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PLACE-BASED MARKETING
City branding aims to attract residents, workers, and visitors. Moraine’s challenge is finding unity between its industrial identity, aviation history, and desired future as a place to live, work, and play. “Live, work, play” isn’t strongly associated with Moraine. There is a desire to change that perception. Challenges discussed during this planning effort were the absence of a community focal point, a City school district, noticeable gateways, and outside awareness of Moraine’s community assets. City branding could allow Moraine to create a new image and offer something more inviting to the community and potential newcomers.
Overall, the community acknowledges the absence of a clear brand to identify Moraine and would like to see a coordinated branding effort to showcase Moraine’s identity beyond its industrial history. The goal would be to create a branding that reflects the City’s uniqueness, fosters community pride, attracts diverse businesses, and ultimately transforms Moraine into a place known for its livability, economic opportunities, and vibrant atmosphere.
RELEVANT GOALS
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Create a vibrant destination.
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Enhance property maintenance.
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Engage and retain youth.
Objectives
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Advertise Moraine.
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STRATEGY: Enhance Sellars Bridge with unique features to advertise Moraine from I-75.
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STRATEGY: Create a comprehensive branding package and communications strategy that captures its unique character and history for residents, business recruitment, and visitors.
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STRATEGY: Develop gateway features.
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STRATEGY: Strengthen City-wide branding efforts, promote the City on social media platforms, and share these efforts with local partners.
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STRATEGY: Implement a Wayfinding Signage Plan to unify existing signs and direct residents and visitors to businesses.
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What Did We Hear?
The community of Moraine believes that creating City branding is essential for redefining the City’s identity, overcoming challenges, and promoting its unique attributes.
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Key trends from community input on the importance of creating City branding for Moraine:
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The community emphasized embracing community collaboration to strengthen Moraine’s branding.
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The community aims to promote the City’s image to attract residents, workers, and visitors.
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The absence of signage, logos, and a recognizable brand identity is seen as a barrier to Moraine’s growth. Community members advocate for a clear and impactful image.
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