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Regional Branding Project Report

Submitted: January 28, 2008

Regional Branding Project Report

A. Acknowledgements As recommended in the 2006-2010 Marketing Plan, the Central Alberta Economic Partnership Ltd. (CAEP) embarked in a process in the fall of 2007 to refresh the branding statement for Central Alberta. The branding statement a Region of Opportunity has been used by CAEP to brand Central Alberta since 2002. The CAEP Marketing Committee managed and guided the process to develop a new brand for Central Alberta. The Committee would like to thank all CAEP municipal and associate members who took the time to participate in our two focus group sessions and online membership survey. Your feedback was critical in helping us identify a new tagline for the brand that is Central Alberta. The Committee would also like to thank Schollie Research and Consulting for facilitating the branding process. The CAEP Marketing Committee is comprised of members from across the Central Alberta region and is organized by the CAEP administrative office staff. Members include: Reeve Al Kemmere, Marketing Committee Chair, Mountain View County. Mayor Dale Barr, CAEP Chair, Town of Rimbey. Mayor Julia King, CAEP Past Chair, Town of Penhold. Mayor Jim Bague, CAEP Director, Town of Rocky Mountain House. Harvey Walsh, CAEP Director, Town of Olds. Cal Dallas, Associate Member Representative, Executive Director, Red Deer Chamber of Commerce. Carey Keleman, Economic Development Officer, Town of Ponoka. Mayor Barry Kletke, Town of Trochu. Dean Schweder, Tourism and Economic Development Coordinator, Town of Rocky Mountain House. Allan Willis, CAEP Business Representative, Stettler Regional Board of Trade and Community Development, Town of Stettler. Project Consultant: Bruce Schollie, MBA, CMC, Schollie Research and Consulting, Red Deer, Alberta For more information contact: The Central Alberta Economic Partnership Ltd. 201, 4920 51 Avenue, Red Deer, Alberta, T4N 6K8 Phone: 1-888-508-CAEP (2237) or 403-357-2237 Website: www.centralalberta.ab.ca

January 28, 2008

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B. Introduction As recommended in the 2006-2010 Marketing Plan, the Central Alberta Economic Partnership Ltd. (CAEP) embarked in a process in the fall of 2007 to refresh the branding statement for Central Alberta. The new regional message would serve to brand a unique identity and personality for the Central Alberta region that is different from all competitive destinations. The branding statement Central Alberta A Region of Opportunity has been used by CAEP to brand Central Alberta since 2002. Schollie Research and Consulting was contracted to manage the process under the direction and guidance of CAEPs Marketing Committee. The process included four distinct phases: Facilitation sessions with stakeholders to develop a list of brand taglines. Validation and short listing of tagline candidates using a short web survey. Approval of the final tagline. Graphic design and branding kit including electronic versions of the graphic and a graphic standards booklet outlining examples of appropriate use.

C. Facilitation Sessions As a first step, all top elected officials of CAEP municipal and associate members were informed and 51 invitations extended to their respective economic development and marketing representatives to participate in one of two focus group facilitations held on Wednesday, October 24, 2007. A letter was sent to 51 member representatives (see Appendix A), which was followed up by e-mail and telephone. 26 representatives from the Central Alberta region including Mayors and Reeves; associate member representatives, councillors; business representatives; economic development practitioners; CAO's, and Chambers of Commerce RSVPd for the two sessions (13 in the morning, and 13 in the afternoon). Ten representatives attended the morning session and 12 attended the afternoon session. Tim Creedon, of Creedon and Associates, facilitated the sessions on October 24, 2007 at the Alberta Sports Hall of Fame and Museum in Red Deer. Both sessions were 2 hours in length. Participants were invited to identify the issues and factors influencing the development of the Canadian economy. Discussion then filtered down to Central Alberta and participants identified the attributes that are unique to Central Alberta. Participants were asked to consider to whom we wished to appeal, to live, work, and invest in Central Alberta and why they should come to Central Alberta versus anywhere else. What impression did participants wish to give about Central Alberta and what key words describe the attributes of the area. The moderator guide can be found in Appendix B. Participants were broken down into smaller groups of 3 or 4 and asked to come up with suggestions/phrases that could be used for the tagline. Participants were requested to consider whether the words would stand the test of time, and whether they applied equally throughout the Central Alberta region.
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Regional Branding Project Report

