A Strong and Differentiated Brand
Positioning for the City of Orillia
Presenta(on to the City of Orillia – February 2, 2015 CITY OF ORILLIA
BRANDING AND WAYFINDING
FBRUARY 2, 2015
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Our team today
Roanne Argyle
Senior Vice President, Strategic Counsel
Jean-Pierre Veilleux
Brand Strategy and Creative Director
CITY OF ORILLIA
BRANDING AND WAYFINDING
FBRUARY 2, 2015
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On today’s agenda
1.  Objectives for today
2.  The process to this point
3.  Positioning options
4.  Next Steps
•
Brand creative options
•
Signage and wayfinding
•
Consultation strategy and plan
CITY OF ORILLIA
BRANDING AND WAYFINDING
FBRUARY 2, 2015
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Process review "
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CITY OF ORILLIA
BRANDING AND WAYFINDING
FBRUARY 2, 2015
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The process so far
Process review
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BRANDING AND WAYFINDING
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Process
•
•
•
•
July 18 to September 16, 2014 – Hosted public online survey
–  High rate of participation (451 respondents), indicating an engaged public
September 4, 2014 – Held roundtable sessions with stakeholders
(approximately 70 participants)
–  two sessions with a collection of internal stakeholders
–  two sessions with a collection of external stakeholders. Reviewed and synthesized data and information from broad variety of sources –  strategic initiatives documents and reports provided by Orillia, going back "
to 1997
–  drafted a Preliminary Research Report summarizing sources and content of
feedback, and capturing key themes moving forward
Cursory audit of Ontario municipalities’ brands and positioning
–  emphasis on comparables and/or neighbouring municipalities
CITY OF ORILLIA
BRANDING AND WAYFINDING
FBRUARY 2, 2015
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POSITIONING THE
ORILLIA BRAND
CITY OF ORILLIA
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Key themes that emerged from the process
WATER – The waterfront/Orillia’s harbour/Lakes/Uniquely situated
on two lakes.
SUNSHINE – Strong association with the town of Mariposa
(modeled, it is believed, on Orillia) from Leacock’s Sunshine
Sketches of a Little Town. MARIPOSA – See above
INNOVATION/INGENUITY – Referencing Orillia’s innovative past
CULTURAL EVENTS, FESTIVALS AND THE ARTS – The City
sees itself as a hub of cultural and artistic events
CITY OF ORILLIA
BRANDING AND WAYFINDING
FBRUARY 2, 2015
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Key themes that emerged from the process
NATURE – Natural setting and well-endowed with natural
amenities and beauty
RECREATION – Outdoor recreational and sports activities
appealing to locals and tourists
HERITAGE and HISTORY – Occupies an important place in a
historical context and the home of prominent Canadian figures
LOCATION – Ideally positioned – at intersection of two highways /
proximity to Toronto /on the way to cottage country / "
a short distance to Barrie
LIFESTYLE and AMENITIES – Small town charm and feel and
the amenities of a big city
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BRANDING AND WAYFINDING
FBRUARY 2, 2015
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Persistent challenges
Social challenges
•  Past consultations have been characterized by a notable reluctance to change.
o  Some of this due to difference between new and long-term / older and
younger residents •  Retaining youth o  Perceive City as boring at times / not much to do •  Highway 11 corridor – creates division, splitting city in two
•  Community frustration and skepticism around ability of Council to affect change
o  Repeated initiatives without change or tangible action
–  E.g., centre of sports tourism (focus on where we want "
to be tomorrow). = INNOVATION, CENTRE OF EXCELLENCE
–  Recreation facility: Council’s #1 priority is to deal with this issue
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BRANDING AND WAYFINDING
FBRUARY 2, 2015
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Persistent challenges
Economic/infrastructure challenges
•  Under-employment/lack of opportunities
•  Retaining youth – also related to lack of career prospects and job
opportunities
•  Downtown area in relative decline (not frequented enough)
o  Striving towards a revitalized/vibrant downtown area – need better
promoted and more “higher-quality” attractions (i.e. reasons to go)
o  Need more collaborative businesses
o  More convenient/consistent business hours in the downtown core
Geographic/location challenges
•  City gets by-passed by commuters on way to and from cottage country
o  Relative proximity (short distance) to Barrie and cottage country can be a
weakness (i.e. no reason to stop)
•  Orillia not viewed as a destination
o  Lack of awareness of the City and what it has to offer
o  Poor signage – people don’t know the City is there
CITY OF ORILLIA
BRANDING AND WAYFINDING
FBRUARY 2, 2015
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Persistent challenges
Opportunities
•  Tourism
o  The casino is an asset to be better leveraged (employment and tourism)
o  The continued improvement of the downtown area and closer linkage to the
waterfront are key
o  Adopting a pro-business stance to signal Orillia is “open for business”
o  Positioning Orillia as a location for conferences
•  Signage and wayfinding
o  Ideal chance to give the City a “face” and unique presence o  Signal to all who travel highways 11 and 12 exactly where the City is
o  Help people find their way to key destinations within the City •  Media o  Partnerships with local media could be better utilized to promote and
celebrate the City and community within.
