Agenda

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Regular Agenda Item 4. H.

Regular BOS Meeting

Meeting Date:	06/05/2018
Submitted By:	Jacque Sanders, Asst. County Manager/Librarian
Department:	Deputy County Mgr/Library District

Information

Request/Subject

Approval of Brand Strategy for Marketing Initiative for Gila County

Background Information

Gila County has begun the process of a coordinated effort to promote all of the events, activities, destination sites and opportunities that exist within Gila County. This beginning phase includes establishing the current market situation, describing the target audience, and listing the desired marketing goals in order to develop the creative strategy. Identifying a brand strategy is required to continue with the process of creating a fully developed marketing plan. The Board of Supervisors held a work session on March 27, 2018, to begin the strategic planning process. Following that meeting there have been two formal stakeholder meetings along with several smaller informal sessions with various stakeholders to continue the strategic planning process. On May 15, 2018, six brand strategies and corresponding logos were presented to the Board of Supervisors for discussion. The Board identified a total of three brand strategies to further explore and discuss in preparation for a final selection. Following that discussion, several conversations have been held to identify the preferred brand strategy related to the Marketing Initiative. The top selection both from the last work session with the Board of Supervisors as well as with the stakeholder meetings and focus groups is the slogan, "Explore the Wild - Discover Gila County."

Evaluation

In order to complete the Marketing Plan for Gila County to promote tourism and local area events, destinations, activities and amenities, the Board needs to select a Marketing Strategy that will tie together the process. Following this selection, the Marketing Plan can be finalized for presentation to the Board, the stakeholders and the public.

Conclusion

Choosing a brand strategy will allow for the finalization of the Marketing Plan. The next step following that will be to implement the adopted Marketing Plan, which will include creating videos that promote area events, destinations, activities and amenities to potential visitors.

Recommendation

Staff recommends approval of the Brand Strategy (Attachment A) which is the graphic representation of the strategy for use in the future Marketing Plan.

Suggested Motion

Information/Discussion/Action to adopt the Brand Strategy which includes "Explore the Wild - Discover Gila County" as the words as well as approve Attachment A which is the graphic presentation of this logo to be used in the Marketing Plan for Gila County. (Jacque Sanders)

Attachments
Attachment A - Brand Strategy