City of Gainesville - File #: 050849.

• File #: 050849.
• Version: 2
• Name: Status of the Market Gainesville Partnership efforts to develop a Gainesville Community BrandprintTM (B)
• Type: Discussion Item
• Status: Passed
• File created: 12/11/2006
• In control: City Manager
• Final action: 12/11/2006
• Title: Status of the Market Gainesville Partnership Gainesville Community BrandPrint (B) This item is a report on the results of the Market Gainesville Partnership (MGP) effort to develop and implement a community-wide brand and marketing strategy for the Gainesville community.

Date	Ver.	Action By	Action	Result
12/11/2006	2	City Commission	Approved as Recommended	Pass
9/25/2006	1	City Commission	Approved as Recommended	Pass
1/23/2006	0	City Commission	Approved as Recommended	Pass

Title
Status of the Market Gainesville Partnership Gainesville Community BrandPrint (B)

This item is a report on the results of the Market Gainesville Partnership (MGP) effort to develop and implement a community-wide brand and marketing strategy for the Gainesville community.

Explanation
The City Commission joined with other community partners in forming the Market Gainesville Partnership (MGP) and allocated a $20,000 contribution toward the development of a community-wide brand and marketing strategy for Gainesville. North Star Destination Strategies, Inc. was hired to assist with the development of the brand and strategy. On November 29, 2006, MGP held its “Unveiling the Brand” meeting. At this meeting, Don McEachern, CEO of North Star, conducted a final presentation of the brand development process, including the completed brand and marketing strategy.

At the conclusion of the final presentation, MGP membership discussed the brand recommendation and accepted the final report and presentation. MGP membership indicated approval of the Gainesville Community BrandPrint, as recommended, by signing an enlarged symbolic copy of the Greater Gainesville Brand Charter. The Charter is designed to formalize the involvement of public and private sector organizations in the Brand initiative as “Brand Ambassadors.” As a signatory, each organization agrees to foster the development of the Brand through the development of policies, programs and organizational governance. The City Manager represented the City Commission as a signatory to this symbolic document.

At its next scheduled meeting on January 10, 2007 at 8:30 a.m., MGP will develop next steps in the Gainesville community branding process, including ways to use brand materials, programs, events and initiatives. The City's Communications and Marketing Department and the Gainesville Chamber of Commerce are developing web pages on the City's official website to make Gainesville Community BrandPrint brand ...