HomeMy WebLinkAbout2020-01-15 Council Packet - Work Session, Marketing Efforts for the City AGENDA
CITY COUNCIL WORK SESSION
JANUARY 15, 2020 – 5:00 P.M.
KENAI CITY COUNCIL CHAMBERS
210 FIDALGO AVE., KENAI, AK 99611
http://www.kenai.city
A. Call to Order
B. Introduction (City Manager)
C. Marketing Presentation (Diving Point, LLC)
D. Council Discussion
E. Public Comment (limited to 3 minute per individual; 20 minutes aggregate)
F. Adjournment
All meetings are open to the public and participation is encouraged. Agendas and supporting documents
are posted on the City’s website at www.kenai.city . For additional information, please contact the City
Clerk’s Office at 907-283-8231.
Kenai Marketing
BRAND PROMISE
Abundant Opportunity
WHO WE ARE
JON TAYLOR
COY WEST
GOALS
• To support a thriving community
• To foster economic development
• To promote sustainable growth
RESEARCH AND DISCOVERY
Summer 2019
• 6 months
• 25 scheduled interviews
• 54 public conversations
• Analysis and research
FINDINGS
Dichotomy
Dividing in two partsTwo narratives competing
for attention
CAMPAIGN
TAGLINE
A short text which serves to clarify a thought and creates a memorable
dramatic phrase that summarizes the tone and premise of a message.
City of
Light
The Happiest Place On Earth
What makes KENAI unique?
ALASKA
COMMUNITY
A supportive community to raise a family.
NEW BEGINNINGS
A place to start a new life.
THRIVING
A thriving city to run a business
ADVENTURE
A unique destination full of adventure and discovery
The Best Place to ASKA
The SalmonThe Salmon
DID YOU KNOW
Have a heritage
Aware
Matter
Are amazing
The Salmon
As an identity
The need for abstraction
A logo needs to represent something, not depict it.
The abstract shapes and use of color come together to suggest meaning
Our mind loves this.
A logo needs to represent more than the image.
The Salmon
As an identity
Red: Energy and Strength
Green: Life and Renewal
The shape of the mouth:
Strength and Power
The Salmon
As an identity
Too Abstract Too Representational
The Salmon
As an identity
Swoops and curves That Unique Color
But First
The Typeface
As an identity
Richard Neutra Christian Schwartz
The Typeface
As an identity
NEUTRA
And Now
Back to the
LOGO
K
The Water
The Salmon Leaping
The Motion is Forward
STRATEGY
VALIDATE THE CIM
The Best Place to ASKA
Questions?