St. Albert - Cultivate Life

The lovely community of St. Albert, Alberta is located in the Sturgeon River Valley, northwest of Edmonton. Known for being prosperous and safe, a recent survey of residents found that 94% feel positively about their quality of life. Paved trails, greenways, tree-lined neighborhoods, beautiful parks and gardens contribute to the city's pleasant ambiance, and the community is home to a tradition of literary, performing, visual and botanical arts.

St. Albert wished to create a brand identity that would set the community apart and encourage economic development and tourism. To this end, they partnered with Destination Development International (DDI) to create a Brand Direction and Marketing Plan.

St. Albert will become Alberta's botanical arts city embodying the theme "Cultivate Life." With its sustainable living philosophy, St. Albert is renowned for its botanical arts, commitment to a green lifestyle and the cultivation of activities that provide for well-rounded living. The city will be the place to nurture and grow, cultivating one's area of interest while experiencing the art of garden design, planting and pruning, outdoor living, and the blending of the environment and recreation.

The Brand Direction and Marketing Plan provides the specific steps St. Albert will take to build the botanical arts brand. Beginning with community outreach and adoption of the brand by local organizations, a Brand Leadership Team will work to build community awareness and buy-in of the brand identity. New logos, graphics and colors will be introduced slowly as the brand is built in the community.

"I am so pleased to see this initiative take off, and with such outstanding participation by community members in providing their feedback and guidance to develop a brand that truly captures what St. Albert is about," said Mayor Nolan Crouse. "The messaging behind it reflects the nature of our community to grow and nurture - not only our environment, but everything that is important in our lives. I encourage all residents to get involved and help in building and promoting this brand for our community."

Partnerships are important in any branding effort, and St. Albert will be working closely with the development of the Hole's Enjoy Centre, a unique combination of retail, lifestyle, culinary, home décor, and health and wellness in a garden-related setting. The Enjoy Centre will become a strong lure for visitors to St. Albert, and it ties in beautifully with the botanical arts brand. The city also boasts the largest outdoor farmers' market in western Canada, and plans are in the works for a new wetlands interpretive center.

Marketing recommendations include a new, dynamic visitor website, utilization of social media, a public relations effort, strategic advertising, a "Best of St. Albert" brochure, and marketing support for brand-related activities and events. These steps will be key to telling the world about the attractions of St. Albert, as well as integrating the brand into the marketing efforts of the community as a whole.

St. Albert is truly differentiating itself by embracing its beautiful surroundings, assets, and way of living as Alberta's botanical arts city. Pulling together St. Albert's greatest attributes will translate into a strong, memorable brand that will enhance community pride, encourage new business and attract visitors.

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