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TO: Mayor Richard C. Irvin
FROM: Clayton Muhammad, Director of Community Relations
DATE: February 15, 2019
SUBJECT:
A ratification of payment to Point B communications for public relations, marketing, branding and communications services for services rendered in 2018 from balances of the 2018 budget.
PURPOSE:
As the City transitioned under Mayor Irvin's administration, the need for a refreshed and regional brand upgrade was a top priority. During Mayor Irvin's first State of the City Address in 2018, the unveiling of the new THERE'S SOMETHING HAPPENING HERE was unveiled. The purpose was beyond just public relations and well into the economic development branding locally, regionally and nationally. The City secured the services of Point B Communications to assist with the existing process.
BACKGROUND:
After discussions with a number of marketing and public relations entities, the City met with Point B Communications to discuss its successful marketing strategies for other municipalities and economic development arms. Point B conducted a research forum with the City of Aurora, Invest Aurora, the Aurora Regional Chamber of Commerce, the Quad County African-American Chamber of Commerce, the Aurora Regional Hispanic Chamber of Commerce and the Aurora Area Convention and Visitors Bureau to begin to assess a comprehensive approach to branding Aurora.
After working to revive the City's current brandprint developed in 2015, Point B provided:
* Strategic services including brand positioning, brand hierarchy, competitive analysis, over-arching market approach, goal setting and general strategic consultation.
* Media services including research, negotiation, insertion order development, placement verification, ongoing optimizations, call screening and one-off POV development.
* Creative services including concept development, copywriting, creative direction, art direction, graphic design & production, and interactive design & production.
* Production managem...
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