Branding and Logo info
Sue Brooks September 26th, 2008
There has been some discussion and questions re the process involved in developing our recently launched branding. This following outline of the process is provided by Ms Lisa Desmond, Director Organisational Services and I thank her for taking the time to respond to my query about this matter. One of the things that has happened since amalgamation is that the FCRC is now selectively using some processes that were already in place by each Council prior to amalgamation.
‘The development of the Regional Branding and production of the Fraser Coast Magazine was undertaken in two stages. In developing the Regional Brand Anne Maree Althaus was approached to provide a proposal on assisting in the development of a Regional Branding Strategy for implementation across a range of marketing and promotional projects including the Magazine. The acceptance of this proposal was in accordance with Local Government Act procurement requirements whilst taking into consideration many factors including -
the existing extensive professional involvement with Maryborough City Council in the development of their branding strategies (after an exhaustive tendering process undertaken by Maryborough in 2004 which included many local businesses),
familiarity with the process and desired outcomes with a view to retaining synergies given the success of the Maryborough campaign, and
the extremely tight timeframes to meet publication deadlines for the magazine.
The process in developing the “Regional Brand Identity” involved an initial workshop to identify desired communication strategies, a vision of Fraser Coast with respect to target markets, understanding corporate identity and developing a “visual voice” for the new brand. Following the development of initial concepts a further two workshops were held with all Councillors before finalisation. The outcome was a multi-faceted approach, incorporating strategic marketing and communications, to deal with the challenge of building unity and regional pride among newly amalgamated residents and creating a new visual identity for the region. The new regional brand uses a series of integrated symbols and patterns to represent the whole region and convey its four key features – great natural beauty, surprising diversity, rich heritage and friendly nature. The regional branding will feature in marketing publications, tourism websites, products and promotions and will be used on new billboards across the region.
In respect to the design and printing of the Magazine although there was no requirement to tender this work Council however undertook an Expressions of Interest process which was advertised in local papers. Five submissions were received from both Local and Non-Local businesses. Upon assessment of the individual submissions against specific criteria including Experience, Track Record, Timeframes, Price and Evidence of similar work – Anne Maree Althaus was successful in performing this body of work. The Our Fraser Coast magazine was a key strategy, delivered to the door of all residents, with the aim of educating and inspiring its readers about the region they live in.
The magazine serves a dual purpose, as it also introduces residents to the new regional brand.
Council values its local businesses and utilises and support many local firms in its advertising and marketing including:
a range of advertising in the local newspapers within Maryborough and Hervey Bay;
advertising in locally produced tourism publications;
printing of corporate stationary locally;
local use of graphic designers for layouts for corporate publications; and
local businesses utilised for banner printing, name badges, re-run of brochures and corporate gifts.
For more information on the new regional brand and corporate logo go to www.frasercoast.qld.gov.au’
- Comments and questions
- Comments(9)
Sue,
To put the above as an aswer, is quite frankly a load of bollocks. Their are about 90 thousand people
in the Fraser Coast Regional Council area, to exclude them from the process of deciding on the regions
logo defies belief. The reality is, council never put this out to open tender, did they?
Who is Anne Maree Althaus? Where does she come from? Lastly Sue, is this council about representing
local people or not?
Sadman
I agree Sadman, what a “crock of crap”….
BRANDING;
1. ‘Anne Maree Althaus was approached to provide a proposal on assisting in the development’….
So why were local businesses not also approached?
Why were community members and schools not involved in a logo competition that if need be could have been refined by a local designer to meet a corporate standard?
2. ‘the existing extensive professional involvement with Maryborough City Council in the development of their branding strategies (after an exhaustive tendering process undertaken by Maryborough in 2004 which included many local businesses’……
Why did the same councillor involved not undertake an exhaustive tendering process with Fraser Coast Regional Council in 2008 for the new brand development?
If Maryborough Council decided not to support their local advertising and marketing businesses in 2004 does this mean an amalgamated Hervey Bay and the other Fraser Coast Regions should be expected to tolerate this behaviour in 2008?
3. ‘tight timeframes to meet publication deadlines’…..
Honestly all printers do this and do so on a daily basis.
MAGAZINE;
4. ‘Council however undertook an Expressions of Interest process which was advertised in local papers’….
When was this, which paper? I’m sure an expression of interest such as this should have created some sort of buzz within the local printing industry.
5. ‘Upon assessment of the individual submissions against specific criteria including Experience, Track Record, Timeframes, Price and Evidence of similar work’…..
Some of our local printers have been operating for over 20 + years and most certainly have the experience, track record, evidence of similar work and ability to meet deadlines. Dealing with many of them daily I personally know for a fact they can better any outsider’s prices!
6. ‘printing of corporate stationary locally;’…….
If local printers design, prices and services are competitive for stationery one would assume them to be competitive for other print mediums.
To the best of my knowledge, it appears that, Fraser Coast Regional Council (FCRC);
FCRC Logo & Brand Identity – designed in Mount Gravatt
FCRC Website – designed in Brisbane
FCRC Magazine – designed and printed in Mount Gravatt
FCRC Tiro Website – designed in Brisbane
FCRC Maryborough Website – designed in Bundaberg
FCRC Woocoo Website – designed in Brisbane
Oh and “crock of crap” is obviously not directed at you Sue, it’s in reference to the whole issue, I know you are relaying the info you have been provided so far, so thank you that is appreciated.
In this day and age I’m surprised it wasn’t designed in China……
Jeanette, Thankyou for asking the tough questions and making some very strong observations. While the spin from ‘council’ lately has sounded very convincing, it is great to see you haven’t backed down on this matter.
The explanation of ‘we used her previously’ is simply a cop out – there is no discernable connection between Maryborough’s original (and extremely effective) logo and the other three. This observation leads me to agree with you that any number of others could have done as good if not better a job.
You’ve certainly put council on notice and hopefully they look closer to home next time!
It is a well known fact that Ann Maree is a close friend ***** (who coincidentally was directly involved in the Maryborough branding) and has done all of her work for the past 8 years or so.
Maryborough Council as a matter of course sent all work straight to Anne Maree, and this has now been carried over to the new FCRC.
If a job is quoted at under $10,000, a tender is not required, so all work to Anne Maree is quoted under that cost, for that reason.
***** moderated by Sue
Hi Dobie,
Feel free to post that comment on my blog, I’d love to know what’s under the *****’s. http://www.jeanettemaynes.com.au
Kind regards
Jeanette
It appears that ratepayers acquired “more of the same” with the election of the “known squad”. Voters got what they elected (obviously what they wanted) which is more fast deals that benefit the “mates” that got them there in the first place (mostly).
This is not sour grapes from an unsuccessful candidate – just a reflection of the results proven from a representative pool without fresh blood. Maybe voters should reflect more on their decisions rather than the poor decisions from people they elected.
The new logo certainly leaves much to be desired and I agree with the previous comments – run a competition – (school, TAFE, UNI) to achieve a community driven logo from people who live here OR utilise the vast array of talents and services from local service providers who actually pay rates here, employ local residents and contribute in more than one way to our continued economic prosperity.
As a local business person I know you can not always achieve the best price or service locally – but at least give everyone the same, equal opportunity!!
Til the next election, all the best.
Regards
Kevin Smith