HomeMy WebLinkAboutAgenda - 05-07-2013 - 8aORANGE COUNTY
BOARD OF COMMISSIONERS
ACTION AGENDA ITEM ABSTRACT
Meeting Date: May 7, 2013
Action Agenda
Item No. 8 -a
SUBJECT: Overview of County Marketing and Public Relations Projects
DEPARTMENT: County Manager /Public Affairs PUBLIC HEARING: (Y /N) No
ATTACHMENT(S):
1) PowerPoint
2) Orange County Marketing Portfolio
with Examples of Collateral Materials
(Under Separate Cover - To Be
Provided at the Meeting)
INFORMATION CONTACT:
Carla Banks, 919.245.2302
Frank Clifton, 919.245.2300
1
PURPOSE: To provide an overview of the marketing and public relations projects being
managed by the Director of Public Affairs.
BACKGROUND: The Public Affairs Director develops the marketing and media relations
initiatives for the County, including the Board of County Commissioners. The Director of Public
Affairs is tasked with promoting a professional image of the County, while increasing awareness
of the County's operations, services and programs by utilizing multiple mediums, such as radio,
television, print, and social media.
The attached PowerPoint presentation provides an overview of the existing, short -term and
long -term marketing projects being managed by the Public Affairs Director.
A primary component of cohesive marketing involves establishing a brand for the County. The
Director of Public Affairs sought direction and approval from the County Manager to pursue an
official logo designed for the County. Currently, a variety of logos is in use by several County
departments. The approval of these logos was addressed by the department directors with no
review or approval by the Board of County Commissioners.
The Orange County logo will not be replacing the County seal, but rather, it will be used to
launch and solidify the County's brand marketing efforts. The logo is to be phased in gradually
and will be visible on a variety of items, such as letterhead, envelopes, business cards, press
releases, brochures, promotional items, etc.
The Public Affairs Director contracted with a local graphic design firm to produce the logo. The
design concept is based on the direction and overall vision explained by the Director of Public
Affairs.
The basis for the logo design is a clean simplistic approach, using text as opposed to a series of
intricate details or artwork. The colors burgundy and sage green were selected, offering a
subtle yet striking contrast. Lastly, the design places the emphasis on Orange County — while
including the reference to North Carolina as a way to distinguish us from other Orange Counties
in the United States.
The Board is reminded that when the establishment of an extensive public outreach program
was approved by Board of Commissioners, it was decided to place the responsibility for the
program under the direction of the County Manager rather than the Clerk to the Board or the
Board itself. The thought at the time was to remove the potential for a perception of political
motivation from the public outreach efforts of the County, allowing the process to focus purely
on getting information to the public in a non - political format. Consideration was given to
keeping the message and format consistent even when membership of the Board of County
Commissioners may change as a result of future election cycles.
FINANCIAL IMPACT: There is no financial impact with receiving the overview.
RECOMMENDATION(S): The Manager recommends that the Board receive the overview of
the marketing and public relations projects being managed by the Director of Public Affairs and
provide input as desired.
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