APPLETON, WI (WTAQ) – The City of Appleton is making progress on a major re-branding effort.
“When we say rebranding, I think people automatically think logo. But it really extends beyond that,” said Senior Communications Specialist Sheng Lee Riechers.
With new designs and a fresh coat of paint on the city’s brand, Riechers is optimistic about showing off what Appleton is really about.
“Knowing that the brand dates back to 1994, I think we’re all well-aware of how much the city of Appleton has changed since then…There are some things that put our city on the map, – it’s the best place to raise kids, it’s one of the most livable small cities in the nation – that I think really could be well reflected in the new brand that we’re all really excited to see,” Riechers told WTAQ News. “The purpose is really to market and promote the city and to attract new residents, businesses, visitors employees, and talents while at the same time really serving as a point of pride for our residents.”
An important part in that process is public input and feedback on the ideas proposed in the re-branding efforts.
“[We’re] initiating focus groups and surveys specific to the re-branding project. But if people aren’t online or aren’t on social media, by all means you can call the mayor’s office. They can also sign up for our open office hours,” Riechers said.
The city council approved a $450,000 budget from excess general reserve funds for the project. $50,000 was earmarked for the study itself, including research and discovery phases for the chosen agency to conduct. The remaining money goes towards implementing new plans.
“Implementation really is going to touch a lot of different surfaces, literally. So for example looking at re-branding a water tower could be anywhere from $50,000 to $250,000,” Riechers said. “We’re definitely going to be just mindful of that, and making sure that implementation budget is prioritized and spent where it makes the most sense, but also has the most impact.”
The goal is to have the study well underway by the beginning of 2022, with the new brand launching by spring or summer.
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