This project started as a thorough brand audit of the economic development branch of the City of Campbell River. KIMBO was brought on to provide a comprehensive and fair evaluation on the brand of the City’s economic development branch and its respective initiatives using our professional knowledge in the field.
Campaigns, Print, Social Media, Web Design
City of Campbell River
What We Delivered:
- Brand & Website Audit
- Background & Market Research
- Marketing Recommendations
- Branding
- Graphic Design
- Market Research
- Web Analytics Analysis
- Brand Assessment
- Copywriting
The Challenge:
The project had three main goals: to strengthen the City of Campbell River’s Economic Development brand, to overcome the “Mill Town” perception and present the economy of Campbell River in a more diversified manner, and lastly to create a brand that resonates with millennials, entrepreneurs, as well as young families and working professionals. The main challenge of this project involved the compilation and evaluation of the City’s large amount of economic development initiatives and corresponding materials on various platforms. This includes both online resources such as the City’s website, economic development initiatives microsites, and social media, among others; as well as traditional efforts such as magazine editorials and print-ads. We employed our utmost diligence in the evaluation of these materials from various mediums to ensure that our comparisons are fair and informative.
City of Campbell River Economic Development Bran Architecture Diagram
Campbell River Rackcard
CampbellRiver Bifold Brochure
Naturally, Campbell River Campaign
The Strategy:
To support Campbell River’s efforts in attempting to diversify its economy, our team conducted a SWOT (Strength, Weakness, Opportunities, Threats) analysis on the City’s current economic development efforts, and provided recommendations for the City to strengthen its economic development brand, to overcome its dated “Mill Town” perception, and to create a brand that resonates with millennials, entrepreneurs, as well as young families and working professionals. After completing the brand / website audit, we moved into the next stage of the project where our findings and insights from the research are applied in real life to the City’s new economic development marketing initiatives. KIMBO helped develop new marketing assets for the City of Campbell River and brands for the economic development department (naturally, Campbell River), TECHatchery (tech attraction brand) & NEXStream (tech investment competition) initiatives. We continue to work with the City on promoting Campbell River and economic development initiatives.
Results
The brand audit conducted for the City of Campbell River was highly successful. Our findings were compiled into a comprehensive report that was supplied to the City of Campbell River at the end of the project. We provided the City with a thorough analysis of their economic development efforts, identifying key strengths and potential areas for improvement in the future. As part of the recommended strategy, KIMBO made suggestions for a stand-alone Economic Development brand and developed a set of recommended brand identity and messaging based on our findings in the brand audit. Campbell River project stakeholders were very appreciative of the evaluation that we conducted and took our professional recommendations for improvement into many of their everyday operations going forward.
