Consultative brand management to connect with a diverse community

Consultative brand management to better connect a local government entity with its diverse community. Reinforcing a people-centric identity by developing collateral with a strong community focus.

The client:

The City of Greater Geelong (COGG) provides municipal leadership and services to the Geelong community. With a population nearing 200,000, Geelong is Victoria’s largest regional centre.

The idea:

COGG evolved as a result of the merger of several distinct “councils” and in the past has struggled against the usual local government stereo-type of conservatism. Engaging, informing and consulting with the Geelong community has emerged as a strong focus to communicate transparency and a contemporary approach to service provision.

The trigger:

DDG has had a long association with COGG, gaining a solid understanding of how Councils do business. As a preferred supplier, we have successfully executed many collaborative creative projects including promotional brochures, banners, print advertising, posters and publications.

In March DDG was invited to pitch for design and production of a suite of documents including the 2006 City Plan and Annual Budget Summary, and 2006 Annual Report. These two publications became important vehicles in communicating COGG’s renewed community focus.

The journey:

In response to the publication brief, DDG presented innovative ideas for the design concepts, distilling the existing theme “the best place to live” into a clear, visually-reinforced message. While strict compliance and reporting guidelines govern content and an existing Style Guide determines the graphic standards, we pinpointed scope to strengthen COGG’s branding and add personality and a sense of integrity.

We were awarded the project and have since partnered COGG to identify content, refine requirements and decide on final designs.

The City Plan and Annual Budget Summary comprises 60+ pages, each with a common design treatment linking to COGG’s previous publications, but with a fresh, contemporary feel.

DDG was heavily involved with photography for this publication, providing art direction, talent sourcing and consultation on needs.

We also produced a CD version of the City Plan, comprising a summary booklet and CD with a full version in .pdf format. Using alternative media reduces printing costs significantly and is a nod towards COGG’s commitment to environmental responsibility.

The Annual Report was also developed in close consultation with the COGG team to ensure it captured the desired emphasis and style. The creative concept was again based on “the best place to live” using full-page imagery of Geelong residents from city, country and coast overlaid with quotes extolling why they love to live where they live. The result is connective and high-personality.

Again, this publication was produced in two parts – a state-of the-art CD and a hard copy Summary Booklet – thus reducing costs and strengthening COGG’s position as a contemporary organisation.

The solution:

COGG now has a suite of publications that effectively communicate well beyond mandatory compliance data. The organisation’s commitment to engaging the community and contributing to Geelong being “the best place to live” is intrinsically conveyed to readers, whether they are from within or beyond the region.

DDG continues to partner COGG in managing and developing its brand to ensure it achieves marketplace potential and remains relevant.

The benefits – for COGG

• A strong brand with potency across all media and applications supported by an effective brand management strategy

• Improved community engagement achieved with high-quality, easy-to-read reports and documentation
  

• Reduced costs compared to traditional printing methods

• Efficiency – a well-established supplier relationship with DDG which builds in synergies to every project via improved confidence, familiarity, process/business understanding, contact networks, trust and pricing arrangements

The benefits – for community and stakeholders

> Clarity - clearer understanding of COGG’s operations via easily-navigated, uncomplicated reports and data

> A pleasant experience – vibrant, aesthetically-appealing design makes the reading task more enjoyable

> Accessibility and choice – availability of reports in hard copy, CD and pdf format on the COGG website

> Flow-on of reduced publication costs

The results so far:

COGG reports an excellent response to the publications and a high level of reader take-up. DDG continues to partner COGG in on-going brand management and development of promotional and reporting materials, with initial planning already underway for the 2007 Annual Report.