Mark Taylor
Edgerton’s new logo and tag line will be part of a sixth-month strategic marketing strategy starting in August.
The council on July 12 approved a five-month, $10,000 to Candid Marketing for communications and marketing systems through the end of the year.
Candid Marketing is the Lee’s Summit firm that was hired last year to design a $39,000 logo and tagline to improve Edgerton’s professional image and to draw residential, commercial and industrial prospects to town.
“The scope of work includes an ongoing education campaign to support the new brand position with items such as development of an e-newsletter and welcome packet for new residents; a public relations outreach through various media outlets, website support, and trade show marketing materials for our development partners,” said Beth Linn, city administrator.
Edgerton’s new logo and tag line were debuted last spring.
The logo features orange, green and brown elements with a monogram patterned after Edgerton’s long time designation as the “cornerstone of Southwest Johnson County.”
The logo is expected to be applied to the city water tower, employee shirts and vehicle emblems.
The tag line reads, “Global routes, local roots.”
“Global routes” reflects Edgerton’s place in the logistics industry, while “local roots” pays tribute to its small town appeal.
The project consisted of three phases of work: research and discovery, brand positioning and creative concepts, and implementation and integration.
The research and discovery phase included gathering public input.
During the brand positioning and creative concepts phase, the company use input gathered to develop three to five logos and present them to the council and public for review.
The implementation and integration phase includes a marketing and communications plan to unveil the new logo and tagline to the public.
Candid Marketing and Communications was one of 22 companies that responded to a Request For Proposals for creating the logo and tagline.
The company is based in Lee’s Summit, and has previously done work for 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.