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Grand rapids branding presentation oct 2017


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CVB Director, Megan Christianson, provides examples and lessons learned from their branding process

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Grand rapids branding presentation oct 2017

  1. 1. Grand Rapids Branding Megan Christianson Executive Director
  2. 2. Grand Rapids Branding • Original – Thousand Grand Lakes (20+ years) • New Branding Process 2009-2010 – Community Committee Formed – CVB lead – Hired North Star Destinations to guide through process – Lead community listening session, profile study analysis • Rolled out new 2010 – “Grand Rapids, It’s in Minnesota’s Nature” – Series of Community Sessions – Public Releases – Media Tour (radio and print) – Website Launch – Hired a PT Business Brand Coordinator – Solicit Grand Rapids Businesses to adopt & understand
  3. 3. Grand Rapids Branding • Successes – Brand Committee Champions/Ambassadors – Business Branding Coordinator – Feet on the Ground – CVB Lead – strong organization – understanding of marketing positioning – Branding Documentation and Standards • Failures – Lack of Grand Rapids Business Buy-in – CVB Director Resigned – Lack of Sustainable Fundin – New CVB Director – Friction Between New Leadership and Brand Committee
  4. 4. Grand Rapids Branding • Spring 2013 Brand Committee Reconveniened – Focus on Issues, Address Lack of Adoption, Revision Options and Ideas – Hired Consultants to Guide Brand Committee – Invited New Brand Committee Members to be Engaged (retail, lodging, restaurant, government, local media, CVB, Chamber and Non-Profit) – Rolled out new logo design - – Evolution Brand Design to Meet NEW Community Needs and Wants – Rolled out Spring 2014 – CVB Lead – Public Relations – Press Releases (radio, print) – Presentations to Civic Organizations – Found Community Brand Champions/Ambassadors
  5. 5. Grand Rapids Branding • Aim Clear Hired to Create Branding Handbook for Grand Rapids Businesses • Easy to Use • Educated on Why Adopt the Brand • Examples of How to Use the Community Brand • Approved Brand Logos • Resource Links • Contact Information for Questions • Roll-out • Press Release (local media) • Email Blast • Community Brand Champions Lead
  6. 6. THANK YOU! Megan Christianson Email: Phone: 218-259-0572