Mark Taylor
[email protected]
Edgerton will soon have a new branding and marketing image.
The council on Nov. 10 hired Candid Marketing and Communications for the project, which will include creating a new logo and tagline that would position the city for economic and residential growth.
“Currently, Edgerton does not have a strong, cohesive identity to attract businesses or residents to locate here,” City Administrator Beth Linn wrote in a memo to the council.  “The purpose of marketing and branding initiative is to capitalize on the city of Edgerton’s assets and unique attributes and leverage those to positively impact all aspects of the local economy.”
The city issued a Request For Proposals that included researching, creation/development, and implementation of a branding and marketing plan.
Twenty-two companies responded to the RFP. Candid Marketing and Communication, based in Lee’s Summit, was selected from four companies interviewed.
Becky Freetly-Graber, president of Candid Marketing and Communication, told the council her firm would help the city “capitalize on (Edgerton’s) unique qualities,” and leverage those qualities to the city’s advantage.
She said the process will involve meeting with and interviewing citizens, business owners and community leaders to determine the qualities that make Edgerton unique.
That information will be used in designing a logo for branding and marketing purposes.
“It’s not a cookie-cutter approach,” Freetly-Graber said. “…It will be a very unifying experience for your stakeholders.”
Candid Marketing and Communication has done work with the Southwest Johnson County EDC, the city of Independence Tourism, the city of Lee’s Summit, Raytown Parks and Recreation and the Wyandotte County EDC.
In addition to selecting Candid Marketing and Communication, the council authorized Linn to negotiate a contract with the firm.
Although no dollar amount was discussed, Linn said last month the fee would probably be in the $30,000 to $40,000 range.
“We are looking for not just a logo, not just a tagline, but a brand that the city can use to use to move itself forward, not just on trucks and shirts, but for economic development,” she said.