PREFACE This Caldwell Branding, Development and Marketing Action Plan was developed through a collaborative process between Roger Brooks International, Inc. (RBI) and Destination Caldwell. We would like to thank the many hours devoted to the process of making this plan a reality by the Caldwell volunteers and others who have participated on the Brand Development Committee and the Brand Leadership Team, as well as the many business and property owners, residents, and others who contributed their time and valuable input of ideas, resources, and feedback. The recommendations made in this Plan are based on the information provided to Roger Brooks International by many caring and concerned citizens of the city, research, best practices in other locations, and the findings of previous plans and studies, as well as experience and expertise in the field. The results from implementation of this Branding Plan are dependent upon many factors, including the time, effort, funding availability, and cooperation of those involved in its implementation. RBI has provided Destination Caldwell with the native InDesign files for this Branding Plan, so they have the ability to make future changes and edits to the plan on their own. Any changes or edits that are made by Desination Caldwell or other partners, collaborators, or assignees, after receipt of this plan from RBI, are made without the input and expertise of RBI. Caldwell, Idaho | Branding, Development & Marketing Action Plan TABLE OF CONTENTS: Recommendation Checklist.............................................................................................. 6 Introduction............................................................................................................. 7 Why do this ............................................................................................................. 7 Action plan versus Strategic Plan......................................................................................... 8 Why branding? .......................................................................................................... 8 The Branding Process...................................................................................................11 The Caldwell Vision .....................................................................................................11 Brand Promise..........................................................................................................19 Recommendations 2015 1. Form the Brand Leadership Team (board for Destination Caldwell)...................................................25 2. Brand Leadership Team (Destination Caldwell) assignments.........................................................28 3. Work with City for “Start Up” funding ...............................................................................30 4. Contract or hire Director for Destination Caldwell ...................................................................28 5. Incorporate Destination Caldwell...................................................................................32 6. Contract for Programming & Business Plan for Indian Creek Plaza....................................................33 7. Trademark the Caldwell brand identities............................................................................35 8. Establish a Business Improvement District . 37 9. Become a Main Street USA community .............................................................................39 10. Update and add to the Downtown Master Development Plan .......................................................40 11. Secure graphic design, public relations and marketing expertise ....................................................41 12. Contract for the creation of a Brand Style Guide.....................................................................43 13. Begin transition to the new brand ..................................................................................45 14. Get your best spokesperson on film ................................................................................47 2016 15. Seek funding sources for a wayfinding system and issue an RFQ.....................................................48 16. Create a zoning overlay downtown (In the BID) .....................................................................50 17. Develop, design and print business recruitment materials...........................................................54 18. Contract for downtown business recruitment.......................................................................56 19. Develop a low/no interest loan fund for downtown property improvements.........................................59 20. Create a downtown “Design Review Committee”....................................................................60 21. Write and adopt sidewalk café, blade sign, exterior display ordinances ..............................................60 22. Work with Idaho Power on putting plaza power underground.......................................................62 23. Develop Downtown Caldwell website ..............................................................................62 24. Begin a monthly e-newsletter ......................................................................................65 25. Create “The Very Best of Caldwell” brochure, distribution plan .......................................................66 26. Bring the commercial building on 7th south at Arthur Street into public ownership ..................................69 27. Implement Phase I (and Phase II) of the wayfinding system..........................................................69 28. Begin implementation of the BID funding ..........................................................................70 Caldwell, Idaho | Branding, Development & Marketing Action Plan 2017 29. Contract for architectural, engineering and urban design of the plaza ...............................................70 30. Develop a business & funding plan for a year round public market ..................................................71 31. Contract for ongoing photography and videography ...............................................................74 32. Begin staffing Destination Caldwell.................................................................................75 33. Create an Event Guide for attracting events into downtown Caldwell ................................................77 34. Purchase or subscribe to CRM software.............................................................................77 35. Create a database of regional clubs and organizations ..............................................................78 36. Write an award winning one-page letter to attract events to Caldwell ...............................................80 37. Create a database of press contacts, large non-profits...............................................................81 38. Design, print, frame and distribute brand awareness posters ........................................................82 39. Develop an I-84 Visual Enhancement Plan ..........................................................................84 40. Create a Sunnyslope Wine Trail marketing co-op and website .......................................................85 41. Create a “Farm Initiative” to protect the brand focus.................................................................86 42. Develop a “Farm to Fork” certification program for local restaurants, retailers.........................................87 2018 43. Begin development of Indian Creek Plaza...........................................................................88 44. Order an electronic readerboard for Indian Creek plaza .............................................................88 45. Install street trees throughout downtown ..........................................................................89 46. Street artisan agreements, recruitment .............................................................................90 47. Implement a “shared worker” program for downtown ...............................................................93 48. Begin merchandising Caldwell logo gear ...........................................................................93 49. Install downtown pole banners ....................................................................................96 50. Develop free high-speed wi-fi throughout downtown ..............................................................97 51. Integrate the brand into municipal and other community based websites . .98 52. Lease billboard marketing space along I-84.........................................................................98 53. Paint city vehicles, begin implementing the brand .................................................................100 54. Contract for public relations services ..............................................................................100 55. Begin advertising Indian Creek Plaza District (regionally) ...........................................................102 2019 56. Update the Branding, Development & Marketing Action Plan ......................................................102 57. Bring Roger Brooks back (if needed) ...............................................................................103 58. Get the Indian Creek Market Pavilion built .........................................................................104 59. Make sure Indian Creek Plaza is programmed with at