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  • 1. the big problemKaty has lots of energy.....but not a well defined sense of place.
  • 2. Community Mystery Shoppers Stakeholder Interviews Community footprint audit Community Online SurveyAttitude Awareness & Usage Digital Footprint audit Community Segmentation Analysis - ESRI Tapestry Focus Groups
  • 3. Virtually everyone agrees Katy is a great place to live and Katy ISD is the driving reason why. YES 98% NO 2%
  • 4. What distinguishes the Katy area most fromother communities in the Houston metroarea? • KISD Schools and Football • Community • A real small town feel
  • 5. Outside PerceptionsMost sought after community for schools in the greater Houston Area?
  • 6. Brand Truth #2 The Katy name spans across multiplegeo-political boundaries all within Katy ISD.This helps to create a sense of place confusion.
  • 7. Brand Truth #3
  • 8. Brand Truth #4
  • 9. Do you recommend a place Katya business as a Recommend the Katy Area as the to start Areaplace to start a business? YES 94% NO 6%
  • 10. Which community claims to be home of the Energy Corridor?
  • 11. Where do you think most of the employees and executives of the Energy Corridor live?
  • 12. Rate the character of the Katy AreaUsing a scale of 1-10 with 10 being “exact match” and 1 being “does not match”
  • 13. The Katy Brand PromiseStatement:
  • 14. Logo Objectives:
  • 15. Logo Objectives:
  • 16. Creates a balance between the strength ofthe Katy name and the lightly whimsical icon. Creates a graphical point of distinction thatshows THIS is the place where energy grows. The base color is red to portray energy, strength and a nod to Katy’s heritage - the City of Katy. The hints of yellow at the top show tomorrow’s opportunity.
  • 17. •Learn the Brand•Utilize the Logo/ Brand in your Marketing Material •Fill out the Brand/Logo Release Form and send it to EDC•Integration of Brand in •Sales work, Advertising, and Dialogue with your customers•EDC/Realtor Dialogue •Selling/Positioning, Research, and Feedback•Volunteer to help with Branding Efforts