Tuesday, July 19, 2016

Bayfield Plans Formal Introduction of New Brand

It will be a celebration this Thursday night in Bayfield, Colorado.

The Town of Bayfield will unveil its new brand, "BAYFIELD Where Stars Shine Bright" at the Bayfield Block Party on July 21 on Mill Street.

The block party will be from 6 to 9:30 p.m.

In January, the town hired Avant Marketing Group to assist in developing an updated brand, logo and tagline for the town. The effort was partially funded through an Energy and Mineral Impact Assistant grant from the State Department of Local Affairs.

Avant interviewed residents and business owners, conducted a town hall focus group and asked Bayfield High School students to survey each other in an effort to discover the community's culture, heritage and aspirations. The information assisted in the development of the brand depicting the positive attributes of the town to current residents, potential new residents and businesses.

"The people who participated in the market research indicated that often Bayfield goes unnoticed," said Mark Vogel, a partner at Avant.

At a June 4 town board workshop, Vogel told trustees, "The community's progress and achievements are many times lost, with little awareness from both outside audiences, and many times, by the town's own residents."

Vogel suggested that "Bayfield has a lot to be proud of, from the school system, state football championship, best library, to growing businesses and neighborhoods. The community has become tired of typical references for Bayfield including 'Bayberry' or simply a bedroom community for Durango."

Town Manager Chris La May stated that "the new brand combines the desire to recognize community achievement, while promoting our natural scenic environment. Where else in the world would you rather sit and watch the stars than in Bayfield, Colorado?"

The brand platform provides a description of the community including the town's brand mission, vision, values and brand positioning, which was ultimately used to develop "BAYFIELD: Where Stars Shine Bright."

Brand mission"We are a community focused on continued prosperity and economic growth while maintaining our small-town values and natural scenic environment."

Brand vision"A thriving community that ensures the quality of life for all residents while maintaining our values and small-town character."

Brand values We respect our heritage - our community work ethic is rooted in the hard-earned achievement of past generations.We respect independence, foster education and value our natural scenic environment.We welcome diversity in our schools, residents and businesses that enhances the cultural fabric of our community.We are a community family devoted to the quality of life for every resident. We are helpful, caring and morally grounded.Brand position"Bayfield is a welcoming community that values diverse growth in our schools, residents and businesses which enhances our cultural fabric. We respect independence, foster education and value our natural scenic environment. We are a community family devoted to the quality of life for every resident - an authentic small-town experience in the Heart of Pine River Valley."

(Courtesy of The Pine River Times)

No comments:

Post a Comment