Rebranding initiatives getting underway

Work to create and promote a new brand for Okotoks is about to get underway.

Council approved the terms of reference for its new Brand Leadership Taskforce (BLT) on Feb. 13. The taskforce will consist of a total of about 13, including four to eight core members, and will report to the Economic Development Committee.

The core members will be made up of people who were previously part of the Downtown Steering Committee and branding bootcamps run by Roger Brooks International in 2016.

Okotoks legislative services manager Cathy Duplessis said the committee won’t necessarily be limited to 13 members, if need for more arises.

“They could have other projects or items they’re working on that they might want to appoint members,” said Duplessis. “Taskforces are a little more flexible that way, so we’re giving them a little room to do that at their own discretion.”

Recommendations for additional appointments will come before council for approval, she said.

According to the terms of reference, the purpose of the taskforce is to promote downtown Okotoks and its brand in informal and unofficial ways and act as ambassadors and brand champions to help develop and support initiatives in the community.

The taskforce would also provide input on Town plans that include implementing recommendations from the brand development and marketing action plan. This could include encouraging downtown business and property owners to make aesthetic improvements such as investing in architectural facades and signage.

“That’s a role that will no doubt emerge from the group in place to provide support subsequent to the completion of the urban design master plan, which is on administration’s to-do list in the first part of 2017,” said Okotoks development services manager Michael McIntyre.

He said the process will be fluid and could take a number of years to see all 60 of the recommendations of the brand development and marketing action plan come to fruition.

Coun. Carrie Fischer, who has been involved with the Downtown Steering Committee and rebranding efforts since they began, said she’s pleased to see some forward momentum after the work put into bootcamps and reports in 2015 and 2016.

“I’ve heard a significant amount of angst in the community from former members of the Downtown Steering Committee and the Brand Development Team that we are doing nothing to move forward on this initiative and significant concern that this committee still has not been put together and there’s nobody named to it,” said Fischer.

She requested one amendment to the terms of reference, to specify members of the BLT are taken from a cross-section of the community, to ensure there isn’t overrepresentation of one sector over another. It was spurred from a recommendation by Roger Brooks that communities successful in rebranding have widespread representation, she said.

“It’s required to make sure we’ve got different groups in the community and different sectors all buying in and moving forward together,” said Fischer. “I want to make sure we’re maintaining through this terms of reference the importance of having a cross-section of membership.”

Jody Sanderson, previous chairperson of the Downtown Steering Committee, said she’s disappointed it took so long to get the ball rolling, but she’s happy to see the direction the Town is taking the BLT.

“I’m happy the Brand Leadership Taskforce is not a direct committee of council, like the Economic Development Committee or the Culture, Parks and Recreation Committee,” said Sanderson. “I always envisioned it to be something different than what we’re used to, and I think Michael McIntyre has come up with that.”

She said she’s excited to see which of the original members involved in downtown revitalization and branding bootcamps come out to the BLT, and working together to develop the goals of the taskforce, and deciding on timelines.

There should also be a lot of support and collaboration with Town administration, she said.

“They’re suggesting the ones who are comfortable go out and talk to the community, engage people, and I think we need to all be singing from the same songbook,” said Sanderson. “So maybe we can get admin help to develop a PowerPoint that’s quick and to the point and gets people on board.

“I’m hopeful we’ll see something like that and I’m excited to see how this evolves.”