brand book 2012
Brand development POSITIONING If you think all small towns are alike, then it s time to stop and experience Ponoka. This thriving community is proud to be the benchmark for living local and for using its natural assets to create a marketplace that fits with our changing times. Ponoka is recognized for its unique sense of place and for the innovative partnerships it has forged and nurtured. True to its roots, Ponoka has relied on its agricultural and industry history to build its future but the way it has integrated businesses and residents to create a new layer of economic activity is impressive. Ponoka is a model for economic sustainability in a rural setting. BRAND PERSONALITY: (if Ponoka were a person, how would you describe him/her?) - Female, mid 30 s - Sociable - Trustworthy - Outdoorsy - Proud - Down to earth - Active - Genuine - Practical - Open - Creative - Participant - Welcoming - Opportunistic 2
Ponoka Brand BRAND ATTRIBUTES: (the elements that make up the Ponoka experience) - Specialized artisans creating high quality, distinctive products in small quantities using traditional methods while supporting a value chain philosophy - Sampling of rural life - A beehive of activity - Residents that want to boast about the town & their lifestyle - Uncomplicated, authentic interactions (visitors, businesses, municipality, developers) - A feeling of belonging - evidence of community collaboration, townspeople that are enthusiastic and eager to do what they can to support measured growth - Community partnerships/connections internally and externally that help define the tourism and education opportunities and experiences - Affordability/opportunity to grow as a business or family 3
Ponoka Brand TARGET AUDIENCES (not in order of importance) 1. Stakeholders: municipal government, Ponoka Council, local business owners/investors, social services and associations 2. Residents 3. visitors within the Calgary Edmonton corridor: highway traffic and adults who personally support business that contribute to local living economies & tourism events 4. Regional municipal organizations KEY MESSAGES 1. A hometown marketplace 2. Proximity (within the province, county and to the highway) 3. Come and experience... 4
COMMUNICATIONS OBJECTIVES (2012 2015) 1. Create working committees among engaged community stakeholders to: - Develop activities and events to increase year round tourism - Work with Tourism Alberta in order to obtain funding for promotion - Create a local marketplace to bring in out-of-town consumers for goods unique to Ponoka 2. Increase town presence and knowledge of town goals among external audiences through: - Increased number of visitors/traffic on roads leading into town/retail foot traffic counts - Increased participation in events that build awareness of and interest selected town amenities among urban audiences - Increased awareness of the offering within Ponoka 3. town residents, businesses and municipal employees will understand the town s economic development goals for 2012 2015 and are working together to remove silos in order to achieve them TONE AND MANNER - Informative, introductory - Straightforward - Open, approachable, friendly - Female voice - Whimsical (in reference to the simple, pure lifestyle) STRATEGIES 1. Build a foundation for future economic development by: a) introducing a tourism plan that exploits existing and builds new rubber-tire visitors. b) bringing together diverse community interests and goodwill to create distinctive products and to support their commercial success. c) establishing a clear and consistent brand that differentiates Ponoka and articulates its brand promise. 5
2. Be visible and welcoming 3. Create and implement a communications plan for 2012 2014 that will build awareness and interest in Ponoka as a: - frequent day trip destination/treasure for out of town visitors in summer/fall - place to get to know after fuelling up - a community whose growth is tied to the live local philosophy - a place that residents are proud of - a town that is a great place to invest in and grow with 4. Revitalize existing retail business by: - providing small business training for enhanced productivity, updated customer service techniques and improved merchandising - Introducing a storefront revitalization program including grants or tax relief - Introducing special tax levies for new seasonal businesses that support the live local theme - Facilitating the creation and operation of Ponoka Downtown Business Association 5. target key regional commercial and residential developers with annual email newsletters. This network of potential investors will become aware of Ponoka s progress, its regional advantages and its close proximity. 6. Continue to consult with and involve the Town residents and businesses in the roll-out of the brand and communications strategies. This group consists of ambassadors that can become facilitators for change and growth as well as a source of volunteer support. 7. better leverage the success, traffic and tourism dollars brought to town because of the Ponoka Stampede. 6
