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’
