With its first new logo since 1979, the City of Thompson is turning over a new leaf that includes the whole tree.
The city unveiled a new logo during the Jan. 5 council meeting. The City of Thompson will now be represented by two trees and the slogan “Our potential is unlimited.”
The city’s communications officer, Dawn Sands, spoke about the new branding strategy. “It was born out of a need to diversify our economy and to develop a strategic plan to promote Thompson. Before the development of the Thompson Economic Diversification working group, our place branding strategy for Thompson was really at a disadvantage when it came to promoting and talking about the assets and the resources we have here.”
Vale worked in partnership with the city after the announcement of the smelter’s since-delayed closure to work toward diversifying the economy in the north. Talks took place with all the key stakeholders from the Thompson area and the outlying regions. “This is really important because they acknowledged that in order for Thompson to develop long-term plans for sustainable growth we needed to include our regional neighbors in the process,” said Sands.
Ryan Land, manager of corporate affairs and organizational development for Vale’s Manitoba operations, says the company is funding the place branding strategy because it is part of the Thompson Economic Diversification Working Group. (TEDWG) “To date, Vale’s direct investment in the Local and Regional Identity Action Plan (which included the place branding strategy) is approximately $200,000.”
Land says, however, that without community engagement this wouldn’t have happened. “This investment would have been much less significant without the 20,000 plus hours of community engagement and stakeholder participation that were invested by the working group and through the TEDWG process itself. The implementation of the strategy now belongs to the community and to the City of Thompson, though we continue to support it with some funding and in-kind participation.”
The brand strategy was adopted by city council in September 2013, but components had to be included in the budget, which was approved in May 2014. Sands said the new logo and brand are just part of what TEDWG accomplished, including a regional infrastructure plan, the district development plan, zoning bylaws, and the asset management framework, as well as five action plans: restorative justice, education and training, housing, economic development and local and regional identity.
The Thompson brand promise – the attributes that marketing campaigns try to associate with their product - reads, “Thompson is a proud northern city. Our natural surroundings are rich with culture, history, and the spirit of the people that live here. This environment provides the ideal condition for the economic diversification and growth taking place today. Our potential lies in our present and our future, our residents, and in our plans for this city. Our potential is unlimited.”
Sands explained to council the goals for the new place branding strategy.
“The first one is that we will lay a strong foundation in the place-branding program. Secondly that it will remain rooted in community engagement. That we will always manage and promote our brand in a strategic and proactive manner, that we will always tell the TEDWG story, and support the TEDWG projects in an ongoing manner. We will also support Thompson Unlimited and their economic development goals, and their marketing strategy as well,” said Sands.
Land believes this new brand will help draw people into the city, and keep them here. “Thompson’s image and regional identity are especially important for us in relation to recruitment, attraction and retention. We know that Thompson is a service-rich, friendly, inclusive and dynamic city with tremendous opportunities, in the heart of the awe-inspiring boreal region, and the strategy ensures that this is the message we all portray inside and outside of our community. This is as much about a deeper, shared sense of community and regional pride, as it is about attracting people and investment to Thompson. For Vale, Thompson’s identity is closely linked to our identity as a company.”
The new Thompson logo will be rolled out over the next three years. Sands says the new look will be incorporated as the city restocks, replaces, and repairs items with the past logo on them.
Coun. Kathy Valentino said she was looking forward to this being a project for the new council. “I’m excited that it’s something that we get to do and it’s just us and we’re moving forward with it. I know that there was work in the past but it’s kind of going to be our thing, because we’re the new council for this. I look forward to it, and try to be at some of the events and promoting all the new stuff.”
Mayor Dennis Fenske encouraged the general public to ask questions about the new brand, and to be involved with the progress. “This is a positive bold move for this council and it’s the start of 2015.”
Sands says part of the brand strategy included setting up social media accounts under the name “This is my Thompson.”
“We encourage you to find us on social media,” she said. “Like us, share us, follow us, hashtag #mythompson. This is how we keep the conversation going, and this is how we get feedback from people.”
