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ORANGE COUNTY <br />BOARD OF COMMISSIONERS <br />ACTION AGENDA ITEM ABSTRACT <br />Meeting Date: May 7, 2013 <br />Action Agenda <br />Item No. 8 -a <br />SUBJECT: Overview of County Marketing and Public Relations Projects <br />DEPARTMENT: County Manager /Public Affairs PUBLIC HEARING: (Y /N) No <br />ATTACHMENT(S): <br />1) PowerPoint <br />2) Orange County Marketing Portfolio <br />with Examples of Collateral Materials <br />(Under Separate Cover - To Be <br />Provided at the Meeting) <br />INFORMATION CONTACT: <br />Carla Banks, 919.245.2302 <br />Frank Clifton, 919.245.2300 <br />1 <br />PURPOSE: To provide an overview of the marketing and public relations projects being <br />managed by the Director of Public Affairs. <br />BACKGROUND: The Public Affairs Director develops the marketing and media relations <br />initiatives for the County, including the Board of County Commissioners. The Director of Public <br />Affairs is tasked with promoting a professional image of the County, while increasing awareness <br />of the County's operations, services and programs by utilizing multiple mediums, such as radio, <br />television, print, and social media. <br />The attached PowerPoint presentation provides an overview of the existing, short -term and <br />long -term marketing projects being managed by the Public Affairs Director. <br />A primary component of cohesive marketing involves establishing a brand for the County. The <br />Director of Public Affairs sought direction and approval from the County Manager to pursue an <br />official logo designed for the County. Currently, a variety of logos is in use by several County <br />departments. The approval of these logos was addressed by the department directors with no <br />review or approval by the Board of County Commissioners. <br />The Orange County logo will not be replacing the County seal, but rather, it will be used to <br />launch and solidify the County's brand marketing efforts. The logo is to be phased in gradually <br />and will be visible on a variety of items, such as letterhead, envelopes, business cards, press <br />releases, brochures, promotional items, etc. <br />The Public Affairs Director contracted with a local graphic design firm to produce the logo. The <br />design concept is based on the direction and overall vision explained by the Director of Public <br />Affairs. <br />