MARKETING PLAN

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BRANDING INITIATIVE: INSPIRATION

Cincinnati.Cleveland.Columbus.In Youngstown, anyone can build the future

they want for themselves.

Houses are affordable, cost of living is low,

culture is inclusive, business incubators

are thriving – always looking to start new

businesses. It may take you 5, 10 years to build

the life you want for yourself in a major city. In

Youngstown, you could it in 1 year, 2 tops.

In Youngstown, you can build the best

version of you.

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10 MARKETING PLAN BRANDING INITIATIVE: CURRENT MARK

The City of Youngstown. The current city seal sets the standard.

Use of a corporate mark has been inconsistent

in the past and even presently.

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10 MARKETING PLAN BRANDING INITIATIVE: PHILOSOPHY

Build Yourself Up. This campaign is about defining Youngstown.

It’s about celebrating Youngstown as the

intricate, complex, interwoven combinations and

connections of people and experiences that it

always has been and will be.

Youngstown is a diverse, colorful tapestry with no end. It is the people of Youngstown that give this city it’s soul.(

It is hard work, determination, passion, love, grit,

eclectic, resilience, ambitious, artistic – diverse.

Youngstown is a city for builders. Anything can be created here.

Be it in Youngstown’s industrial past, the techno-

industrial present, or the technological future,

we are building great things here.

Jobs. Software. Art. Food. Families.

Name it, we are building it.

Most importantly though, we’re all a part of

building the future of Youngstown – and the

future lies in the hands of its builders.

Youngstownians, as builders, shape and form

their community, but perhaps most importantly,

they’re able to build themselves into the person

they’ve always wanted to be.

Here.

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10 MARKETING PLAN BRANDING INITIATIVE: COLOR DIVERSITY

You can say a lot with color. Color brings life to a brand.

The colors detailed above maintain a

simple ROYGBIV theme – keeping colors

accessible, meaningful, diverse, vibrant,

and energetic will keep a campaign fresh,

alive!

In the following pages you will see many of

these colors at work.

Red

Oorange

Yellow

Green

Blue

Indigo

Violet

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10 MARKETING PLAN BRANDING INITIATIVE: PROPOSED BRAND MARK

C: 0 M: 85 Y: 96 K: 0 C: 86 M: 58 Y: 32 K: 11

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10 MARKETING PLAN BRANDING INITIATIVE: PROPOSED BRAND MARK, INVERSE

C: 0 M: 85 Y: 96 K: 0 C: 89 M: 66 Y: 46 K: 3 5

MARKETING PLAN

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BRANDING INITIATIVE: TAGLINE

C: 0 M: 85 Y: 96 K: 0 C: 86 M: 58 Y: 32 K: 11

MARKETING PLAN

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BRANDING INITIATIVE: CONTEXT

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10 MARKETING PLAN BRANDING INITIATIVE: DEPARTMENTAL LOGOS

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10 MARKETING PLAN BRANDING INITIATIVE: NEIGHBORHOOD LOGOS

The Neighborhoods of Youngstown. Beachwood

Boulevard Park

Brier Hill

Brownlee Woods

Buckeye

Cornersburg

Crandall Park North

Downtown

Fifth Avenue

Garden District

Golf View Acres East

Golf View Acres West

Handel’s

Idora

Indian Village

Kirkmere

Lansdowne

Lansingville

Lansingville Heights

Lincoln Knolls

Mahoning Commons

Newport

North Park

Oak Hill

Ohio Works

Performance Place

Pleasant Grove

Riverbend

Rocky Ridge

Salt Springs

Schenley

Sharon Line

Smoky Hollow

University

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10 MARKETING PLAN BRANDING INITIATIVE: LOGO COMBINATIONS

Logo Combinations

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10 MARKETING PLAN BRANDING INITIATIVE: CITIZEN CONNECTED COMMUNITY

Citizen Connected Community

There are great people here.

We know many of them.

But, we want to know more of them. We want to know the ones that have been here forever, have great stories to tell, but have kept a low profile. We want to

know the ones that will graduate soon

and plan on staying in Youngstown and

making it a better place. We want to

know the recent transplants who took a

risk on us and know what it’s like to be

the new kid in town.

We want to know everyone and connect

them all together. Sharing stories, with

each other, about their lives – they all

have something great to contribute,

and we want to discover what those

contributions were, are, and can be.

Let me tell you how I built this...

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10 MARKETING PLAN BRANDING INITIATIVE: LEADERS & BUILDERS

The Stories of Citizen Leaders & Builders People are building great things here.

More so, Youngstownians are excited to help them

build. Build quickly, build passionately. They also want

otheres to be just as interested or invested in building

great things in Youngstown as they are. Building things

in Youngstown can be challenging, but it is contagious.

By accessing those interests with the “City of You”

campaign we can assist in the marketing of projects

and help the builders build in a non-invasive, fun,

interactive, and engaging way.

The chart on the right details the simple ‘springboard’

approach – provide a forum, request equal action and

support from beneficiary, create greater exposure for

the project by itself and as unique “Youngstown” project.