The groups shared their ideas with the larger group to stimulate discussion. Participants were given an opportunity to share their individual thoughts on a worksheet. Contact information for Schollie Research and Consulting was also handed out to participants in case they had an afterthought. Some of the themes and words that emerged about Central Alberta during the sessions included: You can do anything you want in Central Alberta if you have the drive, etc. your ideas can come to fruition / lots of opportunity succeed / success / thriving / dream / future / opportunity / prosper Region is experiencing rapid growth Growth / thriving Central location is great! Close to Calgary, Edmonton, the mountains, lakes, etc. central / location / heart Great amenities (recreational, education, health care), great place to live, quality of life home / community / life Central Alberta is beautiful, scenic natural, scenic People (and climate) are warm, friendly warm / communities / welcome Lots of successful partnerships partners

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D. Validation and Short Listing All taglines were then shared with the CAEP Marketing Committee during a separate meeting on October 26, 2007. The list was tiered somewhat by Schollie Research and Consulting. The top tier consisted of the most popular taglines at the sessions along with a few others. Some taglines were not recommended by Schollie Research and Consulting because they were considered too generic, repetitive, or did not adequately apply to the region. The Marketing Committee then selected the following taglines for further consideration by the membership: Central Alberta The Obvious Choice Central Alberta We Have It All Central Alberta Better in the Bullseye Central Alberta The Natural Choice Member feedback and validation of these four taglines were conducted using CAEPs web survey tool. Appendix C outlines the invitation that was issued to the broader membership. 135 responses were received. 104 respondents categorized themselves as follows: CAEP Associate Member CAEP Municipal Member Municipal Representative CAEP Municipal Member Business Representative CAEP Municipal Member Elected Official CAEP Economic Development Practitioner Other Total 18 24 15 21 13 13 104

Respondents had the opportunity to rate each tagline on a scale between 1 and 10 where 1 represented a strong disliking and 10 represented a strong liking. A summary of the mean results (averages) are as follows: Central Alberta The Natural Choice Central Alberta We Have It All Central Alberta The Obvious Choice Central Alberta Better in the Bullseye A complete summary of the results may be found in Appendix D. 6.08 5.64 5.19 3.78

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Regional Branding Project Report

E. Approval of Final Tagline and Graphic Design The marketing committee met November 26, 2007 to evaluate the web survey results. Central Alberta The Natural Choice held the majority of votes from the survey and was moved to the graphic design stage. Dwayne Holland of Focus Design Group also attended the November 26, 2007 meeting and agreed to provide some graphic design options for the selected tagline by December 17, 2007. Four graphic design options were presented to the Marketing Committee December 17, 2007 from which the Committee picked a graphic design for the brand; colours were finalized via an email vote shortly thereafter. Focus Design Group supplied a Branding Kit, which includes the logo in various formats, a brand standards guide, and examples of how to incorporate the regional message into promotional material. F. Recommendations To create an interest in and use of the new Central Alberta brand, it is suggested that CAEP formally launch the brand, use the brand on all marketing materials, and encourage ambassadorship of the Central Alberta brand among members, associate members, and other stakeholders. Launch and Use: It is recommended that CAEP launch the new brand through a launch event and an unveiling. A media release should be issued and the official unveiling could be held either in conjunction with an official CAEP meeting or at a scheduled press conference. As part of the branding strategy, CAEP should make the brand pervasive throughout its marketing materials starting with the website, letterhead, business cards, trade display booth, marketing materials (investment attraction profiles, investment opportunity profiles, key business sector profiles), Alberta First profile, etc. When promoting or selling the Central Alberta region, it is important that the branded logo be the prevalent logo as opposed to CAEPs corporate logo, which should be limited to use on internal documents and materials. CAEP may be able to play (morph) with the brand to enhance branding and marketing efforts. For example, on an investment opportunity profile for green or composite building products, it may make sense to profile Central Alberta as The Natural Choice for Green Building Products. Ambassadorship: In order to truly generate more buzz about Central Alberta in domestic and international markets, it will be important for CAEP to stimulate use of the brand by regional stakeholders.

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Regional Branding Project Report

To stimulate ambassadorship for this brand, CAEP should begin by encouraging and convincing municipal and associate members to use the logo on their investment attraction marketing materials such as websites (or web pages dedicated to investment attraction), letterhead, business cards, job advertisements, and other promotional materials. This message should be communicated to members at the unveiling, in press releases, and through internal communications such as newsletters, and meetings. CAEP and its members should also encourage other organizations to use the brand when promoting and selling the Central Alberta region. For example school boards, associations, and local companies could use the brand in their efforts to recruit employees to the region. Realtors and developers may use it in their promotional materials when attracting new investment and residents to the region. In order to fuel this ambassadorship, it is important that the process for accessing and using the logo is simple. Hence, the Branding Kit should be readily available on the CAEP website for easy downloading.

