Rebranding Implementation Plan

Phase One: Branding the City’s Foundation

The City’s employees and staff are its most valuable resource. Staff members from all departments
are the public’s first point of contact and, therefore, are highly responsible for creating an

outstanding first impression to the public. Phase one of this brand strategy is expected to last over
the course of 12 months.

Employee Brand Training – to ensure employees understand the City’s mission, promise, and
attributes of its new brand.

Customer Service Training – the City’s approach to its customer service must be reflected in the
brand. This includes, but is not limited to using professional phone and voicemail greetings across
departments and instituting informational recorded voice messages for phone calls that are placed
on hold that will also direct callers to the City’s online services for quicker assistance and update
them on City-wide events and programs.

New Employee Orientation – new employee orientation will introduce City of Dania Beach new
hires to the City’s brand attributes and values. This includes but is not limited to the Citywide
philosophy of customer service, the City’s mission, promise and attributes of its brand.

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Updating Internal and External Communication Tools – the City’s new logo design and tagline
will be applied to the City’s letterhead, envelopes, business cards, newsletters, flyers, and other
communication tools. Employees will be required to adopt the City’s new logo, tagline, font styles,

and color schemes to all e-mail account signatures. Staff intends to update all communication tools
with the City’s new branding image as new purchases become necessary. A citywide standard

operation procedure will be developed to provide staff with accurate assistance on when and how
to best use the City’s logo and tagline.

Technology – rebranding the City will occur primarily through the City’s website. This will require a
complete redesign of the City’s website to increase customer convenience and accessibility. The

City’s redesigned website should not only provide information but reflect the City’s new brand
identity. Residents, visitors, business members, and tourists should be able to know at first glance

what Dania Beach is all about.

Social media will also be used from the City’s website to help Dania Beach communicate with the

public and vice versa. Although social media is a wonderful tool, staff intends to implement
standard operation procedures directing and providing employees with clear direction on the type

of information, pictures, and updates that should be relayed to the public. Social media will also be
a chief tool in the City’s external branding launch.

Staff also aims for Dania Beach Channel 78 to showcase the City’s new brand by improving the
Dania Beach viewer experience. Staff will seek ways to provide quality programming, effective

bulletins that are up-to-date with City events and programs, and a universal look which includes
applying the City’s logo and color scheme to all postings.

Updating City Uniforms and Property – the City’s new logo design and tagline will be applied to
new uniform and vehicle purchases as they become necessary. The same process will be used for

replacements of small signs and banners.

Branding Our Foundation Events – to reinforce and encourage fun involvement and
implementation of the City’s new branding image, City employees and staff will play a fundamental

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role in the gradual process of rebranding the City. Accordingly, employee branding events will be

scheduled.

Phase Two: Champion the Brand

Phase Two of this brand strategy will begin while some functions under Phase One are still being
instituted. However, Phase Two is the City’s opportunity to “Champion the Brand.” This phase will

be a slower process, spanning over approximately 1 to 2 years to full realization. This is the
commencement of the City’s brand awareness campaign.

To “Champion the Brand, the City will need its own Brand Champions including: Dania Beach
Elected Officials, City Employees, Dania Beach Community Redevelopment Agency, Dania Beach

Chamber of Commerce, Dania Beach Neighborhood Schools, Business Leaders, Civic Leaders,
Community Representatives, and the City’s Residents.

Elected Officials – Members of the City Commission represent the public, and as such they will be
instrumental in championing Dania Beach’s new brand, both locally and nationally. Partnering with

organizations with similar brand values and goals will lead to cross-promotion opportunities that
will spread awareness of Dania Beach’s new image. Staff believes these mutually beneficial

partnerships will apprise industries such as arts and entertainment, hospitality and tourism,
education, engineering and development and both sales and services of the new Dania Beach

brand.

