TO: Mayor and Members of City Council
THRU: Douglas J. Hewett, City Manager ICMA-CM
FROM: Robert Van Geons, FCEDC President CEcD
DATE: August 6, 2018
RE:
Title
Economic Development - Branding Update
end
COUNCIL DISTRICT(S):
Council District(s)
All
b
Relationship To Strategic Plan:
Goal II: Diverse and Viable Economy
Executive Summary:
The City Council has made developing a consensus brand for the community a Target For Action in the FY 19 Strategic Plan. This effort is being led by the Fayetteville Cumberland County Economic Development Corporation (FCEDC) with the participation of the City's Corporate Communications Department. Mr. Van Geons will provide and update on the process.
Background:
In January, FCEDC and City Staff provided an update regarding a working group that was formed discuss collaborative marketing among several organizations, evolving to become what we call, the Fayetteville - Cumberland Collaborative Branding Committee (FCCBC). Participants include the City of Fayetteville, Cumberland County, the Tourism Development Authority, Crown Complex, Greater Fayetteville Chamber of Commerce, Fayetteville Cumberland County Arts Council, Fayetteville Area Convention & Visitors Bureau, Vision 2026, Cool Spring Downtown District and Fayetteville Cumberland County Economic Development Corporation (FCEDC).
As previously proposed, the group is pursuing the development of a community-wide branding strategy in order to:
* Establish a clear and common brand, that encapsulates and leverages the community's strengths, assets, diversity, vision, and potential;
* Develop a common branding platform that all partners may incorporate and expand upon in their individual promotion, messaging, and marketing strategies.
The creation of this centralized messaging and brand identity is intended to:
* Aggressively promote Fayetteville and Cumberland County as a superior destination in which to live, work, visit, explore, create, or grow a...
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