Give Them Space to Tell Their Story

Many citizens throughout Youngstown have a

compelling story to tell about their life here. Compelling

stories they want to tell or have heard. Whether it is full

of highs or lows, each one of them has something to say

about how Youngstown helped transform them from

the person they were into the person they are going to

become. “City of You” Coverage

Promotion thru social & web

Parallel marketing action on project

side

Increase in interst & participation

of project(s)

City of Yo.

hood Assoc.

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10 MARKETING PLAN BRANDING INITIATIVE: SPHERES OF INFLUENCE

Spheres of Influence

Degrees of Separation

Youngstown is big, but not that big. It’s inter-connectedness

with leaders in the community is incredible and inspiring.

These leaders are prime stakeholders in dispersing and

promoting the spirit of the City of You campaign.

C.O.You Website

TV Spots

Neighbor Tourism

YSU Print News Regional

Print News

Radio Spots

Social Media

Events web Main

City of Yo.

Website

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10 MARKETING PLAN BRANDING INITIATIVE: LONG-TERM SUSTAINABILITY

Long-Term Sustainability

“The City of You” grows with Youngstown over time.

The flexible, additive nature of the City of You campaign allows for new content and variations of existing content to be modified easily to fit within the spirit of the campaign.

Youngstown will forever always be about its people. They create meaning for the city. They create impact. Youngstown is its people.

How can we use impact to fight assumptive, negative perspectives that come from within and from external forces?

Stick to the truth – but deliver truths in ways that are meaningful, creative, and original.

We work hard. We build passionately. We shape ourselves into the people we need to be to construct the future we need for ourselves. It can be arduous, tough – but it can be, and will be, great.(

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10 MARKETING PLAN BRANDING INITIATIVE: INTELLIGENT EXPRESSIONS

Intelligent Expressions

Brand Touchpoints:

Awards

Awnings

Badge holders

Badges/buttons

Bags

Banners/pennants

Blankets

Bookends

Bookmarks

Books

Briefcases

Bulletin boards

Bumper stickers

Business cards

Calendar pads

Calendars

Caps/hats

Cards

Cases

Certificates

Clipboards

Clothing

Coloring books

Computer stuff

Cups

Decals

Decorations

Desk stuff

Dog tags

Electronic devices

Emblems

Embroidery

Envelopes

Flags

Foam novelties

Folders

Food/beverages

Frames

Gift baskets

Gift cards/wrap

Glass specialties

Golf stuff

Greeting cards

Handkerchiefs

Headbands

Highlighters

Holders

Ice scrapers

ID holders

Invitations

Jackets

Key cases/tags

Key holders

Labels

Lanyards

Lapel pins

Letter openers

License plates/frames

Lights

Luggage/tags

Lunch boxes/kits

Magnets

Magnifiers

Maps/atlases

Markers

Mats

Medals

Membership cards

Memo cubes

Memo pads

Menus/menu covers

Money clips

Mouse pads

Mugs

Nameplates

Napkins

Office supplies

Organizers

Ornaments

Packaging

Pads

Pamphlets

Paper specialties

Paperweights

Pen/pencil sets

Phone calling cards

Phones

Phone stuff

Photo cards

Photo cubes

Pictures/paintings

Pins

Place mats

Planners

Plaques

Plates

Portfolios

Postcards

Recycled products

Ribbons

Rubber stamps

Rulers

Safety products

Scarves

Seals

Seats (folding)

Shirts

Shoehorns

Signs/displays

Socks

Special packaging

Sports equipment

Sports memorabilia

Sports schedules

Stamp pads

Stamps

Staple removers

Staplers

Stationery

Stress relievers

Stuffed animals

Sweaters

Tags

Tattoos

Ties

Tiles

Tins

Travel stuff

Trays

Trophies

T-shirts

Uniforms

USB/flash drives

Valuable paper holders

Wallets

Water

Wine stuff

Wood specialties

Wristbands

Wrist rests

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10 MARKETING PLAN BRANDING INITIATIVE: ADVERTISING CAMPAIGN

“I Can...” I CAN

PLAY LIVE MUSIC START A RECORD LABEL GO ON TOUR BUILD AN INDIE CINEMA BE A DAD

IN YOUNGSTOWN

...In Youngstown.

Variable Advertisements feature a citizen-

submitted or juried ‘narrative’ that displays a

photo of the citizen, their name, and lists what

they have done in Youngstown.

Applications:

• Light-post banners

• Building signage

• 24x36 Posters

• Bookmarks

• Website Advertising

• 8.5x11 Flyer

• 11x17 Poster

• Seemingly Everything

There are endless variations of these

advertisements that can be created.

