Standardization Considerations
Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources CURRENT SITUATION IMAGE CONTROL: CPRCR has so much to ofger, yet, the message of it’s programs, benefjts and ownership may be lost on the community due to lack of brand control. IDENTITY: Evaluate the current marketing materials with an emphasise on creating a consistent look refmective of the Town of Cary and Parks, Recreation and Cultural Resources. – Logo (institutional) – Message (mixed/non-emotional) – Imagery (uninviting/stale) RESEARCH: Studies show that Parks and Recreation programs provide value to the community through added lifestyle benefjts, increased property values and lucrative tax revenue for the town/city. The PRCR Master Plan Summary Focus Group Input, June 2011 , ofgers insight into the facility needs of the community, but nothing relative to the public’s perception of the current program ofgerings or communication efgorts. In order to clearly identify the public’s perception of the program/department, a detailed study must be performed. Current participation is not a barometer to the valued perceptions of CPRCR to the community and town leaders.
Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources POSITIONING Central to shaping, defjning or redefjning your identity/message is your promise. MISSION STATEMENT: The mission of Cary Parks, Recreation and Cultural Resources Department is to serve, educate and enhance life for the citizens of Cary. Our professional staff plans and provides a variety of enjoyable and cost effective recreation, sports, environmental, historical and cultural arts programs and services. We acquire, develop, beautify, conserve and maintain a system of parks, greenways and recreation facilities, which will assure quality leisure opportunities for all Cary residents. CPRCR provides a variety of enjoyable and cost-efgective recreation, sports, environmental, historical and cultural arts programs and services to the community. – 28 Parks & natural areas – 58 miles of greenway and trail system – 4 sports & entertainment venues – 9 stafged facilities – Host to multiple NCAA Division I, II & III events (men’s and women’s) 2007-2012 – Designated 2008 – Served as one of six Inaugural Nationally Credited since 2002 NCAA Championship Cities
Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources IDENTITY MESSAGING PUBLIC PERCEPTION – A survey of current participants/residents needs to be made in order to fully appreciate the public perception which could lead to more efgective marketing efgorts. KEY MESSAGES – Message should be inviting, engaging, proactive and action oriented. Language to use in the headlines/body copy should include words such as: – DISCOVER – LEARN – TEACH – COMMUNITY – FUN – RECREATION – ACTIVE – LIFESTYLE – ENERGY – RELAX – MEET – PLAY – GROW – SUCCEED – ENJOY – DAYCATION – MEMORIES – JOIN – SHARE – EXPERIENCE HOW TO COMMUNICATE THE KEY MESSAGES – Communicate key messages via standard marketing efgorts, postcards, fmiers, Program brochures, brochures, Newsletters, Posters, Street lamp signs, Web banners, email communications, etc... IMAGERY – See Imagery suggestions. Laugh. L Laugh. Learn. Play. earn. Play.
Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources IDENTITY IMAGERY Imagery should be engaging, informative, interesting and emotional. Show faces, smiling and engaged. Artwork should be viewed close-up. SHOW NEW LOGOS
Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources IDENTITY LOGO - CURRENT Current logo is restricted, institutional and cold for a program which ofgers so much emotion, variety and value to the community.
Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources IDENTITY LOGO – PROPOSED ENHANCEMENT The logo enhancements highlight the town name, leaving no question as to the owner of the program/event. Introducing colorful icons, representative of each of the branch of the department, conveys fun, environmental and learning aspects parallel with the department’s mission statement. The colors represent the brand colors of the town’s identity standards. The logo has the ability to be used as a design element throughout various marketing materials and promotions. T OWN O f C ARY P ARKS , R ECREATION & C ULTURAL R ESOURCES T OWN O f C ARY T OWN O f C ARY P ARKS , R ECREATION & C ULTURAL R ESOURCES P ARKS , R ECREATION & C ULTURAL R ESOURCES
Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources IDENTITY LOGO – OTHER ENHANCEMENT OPTIONS T OWN O f C ARY P ARKS , R ECREATION AND C ULTURAL R ESOURCES T OWN O f C ARY P ARKS , R ECREATION AND C ULTURAL R ESOURCES T OWN O f C ARY P ARKS , R ECREATION AND C ULTURAL R ESOURCES
Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources MARKETING POSTCARDS A simple template for the postcards will help to maintain a uniform look. The postcards maintain a common placement for information, logo and imagery. The simplicity of the design relies on interesting imagery to ‘tell the story’, while putting most of the vital information on the reverse side. Lazy Daze DON’T MISS OUT! Postcard Over 350 Vendors this year! REGISTER NOW for Fall Youth Programs! LAZY DAZE Arts & Crafts Festival August 25, 2012 www.townofcary.org FALL YOUTH SPORTS for Fall Y outh Programs Heart of the Holidays Deadline to register is September 25th www.townofcary.org Celebration Youth Sports Postcard December 4, 2011 in Historic Downtown Cary Heart of the Holiday brought to you by Cary Arts Council Postcard www.townofcary.org
Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources MARKETING BROCHURES Brochures can still maintain a sense of independence while fjtting into a standardized template. The brochure template contains a title banner, emotional imagery and prominent logo placement. Center Cary Art� Gathering Places Sk8-Cary PICNICS • DANCES • TRAINING • MEETINGS • REUNIONS • WEDDINGS • RECEPTIONS • CHURCH SERVICES Got an interest • in extreme sports? BIRTHDAY PARTIES • CORPORATE GATHERINGS www.townofcary.org www.townofcary.org r g a r y . o w n o f c w . t o w w w w w . t o w n o f c a r y . o r g www.townofcary.org www.townofcary.org Cary Arts Center Sk8-Cary Facilities Brochure Brochure Brochure
• • Re consequ ibeatur si reribusame eictatio blaciis ciendusae. As moluptat. • Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources MARKETING Flyers The fmyer template contains a title banner, emotional imagery and prominent logo placement. Standard size 8.5 x 11. LAZY DAZE T OWN O f C ARY Arts & Crafts Festival P arks , r ecreation and c ultural r esources August 25, 2012 DON’T MISS OUT! Over 350 Vendors this year! Copy for Flyer Here – elique niet expel idelessi voluptasim quatus eiunt audant maximag nimpore mpor aecum quod quiant rehendus, quae dipsam rescid ut hiliquis aborehent utem qui aspienia: neceat occuptam id qui rem iditat vendi unt alia susdaerio vene dusam, ullupti officaecto molorpo recullabo. Aperumenime lab illacepe volupis et facepudaes re libeatius expliquissi arum hilliquaerae nonsequ idemposant labo. Et eos archilles sum quaepedit eumetur Et que paruptam, tem ipsapiditate dolorec atioria cus min nus aut aboreperum quam volorum ant dolorume nos sitis rest, et et es aut faccus ab ipsandi cus aut asse illupienia none perumet. Laugh. Learn. Play. www.townofcary.org Flyer Design A
daes re libeatius. atioria cus min nus aut aboreperum quam • facepudaes re libeatius. Aperumenime lab illacepe volupis et • eictatio blaciis ciendusae. • et facepudaes re libeatius expliq issi Aperumenime lab illacepe volupis • Neceat occuptam id qui rem idiat • Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources MARKETING Flyers The fmyer template contains a title banner, emotional imagery and prominent logo placement. Standard size 8.5 x 11. FALL YOUTH SPORTS T OWN O f C ARY for Fall Y outh Programs P arks , r ecreation and c ultural r esources Deadline to register is September 25th REGISTER NOW for Fall Youth Programs! Copy for Flyer Here – elique niet expel idelessi voluptasim quatus eiunt audant maximag nimpore mpor aecum quod quiant rehendus: vendi unt alia susdaerio. arum hilliquaerae nonsequ. Re consequ ibeatur si reribusame Lab illacepe volupis et facepu Et que paruptam, tem ipsapiditate dolorec volorum ant dolorume nos sitis rest, et aut asse illupienia none perumet. Doluptusant rendae consequi quia quae vendit volorit, sum esto te dolupta sam il excest fugiasint re, cullori orionsequid maios doluptat ullis cusam. www.townofcary.org Laugh. Learn. Play. Flyer Design B
Standardization Positioning for Town of Cary Parks, Recreation & Cultural Resources MARKETING Posters The poster template contains a title banner, emotional imagery and prominent logo placement. Standard sizes 11 x 17 or 24 x 36. LAZY DAZE T OWN O f C ARY Arts & Crafts Festival P arks , r ecreation and c ultural r esources August 25, 2012 DON’T MISS OUT! Over 350 Vendors this year! Laugh. Learn. Play. www.townofcary.org Poster Horizontal Design A
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