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A family community for a lifetime: Coppell looks at rebranding, plans for runoff election
Marthe Stinton, mstinton@starlocalnews.com
Every now and then cities need a facelift, and a discussion held during a recent council workshop indicated that it's time for the city of Coppell do have a little work done.
Sharon Logan, community information officer for the city of Coppell, said the staff is preparing a formal report, which will show the rebranding process in greater detail and will supply a work plan.
The city has already signed a contract with Hahn Texas, a branding company from Austin, even though the branding effort is in its infancy.
"The City is seeking a thorough understanding of the makeup and structure of the market in which we operate, as well as a complete understanding as to where we stand within our current brand," Logan said. "Our first step is to conduct a brand equity measurement to accurately obtain our current brand image as perceived by citizens, business community, and those outside Coppell."
Upon completion of the project, the council will be able to set benchmarks and define a starting point for its rebranding effort.
"The branding effort will provide strategies to manage future opportunities and challenges for Coppell," Logan said. "Our goal is quality growth that is responsible, robust and sustainable for many years to come, ultimately keeping us vibrant in this region and a community of choice for both residents and businesses.
The second step for the city will be to issue a Request For Proposal, or RFP, inviting companies to place a bid for the marketing strategy implementation that will incorporate the results of the study.
Coppell City Manager Clay Phillips said it is common for cities to work with marketing agencies to ensure proper branding initiatives are conducted.
"We want to make sure we don't lose that perception and that value," he said. "Everything we do is hinged on how much people want to be here -- whether it's a resident, a business a commercial developer...we want to remain dynamic."
Phillips said the city has had a longstanding reputation for having a small-town feel, despite its growing population of more than 40,000 residents. The council wants to safeguard the city's current image, while investigating what other cities, communities and developers think of the city.
"The whole effort is about ensuring that what we are doing is going to appeal to the community," he said. "As an entity, if you don't work to develop your brand, you will take on a brand that others have described of you. We want to make sure it's a good one. It's much more than a logo and a tagline -- that's what people traditionally think of when they think of branding. It's much deeper than that."
The city is currently in the first phase of the project, a phase Phillips said will last for several months as Hahn Texas surveys local businesses, communities and developers.
"We have long since been a community that is very family oriented and kid-centric," Phillips said. "We have done a lot of work in the past 20 years in development efforts and residents in Coppell don't know how success full the west side of town is. It's a real quality community that we need to maintain and improve upon those things the community desires."
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