Delta Branding and Marketing
Through its strategic planning process, the Conservancy heard from residents and businesses about the need for a Delta brand. Observing the successes of nearby Napa Valley, Calistoga, Gilroy, and others’ branding efforts—and building on the Delta Protection Commission’s Economic Sustainability Plan’s findings and the Conservancy public meetings—marketing experts are working collaboratively with the Delta community to help the region define a larger Delta vision and related marketing tools. The Delta branding and marketing project will improve the visibility of the Delta to help the Delta economy and promote the Delta’s agricultural and recreational significance, including boating, fishing, hunting, eco-tourism, wine tours, historic tourism, and others. The development of a Delta brand and subsequent marketing plan (which will fully utilize the Delta brand) provides local businesses and governments with a researched and professionally developed tool for promotion.
The Delta Brand
The Delta Conservancy and Delta Protection Commission are partners in two efforts to assist Delta residents in developing a “Delta brand” for agricultural products and tourism. In winter 2014, the Commission hired a marketing consultant to develop a Delta brand. The consultant met with community members and business owners throughout the Delta to collect ideas and visions for a Delta brand. The consultant designed three different logos, tag lines, and colors, which were taken to the community for review and discussion. From those meetings the consultants developed a final logo approved by the Commission and Conservancy boards.
Marketing the Delta
The Conservancy has received a grant from the federal Department of Commerce’s Economic Development Administration to form a Delta Marketing Team, develop a marketing plan, create an infrastructure to manage the Delta’s marketing needs long term, and implement the marketing campaign. The Delta Marketing website and marketing plan is the second phase in this Delta Awareness Campaign.
Staff is currently in the process of obtaining the services of a marketing consultant to facilitate the development of the Delta marketing effort, design a Delta website, and develop a five-year marketing plan. Once a contractor is selected, they will be working collaboratively with the Delta Marketing Task Force. More information will be made available soon.