TACTICS 1. develop a brand slogan that articulates Ponoka s tourism sell message. Apply the visual identity (logo and slogan) to stationery, website, presentation templates, ads, display booth backdrops, branded merchandise and printed brochure templates. Create flyers and brochures to introduce Ponoka to nonresidents. Create visual guidelines (and creative concepts) for storefront window art. Advertise Ponoka s weekend market in Travel Alberta vehicles and in newspapers of selected nearby cities. 2. design and install branded way-finding signage to direct traffic from Highway 2 and along main roadway leading into Ponoka. Design and install directional signage to encourage drivers to shop downtown and visit the town s recreational points of interest. 3. Create partnerships that will help define and commercialize the Live Local philosophy. - Work collaboratively with the Centennial Centre and the Business Association to develop and implement a business plan for the growth & sale of plants, fruits, herbs and value-added products at weekend markets in Ponoka and urban centres. Create branded display booths, packaging and flyers that reinforce the Ponoka brand and reinforce Ponoka s goal to become a live local economy. - Work collaboratively with post secondary institutions to identify up and coming artisans (food, art, crafts) looking to find busy marketplaces to sell their products. Develop and implement a seasonal marketplace retail leasing package. Introduce a seasonal marketplace retail committee to select the best mix of participants. These entrepreneurs will be selected on their ability to: 1) contribute to the distinctive live local product offering 2) attract and generate retail sales. - Work with the Chamber and the Business Association to create and implement a plan that capitalizes retail sales during the Rodeo. Cross-promotions with restaurants and exclusive offers for rodeo patrons will be developed to shift retail traffic into town. Tactics will address ways to engage retailer participation. 7
- Work with Ponoka s schools and the Town s recreation department to open up facilities for more public participation in sport and recreational activities. 4. Supplement the Town s existing events calendar with new sports, arts & culture events. Publish the calendar on the web and update it bi-monthly. Create and launch a tailored PR campaign, through traditional as well as social media, to promote select events in order to increase participation internally and externally. 5. Work in collaboration with Ponoka businesses that sell their products at out-of-town farmers markets to create a consistent brand presence while in neighbouring communities. Add corresponding printed material that invites visitors to come and shop within the town while reinforcing the Live Local philosophy* 6. Select a team of community ambassadors from the pool of residents, businesses and social service organizations. These official representatives of the town will act as information distributors, feedback gatherers, volunteer recruiters and idea generators. They may be used as a sounding board for program introduction and review. 8
Ponoka Brand Guidelines The Ponoka logo should not be altered, re-typeset or modified in anyway. Any use other than that illustrated must be approved in advance by Ponoka. Keep it real. 9
Logo colours Colour is a powerful means of visual recognition and a strong component of any logo are the colours in which it is presented. The colours may also be used for backgrounds, accents, illustrations and text. PRIMARY Pantone: 549 C CMYK: C=52 M=6 Y=0 K=25 RGB: R=92 G=145 B=164 Hex Value: 5C91A4 Pantone: 181 C CMYK: C=0 M=74 Y=100 K=47 RGB: R=135 G=35 B=0 Hex Value: 872300 SECONDARY Pantone: N/A CMYK: C=0 M=4 Y=13 K=5 RGB: R=243 G=234 B=213 Hex Value: f3ead5 10
Corporate typefaces In order to maintain consistency for all print and web materials, it is important to use a distinctive typographic style that complements the Ponoka brands. The typeface to be used is Sanchez. NO other substitutes should be used unless these typefaces are not available. Use of any other typefaces must be approved in advance by Ponoka. PRINT FONTS Sanchez Font family (Primary - used in headlines) Sanchez Size Shown 16 pt. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()-=_+[]\;,./{} : <>? Univers Font family (Secondary - used as body copy) Univers LT Std 47 Light Condensed Size Shown 16 pt. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()-=_+[]\;,./{} : <>? web FONT Arial Arial Size Shown 16 pt. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()-=_+[]\;,./{} : <>? 11
Graphic Elements This is a sampling of some of the graphic elements used in Ponoka s collateral materials. They convey a modern vintage feel, and portrays an honest, comfortable feel to the town. 12
Banners 13
Banners 14
Brochure 15
Full Page Print Ad Ho hum, another typical Saturday morning. Ponoka isn t your ordinary town. It s a special place where a kid can enjoy the freedom to be a kid. Where people know each other by name and care about who you are. It s a town with a world famous rodeo, a world-class brain injury hospital and world of eclectic shops that line main street. If you re looking for the ideal mix of small town life with big city connections, Ponoka is in the right place for you. Keep it real. www.ponoka.org 16
Stationery Package Sarah Kraft Economic Development Officer Sarah.Kraft@ponoka.org Main: 403-783-4431 Direct: 403-783-0116 Cell: 403-704-6966 Fax: 403-783-6745 Town of Ponoka 5102-48 Avenue, Ponoka, Alberta T4J 1P7 www.ponoka.ca 17
Envelope 18
Outdoor Sequential Signage 19
Nominate Your Neighbour Poster 20