With the International Council of Shopping Center conference coming up, you may be asking your communications team if your city is ICSC ready. ICSC is about more than just putting your best foot forward to investors, however. The ICSC conference is an opportunity to move your own brand forward by
- Telling your story
- Representing your community
- Clarifying your brand to your own team
For example, here’s a quote from the City of Chino Community Development Director Mr. Nicholas Liguori after working with Allegra on an ICSC branding project:
“Suzanne, I just wanted to thank you and your team for all of the great work you have done on this project. You have really created a lot of good energy over here. The concept, graphics, and slogan are the spark that has started a fire of creativity and embracing our core values. I feel that your work has helped us to better define in our minds who we are and what we do as an organization.In addition, the displays look great and we are looking forward to our trade show with confidence that we will be a visual standout. I appreciate our relationship, and look forward to working with you in the future.
-Nick, City of Chino”
One important concept to remember is that branding a city for economic development is more complex than branding a product or service. For cities, the stakeholders and target groups are broader – these include citizens, tourists, and public and private sector decision-makers.
For the City of Chino, the Allegra team had the opportunity to peel back layers of branding and messaging tactics that had been used for years, and uncover the true essence of what makes the City of Chino a special place. Our job was to outline Chino’s small town charm and tell this story in a compelling way. For example, the City of Chino is a proud, family-focused community. To represent this vision, our copywriter crafted the tagline, “Business Friendly, Community Strong,” which became the platform from which creative design and branding evolved, using bold, conservative colors.
We collectively gathered pertinent information, conducted stakeholder outreach and compiled up-to-date demographics using Nielsen statistics, while writing the Chino story and designing a city media kit that featured core values, patriotic imagery and impactful community visuals.
Allegra’s next project for Chino was tackling the ICSC conference. Our design team toured museums for inspiration on how to implement a 3-dimensional environment that felt informative and useful, and we looked at retailers such as Nike to see how copy and imagery could be placed to gain the maximum impact.
As you can see from our research process, the development of the Chino message, and our final implementation of the trade show plan, determining who you are as a city can have an impact on your entire organizational culture. To reiterate Mr. Nicholas Liguori’s observations, “I feel that your work has helped us to better define in our minds who we are and what we do as an organization.” For more information on how Allegra can help ignite your brand, contact us at firstname.lastname@example.org or visit wherebrandsevolve.com
As an Addy, Webby and MarCom award winning marketing firm, Allegra Consulting has a passion for getting to the heart of an organization and delivering first-class branding and marketing programs. With an inter-generational culture, we excel at developing marketing strategies for a variety of clients including these important public and private sectors that can make or break city branding growth and success. Make sure your city is ICSC ready to reach this year’s public potential.