristic/attribute in terms of "strength of identification of the City" by survey participants. The ranking results did not include qualitative data collected during the focus group sessions. On February 27th, the Council received a presentation by the Morris and Leatherman Company on the 2017 City Survey. Morris and Leatherman Company conducted a telephone survey of 400 randomly selected households in the City. A sample of 400 residents provided results that were projectable to the entire city adult population within ± 5.0 percent in 95 out of 100 cases. During the presentation Mr. Peter Leatherman presented a graph depicting responses of residents of what they "liked most" about the City (see attachment for the complete list). The top items liked most about the City included: Location - 34% • Housing and Neighborhood —26% • Quiet/Peaceful - 11% Mission: Ensuring an attractive, clew,, safe, inclusive coinniullity that enhances the quality of life for all people and preserves the public trust IA I Ik'A [I] 1II P1uI II1uJ(.J I 1'LI) 1 bi Ifi [IAi The percentages listed above with the City Survey results represent proportions of a total of 100% for all "liked most" items identified by the survey respondents. The three items listed above were the only items that receive double-digit scores by the respondents and account for 71% of all items "liked most". Vitalink, Inc. developed five logo and three message options, which were reviewed by the Council on January 23 rd and February 13 th . The Council narrowed the five logo options down to three for public review. Council directed staff to conduct a public review of the three logo and message options. On April 10th, staff presented the results of the public review of the logo and message options per the direction of the Council. There were 1,228 logo and message survey reviewers. City staff completed 128 (10.42%) survey rankings out of the total 1.228 survey rankings. Several city staff members reside in the City. The proposed tagline rankings resulted in "At the Center" being rated as the most favorable tagline (see chart below). Public Branding Message/Tagline Options Results Ranking Percentage of Total At the Center 1 59% Within Reach 2 25% Get Closer 3 16% At the conclusion of the April 10th Council meeting staff was directed to work with \Titalink in develop new logo options for consideration. (Work Session Item Addition) On May 24th the Council listened to the presentation and discussed the work session item. It was determined by the Council to delay further discussion and ranking of the branding themes and taglines until all five council members could be present to participate. The work session was continued until Monday. May Pt. Staff was directed to bring back the work session item back at that time. Staff continues to seek consensus from the Council on the ranking of the themes developed in the Branding & Identity Campaign and the 2017 City Survey. Consensus of the top ranking one or two themes will be used to further develop a logo that depicts a focused message on the uniqueness and most special attribute of the City. Staff believes that consensus on both a key theme and tagline will help guide and provide greater insight to Vitalink in the development of a new city logo. Budget Issues: None Policy Issues: 1.Is there a consensus of the Council regarding the ranking of themes? 2.Is there a consensus of the Council regarding a tagline? Strategic Priorities: Enhanced Community Image Mission: Ei:siii'ii:g an attractive, clean, safe, inclusive coininsinhly that enhances the quality of life for all people and preserves the public trust Themes and Tagline Ranking Process Logo Development Approach The City Council consider the themes identified and taglines developed during the Brooklyn Center Branding & Identity Campaign process. The City Council consider the themes of what residents “liked most” about the City identified during the 2017 City Survey process. The City Council consider establishing consensus on a ranking of the themes and taglines. In October, 2016 the City entered into an agreement with Vitalink Inc. to execute the City’s Branding & Identity Campaign. In October, November and December 2016, Vitalink Inc. conducted a City Identity Survey and Focus group. One Monday, January 23rd, the Council heard an update on the Branding & Identity Campaign from representatives of Vitalink, Inc.  