Title
Discuss and Provide Guidance for a Citywide Economic Development Branding Campaign
Body
Date: December 5, 2019
To: Members of the Mayor's Economic Development Advisory Panel
From: Lois RP Butler, Economic Development Manager
Re: Discuss and Provide Guidance for a Citywide Economic Development Branding Campaign
BACKGROUND
The City of Alameda is interested in creating a distinctive brand identity that will define the City to prospective businesses, residents, and visitors. The City has held off developing the brand message until the completion of City's Economic Development Strategic Plan (EDSP), which was approved by the City Council in July 2018.
The EDSP contains a clear Vision Statement for economic development in Alameda and focuses on six business sectors. The EDSP is also supplemented by a Background Report with research and analysis of Alameda's opportunities and challenges for economic development, including the City's existing mix of businesses, and economic and social assets. The EDSP and the Background Report may be leveraged to craft a compelling message for target audiences. These documents can be found on the City's website at:
* https://www.alamedaca.gov/files/content/public/departments/community-development/edsp-2018.pdf
* https://www.alamedaca.gov/files/assets/public/community-development/economic-development/alameda-edsp_background-report_v2.pdf
DISCUSSION
The City has budgeted $200,000 for consultancy services to develop a comprehensive brand identify and marketing strategy aligned with the vision and goals set forth in the EDSP. The City anticipates releasing a Request for Proposals (RFP) for these services by Summer 2020. The graphic materials and messages developed through this project will be used for many of the marketing materials mentioned in the EDSP for business attraction.
Recently, the Harbor Bay Business Park and the Research Park at Marina Village have developed new marketing initiatives for their p...
Click here for full text