When asked what was most limiting for local business growth, the top-cited issue among those surveyed was overwhelmingly “Community Brand/Impression”.
OTTUMWA, IA (PRWEB) November 02, 2016
Ottumwa’s economic development partners are excited to announce the unveiling of their new logo and tagline. “Let Us Surprise You!” is the overriding theme, and coordinating logos have been developed for Partner in Progress organizations to tie in a new look with the tagline. Additionally, the Greater Ottumwa Convention and Visitors Bureau will launch a new, enhanced website utilizing the “Let Us Surprise You!” theme, along with upgraded features for the site, which will continue provide services and marketing support to the local tourism industry.
The idea for a comprehensive branding exercise first came about in the fall of 2015, when informal discussions amongst community members and leaders became increasingly frequent; everyone agreed there was a need to create a strategy. The idea then gained more momentum after the Ottumwa F.I.R.S.T. Community Survey findings were released in February 2016. When asked what was most limiting for local business growth, the top-cited issue among those surveyed was overwhelmingly “Community Brand/Impression”.
Community stakeholders gathered to develop a plan of action. Representatives from Main Street Ottumwa, Ottumwa Area Chamber of Commerce, Ottumwa Economic Development Corporation, Greater Ottumwa Convention and Visitors Bureau (CVB), the City of Ottumwa, and the Ottumwa Regional Legacy Foundation were all financial contributors to the Spotted Zebra Branding Workshop held on February 26, 2016 with PUSH Branding + Design from Des Moines. The all-day workshop was attended by approximately 19 people, representing a variety of ages and backgrounds. 20% of the cost for the workshop was covered by funds received through a Travel Iowa grant, an application which had been made by CVB.
Discussion covered a wide range of topics, including types of businesses desired to attract to Ottumwa, as well as what makes the “ideal” resident of the community - even so precise as to what type of music they would listen to and where they would shop. The group learned of the importance in promoting a clear, concise message about Ottumwa, and how vital it is to maintain and cultivate the community’s brand in the future.
Numerous conversations were held, and the group took part in many exercises throughout the day, all aimed at the end goal of identifying Ottumwa’s “IT” factor. In other words, what distinguishes us in the marketplace. “During this process, we were reminded that although we might be fully aware of the fact that our groups are different entities with distinct missions, the public sees us as one, and it is important to have a cohesive message and look,” says CVB Director Abby Kisling.
Following the workshop, PUSH took all information gathered and began the task of designing logos and tagline options to present to the group. On April 14, 2016 representatives from the creative firm returned to Ottumwa for a meeting with the stakeholders, during which eight logo and 30 tagline concepts were presented. Hill Productions & Media Group, Inc., an integrated marketing firm with offices in Bloomfield, IA and Nashville, TN, have since been working closely as consultants in brand deployment.
The final logo, approved by Main Street Ottumwa, Greater Ottumwa CVB, Ottumwa Economic Development Corporation, and the Ottumwa Area Chamber of Commerce, is set to be unveiled to the public on November 1, 2016. The logo variations will subsequently be rolled out on each group’s respective websites, social media pages, signage, and collateral materials such as stationery, brochures, and flyers.