TO: Mayor and Members of City Council
THRU: Douglas Hewett, City Manager
FROM: Kevin Arata, Corporate Communications Director
DATE: December 3, 2018
RE:
Title
Community-wide Collaborative Branding Project - Request for Funding
end
COUNCIL DISTRICT(S):
Council District(s)
All
b
Relationship To Strategic Plan:
Desirable Place to Live, Work and Recreate
Executive Summary:
The Fayetteville Cumberland Collaborative Branding Committee is pursuing the development of a community-wide collaborative branding strategy to establish a clear and common brand that encapsulates and leverages the community's strengths, assets, diversity, vision and potential, and develops a common branding platform that all partners may incorporate and expand upon in their individual promotion, messaging, and marketing strategies. Staff is requesting Council concurrence to partner in this effort and to provide $25,000 toward the project cost.
Background:
The Fayetteville Cumberland Collaborative Branding Committee (FCCBC) is comprised of representatives from the City, the County, the Greater Fayetteville Chamber, the Fayetteville Cumberland Economic Development Corporation, Vision 2026, the Tourism Development Authority, Cool Spring Downtown District, the Fayetteville Area Convention and Visitors Bureau, Cumberland County Schools, the Crown Complex, and the Arts Council of Fayetteville / Cumberland County. They, and other outward facing organizations across the city, currently use their own disparate logos and taglines to help brand their particular organization and there is not a focused and concerted effort, or ability, to co-brand. It is the goal of the FCCBC to help connect the dots across multiple organizations to aggressively promote Fayetteville and Cumberland County as a superior destination in which to live, work, visit, explore, create or grow a business. We also desire to differentiate our community by elevating our brand above others with similar names and d...
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