Title
Update on the McKinney Brand and Logo - History and Current Strategy
Summary
COUNCIL GOAL: Operational Excellence
Enhance the Quality of Life in McKinney
(2C: Identify Opportunities for Internal Efficiencies and Continuous Improvement to Effect a High Performing Organizational Culture)
(5C: Continue to Market and Highlight McKinney as a Unique Destination for Residents and Visitors Alike)
MEETING DATE: June 18, 2018
DEPARTMENT: Communications and Marketing
CONTACT: CoCo Good, Director
RECOMMENDED CITY COUNCIL ACTION: Receive Update
ITEM SUMMARY:
• Topics covered will include:
o Brands and their purpose
o Process for arriving at McKinney’s brand
o Creating sub-brands and specific marketing campaigns for targeted markets/audiences under the overarching brand umbrella
o Keeping it fresh while maintaining consistency
BACKGROUND INFORMATION:
• On February 1, 2005, the City Council adopted a corporate logo and slogan that conveyed the essence and spirit of McKinney as a whole.
• A research-based and data driven marketing and branding initiative was implemented to aggressively market the City of McKinney.
• The MEDC, MCDC, Main Street, and MCVB agreed to all work collectively under the brand umbrella - with individual marketing campaigns coordinated within to maximize reach, realize financial efficiencies and reduce overlap and redundancies.
FINANCIAL SUMMARY: N/A