Covington: The Brand
Covington: Unmatched quality of life
Executive Summary
Covington started as a railroad shortcut, an in between. It was a place to pass through, but not stay for any period of time. We are out to change that.
With a solid comprehensive plan in place, the support of the city council, economic development commission and city staff, and a well organized rebranding effort, Covington will become a stop, and not just a pass through.
Covington: Unmatched quality of life
Executive Summary
When we talk about rebranding, we talk about the identity of a city. Identity is the way the city is viewed, and views itself.
Besides being a railroad shortcut, Covington's identity has been tied to its surrounding environment: trees, mountains, trains. This was reflected in the current city logo.
In 1997 Covington incorporated and became its own city, but the core identity remained the same - as a place you came to pass through, getting from one spot to another. That identity was further cemented by the amount of large retail that has developed. Covington was a place to come, get what you need, and then leave.
Covington: Unmatched quality of life
Executive Summary
As you can see, the two main identities are at opposite ends of the spectrum. On one side you have nature and those who knew the city as a tranquil, wooded, non-city environment and would like it to stay that way.
On the other side, you have the economic growth and those who know the city as a place to come, get what they need, to shop, or to pass through, but it is a necessity to them.
Covington: Unmatched quality of life
Executive Summary
Today Covington stands at a crossroad. You have the nature side of Covington and the growing side of Covington, while the surrounding areas still see Covington as a shopping city with an abundance of traffic.
The rebranding project will join those two forces of Covington together and, once united in its growing efforts, Covington will begin to change the way it is viewed by the outside world. No longer will Covington be seen as a pass through or a shortcut; it will become a destination to live in, work in and spend time in; a stop of its own.
Covington: Unmatched quality of life
Tagline and Vision Statement Recommendations
Current Tagline: None
Recommended Tagline: "Growing Towards Greatness"
Current Vision Statement: "Unmatched quality of life"
Recommended Vision Statement: "Our vision is an unmatched quality of life."
Covington: Unmatched quality of life
Key Branding Themes
Covington will become a destination.
Covington will become unified.
Covington: Unmatched quality of life
"Growing Towards Greatness"
Key ideas inside this tagline:
Covington: Unmatched quality of life
"The Stop" at Covington
Key ideas inside this name for the new town center (working title):
Covington: Unmatched quality of life
The Audience
There are three main groups that the city rebrand project will focus on, and our communication plan for each group will take into account their specific key issues:
Those who...
Covington: Unmatched quality of life
Living in Covington
Key Issues:
Covington: Unmatched quality of life
Doing Business in Covington
Key Issues:
Covington: Unmatched quality of life
Visiting Covington
Key Issues:
Covington: Unmatched quality of life
Customized Communication
Knowing the audience groups and their key issues is important because it allows us to customize the communication.
Growing Towards Greatness will mean something different to everyone. Our goal is to define "greatness" in ways that are most relevant to the target audience.
Covington: Unmatched quality of life
Covington is Growing Towards Greatness in...
Healthcare
Outdoor Spaces
Education
Downtown Planning
Retail Choices
Covington: Unmatched quality of life
Communication Methods
Covington: Unmatched quality of life
Covington: Unmatched quality of life
Research
Strategy
Design
Communicate
Conduct Brand Audit:
- Focus Group
- Secondary Research
Define the Brand:
- Identify Attributes
- Develop Key Messages
Create Brand Identity:
- Tagline, Logo, Colors
- Applications/Uses
Develop Action Plan:
- Methods/Timelines
Implement the Plan:
- Internal/External Rollout
X
X
2012 Qtr 3/4
2013 Qtr 1
2013 Qtr 2
2013 Qtr 3