A Strong and Differentiated Brand Positioning for the City of Orillia · 2015. 2. 9. · 1. Council to choose a brand framework February " Discussion/Decision on Holding Workshop

CITY OF ORILLIA BRANDING AND WAYFINDING FBRUARY 2, 2015

A Strong and Differentiated Brand Positioning for the City of Orillia

Presenta(on to the City of Orillia – February 2, 2015 1


Our team today

Roanne Argyle

Senior Vice President, Strategic Counsel

Jean-Pierre Veilleux

Brand Strategy and Creative Director

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On today’s agenda

1.  Objectives for today

2.  The process to this point

3.  Positioning options

4.  Next Steps •  Brand creative options

•  Signage and wayfinding

•  Consultation strategy and plan

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Process review " !

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The process so far

Process review

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Process

•  July 18 to September 16, 2014 – Hosted public online survey –  High rate of participation (451 respondents), indicating an engaged public

•  September 4, 2014 – Held roundtable sessions with stakeholders (approximately 70 participants) –  two sessions with a collection of internal stakeholders –  two sessions with a collection of external stakeholders.

•  Reviewed and synthesized data and information from broad variety of sources –  strategic initiatives documents and reports provided by Orillia, going back "

to 1997 –  drafted a Preliminary Research Report summarizing sources and content of

feedback, and capturing key themes moving forward •  Cursory audit of Ontario municipalities’ brands and positioning

–  emphasis on comparables and/or neighbouring municipalities

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POSITIONING THE ORILLIA BRAND

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Key themes that emerged from the process

WATER – The waterfront/Orillia’s harbour/Lakes/Uniquely situated on two lakes.

SUNSHINE – Strong association with the town of Mariposa (modeled, it is believed, on Orillia) from Leacock’s Sunshine Sketches of a Little Town.

MARIPOSA – See above

INNOVATION/INGENUITY – Referencing Orillia’s innovative past

CULTURAL EVENTS, FESTIVALS AND THE ARTS – The City sees itself as a hub of cultural and artistic events

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Key themes that emerged from the process

NATURE – Natural setting and well-endowed with natural amenities and beauty

RECREATION – Outdoor recreational and sports activities appealing to locals and tourists

HERITAGE and HISTORY – Occupies an important place in a historical context and the home of prominent Canadian figures

LOCATION – Ideally positioned – at intersection of two highways / proximity to Toronto /on the way to cottage country / "a short distance to Barrie

LIFESTYLE and AMENITIES – Small town charm and feel and the amenities of a big city

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Persistent challenges

Social challenges

•  Past consultations have been characterized by a notable reluctance to change. o  Some of this due to difference between new and long-term / older and

younger residents •  Retaining youth

o  Perceive City as boring at times / not much to do •  Highway 11 corridor – creates division, splitting city in two

•  Community frustration and skepticism around ability of Council to affect change o  Repeated initiatives without change or tangible action –  E.g., centre of sports tourism (focus on where we want "

to be tomorrow). = INNOVATION, CENTRE OF EXCELLENCE –  Recreation facility: Council’s #1 priority is to deal with this issue

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Economic/infrastructure challenges •  Under-employment/lack of opportunities •  Retaining youth – also related to lack of career prospects and job

opportunities •  Downtown area in relative decline (not frequented enough)

o  Striving towards a revitalized/vibrant downtown area – need better promoted and more “higher-quality” attractions (i.e. reasons to go)

o  Need more collaborative businesses o  More convenient/consistent business hours in the downtown core

Geographic/location challenges

•  City gets by-passed by commuters on way to and from cottage country o  Relative proximity (short distance) to Barrie and cottage country can be a

weakness (i.e. no reason to stop) •  Orillia not viewed as a destination

o  Lack of awareness of the City and what it has to offer o  Poor signage – people don’t know the City is there

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Opportunities

•  Tourism o  The casino is an asset to be better leveraged (employment and tourism) o  The continued improvement of the downtown area and closer linkage to the

waterfront are key o  Adopting a pro-business stance to signal Orillia is “open for business” o  Positioning Orillia as a location for conferences

•  Signage and wayfinding o  Ideal chance to give the City a “face” and unique presence o  Signal to all who travel highways 11 and 12 exactly where the City is o  Help people find their way to key destinations within the City

•  Media o  Partnerships with local media could be better utilized to promote and

celebrate the City and community within.

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Threats

Competition •  Orillia being bypassed in favour of neighbouring communities

o  Continued growth in Barrie to the south o  Competition from cottage destinations (Muskoka in particular) to the north o  Orillia needs clearer distinct identity to capture share of development

Community Perception •  Many in the community see primarily the shortcomings, but Orillia has "

many assets sought after by visitors. They need to be better promoted "internally as well as externally

o  Downtown area o  Festivals and events o  Museums and parks o  Leisure and sporting activities o  The lakes, the waterfront and marina o  And more

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Challenges in city branding

1.  Complexity – multi-layered stories

2.  Wide range of stakeholders

3.  Contrast between heritage and future

4.  Spectrum of fundamentally different audiences and interests

Orillia doesn’t have one story to tell. "It has hundreds.

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This is Orillia. All of it.

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Defining the brand – a framework

CHARACTER "How others "

experience us "and describe us?

VALUES What is really

important to us. Beliefs that lead "to successful

outcomes.

VISION A stretch goal that the brand aspires to. "

It is future-oriented and answers the question: WHY WE EXIST?

POSITIONING How we address our target that makes us unique and highlights our value.

MISSION "What are we doing that creates value day-in, day-out. Answer the question: "

HOW WILL WE ACHIEVE OUR VISION?

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PROMISE The promise that is made to our audiences. The key benefit(s)"

they can expect without fail.