On February 27th, the Council received a presentation by the Morris and Leatherman Company on the 2017 City Survey. During the presentation Mr. Peter Leatherman presented a graph depicting responses of residents of what they “liked most” about the City (see attachment for the complete list). Vitalink, Inc. developed five logo and three message options, which were reviewed by the Council on January 23rd and February 13th. On February 13th, the Council narrowed the five logo options down to three for public review. At that time the Council directed staff to conduct a public review of the three logo and message options. On April 10th, staff presented the results of the public review of the logo and message options per the direction of the Council. During the meeting Council directed staff to work with Vitalink in develop new logo options for consideration. The City of Brooklyn Center is a complex and dynamic first-ring urban city with a high desire to project an inspiring image of the City. The City of Brooklyn Center is a growing diverse city (i.e. economically, culturally, and demographically) and home to the global businesses and prominent public institutions. The City desires to successfully compete nationally and internationally as a destination city. The City desires to make known to those who may be seeking to live, visit or do business in Brooklyn Center of the assets such as quality of life, business development opportunities, diverse cultures, and skilled human resource capacity that exist in the City.  The City desires to develop, execute, and coordinate the promotion of its brand and image to people throughout Minnesota, the Midwest, Nation and World regarding why Brooklyn Center is a great destination place to live, visit and do business. Findings Themes and Tagline Ranking 400 1 79.7% 2 71.83% 3 57.61% 4 48.98 Diversity Location/Proximity Affordable Housing Most Identifiable Characteristic Of the City Park System/ Sidewalks 400 1 34% 2 26% 3 11% Location Housing/ Neighborhood Peaceful / Quiet Liked Most About the City 1,228 1 59% 2 25% 3 16% At the Center Within Reach Get Closer Ranking Themes and Tagline Ranking Location & Proximity Diversity Affordable Housing Park Systems, Trails & Sidewalks Quiet & Peaceful Ranking of Themes At the Center Within Reach Get Closer Great Place to Start, Great Place to Stay Ranking of Taglines Is there a consensus of the Council regarding the ranking of themes? Is there a consensus of the Council regarding a tagline? Themes and Tagline Ranking Process Logo Development Approach The City Council consider the themes identified and taglines developed during the Brooklyn Center Branding & Identity Campaign process. The City Council consider the themes of what residents “liked most” about the City identified during the 2017 City Survey process. The City Council consider establishing consensus on a ranking of the themes and taglines. In October, 2016 the City entered into an agreement with Vitalink Inc. to execute the City’s Branding & Identity Campaign. In October, November and December 2016, Vitalink Inc. conducted a City Identity Survey and Focus group. One Monday, January 23rd, the Council heard an update on the Branding & Identity Campaign from representatives of Vitalink, Inc.  On February 27th, the Council received a presentation by the Morris and Leatherman Company on the 2017 City Survey. During the presentation Mr. Peter Leatherman presented a graph depicting responses of residents of what they “liked most” about the City (see attachment for the complete list). Vitalink, Inc. developed five logo and three message options, which were reviewed by the Council on January 23rd and February 13th. On February 13th, the Council narrowed the five logo options down to three for public review. At that time the Council directed staff to conduct a public review of the three logo and message options. On April 10th, staff presented the results of the public review of the logo and message options per the direction of the Council. During the meeting Council directed staff to work with Vitalink in develop new logo options for consideration. The City of Brooklyn Center is a complex and dynamic first-ring urban city with a high desire to project an inspiring image of the City. The City of Brooklyn Center is a growing diverse city (i.e. economically, culturally, and demographically) and home to the global businesses and prominent public institutions. The City desires to successfully compete nationally and internationally as a destination city. The City desires to make known to those who may be seeking to live, visit or do business in Brooklyn Center of the assets such as quality of life, business development opportunities, diverse cultures, and skilled human resource capacity that exist in the City.  