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City Unveils its New Branding Initiative
Posted Date: 3/14/2014 4:00 PM

The City of Santa Clara, from its roots as a Mission City to the home of the new Levi’s Stadium and San Francisco 49ers, is revitalizing and reenergizing its brand. The City officially kicked off the initiative with the first meeting of the Council’s new Marketing Committee on February 19, 2014.

Chaired by Council Member Debi Davis, the new committee will take on the task of reviewing current city marketing efforts, developing recommendations for a new logo, tagline, and marketing strategy, and creating partnerships to support marketing goals. "A revitalized and energized brand is absolutely essential for us and our future growth,” said Council Member Debi Davis.

Santa Clara has been catapulted onto the global stage spurred by the selection of Santa Clara as the home of the new Levi’s stadium and San Francisco 49ers. Early indications suggest the new stadium will serve as a catalyst to create greater opportunities for job creation and business expansion and relocation. “Indeed there is great potential here, Santa Clara has an abundance of assets and is already home to some of the world’s most successful and high profile corporations like Applied Materials, Intel, Nvidia, Citrix, Agilent Technologies, and Texas Instruments,” said City Manager Julio Fuentes.

Leveraging the prestige of the new stadium will certainly help boost Santa Clara’s brand image, but the City recognizes the need for a targeted and dedicated branding and marketing effort to attract new businesses and support economic growth. To further enhance its reputation, the City is taking a fresh look at its brand.

The new Council Committee involves a number of community stakeholders that promote Santa Clara as a destination such as the City’s Chamber of Commerce, Convention & Visitors Bureau, Santa Clara University, Mission College, California’s Great America, San Francisco 49ers and two of the city’s hoteliers, Hilton Santa Clara and the Plaza Suites Santa Clara.

Prior to fully developing its recommendations, the Committee is seeking community input on what the City’s key strategic assets are and what makes Santa Clara a uniquely attractive place to live and work. There are two ways that the community can provide input and share their perspectives: in person or online. The City will hold two public meetings in April, 2014. The meetings will be held:

Tuesday, April 1 – Central Library, 2635 Homestead Road, Margie Edinger Room, 6:00 – 8:00
Wednesday, April 2 – Santa Clara Youth Soccer Park, 5020 Stars & Stripes Drive, Soccer Park Conference Room 6:00 – 8:00

Or use the link below to access Santa Clara’s Open City Hall. From there, input can also be provided online.

A team of Harvard Business School Alumni, partnering with the City on a Community Partners Project, is assisting the City with the community engagement effort. The input captured will lay the foundation for the Marketing Committee’s recommendations to the full Council later this year. 

Marketing Committee Members: Council Member Debi Davis (Chair), Council member Teresa O’Neill and Council member Lisa Gillmor.

The Marketing Committee meets monthly through 2014, on the third Wednesday of each month beginning at 4:00 pm at the Central Park Library. The next meeting will be held on March 19, 2014.

To learn more about HBS Community Partners go to
Harvard Business School (HBS) Community Partners is a program of the HBS Alumni Association of Northern California with a mission to inspire HBS alumni to make a positive social impact in their community. The program provides alumni opportunities to leverage their skills and experience to help nonprofit organizations with pro bono consulting and board matching. HBS Community Partners provides consulting services to more than 25 nonprofits a year, donating $1.8 million of consulting services annually.