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Appendix A: Invitation Letter To Participate in Branding Facilitation Sessions

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September 20, 2007 [Insert Name] [Insert Address] Dear [Insert Name]: You are invited to participate in a focus group session to develop a new branding statement for Central Alberta. How did the Golden Horseshoe, Silicon Valley, and the Calgary-Edmonton Corridor become recognized brands? More importantly, how can we optimize Central Albertas brand to generate more buzz in domestic and international markets? CAEPs 2006-2010 Marketing Plan suggested that it is time to refresh Central Albertas branding statement: A Region of Opportunity. To this end, CAEP is organizing two professionally facilitated branding focus groups to identify a shortlist of new taglines. This shortlist will then be assessed by the broader CAEP membership in a second phase of research. The first focus group session will occur in the morning and the second will occur in the afternoon. Schollie Research & Consulting, in cooperation with Tim Creedon of Creedon and Associates, will be organizing and facilitating the branding focus groups. Please RSVP to Bruce Schollie by phone (403) 346-9849 or e-mail bruce@schollie.com no later than October 12, 2007. Space is limited to 10 participants per session. Location:Alberta Sports Hall of Fame and Museum, Red Deer (immediately North of the 32nd Street exit on the QE II highway) Date: Wednesday, October 24, 2007 Time: 10:00 am -12:00 pm OR 1:30 pm - 3:30 pm Cost: No cost and refreshments will be provided. Thank you in advance for taking time from your busy schedule to participate. Yours truly,

Julia King, Chair

Regional Branding Project Report

Appendix B: Moderator Guide for Branding Facilitation Sessions

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CAEP Consultations Process and Questions


Introductions, Tim Creedon and Elan Buan representing Schollie Research and Consulting Our objectives and what we are trying to do here is to moderate a process with stakeholders to develop a new tagline for branding the Central Alberta Region. The new tagline would replace A Region of Opportunity. Develop the brand graphics including printing and use standards. The overall objective is to create an identity so compelling that all CAEP members and associates will want to use it on their promotional materials Domestics, coffee, snacks etc, fire exits, finish time, morning session midday, afternoon session, 3:30 pm Not stopping for a break, please just go for washroom breaks as you require them. We would prefer all cell phones switched off. Introduce yourselves; name, where you work and what you do, tell us something that you like! Start with yourself and Elan.. Method is to capture key words, phrases and suggestions. This is all part of a wider consultation. Some of the processes that we will be using here: Ideas Park to place ideas if necessary, use with Post It notes Out of Scope Sheet to use with Post It notes Thought sheets to keep next to you as we go through Process for feedback if you forget to say something or think of it later (Elans business cards). Promise to stay on topic and make the most of this opportunity Here are all the questions that we will be working through, no surprises.

Questions; we are trying to record sentences, phrases and words so we will be writing lots! 1. What are the issues and factors influencing the development of the Canadian economy? 2. How is that being played out in Central Alberta? 3. What are the challenges? 4. What has changed? 5. What has stayed the same? 6. What are the characteristics of living and working in Central Alberta? 7. To whom do we wish to appeal, to live, work and invest in Central Alberta? 8. Why should they come here in preference to all the other places that they might move to? 9. What impression do we wish to give? 10. What are the key words that we should use to describe the attributes of this area and the impression that we wish to give? (Tim and Elan two-handed brainstorm session for participants) 11. What are the words that do the best job? Evolve shortlist. 12. Test; do we think that these words will stand the test of time? 13. Break into groups of two or three and come up with some suggestions for phrases that we could use as our strap line. 14. Test; does this apply equally from the East to the West and from the North to the South? 15. Come back with your suggestions. 16. If you have your own personal favourite, now is the time to write it on the sheet and leave it on the table. 17. This is what is going to happen to all your good work.