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Vision and Values – what exists presently

VISION*

A healthy and progressive community that respects people and promotes growth in a sustainable environment.

CORE VALUES*

•  We will respect our community spirit and lifestyle •  We will commit to a safe, caring and healthy community •  We will be fiscally responsible •  We will respect our past and embrace our future •  We will be a regional leader in economic development * City Council / Strategic Plan 2011

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The Broader Opportunity

A most significant opportunity to be realized through the branding process will be to help build pride and a spirit of empowerment throughout the community by laying out an inspiring vision of a revitalized Orillia.

To be viewed as achievable and to be shared by all, this vision of a not-too-distant future Orillia, must necessarily begin by instilling in residents, businesses and stakeholders, a genuine sense of pride in who we are presently. Pride in our heritage, in our strengths and capabilities, our uniqueness and true points of differentiation, and in our distinct character and “flavour” as a community is essential to become the city we know Orillia can be.

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Brand themes 3 key directions emerge

The Creative Sustainable City

•  Future-oriented positioning •  Emphasis on innovation •  Environmental stewardship

•  Fiscal responsibility •  Picks up on a number of the more

progressive views and themes from the consultation

•  Skews younger •  Aligns with key strategic priorities of

the Strategic Plan –  Environmental stewardship

–  Improve transportation –  Healthy communities

–  Support business and industry –  Improving City’s image –  Etc.

The Lifestyle "Balance City

•  Reflects more current status and strength

•  Emphasis on access to amenities and convenience – Lifestyle

•  Fiscal and environmental responsibility

•  Reflects more commonly held views as per consultation input

•  Skews older

•  Aligns with key strategic priorities of the Strategic Plan –  People first –  Healthy communities –

Enhancing wellness –  Improve transportation –  Environmental stewardship

–  Improving City’s image –  Waterfront improvement –  Etc.

Mariposa "Sunshine

•  Builds on the Mariposa brand and Mariposa themed attractions

•  Primary focus on tourism and attracting visitors

•  Cultural and sporting event-driven

•  Focus on lake-oriented activities •  Moving toward a vision to make

Orillia a year-round destination •  Builds on history and heritage •  Aligns with some key priorities of "

the Strategic Plan –  People first

–  Waterfront improvement –  Integration of downtown and

Waterfront –  Increase in private investment in

the downtown and waterfront –  Turn downtown into a thriving

retail commercial sector


Brand Framework 1 – The Creative Sustainable City

CHARACTER "

– Vibrant and enthusiastic

– Youthful energy – Active and Outdoors

– Creative thinkers

– Artistically-inclined

– Professional and knowledgeable

– Savvy, smart, industrious

– Welcoming, caring

– Accessible, approachable, "easygoing

VALUES"

– Collaboration – Innovation – Diversity of culture,

beliefs and opinions – Inclusiveness – Sustainability – Entrepreneurship

VISION To be a recognized hub of ingenuity and "

creativity for business, leisure, culture and sustainable living in Central Ontario.

Orillia is the destination of choice where culture abounds "and opportunity thrives in Central Ontario.

MISSION

To consistently seek to create better, more sustainable and innovative ways to provide our residents, visitors,

businesses and investors the services and experiences they require, seek and deserve.

PROMISE

Orillia combines the advantages, opportunities and amenities of city living with the charm and ease of the countryside. The City is a hub of culture, creativity and

entrepreneurial opportunity in Central Ontario and embodies an optimum blend of leisure, nature and "

artistic experiences.

POSITIONING


CHARACTER "

– Active, Sports-"oriented and Outdoors

– Welcoming, caring "and "safe

– Accessible, approachable, "easy-going

– Creative thinkers

– Artistically-inclined

– Vibrant and energetic

VALUES"

– Quality of Life – Health and Fitness – Safety and security – Convenience – Inclusiveness – Sustainability – Collaboration

VISION

To be the city that offers the best "lifestyle balance in Central Ontario.

Orillia is the city that provides all the best Ontario has to offer.

MISSION

To consistently seek to create new, better and more sustainable ways to provide our residents, visitors,

businesses and investors the adequate infrastructure and municipal, touristic and business services and experiences they require, seek and deserve.

PROMISE

Orillia is ideally situated at the junction of country and city living. It embodies the optimum blend of leisure, natural and cultural

experiences, all within a progressive municipality that combines the advantages, opportunities and amenities of large urban

centres with the charms of a small town.

POSITIONING

Brand Framework 2 – The Balanced Lifestyle City


CHARACTER "

– Exciting

– Colourful

– Happy

– Welcoming

– Savvy

– Cool

– Friendly

VALUES"

– New – Tradition and " Heritage – Surprise

– Wholesome " Family Values

VISION

To become and be recognized as "an inviting and event-filled place in "

Central Ontario.

Orillia is Central Ontario’s all-seasons sports, leisure and cultural celebration destination for the whole family.

MISSION

Focus on the City's culture, "festivals and events.

PROMISE

Orillia is a premiere destination for recreation and culture, where visitors can expect to be entertained and delighted by a constantly

evolving variety of events, activities and natural experiences.

POSITIONING

Brand Framework 3 – Mariposa Sunshine


The Process and Consultation Moving Forward

Activities Timeline

1.  Council to choose a brand framework February "Discussion/Decision on Holding Workshop (by Feb 9)

2.  Development of visual identity options (3) based "on final brand framework and positioning Late February/early March

3.  Presentation of Visual Identity options (3) to Council March

4.  Signage and wayfinding concepts presented to Council March

5.  Council to choose visual identity and signage concept March

6.  Final presentation to Council Late March/early April

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Documents

A Strong and Differentiated Brand Positioning for the City of Orillia · 2015. 2. 9. · 1. Council to choose a brand framework February " Discussion/Decision on Holding Workshop