In
January 2001 implementation
began of Greater Bakersfield
Vision 2020 Action Plan developed
by the community. Measurably
improving the image of Greater
Bakersfield was one of the
seven goals of the Action
Plan. The benefit to the community
was readily seen as “enhancing
our ability to attract and
retain teachers, nurses, physicians,
new businesses paying higher
(wages and salaries), retirees,
tourists, and young professional
families to our community
to further enhance our opportunity
for long term success.”
Under the auspices of Vision
2020, a community-based
team set the stage for developing
an image campaign by finding
out what others think of
Bakersfield as well as what
we think about ourselves
and our city. A research
firm was engaged to assess
the perception of Bakersfield
by consumers and businesses
in California. The findings
of this market research,
along with the community
input from the Vision 2020
process, became the basis
for the development of Bakersfield’s
positioning. Subsequently,
a marketing firm was asked
to create a communication
plan with key marketing
thrusts as well as an image
marketing toolkit.
These materials are intended
to be used as “tools”
by local businesses, schools,
hospitals, or other organizations
and the general public to
project a positive and consistent
image of Greater Bakersfield
to potential employees,
customers, clients, or visitors.
The contents of the tool
kit may be used “as
is” or incorporated
into the promotional materials
of the user.
Among the tools are the
following:
• A description of
the key
marketing thrusts or
messages
• A distinctive logo
• A new marketing
slogan
• A brochure
cover entitled Colonel
Baker's Field Guide
• A print ad -
• A usage
manual
• Two photo collections
entitled, "Success
Stories" and "Bakersfield
Photo Collection”
Success
Stories contains copy
points and pictures, which
profile residents, businesses
and activities that express
Bakersfield.
Bakersfield
Photo Collection is
a series of shots taken
in Kern County and Greater
Bakersfield over the years,
which capture landscape,
activities and attractions.
All of these materials
were designed to help us
create a unified image of
Bakersfield both within
our area and across the
country. We are hoping that
marketing professionals,
community volunteers and
others involved in promoting
and communicating the Bakersfield
Brand will use these materials
consistently.
All material in this toolkit
is copyrighted and may only
be used in a manner that
would reflect positively
on Bakersfield and its image.
Any use of the material
for commercial or other
purpose not consistent with
a positive portrayal of
Bakersfield is expressly
prohibited.
This work is licensed under
a Creative
Commons License.
This work
is licensed under the Creative
Commons Attribution-NonCommercial-ShareAlike
License. To view a copy
of this license, visit https://creativecommons.org/licenses/by-nc-sa/2.0/
or send a letter to Creative
Commons, 559 Nathan Abbott
Way, Stanford, California
94305, USA.
The Vision 2020 Image Committee
For additional information,
please contact:
Barry Zoeller
Kern County Board of Trade
661.861.2367
Danielle McKinney
Kern Economic Development
Corporation
661.862.5150
