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Home My WebLink AboutAgenda - 05-21-2013 - 4c 1 ORANGE COUNTY BOARD OF COMMISSIONERS ACTION AGENDA ITEM ABSTRACT Meeting Date: May 21, 2013 Action Agenda Item No. 4-c SUBJECT: Overview of County Marketing and Public Relations Projects DEPARTMENT: County Manager/Public Affairs PUBLIC HEARING: (Y/N) No ATTACHMENT(S): INFORMATION CONTACT: Carla Banks, 919.245.2302 1) PowerPoint Frank Clifton, 919.245.2300 2) Orange County Marketing Portfolio with Examples of Collateral Materials (Previously Provided Under Separate Cover at May 7, 2013 Board Meeting) 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. 2 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. 3 ATTACHMENT 1 ORANG •tt ''OUNTY NORT OLINA M RK1 NS N V I 1 S T PUBLIC AFFAIRS DEPARTMENT liO' 4 _ Into (duct0 D In Fo The Public Affairs Department develops the marketing and media relations initiatives for Orange 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. 03 -p�. � � ong G-) A primary component of cohesive marketing involves establishing a brand for the County. G-) The Director of Public Affairs sought direction and approval from the County Manager to pursue having an official logo designed for the County to aid in helping the public become more familiar with the County and its daily operations. G-) Currently, a variety of logos are in use by several County departments. The approval of these logos was done on the administrative level by the Department Directors as opposed to submitting this for review and approval by the Board of County Commissioners. Here are examples of these logos. 6 oMy E OS ..— 4Pt(GECOVE ,_ ORANGE COUNTY ...*1 Orange County HEALTH DEPARTMENT 'J .. Partnership to EMERGENCY SERVICES � End Homelessness n9 `4, 4'SERVE-5'3- u Oran c Caun ± [. 0 ca s++ Orange County .E r Department of Housing, IHuman Rights and SPEND IT HERE•KEEP IT HERE ■ Community Development COMMUNITY EMERGENCY - RESPONSE TEAM Oak 1I „ A i= ORANGE COUNTY i t ---Ar �Ai.A t ,%%;.AA# �� ii ii l I!I. II Mip im■=1 r•- lidol in em Department of Environment, ORANGE COUNTY Agriculture,Parks&Recreation Economic Development Vanp C . nty Lobo 7 ORANGE . BOUNTY NORTH CAROLINA 8 0 g 0 Iestn _PD7ocess ORANGE ,..OUNTY NORTH CAROLINA Fo The Public Affairs Department contracted with a local graphic design firm to produce the logo, which cost $ 1 ,600. f The design concept is based on the direction and overall vision explained by the Director of Public Affairs. 9 000 t Co ncept ORANGE �.OUNTY NORTH CAROLINA po The basis for the County logo design is a clean simplistic approach, using text as opposed to a series of intricate details or artwork. po The colors burgundy and sage green offer 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 the other Orange Counties in the United States. 20 The County logo will NOT replace the County seal, but rather, it will be used to launch and solidify the County's brand marketing efforts—starting with the new County portfolios and marketing folders. 20 The logo is to be phased in gradually and will be visible on a variety of items, such as County letterhead, envelopes, business cards, press releases, collateral materials, promotional items, etc. 10 v ReA ORANGE:OUNTY NORTH CAROLINA The following marketing materials have been developed since the Director of PublicAffairs started on September 17, 2012. Brochures Post Cards Posters Banners Magnets Business Cards Marketing Folders Video Productions Marketing Packet & Web site- Community Giving Fund Professional Photos and Bios of Department Directors Press Releases (100+ to date) Fabric Table Covers w/ Logo Invitations (Printed and Electronic) 11 v � a , .s. pea cal 1 1 v _ lints 1 iir -ir- -i - ORANGE cCOUNTY NORTH CAROLINA Planning and Coordination of Receptions and Special Events ...iiiirlilp ION is . , - HI I I I i'_' #w - '- - -- . - - �, h t � err - �— , , t„ j. .. .4 I a { . I ■4' X51 r �`_- Aar*. \ Ir ', , . a iti j f jiii r Pnd -- - - - 0n E0 Short-Term Long -Term Hire Graphic Design Specialist Annual/Popular Report County Communications Plan Resident Newsletter Web site Redesign TV Studio Installation Facebook and Twitter Pages OCTV Original Programming Print Advertising Citizens Academy Radio Public Service Announcements Deploy Digital Message Monitors Guide to Orange County Government 13 ORANGEsu COUNTY NORTH CAROLINA ` JJLA NK YoU ,c) c,3 PUBLIC AFFAIRS DEPARTMENT _il