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HomeMy WebLinkAboutCSD-01-06 ~n REPORT COMMUNITY SERVICES DEPARTMENT Meeting: General Purpose and Administration Committee Date: February 6, 2006 Report #: CSD-01-06 File #: Subject: CLARINGTON'S BRIAN MCFARLANE HOCKEY MUSEUM - BRANDING STRATEGY Recommendations: It is respectfully recommended that the General Purpose and Administration Committee recommend to Council the following: 1. THAT Report CSD-01-06 be received; ~/ 2. THAT Resolution #C-347-04 passed on June 28,2004 to name Clarington's new hockey museum be amended by deleting the words "Clarington's Brian McFarlane Hockey Museum" and substituting the words 'Total Hockey"; and 3. THAT the logo (Attachment #1) to Report CSD-01-06 be endorsed FORTHWITH. Submitted by: J eph P. Caruana rector of Community Services Reviewed by:a~ .- Franklin Wu Chief Administrative Officer JPCI SC/JM CORPORATION OF THE MUNICIPALITY OF CLARINGTON 40 TEMPERANCE STREET, BOWMANVILLE, ONTARIO L 1 C 3A6 T (905)623-3379 F (905)623-5506 REPORTNO.CSD~1~6 PAGE 2 1.0 BACKGROUND 1.1 On June 28, 2004, Council approved the name Clarington's Brian McFarlane Hockey Museum for the impending hockey museum. Since that time, our Business Plan has been completed, presented to Council and the firm Marketing Dynamic Solutions has been hired to provide marketing and branding expertise to assist staff in their goal of developing the hockey museum as a premier tourist destination in Clarington, Durham and beyond. 1.2 One of the initial tasks requested of Marketing Dynamic Solutions was to develop a marketable identity for the hockey museum through appropriate branding and logo. Initial research identified marketing concerns with the existing name. As a result, staff are requesting that the name be changed and that Council endorse the recommended name for the new facility which would project a more youthful, exciting and marketable brand. 2.0 NEW NAME 2.1 The name 'Clarington's Brian McFarlane Hockey Museum' is long and cumbersome from a marketing/promotional perspective and does not easily roll off the tongue. There are 43 character spaces which is problematic for marketing materials and signage and does not adapt easily to website language. 2.2 The key target market for the new facility is youth and families and our branding must engage and attract this market and create an image of excitement and fun to their mind's eye. The word 'Museum' implies static, staid exhibits and is not representative of the vibrant, youthful, interactive environment we are creating. 2.3 The primary considerations in developing our branding strategy were as follows: . The desire to keep the Municipality of Clarington's name integral to the messaging . The desire to keep Brian McFarlane and the marketing potential associated with one of hockey's premier historians and media icons integral to the message . The need for a "catchy" name to capture the interest of the public and project what the experience is all about. 2.4 It is not our intention to be another institution celebrating the heroes of hockey, but rather to be an interactive, educational and exciting celebration of the game of hockey and what it means to Canada and Canadians. 2.5 Staff are recommending that Council approve the name "TOTAL HOCKEY" as the name of the new facility. REPORTNO.CSD~1~6 PAGE 3 3.0 LOGO 3.1 Branding is more than just a name and a logo. It is that image which is formed in your mind when you think of a product or experience. The name and logo will be the first impression the consumer has of our product or service. The logo for this project must be clean and easy to read, should convey action and movement, should reflect traditional hockey values and must be adaptable to a variety of mediums. The brand identity lives entirely in the mind of the beholder, so it is essential to ensure we deliver th~ correct messaging to our target audience from the outset. 3.2 The recommended logo presented (Attachment #1) evolved through a process that involved extensive market research, the development of numerous concept renderings, market testing focusing on our target market, and the review of several developed logo concepts. Staff are confident that this logo will convey the overall objective of the project for the following reasons: . It is clean, concise and easily recognizable . It is strong, impactful and traditional-just as the game of hockey is . The colours are reflective of the colours of the Original Six NHL teams, representative of the history of hockey and also representative of many of the artefacts of our collection . The words "TOTAL HOCKEY" are framed in a traditional hockey banner, supporting our traditional hockey values, with the oval representing an ice surface . It uses clear, identifiable images of hockey . The puck has been designed to convey action which is representative of the interactive component of the project while the energy, action and excitement will appeal to the youth market. The puck is also "scoring" in the net, representing success and victory . The Maple Leaf reflects the Canadian experience and the impact hockey has on the social fabric of Canada. This component will be integral to our strategy to develop the facility as an educational destination point through our ties into the Ontario school curriculum . The radio microphone acknowledges Brian McFarlane's contributions as a broadcaster and a storyteller and represents the important role the media has played in the evolution of hockey. Hockey Night in Canada is a theme that has been woven through the Canadian identity since the 1930's Staff are recommending that Council endorse the logo as presented in Attachment #1. REPORT NO. CSD-01-06 PAGE 4 4.0 COMMENTS 4.1 The branding strategy addressed in this report, including the new name and logo, have been discussed and endorsed by the Project Team, including Brian and Joan McFarlane and Bill Humber. 4.2 Staff, through our marketing consultants, have reviewed the Universal Resource Locator (URL) availability for the name "Total Hockey" and have registered the following domain names in order to ensure a web site presence: www.total-hockeY.net www.total-hockeY.ora www.total-hockeY.ca www.totalhockeyclarinaton.com 4.3 Staff have also initiated the steps to have the new name and logo registered as trademarks. 4.4 Michele Harris, Marketing Director, Marketing Dynamic Solutions will be making a presentation outlining the process and rationale for the branding strategy presented in this report. 4.5 Forthwith approval of this report is requested so that staff may initiate the appropriate process to formally introduce the new name and logo at the Official Ground Breaking Ceremony scheduled for March 2, 2006. Attachments: Attachment #1 - Total Hockey Logo CLARINGTON Presents Brian McFarlane's Attachment #1 to CSD-01-DS