In 2021, Economic Development Regina commenced development of a unique, consistent brand narrative for Regina. Regina has the physical and economic assets to become a global hub for agriculture, food and renewable energy, and the brand was developed to articulate our unique value proposition to investors, skilled workers, and visitors.
Objective 1: Engage key community members to inform, contribute to, and test the brand
Objective 2: Develop critical assets that articulate Regina’s brand and value proposition, and deliver key messages and digital assets that enable stakeholders to tell Regina’s story
Objective 3: Build partnerships with key community organizations to advance the brand in their own external messaging
Challenge: Broad level community engagement
Equity, diversity and inclusion were critical principles throughout brand development and marketing. The process included a “stakeholder mapping” session to identify players and how best to engage them.
Challenge: Brand development during the pandemic
While successful brand development relied greatly on engagement, limitations created by the Covid-19 pandemic necessitated a virtual approach throughout much of the process. While this was not the preferred method, it created the touchpoints needed.
Regina’s Place Brand is intended to be a “community” initiative. The intent is to make the brand inclusive enough that it resonates with a broad range of stakeholders who have contact with businesses, students, skilled workers and/or visitors inside and outside the GRA. Audiences include:
Regina’s Place Brand was created to provide a homegrown, authentic, and consistent narrative for the city – one that that speaks to who we are and what makes us special. In essence, it states Regina’s unique value proposition to investors, skilled workers, and visitors.
The brand is designed to support sustainable growth, particularly in the “new prairie economy,” which emphasizes new opportunities to develop a circular economy that brings together primary and value-added agriculture and renewable energy.