HomeMy WebLinkAbout7 Broadband Workshop Agenda Item #
Staff Report
To: Board of Directors
From: Alan Harry, Director of Telecommunications Services
Date: June 20, 2003
Subject: Broadband Business Planning: Marketing —Branding video, voice and data
services (Workshop)
Summary
As part of the District's Fiber to the User project the "Branding" of services is needed to
market them in a successful manner. With the help of Pettit Gilwee Public Relations the
District video, voice and data services can be given "a name and a face" that our customers
will see in all advertising and marketing activities.
History
As you may recall, in May of this year staff received Board authorization to intensify the
marketing of its Fiber to the user Broadband project. As part of this process staff advised
the Board that we would schedule a workshop to better understand the process of Branding
a product or service, and discuss some ideas as to what we might call the District's
Broadband services.
New Information
Pettit Gilwee, of Pettit Gilwee Public Relations, has prepared a Power Point presentation,
attached, focusing on the process of Branding a product or service for our June 23Id
workshop. Pettit and I will discuss branding with the Board and entertain questions and
ideas regarding the name and look of the Districts Broadband services.
No Board Action is required.
•Page 1
the Truckee
Branding
Donner Broadband
Program
Board o Directors
Workshop
Wednesday, 00
RETTfT fi1LWEE
pu6lit reiatdant
w
owler
• • i pueqpuojgi
• , 3qj tuipugiff
OURAR 01 MOH
1 • !
�tulpuvj
fi �' �"�, ;� ��nyy; �'` � Ajeuul .' d
i `"� *, asknjo4 .A..M't, >nY d5� L `A rna�v
s4sisuoa
iV t "s5.Ndoi4slioAli JY`
•�ll�ar�a��.��s
jT Inoau f ui luigl livis salu-edwoa
padlau puu `w-e;)jlsuiuw aul oiui ji lgfnojq
suq j?ulpuxa„ wj;)l pautoa Xlluaaaj
aul inq `s.zlrax Joj 11 f utop uaaq 3AVq
s;)ssauisncl 1daauoa mou ie you si tulpuuag
-11 off- Jupwis sj;)glo w0ij janpoid inoX
fugulluamplp `Ino fuipupis si' tuipuR.Ig
•si?uigl
asagl ll-c jo jonpo.id pauigwoa aql s j!
— diquosuods `suoTl-ela i arlgnd `i?uijz)jj-ew
`fulsljzanpIU `ofol sassudwoauz) tulpuuig
*aJjl 01
fuigpwos si?ulaq `ssal jo zmow Iulpuujg
-jonpoid inoX ql!m lo;Duuoa ol 31doad f ulaq
lllm jugj siolaej fulIVAIJOW aql PUP alBuoTJIM
aql aanoasTp sdlaq ssaaoid tuipuu.jq aql
-f ulgpwos
fuillas jsn f uugj zmow uanw s ltulpuu tt
°z)oijd ;)Iquuosc;)j
s
13 IV 11� OJUgs puU SOIJ
ol su irduT�a ulpuv.zq UP
janpo zd
Injssaoons ISOW aijlaa,ds u sluasaad;Dj
s , �jjuno:) ;3qj jo auo jo
pud si oi?ol jo sago iu puwq sigl Xuuw of .
wploi? s 'pltu0GOW
°popuujq %pj, iaUOQmN
oq a-e:) `s3o-eld
puu oldoad s-e llam, sie
`saoi"os pur slonpoid
Examples of Branding
g
The California Travel
& Tourism _ a
Commission aims to
brand the state as a
destination for *O' URISM
pleasure seekers,
attracting folks who The tagline emphasizes the brand:
want unique "FIND YOURSELF HERE"
"California"
experiences.
Examples of Branding
Click! Network is provided by
Tacoma Power in Washington, and
includes cable television, high-
speed Internet and broadband
:
. services.
The tagline Tacoma Power was built based on
emphasizes this: the belief that potential customers,
"The Other
area residents and businesses,
Choice for Cable should have competitive, high
TV and the quality options all at a reasonable
Internet." .
price.
•jonpoad jno,C jo; puutuap v i?utjw)a3
ur Xiajvurtjin pug `ucuafoad fuiplam
In3ss3oons pug jnjaannod u ol pzaj jinn
aawnsuoo v jo puiuz aql ui puraq v fuTjvaaD
•uotJu311v s �aauzolsno u piou pug
qu.zf osIv Isnuc 11 •uotsuauzip pug s301naas
ilnj ski luasaada.z ol—oijgnc[ auk ol jonpoid
inoX luasajd ol XfaIv.zls aqj si tuipue.ig
-jonpoid jugj
joj aouj puu ;)wuu alq-ezlu5ooz)j -e dolanap
uz)gl � sjanpojd j;)glo Luoij pad:-Plivaj;)jjlp
pur umow; aq of 1! jupm nod op mou
jonpoid ,ono, Xjiluapl ol si dots lsjlj all
Yalu pule aAIlOodsj;)d ilq!ssod XJ3A2 WOJJ
jonpoid inoX 1-e Tool uldz)p-ui up Ouplel
sanlonul ` UMU'vld pue iq jo tuipuelff
p ' 1
ol uoilme jo osinoo ju3isisuooi
rol llwwoo isnw uoiluziur5jo - qj ',�Jjvulj
M •
do . +►
roi ljojj;) ruir '
ol puudx3i 'si3wolsno
' ol st dols # ! -
M
uejg 01 mOH
it
s i
siolowlajo poi
� o •
mellLuls nqTO wojj !
pue . • i ' ip mOH
uqpuo iafldG
. i oT Tuum ! p mOH
4�
` ..Yak . ' N ". 1 "x +„v.efi,
..:.h1
pueqpeoig and
x'