The City desires to develop, execute, and coordinate the promotion of its brand and image to people throughout Minnesota, the Midwest, Nation and World regarding why Brooklyn Center is a great destination place to live, visit and do business. Findings Themes and Tagline Ranking 400 1 79.7% 2 71.83% 3 57.61% 4 48.98 Diversity Location/Proximity Affordable Housing Most Identifiable Characteristic Of the City Park System/ Sidewalks 400 1 34% 2 26% 3 11% Location Housing/ Neighborhood Peaceful / Quiet Liked Most About the City 1,228 1 59% 2 25% 3 16% At the Center Within Reach Get Closer Ranking Themes and Tagline Ranking A.Location & Proximity B.Diversity C.Affordable Housing D.Park Systems, Trails & Sidewalks E.Quiet & Peaceful Loc a t i o n & P r o x i m i t y Div e r s i t y Aff o r d a b l e H o u s i n g Par k S y s t e m s , T r a i l s & S . . . Qu i e t & P e a c e f u l 0%0%0%0%0% Ranking of Themes A.At the Center B.Within Reach C.Get Closer D.Great Place to Start, Great Place to Stay At t h e C e n t e r Wi t h i n R e a c h Ge t C l o s e r Gre a t P l a c e t o S t a r t , G r e a . . . 0%0%0%0% Ranking of Taglines Is there a consensus of the Council regarding the ranking of themes? Is there a consensus of the Council regarding a tagline? Themes and Tagline Ranking Process Logo Development Approach The City Council consider the themes identified and taglines developed during the Brooklyn Center Branding & Identity Campaign process. The City Council consider the themes of what residents “liked most” about the City identified during the 2017 City Survey process. The City Council consider establishing consensus on a ranking of the themes and taglines. In October, 2016 the City entered into an agreement with Vitalink Inc. to execute the City’s Branding & Identity Campaign. In October, November and December 2016, Vitalink Inc. conducted a City Identity Survey and Focus group. One Monday, January 23rd, the Council heard an update on the Branding & Identity Campaign from representatives of Vitalink, Inc.  On February 27th, the Council received a presentation by the Morris and Leatherman Company on the 2017 City Survey. During the presentation Mr. Peter Leatherman presented a graph depicting responses of residents of what they “liked most” about the City (see attachment for the complete list). Vitalink, Inc. developed five logo and three message options, which were reviewed by the Council on January 23rd and February 13th. On February 13th, the Council narrowed the five logo options down to three for public review. At that time the Council directed staff to conduct a public review of the three logo and message options. On April 10th, staff presented the results of the public review of the logo and message options per the direction of the Council. During the meeting Council directed staff to work with Vitalink in develop new logo options for consideration. The City of Brooklyn Center is a complex and dynamic first-ring urban city with a high desire to project an inspiring image of the City. The City of Brooklyn Center is a growing diverse city (i.e. economically, culturally, and demographically) and home to the global businesses and prominent public institutions. The City desires to successfully compete nationally and internationally as a destination city. The City desires to make known to those who may be seeking to live, visit or do business in Brooklyn Center of the assets such as quality of life, business development opportunities, diverse cultures, and skilled human resource capacity that exist in the City.  The City desires to develop, execute, and coordinate the promotion of its brand and image to people throughout Minnesota, the Midwest, Nation and World regarding why Brooklyn Center is a great destination place to live, visit and do business. Findings Themes and Tagline Ranking 400 1 79.7% 2 71.83% 3 57.61% 4 48.98 Diversity Location/Proximity Affordable Housing Most Identifiable Characteristic Of the City Park System/ Sidewalks 400 1 34% 2 26% 3 11% Location Housing/ Neighborhood Peaceful / Quiet Liked Most About the City 1,228 1 59% 2 25% 3 16% At the Center Within Reach Get Closer Ranking Themes and Tagline Ranking A.Location & Proximity B.Diversity C.Affordable Housing & Neighborhoods D.Park Systems, Trails & Sidewalks E.Quiet & Peaceful Loc a t i o n & P r o x i m i t y Div e r s i t y Aff o r d a b l e H o u s i n g & N e . . . Par k S y s t e m s , T r a i l s & S . . . Qu i e t & P e a c e f u l 0%0%0%0%0% Ranking of Themes A.At the Center B.Within Reach C.Get Closer D.Great Place to Start, Great Place to Stay At t h e C e n t e r Wi t h i n R e a c h Ge t C l o s e r Gre a t P l a c e t o S t a r t , G r e a . . . 28%28% 21%24% Ranking of Taglines Is there a consensus of the Council regarding the ranking of themes? Is there a consensus of the Council regarding a tagline?