Regional Branding Project Report

Appendix C: E-mail Invitation To Rate Short Listed Taglines

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This email is intended for CAEP's Associate and Municipal members. It has been distributed to key officials; Mayors and Reeves; Municipal and Business Representatives; Economic Development Practitioners; CAO's, and local Chambers of Commerce. Due to the recent municipal elections (we are still updating our contact list); we would appreciate your support in ensuring that all Municipal Council members are notified and have an opportunity to participate. Dear [Insert Name]: CAEP's Marketing Committee recently began a process to identify a new tagline for the brand that is "Central Alberta." The new tagline will brand a unique identity and personality for the "Central Alberta" region that is different from all competitive destinations. Once the new tagline is identified it will become the new standard for CAEP's promotion of our "Central Alberta" region to potential investors, site selectors, job seekers, and others who are among our target markets. The brand will be so compelling that members and associates will want to use it on their promotional materials! On October 24, 2007, 2 focus groups representing a cross section of economic development and marketing specialists gathered to identify some taglines ideas. After a review by the Marketing Committee, four taglines were chosen for further testing. We are asking you to complete this survey to give us feedback on these 'finalist' taglines. The survey results will be used to decide the new tagline so your feedback is critical. Feel free to share these ideas with your colleagues before submitting your survey. Please take 5-10 minutes to complete the survey by our November 21, 2007 deadline. The Survey is online at: http://www.centralalberta.ab.ca/index.cfm?page=doSurvey&ID=7 Thank you for taking time from your busy schedules. If you have any questions, please feel free to contact Lisa Houle, Project Lead, at 403-340-7079. CAEP Marketing Committee: Al Kemmere, CAEP Director, (Chair, Marketing Committee) Mountain View County Jim Bague, CAEP Director, Town of Rocky Mountain House Cal Dallas, CAEP Associate Representative, Red Deer Chamber of Commerce Carey Keleman, Economic Development Officer, Town of Ponoka Barry Kletke, CAEP Mayor, Town of Trochu Dean Schweder, Tourism & Economic Development Coordinator, Town of Rocky Mountain House Alan Willis, CAEP Business Representative, Stettler Regional Board of Trade & Community Development

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Appendix D: Results from Online Evaluation

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1) TAGLINE OPTION 1: CENTRAL ALBERTA - THE OBVIOUS CHOICE Total Responses - 135 10 (Strong Liking) - 12 9 - 10 8-7 7 - 13 6 - 15 5 - 18 4 - 19 3 - 19 2-9 1 (Strong Disliking) - 13 100% 8.89% 7.41% 5.19% 9.63% 11.11% 13.33% 14.07% 14.07% 6.67% 9.63%

5.19

2) Option 1: What do you 'like' about this tagline? 1) alright 2) The recognition of choice. 3) It is profound that we have what one wants,including the natural choices. 5) Uses the word "choice" 6) It is to the point - short and sweet 9) Nothing 10) indicates that we have all the advantages of the "Alberta Advantage - land prices,amenities,workforce,etc. 11) Obvious is a very strong word. Choice is an excellent word to use in a tag line. 12) Not much 13) make me feel uneducated if I 14) "obvious" 15) make me feel uneducated if I make me feel uneducated if I make me feel uneducated if I make me feel uneducated if make me feel uneducated if I make me feel uneducated if I make me feel uneducated if I make me feel uneducated if I make me feel uneducated 16) "obvious" make me feel uneducated if I didnt know it was obvious. Obvious is a divisive word and implies that you should know about central Alberta already 29) It is presumptious of us be could be good depending on background material 30) It has confidence and clear meaning 31) I like the word `choice` 32) Not much if anything 33) nothing 34) 31 35) My likes 36) "obvious" make me feel uneducated if I didn\`t know it was obvious. Obvious is a divisive word and implies that you should know about central Alberta already, and if you didn\`t you lack common sense or general knowledge 38) Short, direct, positive 39) It identifies the region 40) neutral 41) Its okay 42) nothing 43) Short and to the point 44) It`s short and to the point. 45) Short and simple 46) Nothing, 47) The obvious choice for who and for what? 48) simplicity, room to create images that support the tagline 49) Its simplicity. 50) Nothing. 51) Indicates it is all here and the area can handle everything 52) This would be the polite way to tell others they have made the right choice to come to this area. 53) If accompanied by photos, it becomes `obvious` what the obvious is referring to. What is obvious is that our best feature is being central. 54) The word`s Central Alberta and Choice 55) Nothing 56) punchy/ is inviting 57) its ok and strong 58) This might interest people sufficiently to explore why it is onvious. 59) Short and sweet 60) Not bad 61) I like the confident statement it makes. 62) making a choice... and it is obvious 63) nothing 64) good tag line will make people ask why should they come to us

