City of Spokane Valley, Washington
Spokane Valley was incorporated as a city in 2003 and is located in the Spokane MSA in eastern Washington state. With a population of nearly 100,000, the community is primarily driven by the manufacturing sector, but also has a significant retail base and extensive outdoor recreational assets.
In 2016, the City of Spokane Valley undertook a strategic planning effort on multiple fronts including local comprehensive planning exercises as well as a marketing strategy and plan to encompass business development, tourist attraction and resident engagement. The city retained Atlas Advertising for their marketing effort.
As components of the marketing strategy and plan, background and stakeholder research was conducted that led to SWOT and competitor analyses. As a result, brand positioning for each major target audience were developed as well as tactical recommendations.
Logo development
From the brand positioning, a new logo was developed to modernize Spokane Valley’s image and communicate the community as both business friendly with an eye towards the future but also grounded in its traditional values. The new brand incorporates an S and V representing the city’s name but with a nod to its natural beauty and assets.
The intention was to utilize the mark in other departments of the city as the opportunity arises and new marketing materials are developed.
website development
Once the brand was established, the team executed on a second tactical recommendation, the development of a stand-alone website dedicated to the city's economic development assets and opportunities. This new website and its content was created in less than weeks and launched in January 2017.
As Atlas Advertising’s Vice President of Agency Services, my role in this project was strategic team lead and account manager; conducting the stakeholder research, developing the marketing strategy and plan as well as providing creative direction on brand elements.
Internal Team Members: Heather Dubin, Guillermo Mazier, Michael Vinlaun