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Home My WebLink AboutCAO-09-009 - New Name & Brand Kitchener MarketKIT(~NER Ch o f Ad m i n is rra ror "s Office Report To: Finance and Corporate Services Date of Meeting: March 2, 2009 Submitted By: Kathy Weiss, Director Business Development Prepared By: Kathy Weiss, Director Business Development Ward(s) Involved: Ward 6 Date of Report: February 12, 2009 Report No.: CAO 09-009 Subject: New Name/Brand Kitchener Market RECOMMENDATION: That Kitchener Council support Option B as the new Name, Logo and Tagline for the Kitchener Market. BACKGROUND: In June 2008, the Kitchener Market brought on new management, a new strategy and a new vision. A short term strategic plan was developed that included re-branding of the Market. The brand identity (name, logo, tag line) needed to support and express the new direction, in a way that was authentic and reflective of the experience that someone would have as a visitor to the facility. To help develop the branding strategy the public was consulted about how they felt about the market (e.g. what words came to mind when they thought of the market). The vast majority of responses stated that when they thought of the market the words fresh, local and community gathering space came to mind. The existing brand of the Kitchener Market did not accurately reflect the wants, needs, or values of customers and residents. Neither the logo nor name resonated with the customers of the Market and residents of Kitchener. Feedback was that the brand was alienating and irrelevant - e.g. many people were offended by the use of the term "your" in Your Kitchener Market. As a result, two logos were developed to reflect the public's input and were presented in a public consultation processes from February 7-21, 2009 2 REPORT: In August 2008, Sedona Communications in Waterloo ON, was commissioned to perform the re-branding initiative which included input from customers, non-customers, vendors, internal stakeholders and members of City Council. The re-branding exercise involved the following: Initial public consultation/market research - to determine wants, needs, challenges, and perceptions. This included on-site print surveys, electronic surveys via City of Kitchener and Kitchener Market website, and a focus group. 458 surveys were completed from both customers and non-customers Brand Strategy session -internal stakeholders with vendor input (identified target audience, competitors, SWOT analysis, mission, vision, values and positioning) Data Analysis -brand recommendations based on research strategy sessions Development of brand identity -name, logo, tagline Public consultations/focus group testing -tested and received feedback on short-listed concepts of logos, taglines, and names Feedback from CMT Feedback from Council Members Public consultation/voting -Two logos, a new name and a tagline were chosen to represent the Kitchener Market. Final concept Presentation of brand identity to Council -for approval As part of an internal audit of the Corporate Communications and Marketing direction, Council specifically requested that over time staff look to strengthen the connection between the city's branding and the branding of its Enterprises. In response to that council direction, the recommended logo option for the Kitchener Market incorporates the city's corporate colours as away to create a visual connection between the City and the Market. Option A (see attached) focused on the market as a hub of community • The circle represents community • The "m" inside stands for market but represents people within the community -it's about engagement, connection, sharing, diversity • The fonts emphasize a feeling of casual friendliness, approachability and modern living without cluster Option B (see attached) focuses on integrating the past and present, traditional and contemporary, urban and rural • The abstract wheat represents the food aspect of the market, community, and simple and basic goodness from the earth • The "Kitchener" font represents the elements of tradition, formality, history and the rural roots of the market • The font for the "market" emphasizes the ideas of being contemporary, bold, solid, simple, and forward-looking The tagline "every reason, every season" focuses on two things: The differentiation of the market from its key competitors. It's a comfortable destination year round, in every season, not just the warm months 2. The every reason speaks to the vision of the new market which encompasses more than the farmers market...fresh goods, restaurants, crafts, community events, the central meeting place for socializing, art, culture, diversity etc. Linguistic principles are incorporated in the wording such as rhythm, cadence, rhyme, repetition. From February 7-21, 2009, the public was given the opportunity to provide input on the preferred option and a total of 1506 votes were received. Option B was selected by 53% of the respondents and 47% selected Option A. Survey Location Kitchener Market Kitchener City Hall Kitchener Market Website The Record Website Total Option A Option B Neither 88 197 6 52 66 7 179 204 - 384 314 - 703 781 13 Staff concurs with the results of the public consultation to chose Option B as the new logo and tagline for the Kitchener Market. It combines both tradition and moving forward, and it will not be outdated as trends change in years to come. FINANCIAL IMPLICATIONS: Up to $75,000 for signage and other collateral such as lure brochures and letterhead. This includes external signage that currently does not exist which has negatively impacted generating awareness of the Market and the ability to attract customers to the facility. An application is being submitted to the Ministry of Agriculture, Food and Rural Affairs (OMAFRA) requesting a $100,000 grant through the Market Investment Fund that supports marketing and economic initiatives for enterprises whose mandate revolves around "Fresh and Local." COMMUNICATIONS: The public consultation process for responding to the branding survey was advertising on Your Kitchener Market and City of Kitchener websites, three community newspapers, article in the Record and, posters in the Market and City Hall. 4 The public consultation process for voting for the new logo and tagline was advertised on Your Kitchener Market and City of Kitchener websites, three community newspapers, Record website voting selection, posters in the Market and radio ads - Kool FM, KFUN, 570 News, ChymFM, Kix, and Dave FM. CONCLUSION: The new brand of the Kitchener Market is more than just a name, logo, and graphics - it is about creating the experience that people are looking for: local, fresh, warm, comfort, friendliness, accessibility and vibrant. Other supporting initiatives underway include the floor repair, mini-market and a proposed multi-use facility for programming, events and educational opportunities. It is important to transcend the previous negative association with the name Your Kitchener Market and other associated issues. The new name, logo, and future initiatives support and express the new direction and vision allowing for positive change that is imperative to the success of reinventing the facility. This will give the Market a fresh new start in awareness, image, branding and promotion. Equally important, it will help differentiate itself from other markets in the region, draw new customers, and loyalty of existing customers. A clear, compelling brand will also help the Kitchener Market generate awareness, recognition, and visibility in the community. Kathy Weiss Director Business Development Economic Development Rod Regier Executive Director, Economic Development L ~ N Al W O ~ s ~ V +~ .. 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