TAMRMS#: B06
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Brand Policy Biennial Review
Presented by: Cory Sinclair, Manager, Corporate Communications & Design
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RECOMMENDATION(S)
recommendation
That the proposed amendments to Council Policy C-CAO-17 (Community Brand) shown on the redlined version of the policy attached to the report dated February 18, 2020 entitled "Brand Policy Biennial Review" be approved.
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PURPOSE OF REPORT
The purpose of this report is to recommend some minor amendments to Council Policy C-CAO-17 (Community Brand).
ALIGNMENT TO COUNCIL STRATEGIC PRIORITIES
Strategic Priority #1: Growth Policy Framework: Develop a robust policy framework to guide growth.
o Develop a value proposition (inclusive of all City offerings) to attract businesses, residents and other institutions to St. Albert.
Strategic Priority #2: Economic Development: Enhance business/commercial growth.
o Adopt a broader economic sustainability platform to develop commerce retention and resiliency strategies.
Strategic Priority #6: Environmental Stewardship: Explore innovative environmental and conservation opportunities.
o Enhance waste minimization strategies with emphasis on reduce and reuse activities.
ALIGNMENT TO LEVELS OF SERVICE DELIVERY
N/A
ALIGNMENT TO COUNCIL DIRECTION OR MANDATORY STATUTORY PROVISION
N/A
BACKGROUND AND DISCUSSION
Council Policy C-CAO-17 Community Brand is scheduled for biennial review. Administration believes the existing Community Brand is still relevant and is recommending only minor adjustments to the policy to reflect current practice. Developing a brand is an expensive and time-consuming exercise, so it is fiscally prudent to retain the existing brand.
Policy C-CAO-17 was originally developed in September 2013 and was most recently revised in January 2019.
The Community Brand features two official terms, “The Botanical Arts City” and “Cultivate Life,” both of which are registered trade marks of the City. These terms are defined in the City’s Public Commu...
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