Q: Would there be any way for us to see a few examples from member agencies who’ve developed a successful “brand” visual concept, consistent tagline, or something related? We’re hoping to develop something (banner head or whatever) that can be recognizable regardless of what marketing tool we’re using, i.e., for our brochure, e News, constant contact flyers, etc. We’ll still retain our agency name, of course. But thought that LERN might be aware of 2-3 examples that have worked especially well for their Parks and Recreation agencies. So often, a tag-line ends up being meaningless additional script, so wanting to avoid that. Would also really appreciate hearing option of LERN staff member on this, too.
A: As far as recommendations for branding for these types of things, my first example comes from our neighbor – Metro Parks Tacoma. The “sweep” banner is present in their brochure (this example is a digital version), in their email promotions, Newsletters and more. Almost everything we see from Metro Parks Tacoma uses this banner with consistent placement of the program name and logo. If you visit the LERN Club and the Galleries (under Ideas from the Field) you will find examples in the eMarketing Gallery for Metro Parks Tacoma. They have done some exemplary work in this area, and we have posted a lot of examples from them.
Another excellent example for this approach is Virginia Beach Parks & Rec (VA). Again, if you check out the eMarketing Gallery, you see lots of examples from Virginia Beach. This program has done some of the best marketing we have seen in terms of targeted Newsletters – for Youth, Tennis, Fitness, Golf, Aquatics, etc. The banner for each Newsletter is consistent graphically with the slogan (Experience the Fun) and background for that placed and presented consistently. The image changes to support and enhance the topic, but the “look” is consistent and branded.