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BRANDING AND WAYFINDING
FBRUARY 2, 2015
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Persistent challenges
Threats
Competition
•  Orillia being bypassed in favour of neighbouring communities
o  Continued growth in Barrie to the south
o  Competition from cottage destinations (Muskoka in particular) to the north
o  Orillia needs clearer distinct identity to capture share of development
Community Perception
•  Many in the community see primarily the shortcomings, but Orillia has "
many assets sought after by visitors. They need to be better promoted "
internally as well as externally
o  Downtown area
o  Festivals and events
o  Museums and parks
o  Leisure and sporting activities
o  The lakes, the waterfront and marina
o  And more
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Challenges in city branding
1.  Complexity – multi-layered stories
2.  Wide range of stakeholders
3.  Contrast between heritage and future 4.  Spectrum of fundamentally different
audiences and interests
Orillia doesn’t have one story to tell. "
It has hundreds.
CITY OF ORILLIA
BRANDING AND WAYFINDING
FBRUARY 2, 2015
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All of it.
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FBRUARY 2, 2015
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INTERNAL
COMPONENTS
Defining the brand – a framework
VISION
CHARACTER"
How others "
experience us "
and describe us?
MESSAGING
COMPONENTS
A stretch goal that the brand aspires to. "
It is future-oriented and answers the question:
WHY WE EXIST?
VALUES
What is really
important to us.
Beliefs that lead "
to successful
outcomes.
MISSION "
What are we doing that creates value
day-in, day-out. Answer the question: "
HOW WILL WE ACHIEVE OUR VISION?
PROMISE
The promise that is made to our audiences. The key benefit(s)"
they can expect without fail.
POSITIONING
How we address our target that makes us unique and highlights our value.
CITY OF ORILLIA
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FBRUARY 2, 2015
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Vision and Values – what exists presently
VISION*
A healthy and progressive community that respects people and
promotes growth in a sustainable environment.
CORE VALUES*
•
•
•
•
•
We will respect our community spirit and lifestyle
We will commit to a safe, caring and healthy community
We will be fiscally responsible
We will respect our past and embrace our future We will be a regional leader in economic development * City Council CITY
/ Strategic
OF ORILLIA Plan 2011
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The Broader Opportunity
A most significant opportunity to be realized through the
branding process will be to help build pride and a spirit of
empowerment throughout the community by laying out an
inspiring vision of a revitalized Orillia. To be viewed as achievable and to be shared by all, this
vision of a not-too-distant future Orillia, must necessarily
begin by instilling in residents, businesses and stakeholders,
a genuine sense of pride in who we are presently. Pride in our
heritage, in our strengths and capabilities, our uniqueness
and true points of differentiation, and in our distinct character
and “flavour” as a community is essential to become the city
we know Orillia can be.
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BRANDING AND WAYFINDING
FBRUARY 2, 2015
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Brand themes
3 key directions emerge
The Creative
Sustainable City
The Lifestyle "
Balance City
Mariposa "
Sunshine
Future-oriented positioning
Emphasis on innovation
Environmental stewardship
Fiscal responsibility
Picks up on a number of the more
progressive views and themes from
the consultation
•  Skews younger
•  Aligns with key strategic priorities of
the Strategic Plan
–
Environmental stewardship
–
Improve transportation
–
Healthy communities
–
Support business and industry
–
Improving City’s image
–
Etc.
•
•
•
•
•
CITY OF ORILLIA
•  Reflects more current status and
strength
•  Emphasis on access to amenities
and convenience – Lifestyle
•  Fiscal and environmental
responsibility
•  Reflects more commonly held views
as per consultation input
•  Skews older
•  Aligns with key strategic priorities of
the Strategic Plan
–
People first
–
Healthy communities –
Enhancing wellness
–
Improve transportation
–
Environmental stewardship
–
Improving City’s image
–
Waterfront improvement
–
Etc.
