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City of Mounds View Page 1 <br />Brand Strategy <br /> <br /> <br />©2009 RMG, LLC 3/6/2009 <br /> <br />City of Mounds View Brand Strategy <br /> <br />I. Define the Elements of the brand. <br /> <br />a. Brand Values <br />i. Convenient <br />ii. Centrally located <br />iii. Strong sense of <br />community <br />iv. Open/ Honest <br />v. Active, outdoor <br />community <br />vi. Committed/ Involved <br />vii. Safe <br />viii. Small town feel <br />ix. Friendly/ Neighborly <br />x. Clean <br />xi. Quiet <br />xii. Connected <br /> <br />b. Brand Promise <br />i. The City of Mounds View is an active community with a small <br />town feel, committed to being family friendly, safe and fun, with <br />planned and managed growth and development, overseen by an <br />open government that is responsive and fiscally responsible. <br /> <br />c. Define the Constituency <br />i. Primary – residents of the city <br />ii. Secondary – Business community and potential new businesses <br />and developers <br />iii. Tertiary – Neighboring cities, the Twin Cities metro and the world <br />at large <br /> <br />d. Define the Messaging <br />i. Messaging Framework <br />1. The city is a close knit community with a small town feel. <br />The geographic location supports this naturally. <br />2. The city government is open to citizen input and <br />involvement at all levels. <br />3. The city desires to provide planned improvements in a way <br />that meets the current needs of the aging infrastructure and <br />provides improved quality of living for current and future <br />residents <br /> <br />e. Brand Objectives <br />i. Develop a new look and tagline that more accurately reflect the <br />values and true identity of Mounds View <br />ii. Keep residents and businesses informed and involved in all <br />facets of city planning and strive to project a positive growth <br />perspective