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Grand Rapids Branding
Megan Christianson
Executive Director
Grand Rapids Branding
• Original – Thousand Grand Lakes (20+ years)
• New Branding Process 2009-2010
– Community Committee Formed – CVB lead
– Hired North Star Destinations to guide through process
– Lead community listening session, profile study analysis
• Rolled out new 2010 – “Grand Rapids, It’s in Minnesota’s Nature”
– Series of Community Sessions
– Public Releases
– Media Tour (radio and print)
– Website Launch
– Hired a PT Business Brand Coordinator
– Solicit Grand Rapids Businesses to adopt & understand
Grand Rapids Branding
• Successes
– Brand Committee Champions/Ambassadors
– Business Branding Coordinator – Feet on the Ground
– CVB Lead – strong organization – understanding of marketing positioning
– Branding Documentation and Standards
• Failures
– Lack of Grand Rapids Business Buy-in
– CVB Director Resigned
– Lack of Sustainable Fundin
– New CVB Director
– Friction Between New Leadership and Brand Committee
Grand Rapids Branding
• Spring 2013 Brand Committee Reconveniened
– Focus on Issues, Address Lack of Adoption, Revision Options and Ideas
– Hired Consultants to Guide Brand Committee
– Invited New Brand Committee Members to be Engaged (retail, lodging, restaurant,
government, local media, CVB, Chamber and Non-Profit)
– Rolled out new logo design -
– Evolution Brand Design to Meet NEW Community Needs and Wants
– Rolled out Spring 2014
– CVB Lead
– Public Relations
– Press Releases (radio, print)
– Presentations to Civic Organizations
– Found Community Brand Champions/Ambassadors
Grand Rapids Branding
• Aim Clear Hired to Create
Branding Handbook for Grand
Rapids Businesses
• Easy to Use
• Educated on Why Adopt the
Brand
• Examples of How to Use the
Community Brand
• Approved Brand Logos
• Resource Links
• Contact Information for
Questions
• Roll-out
• Press Release (local media)
• Email Blast
• Community Brand Champions
Lead
THANK YOU!
Megan Christianson
Email: megan@visitgrandrapids.com
Phone: 218-259-0572

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Grand rapids branding presentation oct 2017

  • 1. Grand Rapids Branding Megan Christianson Executive Director
  • 2. Grand Rapids Branding • Original – Thousand Grand Lakes (20+ years) • New Branding Process 2009-2010 – Community Committee Formed – CVB lead – Hired North Star Destinations to guide through process – Lead community listening session, profile study analysis • Rolled out new 2010 – “Grand Rapids, It’s in Minnesota’s Nature” – Series of Community Sessions – Public Releases – Media Tour (radio and print) – Website Launch – Hired a PT Business Brand Coordinator – Solicit Grand Rapids Businesses to adopt & understand
  • 3. Grand Rapids Branding • Successes – Brand Committee Champions/Ambassadors – Business Branding Coordinator – Feet on the Ground – CVB Lead – strong organization – understanding of marketing positioning – Branding Documentation and Standards • Failures – Lack of Grand Rapids Business Buy-in – CVB Director Resigned – Lack of Sustainable Fundin – New CVB Director – Friction Between New Leadership and Brand Committee
  • 4. Grand Rapids Branding • Spring 2013 Brand Committee Reconveniened – Focus on Issues, Address Lack of Adoption, Revision Options and Ideas – Hired Consultants to Guide Brand Committee – Invited New Brand Committee Members to be Engaged (retail, lodging, restaurant, government, local media, CVB, Chamber and Non-Profit) – Rolled out new logo design - – Evolution Brand Design to Meet NEW Community Needs and Wants – Rolled out Spring 2014 – CVB Lead – Public Relations – Press Releases (radio, print) – Presentations to Civic Organizations – Found Community Brand Champions/Ambassadors
  • 5. Grand Rapids Branding • Aim Clear Hired to Create Branding Handbook for Grand Rapids Businesses • Easy to Use • Educated on Why Adopt the Brand • Examples of How to Use the Community Brand • Approved Brand Logos • Resource Links • Contact Information for Questions • Roll-out • Press Release (local media) • Email Blast • Community Brand Champions Lead
  • 6. THANK YOU! Megan Christianson Email: megan@visitgrandrapids.com Phone: 218-259-0572