city of alameda brand audit and positioning - · pdf filecity of alameda brand audit and...
TRANSCRIPT
City of AlamedaBrand Audit and Positioning
The goal
• Define Alameda’s unique brand attributes and competitive advantage in order to more effectively market the city as an economic development destination of choice
• Develop brand cohesion
City of AlamedaBrand Audit and Positioning
The process
• Brief Brand Audit • Define Brand Attributes• Competitive Advantage• Brand System
(Phase Two)
City of AlamedaBrand Audit and Positioning
Abbreviated brand audit
• Conduct research– Review M3iworks report,
other Bay area cities sites
• Define the audience– Work w/staff on stakeholder
list
• Conduct online survey• Summarize findings
City of AlamedaBrand Audit and Positioning
Solicit perspectives
• Key stakeholders were defined as:– City council
– City staff
– Boards and commissions
– Business organizations and members
City of AlamedaBrand Audit and Positioning
Summary
• Survey was viewed by 223 people
• 179 started the survey
• 130 completed it
• Completion rate: 72.63%
City of AlamedaBrand Audit and Positioning
Question
• Check the three answers that best describe Alameda today– 1) Family community (86%)
– 2) Involved citizenry (57%)
– 3) Self‐contained island (46%)• Surprising: environmentally conscious was lower than expected ( 33%)
• Least answered: tourist destination (0.7%)
11
City of AlamedaBrand Audit and Positioning
• Check the three answers that best describe Alameda today
Question11
City of AlamedaBrand Audit and Positioning
Question
• Check the three answers that best describe Alameda in the future– 1) Livable community (70%)
– 2) Clean, green (49%)
– 3) Community focus (45%)• Answered least: regional focus (8%)
22
City of AlamedaBrand Audit and Positioning
Question
• Check the three answers that best describe Alameda in the future
Bar chart
22
City of AlamedaBrand Audit and Positioning
Question
• Check the three top reasons people live in Alameda– 1) Climate (79%)
– 2) Desire to be in Bay Area, but separate from (76%)
– 3) Tradition – have always lived here (54%) • Surprising: Robust park system was lower than expected (25%)
• Least answered: love of history (7%)
33
City of AlamedaBrand Audit and Positioning
Question
• Check the three top reasons people live in Alameda
33
City of AlamedaBrand Audit and Positioning
Question
• Check up to three negatives that apply to Alameda today– 1) Aging infrastructure (56%)
– 2) Limited access on and off the island (52%)
– 3a) High priced housing (48%)
– 3b) Limited public transportation (48%)
44
City of AlamedaBrand Audit and Positioning
• Check up to three negatives that apply to Alameda today
Question 44
City of AlamedaBrand Audit and Positioning
Question
• Check the top three reasons Alameda is different from other East Bay communities– 1) Small town vibe (88%)
– 2) Lower crime (64%)
– 3) Pedestrian friendly (43%)• Least answered: Affordable property (4%)and development opportunities (4.5%)
55
City of AlamedaBrand Audit and Positioning
Question
• Check the top three reasons Alameda is different from other East Bay communities
55
City of AlamedaBrand Audit and Positioning
Question
• Check all cities that are Alameda’s competitors for economic development– 1) Emeryville (68%)
– 2) Oakland (52%)
– 3) San Leandro (50%)
– 4) Berkeley (48%)Note only cities above 20% are listed
• Least answered: other (4%), Concord (17%)
66
City of AlamedaBrand Audit and Positioning
Question
• Check all cities that are Alameda’s competitors for economic development
66
City of AlamedaBrand Audit and Positioning
Question
• Check the top three reasons business might relocate to Alameda– 1) Proximity to Oakland Airport (58%)
– 2) Overall quality of life (47%)
– 3) Available business sites (42%)• Surprising and least answered: streamlined development process (4%) – this indicates the City needs to do a better job of communicating this important benefit
77
City of AlamedaBrand Audit and Positioning
Question
• Check the top three reasons business might relocate to Alameda
77
City of AlamedaBrand Audit and Positioning
Question
• Rate each phrase as it applies to AlamedaStrongly agree
– Residential community (47%)
– Bay Area community (45%)
– Historic community (44%)
– Natural beauty (40%)
– Community involvement (34%)• Least answered: strongly disagree –Navy base 23%, tourism destination 20%
88
City of AlamedaBrand Audit and Positioning
Question
• Rate each phrase as it applies to AlamedaStrongly agree
88
City of AlamedaBrand Audit and Positioning
Question
• Select the colors that best match Alameda’s personality– 1) Aquatic: blue, white, sea green (68%)
– 2) Environmental: green, wheat, natural (12%)• Least answered: corporate: blue, grey (1.5%)
and bright: orange, green (1.5%)
99
City of AlamedaBrand Audit and Positioning
Question
• Select the colors that best match Alameda’s personality
99
City of AlamedaBrand Audit and Positioning
Question
• Check up to three themes that best fit Alameda’s personality– 1) Victorian (67%)
– 2) Nautical (63%)
– 3) Beach (51%)• Somewhat surprising: Eco‐green (27%,)
• Least answered: New age (1%)
1010
City of AlamedaBrand Audit and Positioning
Question
• Check up to three themes that best fit Alameda’s personality
1010
City of AlamedaBrand Audit and Positioning
Positioning platformAudience Characteristics Alameda Is Alameda is Not Brand Attribute
Values ideas/education Self employment, high test scores Drop‐outs, blue collar
Enjoys cultural diversity Dining and recreation options Denny’s and bowling Sophisticated
Wants participatory experience Community involvement I’m not interested
‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐
Loves water Boats, beach, waterfront Mountains, desert
Environmentally conscious Clean, green Wasteful, dirty Bay Area
Values progressive thinking Politically active and engaged Uninformed
Appreciates historic style Victorian architecture Glass and chrome
‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐
Seeks haven Bay Area but separate SF / Oakland
Desires insularity Community focus Regional focus Island community
Appreciates comfort Casual, beachy Suits and heels
‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐
Wants neighborhoods Tree‐lined streets, SFRs High‐rises condos
Values personal connections Friendly community High tech, impersonal Small town vibe
Desires safety, convenience Low crime, pedestrian friendly Inner city, freeways
City of AlamedaBrand Audit and Positioning
Competitive Advantage
• Alameda affords businesses relocating to the island a high standard of living and quality of life, proximity to major international airports, available commercial sites, an educated workforce, natural beauty and Victorian charm and all of the benefits of the Bay Area without the significant hassles of major metropolitan markets.
City of AlamedaBrand Audit and Positioning
Positioning Statement
• Alameda is a sophisticated Bay Area island community with a small town vibe known for tree‐lined streets and Victorian charm, low crime, a clean/green focus, natural beauty, abundant recreational opportunities, an excellent quality of life and high standard of living.