BRANDING AND WAYFINDING
•  Builds on the Mariposa brand and
Mariposa themed attractions
•  Primary focus on tourism and
attracting visitors
•  Cultural and sporting event-driven
•  Focus on lake-oriented activities
•  Moving toward a vision to make
Orillia a year-round destination
•  Builds on history and heritage
•  Aligns with some key priorities of "
the Strategic Plan
–  People first –  Waterfront improvement
–  Integration of downtown and
Waterfront –  Increase in private investment in
the downtown and waterfront –  Turn downtown into a thriving
retail commercial sector
FBRUARY 2, 2015
Brand Framework 1 – The Creative Sustainable City
CHARACTER"
–Vibrant and
enthusiastic
–Youthful energy
–Active and Outdoors
–Creative thinkers
–Artistically-inclined
–Professional and
knowledgeable
–Savvy, smart,
industrious
–Welcoming, caring
–Accessible,
approachable, "
easygoing
POSITIONING VISION
To be a recognized hub of ingenuity and "
creativity for business, leisure, culture and
sustainable living in Central Ontario.
VALUES"
– Collaboration
– Innovation
– Diversity of culture,
beliefs and opinions MISSION
To consistently seek to create better, more sustainable
– Inclusiveness
and innovative ways to provide our residents, visitors,
businesses and investors the services and experiences
– Sustainability
they require, seek and deserve.
– Entrepreneurship
PROMISE
Orillia combines the advantages, opportunities and
amenities of city living with the charm and ease of the
countryside. The City is a hub of culture, creativity and
entrepreneurial opportunity in Central Ontario and
embodies an optimum blend of leisure, nature and "
artistic experiences.
Orillia is the destination of choice where culture abounds
"
and opportunity thrives in Central Ontario.
CITY OF ORILLIA
BRANDING AND WAYFINDING
FBRUARY 2, 2015 Brand Framework 2 – The Balanced Lifestyle City
CHARACTER"
–Active, Sports-"
oriented and Outdoors
–Welcoming, caring "
and "
safe
–Accessible,
approachable, "
easy-going
–Creative thinkers
–Artistically-inclined
–Vibrant and energetic
POSITIONING VISION
To be the city that offers the best "
lifestyle balance in Central Ontario.
VALUES"
– Quality of Life
– Health and Fitness
– Safety and security
MISSION
– Convenience
To consistently seek to create new, better and more
sustainable ways to provide our residents, visitors,
– Inclusiveness
businesses and investors the adequate infrastructure and
municipal, touristic and business services and
– Sustainability
experiences they require, seek and deserve.
– Collaboration
PROMISE
Orillia is ideally situated at the junction of country and city living.
It embodies the optimum blend of leisure, natural and cultural
experiences, all within a progressive municipality that combines
the advantages, opportunities and amenities of large urban
centres with the charms of a small town.
Orillia is the city that provides all the best Ontario
has to offer.
CITY OF ORILLIA
BRANDING AND WAYFINDING
FBRUARY 2, 2015
Brand Framework 3 – Mariposa Sunshine
CHARACTER"
– Exciting
– Colourful
VISION
To become and be recognized as "
an inviting and event-filled place in "
Central Ontario.
– Happy
– Welcoming
– Savvy
MISSION
Focus on the City's culture, "
festivals and events.
– Cool VALUES"
– New – Tradition and "
Heritage – Surprise – Wholesome "
Family Values
– Friendly
PROMISE
Orillia is a premiere destination for recreation
and culture, where visitors can expect to be
entertained and delighted by a constantly
evolving variety of events, activities and natural
experiences.
POSITIONING Orillia is Central Ontario’s all-seasons sports, leisure and cultural
celebration
destination
for the whole family.
CITY OF ORILLIA
BRANDING AND WAYFINDING
FBRUARY 2, 2015
The Process and Consultation Moving Forward
Activities
Timeline
1.  Council to choose a brand framework
February "
Discussion/Decision on Holding Workshop (by Feb 9)
2.  Development of visual identity options (3) based "
on final brand framework and positioning
Late February/early March
3.  Presentation of Visual Identity options (3) to Council
March 4.  Signage and wayfinding concepts presented to Council
March 5.  Council to choose visual identity and signage concept
March 6.  Final presentation to Council
Late March/early April
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BRANDING AND WAYFINDING
FBRUARY 2, 2015
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