BAA1211-3 City of Kawartha Lakes Branding
Team Name:
Kawartha LakesTeam Members Names:
Dalton Brooker, Abbi Howlett, Colby Everson, Grace VolpeProgram of Study:
Business Administration - MarketingMentor Name:
Project Name:
BAA1211-3 City of Kawartha Lakes BrandingSponsor Name:
Cheri DavidsonSponsor Organisation:
City of Kawartha LakesBrief Description Of Project:
“Jump In” brand rollout for the City of Kawartha Lakes
Project Objective:
City of Kawartha Lakes is trying to find a way to ensure that they stand out from other municipalities in the area. Tourists and potential residents often get the City of Kawartha Lakes confused with Peterborough and Peterborough County. They want to find an innovative solution so people will be able to differentiate the two municipalities.
Tangible formal final recommendation that can be pursued in hopes of distinction between The City of Kawartha Lakes and Peterborough County. As discussed, using an original idea of ours to utilize the media outlet PTBO Canada for potential exposure and draw in visitation and residency. We also have diverse recommendations backed by primary and secondary research that are differentiated by corporate and community driven ideas.
Clearly distinguish the difference between the city of Peterborough and the Kawartha Lakes. This will ensure that Kawartha Lakes gains the credibility and recognition it deserves while also outlining its distinguishing features. Making the clear distinction between the two areas will make it easier for potential residents to determine if Kawartha Lakes is the place for them.
Project Innovation:
Instead of trying to isolate City of Kawartha Lakes and Peterborough we’ve put forth the solution of having the two municipalities work together to inform the public of the differences between the two. We believe that by partnering up, people will recognize that there are two different municipalities working together as opposed to grouping them together as the same thing.
Specifically, we want to utilize the large social media following that PTBO Canada has to put out an article discussing the differences between the two municipalities, including a focus on Peterborough’s urban setting, and the City of Kawartha Lakes’ rural setting. We also want to put forward the idea of working on “friendly-competition” charity and fundraising events, where the two municipalities compete to raise money for charities that help out both communities.
Our clients’ objectives were to create a brand refresh for the city of Kawartha Lakes while also trying to gain new residents and/ or convert seasonal residents to full time residents. Our idea to distinguish the difference between Peterborough and the Kawartha Lakes will not only clarify any confusion between the two areas but it will also highlight all the features and benefits Kawartha Lakes has to offer. Highlighting Kawartha Lakes features, and benefits is a great way to refresh its current seasonal resident’s memories as to why it is a great place to be not only seasonally but all year around. This will also create an appeal to new potential residents.
Utilizing existing platforms for efficient use in different areas such as communication and research. For communication using as stated existing platforms tied in with email reminders, this aids with weekly meeting times and creating affective use of time and work efforts. Also allowing us to stay up to date with changing schedules, adjustments to tasks, and prompt responses for clarity purposes. Research required innovative positioning to bring original ideas to The City of Kawartha Lakes. Sifting through multiple resources to come with primary research due to restrictions but allowed us to strengthen those skills.
Challenges & Solutions:
A challenge for the City of Kawartha Lakes was clearly distinguishing what towns and villages are within the municipality. Since Peterborough is commonly mistaken as a part of the Kawartha Lakes, we decided instead of trying to separate the two places, to have them work together. With Peterborough being an Urban and Kawartha Lakes being a Rural area and within such close proximity, these two locations are interconnected.
Prior to Covid-19 pandemic this Applied Projects course would be in person tasks and meetings which allows for amplified communication clarity and real-life experience for post college students to utilize and add to further list of skills. We overcome this by taking the time to understand online forms of communication to contact clients and mentors.
Project Results or Progress:
Lessons Learned:
This experience is giving us the opportunity to connect two communities that have a similar lifestyle and environment.
Ability to transfer real life skills to an online format and still communicate as well as accomplish tasks and outcome efficiently with original ideas.
Throughout this process we have collected copious amounts of research which led us to have an overly broad scope of ideas. In the future one thing we would do differently would be to really narrow down the research and ideas to one greater idea rather than multiple fewer specific ideas.