September 16, 2014

Edgerton agrees to hire marketing consultant

Mark Taylor
mtaylor@gardnernews.com
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.

Comments

  1. Judith Rogers says:

    The worthless politicians and bureaucrats now have the citizens PAY a consultant for the propaganda koolaid…………wonder how long it will take for the citizens to actually do what they should be doing…………..Edgerton has the highest city taxes in the whole county and apparently the citizens aren’t very concerned about that fact……………

  2. Local business says:

    Had to go to Missouri to find talented marketing companies? No bright ideas in the SW JoCo area?

    $30,000 for a logo and a tag line? You are off to a great start!

  3. smalltowngirl says:

    As a citizen of Edgerton for the past 37 years, who has never missed a house payment or tax payment. Who works but isn’t making anywhere near $30 to $40 thousand a year. To our city officials STOP ! I can’t afford a “branding” for our city. Don’t spend money we the citizens don’t have . Fix our roads. Keep us safe. Forget the catch phrases and pretty logo’s! Are you listening?

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