June 14th, 2010
City to put branding concepts on display

STAFF REPORT

San Marcos city officials are asking for public input as they attempt to develop a new brand for the city.

Draft creative concepts for the branding initiative will be on display at the San Marcos Activity Center from Monday through Saturday. Citizens are invited to stop by and cast a votes for their favorite concepts.

“The goal of this initiative is to produce an authentic, memorable and lasting brand that will allow San Marcos and our various organizations to promote our community as a wonderful place to visit, work and live,” said Branding Task Force Chair Pam Couch. “We’re asking the community to help us build our brand by telling us which logo they think best captures the spirit of San Marcos’ future.”

The public viewing period will be one of the final activities in the community-wide branding process that began last November. City officials said the branding project has included a significant research effort that served as the foundation for the creative execution of the brand. The process also has included substantial involvement from the public and community stakeholder groups, according to city officials.

“A total of 965 people provided input through our online public survey,” Couch said. “We’ve interviewed 16 individuals representing various organizations and we’ve conducted two focus groups with 20 participants. The process isn’t over yet, and there is still an opportunity for citizens to weigh in.”

The votes received during the public viewing will be used by the branding task force to select a final brand to be submitted for approval by the city council. The brand package will include a new logo and tagline, as well as a key messaging platform, a brand standards guide and a marketing plan intended to attract tourism and economic development to San Marcos.

KGBTexas and Hahn Texas are consulting with the city on the branding project.

The city council appointed a nine-member branding task force last November to guide the project. Funded through hotel occupancy revenues saved during the last several years, the project is expected to conclude this summer.