Web Survey Results

3) Option 1: What do you 'dislike' about this tagline? 2) People spend a lot of time and resources in evaluating where to locate their homes and businesses based on their individual priorities. I think it is presumptive of us to use our baseline as being " obvious ", thereby neutralizing the openness of the word 3) It comes across a little strong, maybe a bit arrogant 4) If it obvoius why do you have to say it ? 5) Sounds very obnoxious and puts down the rest of Alberta and Canada. 6) Nothing 7) Seems a bit presumptuous for a tag line because you have not had the opportunity to support backup information. 21) We are assuming there is agreement that it is obvious, it might also sound arrogant 22) Could be anywhere 23) I don`t find it very catchy. 24) Not very creative 25) the word `obvious` How about just "It`s Your Choice" 26) It does not grab as one that will attract business to our region. 27) Very Blah - no action 28) too general, cliche, no zip, too boisterous, doesn`t differentiate the region to anywhere else 30) My dislikes 31) "obvious" make me feel uneducated if I didn\`t know it was obvious. Obvious is a divisive word and implies already, and if you didn\`t 32) Not memorable or inspiring. 33) Does not capture what central alberta is about and is very generic. 34) I am not fond of the word Obvious 35) It`s a bit condescending 36) Assumes "obviousness" an often overused word and kind of makes you feel dumb if you don`t know about Central Alberta. 37) is presumptuous - why do you presume that you`re the obvious choice 38) Peaple do not like to be told they like something. 39) It lacks "strength" and "action". Reading the tag line does not compel me to want to seek further information. 40) Not "catchy" enough 41) It sounds kind of condesending 42) Reeks of arrogance, may put off people from other regions; make them defensive. 43) Boring it sounds a little arrogant. 44) Nothing it doesn`t tell me why Central Alberta. 45) might be too simplistic 46) Obvious will probably contradict the word choice depending on the criteria of the site investigator 47) It is not clear what Central Alberta is the "obvious choice" for! It sounds condescending. 48) Sounds vaguely condescending. 49) I believe the phrase "obvious choice" says nothing about Central Alberta and is arrogant. 50) It is neither here nor there...It doesn`t strike me as something anyone would remember 51) Nothing 52) It`s bland. 53) It is foceful and prideful. 54) It doesn`t say why it`s obvious and so if it`s not obvious, it 55) It is used by many other municipalities and companies. Could be confusing. 56) Option 2 is better 57) Option 2 is better 58) Obvious - sound arrogant and condescending 59) Too cocky, has attitude, creates analogy of "it`s all about me" I realize we want to stand out, although there should be better words to describe this. 60) Condescending 61) Sounds to arrogant and forceful 62) Cheezy 63) It could be percieved as self centred and it is challenging to those who do not see it as "obvious".This is more likely to irritate than attract the reader. 64) the obvious choice seems too condesending 65) Seen it before, it isn`t original enough for me 66) Obvious Choice does not share what is really available and could seem to be vague. 67) TOo Cocky !! 68) Choice for WHAT. 69) Obvious to who? and why? 70) Maybe a bit to cocky. Doesn`t jump out at me. 71) it is only obvious ot those who are very familiar with it already. Teh tag line is geared to new people. 72) anyone can say this 73) to Bold, not a good first impression

Web Survey Results

4) TAGLINE OPTION 2: CENTRAL ALBERTA - WE HAVE IT ALL Total Responses - 114 10 (Strong Liking) - 10 9-8 8 - 13 7 - 18 6 - 14 5 - 14 4 - 10 3-7 2-6 1 (Strong Disliking) - 14 100% 8.77% 7.02% 11.40% 15.79% 12.28% 12.28% 8.77% 6.14% 5.26% 12.28%

5.64

5) Option 2: What do you 'like' about this tagline? 1) Intent 2) Good use of letting people that we do have everything one could need. 4) Promotes opportunity 5) Expresses that we are confident of our amenities and that we have everything you need. 6) Very plesant and mostly true. 7) Not much 18) A bold statement that sells a message, and I think it shows pride. 19) This tag line flows better. 20) Obvious, simple, clear and easy to understand - no misintrepretations 21) nothing - overused 22) it`s true 25) O My likes 26) didn\`t know it was obvious. Obvious is a divisive word and implies that you should know about central Alberta already, and if you didn\`t 27) Positive, indicates wealth of resources available. 28) Nothing 29) catchy, strong positive statement; of all of these, this would be my first choice 30) Very simple, very forward, confident 31) It is true 32) Very little "What do you mean by "all" 33) covers everything 34) Agin nice and short, is positive 35) It highlights that we are a fully developed region with all of the major amenities. 36) shows hat there is a lot to offer in central Alberta. 37) We have it all - all needs to be built on in marketing 38) simple, easy to work with, to remember. "It" can be so many things or better yet, everything 39) Makes a seemingly bold statement. 40) Even less. 41) It indicates you don`t have to go a bigger center to get all the services. 42) Indicates diversity also 43) It`s true,...well mostly. We don`t have a lot of things but, if used with cluster of photos, you can visualize fresh air, opportunity, youthful exerberance etc. 44) Succinct. It captures and states everything about our area. Good strong message. 46) The first option implies that someone has to make a choice. This tells them that we have all they need to make a choice. 47) Catchy and comprehensive 48) Nothing 49) It is true....will open the eyes of people who might not look beyond the major cities.While it is challenging it is more subtle than option 1.It is gender neutral. 50) Shows that the area is proud of what we have to offer and confident that a visitor will be impressed wherever they go within the region 51) Again a confident statement It tends to jump out at me more. 52) positive and all encompassing 53) it is correct 54) demonstrates some value and confidence 55) good positive message

