Strategic planning for California Progress, Inc. (CPI) and California Historic District (CHD) was the overall topic at a session presented Tuesday, Sept. 30, by Keith Winge, of Missouri Main Street Connection.
About 20 people associated with CPI and CHD, as well as, local business owners attended the session.
Specifically, Winge discussed the importance of "branding" the historic district, setting design standards and developing a "package" to draw businesses, patrons and residents to the area.
Comparing "branding" vs. "marketing," Winge said "branding" is a promise to the customer, one which if it works, will be spread by the customer as well as advertising. A logo is part of branding. "Marketing" reinforces and strengthens the brand.
Pointing out that developing a brand is neither fast nor easy, Winge said several questions should be answered first in order to develop a brand. Among those questions are: "Who are we?"; "Who do we want to be?"; "What the mission is of the organization?"; "What do we want to associate with the downtown?"
Before those questions can be answered, it should be determined what the needs of the community are. Surveys, including those done in the past, can provide information and data to figure out what those community needs are. The organization can develop its own brand and logo or an outside firm which specializes in such development can be hired. It could cost anything from $1,000 to $15,000. Poor "branding" and logo design is usually not helpful.
Design guideline standards are important and can help with marketing to both future businesses in the downtown area and customers drawn to the area and the businesses.
Winge will be conducting another training session in January.