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Home My WebLink AboutOrdinance No. 03-1474 CITY OF THE COLONY, TEXAS ORDINANCE NO. 0 3~ ]tg/-"] L~ AN ORDINANCE OF THE CITY OF THE COLONY, TEXAS, AUTHORIZING THE CITY MANAGER TO ENTER INTO A CONTRACT WITH GROUPBARONET FOR DEVELOPMENT OF A STRATEGIC MARKETING PLAN TO BE FUNDED BY THE HOTEL OCCUPANCY TAX RESERVES; ATTACHING THE APPROVED FORM OF CONTRACT AS EXHIBIT "A"; AND PROVIDING AN EFFECTIVE DATE. BE IT ORDAINED BY THE CITY COUNCIL OF THE CITY OF THE COLONY, TEXAS: SECTION 1. That the city manager is hereby authorized to execute a contract with GroupBaronet for development of a strategic marketing plan to be funded by the hotel occupancy tax reserves. The approved form of contract is attached hereto as Exhibit "A", and made a part hereof for such purposes. SECTION 2. This Ordinance shall take effect immediately from and after its passage by the City Council of the City of The Colony, Texas. DULY PASSED AND APPROVED by the City Council of the City of The Colony, Texas this 7th day of July, 2003. APPROVED: ~~ATTEST:~ ~~~. ~j~McCo~lrr~Mayor em~k,'/ Patti A. Hicks, TRMC, City Secretary APPROVED AS TO FORM: G R O U P B A R O N E T Estimate Pam Nelson Date 6/26/2003 Job Number CLN-001 The Colony Estimate Number 4614 5151 North Colony Road Revision Original The Colony, TX 75056 AE/Team MT Name/Title CLN-001 Brand audit and strategic planning Project: Execute a brand audit on The Colony which will include a review of past marketing efforts, industry trends plus thirty-two (32) one-on-one interviews (30 45 mlnutes each) with designated stakeholders, Following the brand audit, GroupBaronet will present the findings in order to create understanding and build consensus. Final deliverables will include: positioning statements for The Colony; The Colony's Unique Selling Proposition, Brand Personality, Key Attributes and Key Communication Messages; operational, marketing and promotional recommendations for moving forward and complete transcripts of all interviews. OB Fees include research, account supervision and coordination, Reimbursables: Each of the 24 external participants will receive a $25 gift card as a participant incentive and thank you, In addition, expenses such as travel, deliveries, shipping, etc. are included. GB Fees $ 22,000.00 Reimbursables $ 1.500.00 Total $ 23,500.00 Artwork and digital flies remain the property of GroupBaronet and/or appropriate illustrators or photographers unless negotiated otherwise Work will begin with signed estimate At that time, an invoice for 50% o[' the project will be issued. It project is canceled after the estimate is signed, an appropriate finaI fee will be negotiated. Thank you. Approva p oceed: 2200 North Lamer #201 Dallas, Texas 75202 phone 214.954 0316 fax 214 855-0460 G R O U P B A R O N E T Creative Brief Pam Nelson Date 6/30/2003 The Colony Parks & Recreation Job Number CLN-001 972.625.1106 x558 Brief Number 1786 From Matt Tibbitts AE/Team AJH/MN Name/Title: CLN 001 The Colony Brand Audit and Strategic Planning Overview and Project Objectives The primary objective of the brand discovery process is to uncover: Who You Are What You Offer Why it Matters to Your Customers Tourism Economic Development Retail Corporate Community Steo One: Information Gatherin~ Objectives To gather insight into the competitive landscape, including trends and any significant factors impacting the industry To review The Colony's past marketing initiatives, internal processes and resources, sales strategies and presentations Process We will gather and review secondary research related to competitive convention and visitor's bureau activities, trends and economic factors We will review all of The Colony's relevant business plans, objectives, processes and materials relevant to past and future marketing initiatives Steo Two: Interviews Internal Stakeholders Objectives To understand the current issues facing The Colony from an Internal stakeholder perspective To understand the attributes they associate with The Colony To determine priority areas of concern Int ervie~v Segments(Tourists) Objectives To understand the motivations of tourists to visit Tt~e Colony To understand the attributes they associate with The Colony To determine how retailers, corporations and the community impact the tourism experience To determine priority satisfaction measures To understand how to best communicate with this audience Process GB will conduct 32 one-on-one 30-45 minute inte~-eiews with designated stakeholders Outcome of Step Two An analysis and written report with initial recommendations that address each key point of the objectives of Step Two Steo Three: Consensus Building Objectives To share the information acquired in the qualitative interview process with key internal stakeholders in order to build on the information as well as build internal consensus regarding future brand positioning and marketing initiatives Process 1/2 day session includes presentation and discussion of interview findings to the committee Outcome of Step Three A collective understanding of The Colony's key target markets as they relate to The Colony, opportunities to build on existing brand equity and any brand gaps that must be addressed Step Four: Positioning and Plannin_~ Objectives To develop positioning statements for The Colony brand Process Using the information from the previous three steps, GB will develop a series of positioning statements addressing the rational and emotional needs of the key audiences Outcome of Step Four Positioning statements which will provide the foundation for all future marketing/communications messaging Deliverables Positioning stateme~ts foI' The Colony USP (Unique Selling Proposition) - What differentiates you from the competition Brand personality and key attributes Key communication messages for each audience Operational, marketing and promotional recommendations/tactics for moving forward Complete transcripts of all interviews Recommendations for a tourism related marketing budget to highlight key facilities such as: Hidden Cove Park Five Star Complex The Arts Centre Other tourist attractions Timing Approximately 3-4 months to completi~n References Brand Strategy Initiatives Dallas Convention & Visitors Bureau Cooper Aerobics Center Moseley Martens LLP Ventura Custom Homes Clien{ List Blockbuster Bob Lilly Professional Promotions Broadlane Cirrus Logic Cooper Aerobics Center Copernica Dallas Convention and Visitors Bureau Dallas Video Festival Despair, Inc. Forest Technology Group Hewitt Associates Howie & Sweeney, LLP Imaging Spectrum. lnc. Moseley Martens LLP Motorola Perkins & Will [ CRA SevenBar Enterprises, Inc Ventura Custom Homes Verizon Vu Approval to proceed: Client: Date: