City of Dayton Branding Initiative

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City of Dayton Branding Initiative
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BRANDING DAYTON

• Purpose of City of Dayton Branding Effort
• Reinforce Daytons position as the hub of the
  region.
• Create a strong identity for the city of Dayton.
• Attract and retain residents, key businesses and
  creative young talent.
• Complement parallel efforts to stimulate
  entertainment and tourism business in the city.

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COMMUNITY INPUT

• Extensive research was conducted among diverse
  segments of the city of Dayton and the
  surrounding region.
• Nearly 800 stakeholders, residents, visitors and
  consumers provided input through focus groups,
  telephone surveys, web surveys, and perception
  studies.

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UNDERSTANDING RESEARCH

• Research Identified Key Assets
• Very Livable Community, Good Location
• Legacy of Creativity Innovation
• Aviation Heritage
• Strong Arts Community
• Wright Patterson Air Force Base Museum
• Five Rivers Metro Parks
• Dayton Dragons-Fifth/Third Field
• Healthcare Base
• Higher Education Institutions
• Water/Natural Aquifer

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INSIGHTS CONCLUSIONS

• Daytons three greatest assets are Aviation,
  inventive spirit and culture.
• Aviation heritage is Daytons most recognized
  attribute, but an identity focused only on
  aviation heritage can be limiting.
• Daytons strong history of inventiveness extends
  beyond flight.
• Daytons inventive spirit has also resulted in a
  creative culture and a strong arts community.
• Dayton believes in taking the best of its history
  and adapting it for the future.

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INSIGHTS CONCLUSIONS

• DAYTON BRAND PLATFORM
• Target Audience
• For people who value discovery and Midwestern
  traditions
• Frame-of-Reference
• Dayton, Ohio is a city with acclaimed heritage
• Point-of-Difference
• Where the best of the past is adapted for use in
  todays world
• Benefit
• Creating a progressive future with character.

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IMAGINATION CREATIVE IDEAS

• Criteria of Final Brand Concept
• Complement Daytons Rich History
• Evoke Civic Pride
• Applicable Across Live, Work Play Themes
• Forward-thinking, Strategic
• Creative, Compelling, Interesting
• Believable

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Dayton Brand Logo
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Sample Application
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Sample Application
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Sample Application
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Collateral Materials

• Print ads
• Billboards
• Web site
• Video Interviews
• T-shirts
• Recognize Originals

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Next Steps

• Partner with other public and private sector
  agencies to grow the brand.
• Involve residents in the brand experience.
• Use brand to attract and retain businesses.
• Attract and retain college students and young
  professionals.
• Position brand to help nurture and grow the
  vibrant arts opportunities.

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Thank You.