ERIC OSTRANDER & EMILY GROUBERT, GRAPHIC DESIGNERS

WE CAN

LEARN DESIGN GRADUATE OWN A BUSINESS

IN YOUNGSTOWN

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10 MARKETING PLAN BRANDING INITIATIVE: ADVERTISING CAMPAIGN MOCK-UPS

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10 MARKETING PLAN BRANDING INITIATIVE: ADVERTISING CAMPAIGN MOCK-UPS

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10 MARKETING PLAN BRANDING INITIATIVE: ADVERTISING CAMPAIGN MOCK-UPS

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10 MARKETING PLAN BRANDING INITIATIVE: ADVERTISING CAMPAIGN MOCK-UPS

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10 MARKETING PLAN BRANDING INITIATIVE: ADVERTISING CAMPAIGN MOCK-UPS

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10 MARKETING PLAN BRANDING INITIATIVE: ADVERTISING CAMPAIGN MOCK-UPS

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10 MARKETING PLAN BRANDING INITIATIVE: ADVERTISING CAMPAIGN MOCK-UPS

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10 MARKETING PLAN BRANDING INITIATIVE: MONOTONE TAGLINES

Message Carriers

Monotone Variations

One color base with slightly darker shade to create emphasis with the ‘YOU’ in Youngstown.

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10 MARKETING PLAN BRANDING INITIATIVE: MONOTONE COLOR THEMES

Campaign Color Themes

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10 MARKETING PLAN BRANDING INITIATIVE: NEIGHBORHOOD-BASED TAGLINES

Neighborhood Specific-Colors

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10 MARKETING PLAN BRANDING INITIATIVE: NEIGHBORHOOD COLOR THEMES

Neighborhood Color Themes

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10 MARKETING PLAN BRANDING INITIATIVE: MESSAGE ALIGNMENT

We Have A Lot To Say But we need to be consistent and true.

The formula to the right details how advertising and

communication can be constructed to ensure optimal

results.

Established Vision + Realistic Actions +

Engaging Expressions = Designed Experiences

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10 MARKETING PLAN BRANDING INITIATIVE: MESSAGE CONTROL

What We Can and Can’t Control

Internal External

What We Can Control What We Can’t Control

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10 MARKETING PLAN BRANDING INITIATIVE: COMMUNICATION CHANNELS

Where can we talk, where people will listen?

Here are a few ideas how to broadcast the City

of You campaign and which channels to utilize.

“City of You” website

Youngstownians & website users will be able

to submit their own stories and photos for

inclusion into the advertising campaign. They

will also have the opportunity to share their

story, featured on the website, across all social

media channels.

Social Media

Users will be able to use social media to link

to the “City of You” website, the main City of

Youngstown website, and the Youngstown

Events website. The “City of You” campaign will

echo throughout each of these three websites

and related contents.

Telvision + Radio

Support audio/visual and audio-only spots

detailining the stories of specifically chosen

Youngstown citizens. Media will be available on

“City of You” website to watch or listen to.

Podcasts

All audio and video, with expressed permission

from subjects and vendors, can be collected into

downloadable podcasts from the Apple Store.

Printed Media

Advertisements & Story pieces can be supported

by local news outlets The Vindicator, Business

Journal, Jambar, and various community

publications.

YouTube

Users can submit their video stories to a specific

“City of You” YouTube account. Videos will be

featured on all three websites at various times.

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10 MARKETING PLAN BRANDING INITIATIVE: INTERCONNECTEDNESS

We Are In This Together

We don’t have to go it alone.

There are many partnership opportunities within and ultimately participate in the campaign to create

the community that will enable this campaign to be that very same value they recognized initially.

super-charged and supported over the long-term if The chart to the right recognizes the potential

the appropriate stakeholders recognize the value, stakeholders surrounding the “City of You” brand.

understand how to leverage that value in their favor,

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10 MARKETING PLAN BRANDING INITIATIVE: NEXT STEPS

Keep Moving Forward

The Cost of a Campaign

This initial branding work was completed under

the scope of the Economic Development grant

secured by the Youngstown State University

Center for Urban & Regional Studies.

Should this campaign be implemented, a

budget will need to be built to support the

more production and manufacturing-heavy

necessities, like bus stop ads, light post

banners, tv and radio spots, etc.

The website costs are insignificant in

comparison to printing costs, and ultimately

the website will drive this campaign forward.

Maintaining and managing the websites are

time-intensive endeavors, but don’t necessarily

need to cost money.

Ideally speaking, this campaign could last

for several years, if not a decade plus, if we

anticipate and account for the need to create

variation within the campaign in order to keep it

fresh, interesting, and creative.

Youngstownians are always going to be creating

new, wonderful things and staying aware of

what is out there is critical to the long-term

success of the campagin.

Stagnation is not a part of this game plan. The

City of You is a dynamic, ongoing entity that is as

alive as the citizens of Youngstowns enable it to

be with their action, passion, and determination

to build new things.

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10 MARKETING PLAN BRANDING INITIATIVE: ONWARD

To Infinity, and Beyond!

This campaign will sustain itself so long as there are people

interested in what it’s saying and how it’s saying it.

More so, it going to take a team to push this campaign

into the future.

Open the campaign up to Youngstown-area non-profits, student

organizations, and more – the more inclusive it is, the better it

will be...and if it’s better, then it will have more meaning, and if it

has a true depth of feeling, then it will be real.

At the end of the day, the “City of You” is about the real efforts

being made by real people in a real city undergoing revitalization.

The “City of You” is a mirror, but reflecting back a version of itself

that will always be on the edge of becoming real, giving us all a

clear vision to constantly aspire to.

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10 MARKETING PLAN BRANDING INITIATIVE: CREDITS