By Megan Hopps
The Dayton City Council recently approved a request for proposal for branding consulting services.
The city held its first single-family developers meeting back in January and heard from several developers that the city’s lack of branding is an issue when it comes to attracting developers and, in turn, residents. So, the city made it a goal to work towards defining and promoting the city’s brand. The first step in that process is to hire a branding consultant to create a city logo and colors that will then be used on the city’s website, stationary, vehicles, water towers, public park signs and more.
City Administrator Tina Goodroad anticipates the cost of hiring a branding consultant to be around $35,000, which is included in the 2017 and 2018 budget. The city expects the vendor to create a brand that is reflective of the city’s mission statement and values. The city’s mission statement is to promote a thriving community and to provide residents with a safe and pleasant place to live while preserving its rural character, creating connections to its natural resources, and providing customer service that is efficient, fiscally responsible and responsive.
The words the City Council used to best describe the city’s values are service-focused, honest, accountable, respectful, ethical, transparent, responsive and friendly. The council anticipates the branding company to account for the city’s history and reflect the city’s natural beauty as the city is nestled between two rivers, the Crow and the Mississippi, and a regional park, the Elm Creek Park Reserve. The branding consultants should reflect Dayton’s uniqueness as the city is split between Hennepin and Wright Counties.
“We are a progressively growing community with a population of over 5,000 residents,” Goodroad read in a statement. “We are located along the I-94 corridor and we’re only 20 minutes from downtown Minneapolis and 30 minutes from downtown St. Paul.”
The city’s hope is that the branding company will take all these things into account to formulate a logo and strapline that appropriately reflects what Dayton stands for. The request includes a stipulation to conduct a study of existing website and suggest improvements to its functionality and aesthetic appeal, prepare a marketing strategy to improve the city’s market place visibility and coordinate staff training in effective use of the products and messaging.
All marketing and branding vendors must submit their applications before Sept. 1 to meet the deadline and the City Council will review the item again in the fall.