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Brand Development Presentation


Greater Bakersfield needs to attain a place in 'the consideration set' for those ... A place where you can still achieve your. California Dream. Exceptional ... – PowerPoint PPT presentation

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Title: Brand Development Presentation


Brand Development Presentation
The Marketing Thrusts Behind Developing The
Bakersfield Brand
Brand Strategy Overview
  • Greater Bakersfield must counter negative
    impressions that it is a dry, hot, baked place
    and must put the Field back into Bakersfield -
    a green, more alive, naturally bountiful place.
  • Greater Bakersfield needs to position itself
    against Californias inefficiencies - Bakersfield
    still works - its affordable, accessible and
    well serviced with extraordinary amenities.
  • Greater Bakersfield needs to enlist every
    current, former and potential resident as a Brand
  • Greater Bakersfield needs to attain a place in
    the consideration set for those thinking of
    relocating and/or establishing business
  • Greater Bakersfield needs to be a viable and
    desirable alternative for people (young
    professionals with families, retirees, tourists)
    looking at other mid-California corridor cities.
  • Greater Bakersfield needs to lure former
    residents back to the better way of life.

Brand Vision
  • Bakersfield will be a vital and thriving place to
    live and work, boasting big city appeal and small
    town charm.
  • With a current citizenry proud of their hometown
    and skilled at contributing to an increasingly
    positive image of Bakersfield.
  • With a growing population of essential
    service/skilled workers, young professional
    families, and active retirees.
  • Popularly linked to other key destinations
    through Bakersfields convenient Meadows Field
    Airport, improved highways, and potentially by
    high speed rail.
  • Sought after by Angelenos and other Californians
    for its green, natural outdoor experiences and
    extraordinary Kern County offerings.
  • Capitalizing on abundance and fertility with its
    association with food and produce.
  • In the consideration set for entrepreneurs and
    relocating businesses based on valid success
  • Offering a surprising degree of sophistication in
    services and amenities.
  • Retaining the accessibility of affordable housing
    while attracting quality people.
  • And providing an extraordinary quality of life
    for all of its varied citizens as a world unto
    its own.

Defining a Vision of Success
  • Distinct Truths
  • we can leverage

Proximity/ Mobility
Attainable Quality Lifestyle
Open Generous Spirit
Natural Abundance, Prosperity
Unique, Quirky Sophistication
Diamonds to Mine
Attainable Quality Lifestyle
  • Family and traditions are valued.
  • Housing costs allow viability for first time
    buyers or additional luxury and amenities for
    families and retirees.
  • Public schools are healthy and growing,
    California State University is an ever-improving
    asset, and lifelong learning opportunities
  • Healthcare centers of excellence exist.
  • Mild winters and warm summers allow for
    year-round outdoor activities.
  • California lifestyle is alive and well!

Open, Generous Spirit
  • Welcome visitors with the same hospitality as the
    towns namesake, Colonel Baker, who gave weary
    travelers food and lodging.
  • Welcome new residents who often remark, I knew
    I was home when I got here.
  • Familial, friendly, flexible nature of the
  • No barriers to success based on ethnicity.
  • Community leadership reflects ethnic diversity.
  • Ease of conducting business and starting a
    business. (No barriers to success.)

  • Mountains, oceans, lakes, river and redwoods are
    close by as well as major California cities like
    Los Angeles and San Francisco.
  • New airport terminal providing air access,
    Interstate 5/Highway 99 and other major
    thoroughfares offering access to North, South,
    East and West.
  • Fewer traffic hassles than other metropolitan
    California communities.

Natural Abundance and Prosperity
  • Green improvements evident around city such as
    tree plantings in medians along bike paths.
  • Cornucopia of attractive produce.
  • Vibrant agricultural base representing the
    abundance and prosperity businesses.
  • Abundant energy resources such as oil, wind,
    solar and natural gas.
  • Creativity and innovation are evident in
    value-added agriculture products such as baby
    carrots and pomegranate juice.
  • Development of new techniques to help meet the
    worlds energy needs.
  • Opportunity to promote healthy produce and food
    sophistication to target audiences.

Unique, Quirky Sophistication
  • Leadership/residents with rich, worldwide life
  • Home to many unique businesses such as
    Townsend Design and Guy Chaddock Company.
  • A core of theater activity.
  • Arts programs are healthy and growing.
  • International culture and restaurants.
  • One of a kind, a real original.

Our Brand
  • Bakersfield
  • (includes Greater Bakersfield/Kern County)

Tag Line
  • Life as it should be.

Brand Definition
  • Bakersfield (Metro Pop. 406,000) is a growing
    community, projected to double in 20 yrs.,
    located in Kern County, Californias third
    largest county in land area, 8,073 square miles.
  • Bakersfield is at the southern end of
    Californias great Central Valley where settlers
    once found rest and sustenance from the towns
    founder and namesake Colonel Thomas Baker, as
    they flocked westward to find gold.
  • Its climate is favorable, warm and dry,
    contributing to its huge agri-business base
    with 200 crops (e.g. citrus, potatoes, table
    grapes, almonds, pistachios, tomatoes,
  • Today this region is the fourth largest producer
    of oil in the U.S. bringing highly sophisticated
    technology and skilled, dynamic individuals to
    the area.
  • It is home to California State University,
    Bakersfield and a UC Merced Campus, community
    colleges and extensive adult education
    facilities. It has six hospitals, one of which
    is linked to UCLA medical school.
  • In close proximity are several natural
    attractions -- the ocean, mountains, the Kern
    River, Giant Sequoia National Monument.

Brand Promise / Proof Points
  • A place where you can still achieve your
  • California Dream.
  • Exceptional housing value
  • Warm, dry climate promotes outdoor lifestyle
  • Access to outstanding food and produce
  • Proximity to mountains, coast and Los Angeles
  • Business friendly
  • Family friendly
  • Trend setting and sophisticated
  • Thriving arts community

Brand Positioning
  • To our target audiences, Bakersfield is a better
    choice for living, working, growing, and playing
    than other California places as its affordable,
    accessible, and extremely welcoming.
  • Theres abundance here and it will be
  • a fruitful place for you.
  • You will be able to achieve your dreams
  • here.

Brand Personality
  • Generous and warm-hearted
  • Strong community spirit
  • Fertile, success-oriented, and business-minded
  • Casual, balanced
  • Family oriented
  • Linked to the land - abundant, fruitful
  • Creative, unique

Primary Targets
  • Skilled workforce in essential services
    (healthcare, education, construction)
  • People/businesses requiring air transport,
    proximity to key cities (incl. air cargo)
  • Citizenry trained as brand ambassadors
  • Clean, green, creative entrepreneurs
  • 5. Young professional families
  • 6. Active retirees