The Mayor's Branding Task Force describes Colorado Springs asvibrant, exceptional and rugged.
It's a town, they said, that is 'alive.'
These words the task force has chosen to describe the city'shealthy, free-spirited lifestyle and the outdoorsy community. Thecharacter descriptions are part of building blocks that are expectedto lead to the city's much-anticipated slogan.
A key word, or the brand essence, in describing Colorado Springsis 'alive.'
The 'brand essence,' will be the backbone of the brandingstrategy, said Doug Price, president and CEO of Colorado SpringsConvention and Visitors Bureau. Price also heads up the Mayor'sBranding Task Force.
'In Colorado Springs, living means doing,' he said. 'We are notspectators. We are doers.'
In May, the CVB, as part of the Colorado Springs Mayor's BrandingTask Force, hired Stone Mantel brand and strategy firm with theexpress mission of formulating a branding platform. The goal of acity or regional brand is to position the city as a front-runningcommunity for economic rebound, the taskforce said when it announcedthe contract with Stone Mantel, a Colorado Springs-based firm.
'One thing about branding that is important is the need to gothrough a scientific process,' said David White, Colorado SpringsRegional Economic Development Corp. executive vice president,marketing. 'You can't wake up one day and have a nick name.'
There is strategy behind the phrases 'What Happens Here, StaysHere,' 'Cleveland Rocks' and 'The Sweetest Place on Earth.' Thebrand must encompass more than tourism, sporting events and groupmeetings. It needs to work for the entire community -- residents,visitors and businesses. The EDC needs to be able to use the brandto attract companies to move to the region, for instance, and thechamber needs to be able to use it to promote business.
As the Colorado Springs Mayor's Branding Task Force heads towardthe creation of a slogan it has taken into account the views ofnearly 200 people in Colorado Springs. People were stopped andquestioned on the street, visitors were stopped at the ColoradoSprings Airport and historians were interviewed in an effort to findColorado Springs essence, Price said.
All of the details collected about why people live, visit or workin Colorado Springs leads to Colorado Springs' story: it is wherepeople are drawn to nature, inspired to achieve, find balancebetween work and play and find the city to be a good place to startanew, Price said.
Stone Mantel is expected to present the task force with about sixpossible slogans by mid-September. An Oklahoma City-based researchfirm, WPA Opinion Research, will test the slogans before the taskforce settles on one.
The EDC expects to incorporate the new slogan in its marketingcampaign, newsletters, and website. It will especially be used inall correspondence with California and Illinois companies -- twostates where Colorado is recruiting heavily, White said.
'Californians think Colorado Springs is buried in snow -- thathas been one objection about relocating -- they don't realize hownice the climate is,' White said.
No matter what the city slogan, it will just be the beginning ofbuilding a city brand, said Bill Popp, president and CEO ofAnchorage Economic Development Corporation. His city went through asimilar branding process five years ago, headed by Stone Mantel. Thecity's key word was 'abundance' and the slogan is 'Big Wild Life.'
'We've seen (the slogan) become part of the vernacular in ourcommunity,' Popp said. 'The community has embraced the brand.'
But, it's not the silver bullet, he said. It is just a tool. Thisyear, the Anchorage EDC set measurable business goals and strategiesthrough a strategic vision process. It has taken several years toget from slogan to measurable plan, Popp said. The slogan was thejumping off point.
'Now we lay out the definitive aspects of it -- the short, midand long-term goals and strategies,' Popp said. 'The brand set themindset for this.'
The Colorado Springs Mayor's Branding Task Force hopes tocomplete the branding process this year so that the city, region andindividual organizations can incorporate the branding into the 2012advertising marketing and public relation efforts.
'We know that when you pull the curtain back, like on a piece ofart, the critics will be there,' Price said. 'You have to realizethis is a marathon, not a sprint.'
