Agenda Item Name:
Title
Eco-Industrial Park Strategic Marketing Plan, Branding and Naming
End
Presenter:
Ryan Frankel, Sean McLendon, Edgar Campa-Palafox
Description:
A presentation on the Eco-Industrial Park’s marketing plan, branding and naming strategy.
Recommended Action:
Recommended Action
Hear presentation.
End
Prior Board Motions:
On April 24, 2018 Commissioner Hutchinson moved the following:
1. To approve the award of Bid 18807: Project 6398 Resource Recovery Park Phase 1, to V.E. Whitehurst & Sons, Inc., in the amount of $2,331,180.35 plus a contingency of 10% brings the total amount to $2,564,298.39, as the lowest responsible and responsive bidder meeting specifications and authorize staff to negotiate an agreement.
2. Request that staff to return to the Board with a range of scenarios for repaying the cost of the development to include stretching the payments out and also include negotiations with the partners (Haulers and Municipalities) to request that they pass the savings on to the customers as much as possible.
3. Request that at the next available City County meeting a briefing on solid waste issues be scheduled for a Commission to Commission meeting.
4. That staff promptly schedules a discussion with the Board following the completion of the waste composition study regarding where the Board would like to proceed with the study. Staff is to provide a two to three page summary of the peer facility in Tallahassee and the economics of that facility.
5. Refer the proposal to Environmental Protection Advisory Committee (EPAC) and the Economic Development Advisory Board (EDAC) the business plan and request their input on how the plan can be improved.
The motion carried 4-1 with Commissioner Cornell voting "Nay.
Fiscal Consideration:
Fiscal Consideration
None at this time.
End
Background:
This presentation of a marketing, branding and naming strategy compliments the February 11, presentation to the Board on the Eco-Industrial Park’s shovel-ready industrial parcels business plan. The attached strategic plan is a living document and reflects the current stat of the marketing program. Feedback from the Board, University of Florida, targeted industries, and community will shape the final plan.
Estimated Economic Impact
The EIP will be a regional incubator and attractor of private sector-industries for Florida's material-remanufacturing future generating up to 3,300 direct, indirect and induced jobs at project buildout.
Estimates at Project Buildout
• 2,069 - 3,337 fulltime and part-time jobs supported
• Direct employment for operation: 281-471 jobs
• Average labor income per employee: ~ $50,800 - $57,600
• $176.7 - $320.4 million per year in value added (GSP) supported
• $11.9 - $24.6 million per year in state and local tax revenue impacts
Executive Summary
Frankel Media Group and Alachua County have been working together since 2013. We have historical knowledge on Alachua County residents, and throughout 2019 Frankel worked through rebranding and initial branding for Alachua County Waste Alternatives/Waste Collections and Alachua County Eco-Industrial Park respective last.
A brand is more than just a logo - it is everything from fonts to the overarching feeling the brand emanates, as well as where and how we communicate. Branding can be defined as the actual shaping and influencing of how the brand is perceived to your target audiences and more. However, perceptions should not be influenced blindly, and should come from a place of truth. In any branding project, we work to ensure the brand is rooted in qualitative and/or quantitative data. We begin the project with a research and discovery phase to gain knowledge and perspective on the key audiences and constituents of the brand.
In August 2019, a survey was distributed via email to 825 randomly-selected registered voters in Alachua County, with almost 90% completing the survey. This was a great response rate and with high statistical significance allowed us to understand the current awareness of the project as well as residents’ insights on potential messaging and direction for the brand and mission.
Once we gathered the research findings and insights as a foundation, we built upon those findings to move into conceptualizing what the brand would sound, look and feel like. Additionally, the research findings and our industry knowledge have guided strategic conversations around the naming of the space. It is known that Alachua County is not a recognizable county by name nationally and internationally, therefore leaving room in the naming structure to leverage brand equity from key partners is important to raise awareness and elevate perceptions of this project.
In addition to the research findings and branding, these ongoing conversations with key strategic partners and a leasing management partner will also guide what resources will be needed in our final marketing implementation plan, based on what we can leverage from each. It is possible that these partnerships can allow us easier access to prospects, additional budget and/or resources in order to communicate to our audiences.
MARKETING OBJECTIVES
1. Raise brand awareness of the park
2. Position Alachua County and the University of Florida as leaders in the solid waste recycling and circular economy space
3. Generate international tenant prospects to support sales and leasing, ultimately yielding revenue for the county
4. Engage the local community as ambassadors for the park and its mission while continuing to increase recycling rates for Alachua County
5. Continue to increase the reputation of Alachua County and the University of Florida
Priority Items
1. Logo
2. Website - languages, ADA compliant, lead capture, online tour and timeline
3. Additional Research
4. Anthem Video
5. Thought-Leader Feature Videos (businesses or industry wide topics)
6. General Brochure
7. Tradeshow Booth Creative
8. Initial Leasing Toolkit
Timeline
In addition to the priority items that we plan to accomplish this year (2020), the overall strategic marketing plan is expected to layout through years 1-5 of the pro forma as follows. These plans are still dependent on the approval of the business plan and conversations with potential partners.
NEXT STEPS
● Frankel to work with Sean McLendon and Edgar Campa-Palafox to move forward with Priority Items from Strategic Marketing Plan
● Collaborate with Alachua County on the selection of a real estate and leasing partner
● Finalize an agreement (or MOU) with key partners such as the University of Florida
● Finalize and modify the strategic marketing and communication plan