Title
Branding Update
Purpose
PURPOSE/BACKGROUND:
The City of Hampton is using multiple logos and promotional taglines and slogans for different purposes. We aren't maximizing our efforts, because we look like we aren't all on the same team. The city contracted North Star Destination Strategies to help us get to that point. However, a consistent branding strategy backed by research has to underlie the efforts to really define what sets Hampton apart -- and translate that in ways that are meaningful to the residents, business and tourists we have, and those we want to attract.
Discussion:
Marketing, the Convention and Visitors Bureau and Economic Development partnered to fund the study. North Star conducted a variety of research, from selected staff, community and business focus groups, to man-on-the-street interviews to online surveys in Hampton and in surrounding areas. A representative from North Star is here to present what they learned from that research and suggest how it can help us define our "strategic DNA."
Impact:
This is a first step toward defining what makes Hampton unique -- how we are different from our neighboring cities and any other place people can choose to visit, invest or live. That branding effort will help guide marketing to basically all of City Council's strategic goals.
Recommendation:
Rec
We hope City Council will agree generally with moving forward to work on the next steps after hearing this research.