Magazine article Parks & Recreation

Outgrowing Your Tagline: An Arizona Agency Reinvents Its Brand to Encompass Its Broadened Role in the Community

Magazine article Parks & Recreation

Outgrowing Your Tagline: An Arizona Agency Reinvents Its Brand to Encompass Its Broadened Role in the Community

Article excerpt

The city of Chandler, Arizona's Parks and Recreation Divisions recently navigated through the challenging and exciting process of rebranding with a new logo and tagline. Although the logo had gone through a few updates, the tagline hadn't changed in more than 20 years. The city learned several important lessons during this process, namely knowing when it's time for a change, what to consider before taking the plunge and how to successfully launch the new brand.

Time to Change

Considering one of the most common synonyms for parks and recreation is play, the city's former tagline of "Come Out and Play Chandler" was a natural fit. Chandler Parks and Recreation believes in the power of play, but agencies today offer so much more than just play to their communities.

Noted economist and park and recreation enthusiast Dr. Lowell Catlett spoke at the 2012 NRPA Congress. The underlying theme of his remarks spoke to the impact park and recreation services have on a community. This resonated with Chandler staff and moved them to action.

In the 20-plus years since the tagline was first introduced, Chandler's population more than doubled, changing its landscape. The time had come to establish a tagline that expressed the lifecycle of parks and recreation, spoke to the residents and was relatable across the board no matter an individual's age, race, or socioeconomic standing.

Things to Consider Before Taking the Plunge

Upper Management. Have conversations with the appropriate managers and directors early on about staff intentions and reasoning for wanting to rebrand. It's important to have their support and for them to feel like they are part of the process.

Internal vs. Hiring a Company. Decide if this undertaking is going to happen using resources within the organization or if funds will be allocated to hire an outside company. On paper, it may appear cheaper to have staff work through the process and do the project internally, but at what cost? Are other projects that staff are working on OK to move to the back burner? Will staff members be able to look at the project objectively and remove themselves and their biases from the process?

Budget

Rebranding can be an expensive and lengthy process. Be prepared to not only budget financial resources to update all necessary items, but staff time as well. Assign a project manager to take ownership and ensure the project stays on track, within budget and on deadline. …

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