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2009-222-1168 - Brand Platform City of Miami Gardens Agenda Cover Memo Council Meeting Date: December 9, 2009 Item Type: (Enter X in box) Resolution Ordinance Other X Fiscal Impact: (Enter X in box) Yes No Ordinance Reading: (Enter X in box) 1st Reading 2nd Reading X Public Hearing: (Enter X in box) Yes No Yes No Funding Source: N/A Advertising Requirement: (Enter X in box) Yes No X Contract/P.O. Required: Yes No RFP/RFQ/Bid #: X Sponsor Name City Manager Dr. Danny O. Crew, City Manager Department: Community Outreach Events and Media Short Title: A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF MIAMI GARDENS, APPROVING THE BRAND PLATFORM AS DEVELOPED BY NORTH STAR DESTINATION STRATEGIES, INC.; PROVIDING FOR THE ADOPTION OF REPRESENTATIONS; PROVIDING AN EFFECTIVE DATE Staff Summary: In March 2009, the City Council authorized the City Manger to contract North Star Destination Strategies, Inc. to provide the City with branding services also known as a Community BrandPrint™. A brand is a mixture of attributes‐tangible and intangible‐that create value and influence. Over the past several months, North Star Destination Strategies, Inc. has conducted and evaluated various types of research, entitled the “(Stage One) Understanding”, to determine the demographic, psychographic and economic profile of the City of Miami Gardens. Ultimately the final resulting data will support the branding strategy and the direction of the campaign. Research components Include: • In Market Visit (Familiarization Tour and Face‐to‐Face Interviews with Community Leaders and Stakeholders) • Vision Survey (Community Leaders and Businesses Owners) ITEM J-18) CONSENT AGENDA RESOLUTION Approving the Brand Platform 1515 NW 167 Street, Building 5 Suite 200 Miami Gardens, Florida 33169 • Community Survey (Open to all in the community) • Consumer Profiling Reports (National Index Comparisons and Comparison to Buxton Survey) • Competition: Economic Opportunity Analysis: Compared North Miami Beach, Hialeah, Miramar, Aventura, and Miami Lakes • Consumer Awareness and Perception Study: North Miami Beach, Miramar and Aventura Recently, North Star Destination Strategies, Inc. presented all the research findings, “(Stage Two) Understanding and Insights Presentation”, to Council during a public workshop. During this time, a Brand Platform was presented, which would direct the actual brand strategy/creative direction for the BrandPrint. The Brand Platform is an internal strategic statement to be used by brand drivers. The language therein is not meant for public consumption, but is a guiding statement as Miami Gardens develops creative expressions of the strategy as well as implementation efforts across the community. The statement’s language will not necessarily be included in any messaging or ads created for the City. A copy of the North Star /City of Miami Gardens Understanding and Insight Presentation is available for review at the office of the Assistant to the Mayor and Council. The Brand Platform reads: For those interested in an affordable, convenient location in South Florida, Miami Gardens, home of the Dolphin, is a transformative community devoted to growth and engagement where investment and cooperation are rewarded. The Brand Platform should not be evaluated outside the context of the research and insights presented. In an effort to implement the branding campaign in a timely manner, the City Manager and designated staff will work with North Star Destination Strategies, Inc. to develop “(Stage Three) Creative Direction” of the branding campaign (i.e. theme, tag line and associated images). The final “creative” will be brought to City Council for final approval. This Community BrandPrint™ will improve the way Miami Gardens communicates and engages with various audiences in order to enhance internal and external perceptions of the City. A community branding campaign of this magnitude will permit the City to market itself and have the ability to identify and measure its economic strengths, value and worth. The result will translate into marketing opportunities where the City can position itself to request sponsorships, grants, endowments, donations 1515 NW 167 Street, Building 5 Suite 200 Miami Gardens, Florida 33169 and funding from other sources. Furthermore, the City will be in an encouraging position, appealing to new businesses, industries and homeowners. This branding initiative is also an integral piece to the proposed five‐year strategic plan. Proposed Action: It is recommended that City Council adopt the attached resolution approving the brand platform and allowing the City manager and staff to proceed with the creative process of the branding campaign. Attachment: None.