TOWN OF CANTON

FOUR MARKET STREET

P.O. BOX 168
COLLINSVILLE, CONNECTICUT 06022-0168
OFFICE OF THE CHIEF ADMINISTRATIVE OFFICER
BOARD OF SELECTMEN MEETING AGENDA
SUBMISSION FORM
Title of Submission: Adoption of Marketing Materials and Town Logo
Date of Submission: Friday, March 4, 2016
Date of Board Meeting: Wednesday, March 23, 2016
Individual or Entity making the Submission:
Neil S. Pade AICP, Town Planner
(860) 693-7891
npade@townofcantonct.org
1.

Action requested of the Board of Selectmen (Acceptance of gift, approval to submit grant application,
approval of contract, information only, etc. Be as specific as possible with respect to the desired action of
the Board). The Individual or Entity making the submission requests that the Board of Selectmen:
Adopt the marketing materials and town logo created by Arnett Muldrow & Associates.

2.

Individual(s) responsible for submission (Please include complete contact information. If requested,
the identified individual(s) should be prepared to present information to the Board of Selectmen at
the Board Meeting.)
Robert Bessel, Chairman of the Economic Development Agency
(860) 693-0583
rbessel@yahoo.com

3.

Summary of Submission (Include in your summary (i) relevant dates and timelines; (ii) parties
involved; (iii) a description of financial terms and conditions specifically identifying the financial
exposure/commitment of the Town of Canton; (iv) other information that will inform the Board of
Selectmens consideration of your submission. Include any additional information in an attached
memorandum.)
A recent study was conducted in Canton in order to gauge how much money is leaking into other places,
whether some of that money can be captured back into the community and the villages, and in what ways that
money could support expansion of existing businesses or new businesses in the community. The town hired
Arnett Muldrow & Associates to conduct a market analysis and marketing/branding program for the town and
its villages. As a result of the recent market study, the town has been provided with a marketing and branding
plan that will help retain existing customers, recruit new customers, promote businesses, and recruit investment.
Part of this plan included the creation of new marketing materials and town logos, which are now ready for
consideration and approval by the Board of Selectmen.

4.

Description of documents included with submission (All documents must be in final form and signed
by the appropriate party). The following documents are included with this submission and attached
hereto:
Canton Style Guide-web.pdf

CANTON, CONNECTICUT
MARKET ANALYSIS AND RECOMMENDATIONS

CANTON ECONOMIC DEVELOPMENT AGENCY

ANNUAL TOWN MEETING
JANUARY 20, 2016

Our Presentation
Why Market Canton?
Market Study
Market Definition
Key Observations
Market Opportunities

Marketing Tools
Brand Statement
Logo Designs and Options
Collateral and Brand Extension

Why Market Canton?

To direct Cantons future.
We are independent, diverse, artistic, exciting.

Our growth should capitalize on these qualities, not replace them with
something generic.
We have a story as well as a history.

Canton Basics
Population
10,640 - 16.4% growth from 2000 to 2010
10,976 by 2020

2013 Median Age

Canton 45
Avon, Simsbury 46
Connecticut 40
USA 37

2013 Median Household Income

Canton $87,313
Avon/Simsbury $121,242
Connecticut $67,098
USA $51,939

Prizm Groups (Nielsen)

SUSTAINING SENIORS,
5%
CAUTIOUS COUPLES,
3%
CONSERVATIVE
CLASSICS, 8%
MIDLIFE SUCCESS, 31%
AFFLUENT EMPTY
NESTS, 10%

MAINSTREAM
FAMILIES, 5%
YOUNG
ACCUMULATORS, 1%

ACCUMULATED
WEALTH, 14%

YOUNG ACHIEVERS,
18%
STRIVING SINGLES, 5%

Zip Code Survey

Other, 9%

06001 Avon, 20%

Rest of Connecticut, 30%

06019 Canton, 18%

06022 Collinsville, 2%
06057 New Hartford, 2%

06070 Simsbury, 6%

06790 Torrington, 3%
06013 Burlington, 5%

06092 West Simsbury, 5%

Retail Leakage
Town

Consumer
Expenditures

Retail Sales

GAIN

Canton

$189.7 million

$229.1 million

$39.4 million

Avon + Simsbury

$716.0 million

$533.3 million

- $182.7 million

Combined

- $143.3 million

10 min. Drive Time

$106.0 million

15 min. Drive Time

-$371.0 million

20 min. Drive Time

-$706.0 million

Market Observations
Canton has shifted the center of gravity for retail in the
region.
Market numbers are robust from a population, income and life
stage perspective.
Growth will continue in Canton.
Collinsville has the opportunity to capture a segment of this
growth through ongoing revitalization with a focus on the
Collins Company Factory.
Canton has a distinct opportunity to curate the growth of the
community.
Canton must tell its story to do so.

How Will We Market Canton?

Engage residents, visitors, and potential new contributors in
our deliberate planning efforts.

Provide a toolbox to help us tell our story in a clear and

concise way:
Positioning
Logo
Messaging
Way-finding
Advertising

Branding

POSITION STATEMENT
We are a community that knows that in order to
preserve our character we must adapt to change.
We have carefully crafted plans that seek to
protect our landscapes and ensure that inevitable
growth respects the uniqueness of this place.
We look to the legacy of the mill that
transformed our town, understanding its potential
to once again help define who we are.

POSITION STATEMENT
We are one community comprised of different places,
landscapes, and histories each layered together in a way
that unites us as a town. In 1895, native son,
congressman, and Medal of Honor recipient William E.
Simonds said of Canton what can still be said today:
Canton is not a showy town, but is emphatically one of
substance. This substance, this strength, this vigor
continues to this day.

We are Canton, Connecticut

Authentic Community
Legitimus Communitas

Marketing Strategy
Developing a consistent image: brand roll out.
Town consider adoption of identity system.
Partner groups consider adopting identity system.
Gradual roll out over time.
Wayfinding.

Marketing the community: connecting assets.

Linked pages online.
Overall marketing message within the region.
Develop marketing to connect recreation and attractions with businesses.

Economic development: retaining, preserving, growing.

Cohesive marketing package.
Partnership to ensure sound development of the Collins Company Factory.

Organization: partnerships for success.