HomeMy WebLinkAbout2020-01-15 Council Minutes - Work Session, Marketing Efforts for the CityKENAI CITY COUNCIL WORK SESSION
MARKETING EFFORTS FOR THE CITY
JANUARY 15, 2020 — 5:00 P.M.
KENAI CITY COUNCIL CHAMBERS
210 FIDALGO AVE., KENAI, AK 99611
MAYOR BRIAN GABRIEL, PRESIDING
NOTES
Council present: H. Knackstedt, B. Molloy, R. Peterkin, J. Glendening, T. Navarre
Others present: City Manager P. Ostrander, City Attorney, S. Bloom, City Clerk J. Heinz,
Finance Director T. Eubank, Human Resources Director S. Brown,
Assistant to City Manager C. Cunningham, Divining Point, LLC
Representatives C. West and J. Taylor
A. Call to Order
Mayor Brian Gabriel called the work session to order at approximately 5:00 p.m. advising the
work session was called for Council to receive an update on the marketing efforts for the City.
B. Introduction — City Manager, Paul Ostrander
City Manager, Paul Ostrander, provided an introduction of the firm the City was working with,
an overview of what Council has asked for as far as marketing the City, and noted the staff
working with the marketing firm.
C. Marketing Presentation — Divining Point, LLC
Divining Point, LLC, Representative, Coy West, noted Kenai was uniquely situated to have
everything it needed. Divining Point, LLC, Representative Jon Taylor, introduced himself and
Coy and discussed branding and the brand promise of abundant opportunity. The team
discussed the identified goals of supporting a thriving community, fostering economic
development, and promoting sustainable growth. They discussed the research they
conducted noting the dichotomy residents experienced; also discussed campaigns and
taglines noting unique features about Kenai, its wide open spaces, best place to raise a family,
a place to start a new life, a place to start or run a business, and the best place for adventure.
The concept of Alaska as a verb and he tag line, "The Best Place to Alaska," was introduced.
The team also presented a salmon as the identity for the marketing effort, explaining the City's
similarities to salmon's characteristics, noting the need for abstraction in a logo, and presented
a salmon logo.
Finally, the team noted the plan to validate the claim that Kenai is "The Best Place to Alaska,"
before rolling out the marketing campaign.
D. Council Discussion
It was noted Kenai had an airport to arrive to Alaska and from there, Alaska could be
experienced.
Clarification was provided that promoting the beach was definitely a part of the marketing plan.
Clarification was also provided that the videos being produced would be asking the viewer
how they Alaska and show what Kenai has to offer year round; videos would be played as a
commercial or at the movie theater.
It was noted the use of a salmon was an important feature.
Appreciation was expressed for the logo and font.
It was suggested the tag line would set the City apart from the "playground" that others have
deemed the Kenai Peninsula.
E. Public Comment (limited to 3 minutes per individual; 20 minutes aggregate)
None.
F. Adjournment
The work session adjourned at approximately 5:55 p.m.
Notes were prepared
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Kenai City Council Work Session Page 2 of 2
January 15, 2020