The City of Summerside
Summerside is a Canadian city in Prince County, Prince Edward Island. It is the second largest city in the province and the principal municipality for the western part of the island. Summerside is quickly becoming recognized by potential investors, site selectors and business leaders as "the city to watch" for growth. From developing one of the lowest cost operating environments in Canada to invest in state-of-the-art technology and facilities, Summerside continues to surprise and meet the needs of those businesses that already call it home.
To develop a strategy and marketing communication to engage international investors and businesspeople in conversation and collaboration. The task was to represent the City of Summerside via media channels in highlighting the advantages and opportunities of doing business in Summerside and to create a “call to action” that will resonate with the target audience.
The key marketing channels for communication became a website, video and social media. The printed marketing collateral had to support the brand strategy and deliver full information about the opportunities afforded by the city’s economic sectors and its innovative eco projects. We developed a website and a social media account on Twitter to create a strong online presence for Summerside and to communicate the advantages, “big possibilities”, and government programs which allow businesses to grow in the city and provide access to the North American market. We created an animated presentation with marketing print materials consistent with the city’s branding and utilized an engaging approach to promote the city as a venue for innovation in all economic sectors, emphasizing the eco city with its “big possibilities”.
Our work on the video presentation included the creation of scenarios, storyboards, illustrations, copywriting, graphic design, animation and voice recording. We also created a city Economic Innovation Ecosystem map to showcase the eco facilities and innovative green energy projects that have been developed and are planned to be developed in the near future. We created marketing text and a uniform corporate style for all brochures to represent the City of Summerside, the eco-systems, and the aerospace and IT sectors using modern and dynamic graphic design concepts for effective marketing communication with the target audience.
In keeping with the new marketing strategy, we created an effective and comprehensive communication system that used all media channels. Providing full marketing support to the Economic Development Department of the City of Summerside, we developed an informative and attractive video presentation by using infographics. E-marketing, promotional brochures for each economic sector, and a custom illustrative map highlighting the innovations and ambitions of The City of Summerside which served as the main touch points with the local and international business audience. The content, marketing messages and visual style of communication resulted in a strong presentation of the Summerside brand and its new initiatives. The marketing materials became a key tool to promote and engage international and local business communities.
To represent the City of Summerside and Economic Development Department, we created scenarios for presentations, vibrant and consistent visual communication, slogans and marketing collateral for the Mayor’s Speaking Tour at the International Rotary Clubs 2017 (Toronto), Family Medical Forum 2018 (Toronto), NEG-ECP Conference (P.E.I.), Rotary Conference 2018 (Toronto), Summerside Storage Batteries Launch (P.E.I.), Samsung Solar Energy Project (P.E.I.), etc.
Art Fresh is more than marketing agency, they develop and execute innovative solutions to help build and promote opportunities grounded on developing a relationship to truly understand your business needs.
Mike Thususka Director of Economic Development
City of Summerside
City of Summerside