Brand Development Presentation

1

Brand Development Presentation
The Marketing Thrusts Behind Developing The
Bakersfield Brand
2
Brand Strategy Overview

• Greater Bakersfield must counter negative
  impressions that it is a dry, hot, baked place
  and must put the Field back into Bakersfield -
  a green, more alive, naturally bountiful place.
• Greater Bakersfield needs to position itself
  against Californias inefficiencies - Bakersfield
  still works - its affordable, accessible and
  well serviced with extraordinary amenities.
• Greater Bakersfield needs to enlist every
  current, former and potential resident as a Brand
  Ambassador.
• Greater Bakersfield needs to attain a place in
  the consideration set for those thinking of
  relocating and/or establishing business
  enterprises.
• Greater Bakersfield needs to be a viable and
  desirable alternative for people (young
  professionals with families, retirees, tourists)
  looking at other mid-California corridor cities.
• Greater Bakersfield needs to lure former
  residents back to the better way of life.

3
Brand Vision

• Bakersfield will be a vital and thriving place to
  live and work, boasting big city appeal and small
  town charm.
• With a current citizenry proud of their hometown
  and skilled at contributing to an increasingly
  positive image of Bakersfield.
• With a growing population of essential
  service/skilled workers, young professional
  families, and active retirees.
• Popularly linked to other key destinations
  through Bakersfields convenient Meadows Field
  Airport, improved highways, and potentially by
  high speed rail.
• Sought after by Angelenos and other Californians
  for its green, natural outdoor experiences and
  extraordinary Kern County offerings.
• Capitalizing on abundance and fertility with its
  association with food and produce.
• In the consideration set for entrepreneurs and
  relocating businesses based on valid success
  stories.
• Offering a surprising degree of sophistication in
  services and amenities.
• Retaining the accessibility of affordable housing
  while attracting quality people.
• And providing an extraordinary quality of life
  for all of its varied citizens as a world unto
  its own.

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Defining a Vision of Success

• Distinct Truths
• we can leverage

Proximity/ Mobility
Attainable Quality Lifestyle
Open Generous Spirit
Natural Abundance, Prosperity
Unique, Quirky Sophistication
Diamonds to Mine
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Attainable Quality Lifestyle

• Family and traditions are valued.
• Housing costs allow viability for first time
  buyers or additional luxury and amenities for
  families and retirees.
• Public schools are healthy and growing,
  California State University is an ever-improving
  asset, and lifelong learning opportunities
  abound.
• Healthcare centers of excellence exist.
• Mild winters and warm summers allow for
  year-round outdoor activities.
• California lifestyle is alive and well!

6
Open, Generous Spirit

• Welcome visitors with the same hospitality as the
  towns namesake, Colonel Baker, who gave weary
  travelers food and lodging.
• Welcome new residents who often remark, I knew
  I was home when I got here.
• Familial, friendly, flexible nature of the
  community.
• No barriers to success based on ethnicity.
• Community leadership reflects ethnic diversity.
• Ease of conducting business and starting a
  business. (No barriers to success.)

7
Proximity/Mobility

• Mountains, oceans, lakes, river and redwoods are
  close by as well as major California cities like
  Los Angeles and San Francisco.
• New airport terminal providing air access,
  Interstate 5/Highway 99 and other major
  thoroughfares offering access to North, South,
  East and West.
• Fewer traffic hassles than other metropolitan
  California communities.

8
Natural Abundance and Prosperity

• Green improvements evident around city such as
  tree plantings in medians along bike paths.
• Cornucopia of attractive produce.
• Vibrant agricultural base representing the
  abundance and prosperity businesses.
• Abundant energy resources such as oil, wind,
  solar and natural gas.
• Creativity and innovation are evident in
  value-added agriculture products such as baby
  carrots and pomegranate juice.
• Development of new techniques to help meet the
  worlds energy needs.
• Opportunity to promote healthy produce and food
  sophistication to target audiences.

9
Unique, Quirky Sophistication

• Leadership/residents with rich, worldwide life
  experiences.
• Home to many unique businesses such as
  Townsend Design and Guy Chaddock Company.
• A core of theater activity.
• Arts programs are healthy and growing.
• International culture and restaurants.
• One of a kind, a real original.

10
Our Brand

• Bakersfield
• (includes Greater Bakersfield/Kern County)

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Tag Line

• Life as it should be.

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Brand Definition

• Bakersfield (Metro Pop. 406,000) is a growing
  community, projected to double in 20 yrs.,
  located in Kern County, Californias third
  largest county in land area, 8,073 square miles.
  
• Bakersfield is at the southern end of
  Californias great Central Valley where settlers
  once found rest and sustenance from the towns
  founder and namesake Colonel Thomas Baker, as
  they flocked westward to find gold.
• Its climate is favorable, warm and dry,
  contributing to its huge agri-business base
  with 200 crops (e.g. citrus, potatoes, table
  grapes, almonds, pistachios, tomatoes,
  pomegranates).
• Today this region is the fourth largest producer
  of oil in the U.S. bringing highly sophisticated
  technology and skilled, dynamic individuals to
  the area.
• It is home to California State University,
  Bakersfield and a UC Merced Campus, community
  colleges and extensive adult education
  facilities. It has six hospitals, one of which
  is linked to UCLA medical school.
• In close proximity are several natural
  attractions -- the ocean, mountains, the Kern
  River, Giant Sequoia National Monument.

13
Brand Promise / Proof Points

• A place where you can still achieve your
• California Dream.
• Exceptional housing value
• Warm, dry climate promotes outdoor lifestyle
• Access to outstanding food and produce
• Proximity to mountains, coast and Los Angeles
• Business friendly
• Family friendly
• Trend setting and sophisticated
• Thriving arts community

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Brand Positioning

• To our target audiences, Bakersfield is a better
  choice for living, working, growing, and playing
  than other California places as its affordable,
  accessible, and extremely welcoming.
• Theres abundance here and it will be
• a fruitful place for you.
• You will be able to achieve your dreams
• here.

15
Brand Personality

• Generous and warm-hearted
• Strong community spirit
• Fertile, success-oriented, and business-minded
• Casual, balanced
• Family oriented
• Linked to the land - abundant, fruitful
• Creative, unique

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Primary Targets

• Skilled workforce in essential services
  (healthcare, education, construction)
• People/businesses requiring air transport,
  proximity to key cities (incl. air cargo)
• Citizenry trained as brand ambassadors
• Clean, green, creative entrepreneurs
• 5. Young professional families
• 6. Active retirees