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News and Events
Marketing Plan Clarified
CORNWALL, ON (October 1, 2007) – On September 24, 2007, City Council approved a new
logo for the City of Cornwall. The new logo had been developed by the City’s Economic
Development Department and endorsed by the Economic Development Strategic Plan
Implementation Advisory Committee.
Since that time there has been a wide range of opinions about the new logo. Not surprisingly, some people like it, while others are not sure. This type of public reaction is typical when new graphic creative elements are introduced and reflect the passion that most people in Cornwall have with regards to their community’s future.
There have also been published comments in the local media that reference a cost of over
$200,000 to develop the logo. Unfortunately, these comments are factually inaccurate. The actual cost to develop the new logo was $25,000.
The Department of Economic Development is working with a marketing budget of $200,000, however the development of the new logo is only a small fraction of that budget. The marketing plan calls for several distinct and targeted action plans that include advertising, trade show participation and website development. It includes the expansion and enhancement of information packages that are used to answer the questions of companies looking to invest in the City.
The marketing action plans will be undertaken over the next several months, and will include the participation and guidance of Cornwall marketing professionals in addition to our lead agency, Banfield-Seguin.
The City of Cornwall Economic Development Strategic Plan was developed with the input of Cornwall’s community and business leaders, and was adopted by City Council in September 2006 as a blueprint to guide our economic development efforts over the next few years. The plan calls for the City to “raise and improve” Cornwall’s profile and to “develop a new brand message, logo and tag line”. It further calls for a number of other initiatives, including the aggressive pursuit of new development and investment by targeting growth sectors such as food processing, hi-tech, and logistics and distribution. It sets objectives at enticing new residents to live in the City, not only professionals to fill long vacant positions, but also young families and retirees. A re-branding effort was seen as key to these strategies and the It’s My Cornwall campaign provided the entire community with an opportunity to have input into the process.
As Cornwall Economic Development moves ahead with our marketing efforts, we are excited about the message we are developing: that of a confident and optimistic Cornwall where people and businesses are given the opportunity to succeed.
The elements of a corporation’s personality that leave the strongest impressions on a market are known as its brand. The logo was the first step towards shaping our “brand” but it is in no way the most important step. A logo is simply an icon, a corporate signature, not unlike someone’s personal signature. Just as a signature validates and brings meaning to documents, a logo gives meaning and significance to corporate materials. It will be our message that is the key to success, and the marketing vehicles (advertising, web, etc) we choose will play a large part in garnering the interest of people we want to hear it. Effective marketing and communications occurs when all elements of the plan work together, the logo, the message and the marketing vehicle chosen.
One of the first marketing campaigns to use the new logo was a recent campaign in Ottawa to introduce Cornwall as a viable alternative for people who are already considering moving outside the Nation’s Capital. With housing prices in Cornwall about half the cost of those in Ottawa, the City offers not only affordability but the full services and amenities that urban residents have come to rely on. Future campaigns in the near future will center on promoting the excess commercial and industrial real estate to be found in the City, existing job opportunities and targeted business sector marketing to the food processing and logistics sectors, amongst others.
“We fully understand that not everybody will have the same opinion when it comes to
something as subjective as a logo”, said Mayor Kilger. “But just as a book should not be judged by its cover, a multi-faceted, long term marketing campaign should not be judged by its smallest part, a logo.”
“We invite the entire community to participate as we spread the word about the new Cornwall – a city with a world of possibilities”, Mayor Kilger added. “After all, if we don’t tell people about the opportunities here, then who will?”
The graphic (above right) represents a draft design for a new expanded and revised
Community Profile. This 110 page document forms the basis of
most information packages that are sent out by Cornwall Economic Development in
response to investment enquiries.
The new profile cover incorporates new images, colours and words, that together with the new logo, reinforce the new brand of Cornwall. It is but one example of the various action plans in the marketing budget. The Community Profile is updated on a regular basis and is due for a major overhaul to reflect the changing reality of the national and international economies.
Cornwall is a city of 47,000 people, situated along the St. Lawrence River and Highway 401. One of Canada’s oldest settlements (established 1784), Cornwall today is a progressive, family oriented centre, sustained by a growing, multi-faceted economy that features affordable housing and a diversity of commercial businesses and industries.
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For Further Information:
Bob Peters, Senior Development Officer
Cornwall Economic Development
613-930-2787, ext.2268
bpeters@cornwall.ca
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