Web Survey Results

6) Option 2: What do you 'dislike' about this tagline? 2) Obvious overstatement. 3) Is this tagline a slogan for some town in Alberta? 4) Sounds like an American bragging. 5) could denote crime,drugs,and other negative conotations. 6) Seems a bit too generic to me. 17) Nothing 18) Could be anywhere and not really true! 19) to broad 20) I am not sure that it`s something that would stick in your mind. 21) Plain, un-inventive 22) all of it 23) Tells me we already have it all why do we need more. 24) But we don`t have it all! 27) o My dlikes 28) didn\`t know it was obvious. 29) This sounds rather familiar to me, query if another region has used same phrase? 30) Is better then # 1 but once again is over used in other area`s 31) If we have it all then we don`t need anything 32) It`s ok, but lots of places say that 33) "we have it all" is also claimed by dozens of other regions, cities, etc 34) We do not have it all 35) Every community wants to position itself as "having it all". What is it that will distinguish Central Alberta as the real place to be! 36) see above 37) Can come across a bit like "we" are it and "we" don`t really need you! 38) Little bit arrogant as well. 39) too general, too similar to other taglines in commercials, still no zip, blah, we have what?, doesn`t differentiate the region to anywhere else 40) It sounds a little arrogant as well. 41) A sense of smugness 42) No we don`t 43) Those that live here have a sense that "we have it all", but the tagline doesn`t suggest to an outsider what having it all means....it also sounds condescending. 44) Too all inclusive, it`s almost vague when you really think about it. 45) Again, arrogance comes through in spades. 46) It is very ordinary 47) I know we have to brag but I would suggest that it is not an attractive way to tell people about our area. 48) No one has it all 49) It may cause cynical reaction, similar to BC`s the Best place in the world. Whenever you see a superlatative it can brind out the cynics. 50) Already in use by Innisfail 51) This statement has a good and bad connotation to it. Too generic. 52) Too cocky 53) - we don`t have it all - too hum drum 54) we don`t have it all to arguementative. 55) As above, been used too many times 56) Bit of a cliche 57) Don`t think I have any real dislike about this one. 58) When Innisfail had this tag people often chuckled because they realized we didn`t have it all. 59) Do we have it all? This is a bit of a stretch from my perspective. Plus if we have it all then why do we want new business and/or people? 60) Again maybe a bit cocky. 61) sounds to boring and generic 62) passee 63) not identifiable with our region 64) To Bold, no one has it all

Web Survey Results

7) TAGLINE OPTION 3: CENTRAL ALBERTA - BETTER IN THE BULLSEYE Total Responses - 105 10 (Strong Liking) - 6 9-5 8-9 7-5 6-2 5-8 4-3 3 - 22 2 - 10 1 (Strong Disliking) - 35 100% 5.71% 4.76% 8.57% 4.76% 1.90% 7.62% 2.86% 20.95% 9.52% 33.33%

3.78

8) Option 3: What do you 'like' about this tagline? 1) tres cool 2) Alliteration 3) Sounds like a steak sauce. 4) It is catchy and with the proper logos can be very catchy 6) Something catchy and different... 7) it is different 8) not much 19) Very unique--has a Western flavor to it! 20) Could be very good with the proper logos and mapping 21) I don`t really like it. I think people will see it and say...... what`s does this mean. 22) Too ambiguous, many menaings, doesn`t convey the actual feeling about central alberta 23) nothing 24) Suggest Action and curiosity 27) o1 My likes 28) didn\`t know it was obvious. fdgfdg 29) Nothing 30) Makes a strong statement to both Alberta and it`s relationship to agriculture as well is a stand out statement. Maybe could be refined to capture other industries 31) It`s unique 32) Nothing 33) Has some oringinality 34) Nothing 35) It does have some rythm. 36) nothing, bullseye represents center of Alberta, catchy 2 B`s, unique enough to be able to play off various connotations eg. strong economy - bullish, agriculture, etc. 37) Nothing 38) Alliteration 39) LOVE IT! Its fresh, and has not been used in anything I`ve ever seen. The bullseye denotes a "central location"; its "on the mark"; it is curious enough that outsiders would want to find out more about it; conjures up a very unique and creative logo!!! 40) The combination of the mental image of the bullseye and the alliteration in the wording should make this tagline more memorable. I like the idea of `targeting` the region. 41) Nothing. 42) Nothing 43) It`s different. It complements the symbol on the globe on the header of the website. 44) it is catchy 46) This is alright if you were trying to address someone who was looking for a place to target. 47) The hunters will love it 48) Catchy-gives a good visual 49) nothing 50) Great, relates to strong central location! 51) It might be attractive to males who are sports oriented. 52) I don`t like it 53) I like that it suggests that there are advantages here. Also, I like the subtle reference to agriculture, which is the key backbone to Central Alberta 54) Don`t like it. 55) nothing 56) It is certainly unique one that would be remembered 57) ties to "Central" theme

Web Survey Results

9) Option 3: What do you 'dislike' about this tagline? 1) nada 2) Somehow it makes me think we are being shot at. 3) impossible...how can you get better than bulls eye? 4) what bullseye? 5) Seems a bit vague 17) It makes no sense to me whatsoever. Bullseye? No one out of the central region is likely to even pick up on the "central" theme that it`s based on. 18) I do not know what it is trying to tell me. 19) Could sound like BBQ sauce 20) the bullseye 21) more creative, thinking outside the box 22) what does this mean? not clear 23) Hokey 24) Doesn`t really say anything to me at all. 27) o1 My dislikes 28) "obvious" make me feel uneducated 29) didn\`t know it was obvious. rtreyytu 30) I don`t really know what this means, would the general public? 31) a bit too red-neck 32) Better in the What....must be an archery term. 33) what is the "bullseye" 34) Does not tell them where we are. 35) The "metaphor" just doesn`t move me to do anything! 36) Too offensive- Are you talking about the "Red Bull drink???or Target practices??? 37) to Red Neckish, makes you visually see a target to shoot at. 38) bullseye identified with a target not a destination, target connotation, too hick or country, think agriculture so doesn`t represent other industries, quality of life, etc. 39) It does not seem to relate to living or working in Central Alberta. 40) Didn`t readily make the connection with Central, too close to "Bullsh... 41) I don`t get the point 42) Nothing. 43) What on earth is the `Bullseye`? 44) I don`t even know what you mean by the "bullseye." 45) Only reference to location not diversity 46) I would not associate BULLSEYE with a good way to sell oneself. 47) What does it Mean 48) too agriculture. Bull(what?) We`re a target? conjures up wild west, gun violence. 49) I can`t relate to it. Not sure what the message is. 50) The hunters will love it 51) - doesn`t sound inviting - sounds competative - we get the wrong picture with those words 52) didn`t get it - to much to try and figure out. does not jump out at you. 53) bullseye? 54) This is likely to have limited breadth of appeal vs.option 2. 55) yuck. Bullseye gives me a western feeling that i don`t like 56) Too Aggressive for me 57) Too slang and couldn`t be used for international as foreign people and investors would not understand. 58) Doesn`t appeal to me. 60) Not a clear definition of what "the bullsey" means. Is it agricultural, are we into archery? Might make sense to say we are "int the middle of it all" or "we are the centre of the action" or "Alberta Centers Here" 61) yuk. too westerny. Calgary has worked for years to rid itself from the cowtown image 62) very little 63) Too rural we are more than just farmers and ranchers now 64) BBQ sauce is first thought

Web Survey Results

11) TAGLINE OPTION 4: CENTRAL ALBERTA - THE NATURAL CHOICE Total Responses - 104 10 (Strong Liking) - 15 9-9 8-9 7 - 13 6 - 17 5 - 14 4-8 3-5 2-5 1 (Strong Disliking) - 9 12) Option 4: What do you 'like' about this tagline? 1) not much 2) It just kind of naturally appeals to me. 3) Good concept for marketing and logo development. 4) Uses the word "choice" meaning their decision. "Natural" is a good word to environmently responsible people. It desribes much of the CAEP district with the farming communities and the west country. 5) not quite as bold as "obvious" 6) I like this in that it combines the nature benefits of the area combined with idea that it is an obvious choice. 17) It`s not too aggresive. It gives me the feeling of being in a less urban environment. 18) I like the word choice. 19) Good play on the word "natural"--feels "warm" 100% 14.42% 8.65% 8.65% 12.50% 16.35% 13.46% 7.69% 4.81% 4.81% 8.65%