Advertising – Phase Two will consist of various grassroots events to get all Dania Beach Brand
Champions engaged. Staff recommends an initial advertising campaign consisting of various
marketing techniques, such as web banner advertisements on high traffic websites, and popular

mobile applications which will direct the public to the City’s website. Together with the Dania Beach
Chamber of Commerce and other marketing groups, the City will display advertising through

various public and private venues. Advertising may also be communicated on the City’s minibus
system, as well as television and radio commercials, if possible. Based on the high traffic on Federal

Highway and other major corridors, the City is poised for recognition by installing state-of-the-art
monument signs.

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Signage – With the City of Dania Beach located between the cities of Hollywood and Fort
Lauderdale, there is a need to display signage. Citywide wayfinding signs will bear the City’s new
logo and tagline. The City’s long-term goal will be to make City entrances and exit ways more

prominent. Staff will explore using distinct signage that will make Dania Beach stand-out amongst
its neighboring cities. Additionally, the City’s infrastructure such as park facilities, City Hall and other

facilities will incorporate the new Dania Beach logo design.

Media – the City’s public relations efforts will be focused on opportunities that will target prime
media outlets and spread brand awareness both locally and nationally. This includes pitching Dania
Beach events and keeping the media up-to-date on the City’s overall progress. Staff will also use

the City’s newsletter, What’s Happenings in Dania Beach, which reaches many residents and
business owners to inform them on the new Dania Beach brand. Prime media outlets will be invited

to attend the unveiling of the new monument sign in Dania Beach.

Eye-catching media kits will be produced for the press with the new logo and tagline, as well as

brief snapshots highlighting City Departments, City Commissioners, and Community Partnerships.

Events and Activities – Strategic events and activities will be used to effectively engage Dania
Beach Brand Champions from all aspects of the City. These events will be coordinated to create
buzz around the new Dania Beach brand. Potential events and activities will include existing annual

events and possible new events such as:

􀂃 “Founders Day” – The Dania Beach community will embrace the history of the City and look
forward to moving ahead positively.

􀂃 “We Are Dania Beach” Art & Essay Contests – Dania Beach schools will be invited to participate

in this activity. Students will compete by expressing their Dania Beach pride in the form of artwork
and creative writing. Winners will be showcased in the Dania Beach City Hall and receive prizes.

􀂃 “Cultural Festivals” – Dania Beach prides itself in its diversity of its residents. This provides an
opportunity for the Dania Beach community to come together and celebrate its unity while learning

about other cultures.

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􀂃 “Dania Beach Arts and Seafood Celebration” – this event will attract residents and visitors of all

ages to Dania Beach.

􀂃 “A Greener Dania Beach” – residents and businesses will be invited to the City’s Greenfest to

promote environmentally conscious ways to live at home by showcasing easier ways to reduce,
reuse, and recycle products.

􀂃 “A Healthier Dania Beach” – Dania Beach hosts various health fairs throughout the year at its
community centers. Staff would like to coordinate its own 5K/10K Walk or Ride for Fitness event for
its residents.

Phase Three: Keeping Brand Legacy

The City will need to protect the investments of its strategic branding efforts. This will require staff

to ensure the logo design and tagline are properly copywritten and trademarked, maximize the
leverage of the City’s brand through events, activities, and partnerships that cross promote Dania

Beach, continually seek to meet the needs of Dania Beach’s changing demographics and economic
factors. The longevity of the Dania Beach brand will be supported by dedicated Brand Champions,

especially the Dania Beach elected officials, and employees for years to come.

Analysis

If approved, the logo design, tagline, branding plan and campaign will be launched in phases.
There will be progressive changes to the City’s logo on communications tools, City equipment,

vehicles, and signage which will follow the general City equipment replacement schedules on an as
needed basis. The initial goal of the City’s Branding Plan will be to implement the approved new

logo gradually, beginning with changes that will incur little to no cost to the City.

As phasing progresses and the procurement process allows for budget projections and adjustment,

staff will be proposing budget items to the City Commission for the appropriate fiscal years. As the
budget allows, multiple phases may be implemented simultaneously.