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CASE' <br />RAMSEY TOWN CENTER BRAND STRATEGY <br />By: Heidi A. Nelson, Deputy City Administrator/Director of Community Development <br />BACKGROUND: <br />In early November, 2009, the HRA, Ramsey Town Center Steering Committee and staff met <br />with Anne Berg of VyWay in a Brand Strategy session. Since that time, staff has met with Ms. <br />Berg several times to review the information gleaned from that session and to develop the Brand <br />Strategy Map for the Ramsey Town Center. Ms. Berg will be present for tie 5:00 p.m. to 5:30 <br />p.m. meeting of the HRA and will walk through the Brand Strategy Map that has been developed <br />thus far. <br />Staff will be seeking input from the HRA members regarding the general themes of the brand <br />being developed for the project. Following that discussion, staff would work with Ms. Berg to <br />finalize the document which would allow the HRA to move forward with the development of <br />marketing materials (logo, tag lines, sub-brands, trade show) around the new brand established. <br />for Ramsey Town Center. Ms. Berg will be prepared to discuss the next steps in the process; <br />staff will be seeking direction from the HRA regarding proceeding with this process. It is <br />intended that the new marketing materials would be available for use during the May 2010 ICSC <br />Convention. <br />BOARD ACTION: <br />Receive presentation of the draft Brand Strategy Map from Anne Berg with Vyway and provide <br />input regarding the general themes of the brand. Direct staff with regard to the next steps in the <br />branding process and the development of marketing materials. <br />Reviewed by: <br />`-- L~ <br />Crty Administrator <br />HRA: 01.26.10 <br />