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20) we have alot of natural resources and recreation areas that could be emphsized to the newcommers 21) It flows. 22) References the environment, I like "choice" 23) the word `choice` 24) This one catches my attention. It implies that we are the best. It also describes the region well - `natural` 27) o2 My likes 28) didn\`t know it was obvious. dgfjkjlj 29) Envisions images of big blue skies and wide open spaces. Positive, short and memorable. 30) Central Alberta has great natural resources and recreation area`s but does this statement attract industry or tourism 31) It identifies the region and is a soft sell 32) I like the dual meaning 33) good; would be my second choice 34) Its catchy and has two or three different connotations 35) double entendre of nature/natural 36) Tag line could be linked to the "natural beauty of Central Alberta. The natural resources we work to protect. Lots of possibilties 37) It`s short, it`s comfortable, its positive and seems welcoming yet not arrogant! 38) can be tied to natural geographic attributes of the region, flows well, best of the worst 39) its catchy. 40) The word natural. Is B.C. still using their Supernatural? 41) It would appeal to the environmentalists. 42) Best one of the group. Still not my cup of tea. 43) It indicates we have a rural (natural) choices in this area. Central Alberta has a lot of houses that are built green. 44) Supportive of our position within the province and makes one feel comofrtable that they made the right decision to come here 45) this one seems to combine the Obvious with the Green theme of nature, without making a claim that we can`t live up to. 47) This implies that we are competing with someone. It suggests that they should not look elsewhere 48) Promotes g parks, lakes and natural setting as well as being a nicer way of saying "obvious" our ) g , feeling. From land,lakes and Rocky Mountains, we are the Natural Choice. g

50) Emphasis on natural attributes 51) -more appealing -green -inviting -fresh sounding -will appeal to a broader population and application 52) yes it is natural 53) Natural : as in Natural resources 54) Nature is a significant component of the Central Alberta appeal. 55) The best of the four in my opinion. Natural leads me to think of words like pure, honest 57) Natural choice shares that we have something to offer and that you would be making the "Right Choice" to come to Central Alberta. 58) The Natural choice makes you think of the Nature of the area and the Natural resources that are here. It better describes the region as a whole. 59) I love that it conjures up thoughts of nature and that great resource we have. 60) I think that this would be my first choice of the ones presented. It kind of says "why go anywhere else?" I like the word natural as it has many assumed meanings, all of which would be relevent. 61) Sounds fitting, and has several different connotations 62) little 63) Easy on the ears and non specific so it won`t leave any particular business or group out.

Web Survey Results

13) Option 4: What do you 'dislike' about this tagline? 1) Natural choice sounds more like the mountains or BC but central Alberta has many great natural features. 2) not much...except can be used by many. 13) Could be intrepreted as a little boastful, arrogant. 14) Perhaps use A instead of The 15) I not sure it says much. 16) natural isn`t strong word that conjures up emotion like "obvious" 17) not sure about `natural`. Are we natural? Is that what we`re promoting? 18) Still does not jump out at me to say this is it. 21) retret 22) o2 My dislikes 23) didn\`t know it was obvious. klkj; 24) Nothing 25) I like it. 26) over used phrase 27) "Natural" is a bit too fuzzy for my liking 28) Overall can`t find anything to dislike 29) not unique enough, too granola-ish, doesn`t differentiate the region to anywhere else 30) Nothing 31) This is too close to the marketing that BC uses and the Rockies 32) As in question 1, the choice is likely not natural or obvious but requires investigation and negoitiation 33) Not bad....although the tagline has been done before - especially in packaged goods; its kind of boring. 34) It sounds too similar to BC`s promotional material. 35) Not much to dislike, but it is still somewhat bland. 36) It would be more relevant to a outdoor experience 37) B.C. uses the "supernatural" theme. 38) Isn`t it trademarked to a consumer product or drug? 39) The statement and spinoffs are over used already. 40) It may lead people to only think about the environment and not see all of the other attractive aspects of the area 41) Still cocky 42) nothing 43) Boring!!! 44) There are many more and equally significant reasons to conduct business in Central Alberta. 45) As compared to what. If you use this tagline, then you almost have to prove it meets their expectatiosn. You are also making a comparison with the comment. 46) It`s already been used. 47) I worry that without support it could paint Central Alberta as a sleepy tucked away grassland without dynamic industry and growing communities 48) Might be too short? Maybe it should say "the natural choice to work, live and play." 49) nothing 50) passee 51) can be said by many other, doesn`t tie to the region 52) Not pro development 14) Please complete the last two questions to help us categorize the survey information better. Which of the following best describes your CAEP membership? Please select one only. 100% Total Responses - 104 CAEP Associate Member - 18 17.31% CAEP Municipal Member - Municipal Representative - 24 23.08% CAEP Municipal Member - Business Representative - 15 14.42% CAEP Municipal Member - Elected Official - 21 20.19% CAEP Economic Development Practitioner - 13 12.50% Other - 13 12.50%

Web Survey Results