Thanks for the offer Anne, I’ll bear that in mind if I ever see a tender process….

Do you like the look of the new Hervey Bay logo? – please click on the poll to the right.

Do you feel the Fraser Coast Logo & Branding should have been tendered to local business?
Please feel FREE to comment on the email correspondence below …..sorry it is so long winded!

---

Hello Jeanette

Thank you for your email.

Anne Maree Althaus was the only person approached to design the Logo – the reason as stated was the tight timeframes and the standing relationship with Council.  The process followed is in accordance with the Local Government Act.  There was no necessity to go to tender for the Logo, nor with the magazine (although we did go through that process for the later)

As mentioned previously, there is ample opportunity to tender for upcoming projects in the future and I look forward to your company submitting Expressions of Interest.

Anne  

Cr. Anne Nioa
Fraser Coast Regional Council
anne.nioa@frasercoast.qld.gov.au
mb: 0418 741 624

---

From: Jeanette Maynes [mailto:jeanette@designhouse.com.au]
Sent: Tuesday, 7 October 2008 9:58 AM

Hi Anne,

Thank you for your email, I’m a little confused as your response has not answered my questions in the slightest.

My questions were clearly directed at the logo design yet you keep mentioning the magazine that has nothing to do with my queries?

You clearly state below that Anne Maree Althaus from Mt Gravatt was the only person approached re the Fraser Coast logo.

As there was no tender process within the Fraser Coast Region, how can this possibly be seen as an expressions of interest process or transparent business practice.

There are a number of businesses within my industry in the Fraser Coast that are awaiting a more direct honest response or preferably an apology from Council as you could imagine the majority are appalled and found this quite offensive.

Kind regards

Jeanette Maynes JP(Qual)
GENERAL MANAGER / GRAPHIC & WEBSITE DESIGNER

---

From: Anne Nioa (HB) [mailto:Anne.Nioa@frasercoast.qld.gov.au]
Sent: Monday, 6 October 2008 3:30 PM

Dear Jeanette,
Thank you for your previous email, and I hope that you have received your copy of “Our Fraser Coast” magazine by now.  Listed below are the answers to the issues you raised last week.

1. Why was not a single business approached in the Fraser Coast Region?

The development of the Regional Branding and production of the Fraser Coast Magazine was undertaken in two stages. In developing the Regional Brand Anne Maree Althaus was approached to provide a proposal on assisting in the development of a Regional Branding Strategy for implementation across a range of marketing and promotional projects including the Magazine. The acceptance of this proposal was in accordance with Local Government Act procurement requirements whilst taking into consideration many factors including -

•  
  • the existing extensive professional involvement with Maryborough City Council in the development of their branding strategies (after an exhaustive tendering process undertaken by Maryborough in 2004 which included many local businesses),
  • familiarity with the process and desired outcomes with a view to retaining synergies given the success of the Maryborough campaign, and
  • the extremely tight timeframes to meet publication deadlines for the magazine.

2. Why was there no tender process?!
In respect to the design and printing of the Magazine although there was no requirement to tender this work, Council however undertook an Expressions of Interest process which was advertised in local papers on 29 April 2008. Five submissions were received from both Local and Non-Local businesses. Upon assessment of the individual submissions against specific criteria including Experience, Track Record, Timeframes, Price and Evidence of similar work – Anne Maree Althaus was successful in performing this body of work. The Our Fraser Coast magazine was a key strategy, delivered to the door of all residents, with the aim of educating and inspiring its readers about the region they live in.

3. What was the councilor’s opinion | decision making process on approving such a huge portfolio to be forwarded to a non local

The decision process was discussed thoroughly during the regular 2 weekly Marketing and Tourism portfolio meetings which is chaired by myself.  Crs McNeven and Dalgliesh are the other standing members of this portfolio – but attendance is encouraged by all councillors.  Directors and senior staff complete the balance.  The magazine is a key tool for distribution within the region to our residents and visitors alike and will also be the main collateral for trade shows and conferences.  The Fraser Coast Magazine is included in Council’s operating budget the cost of which is significantly supported by advertising revenue from business operators. Council has in place delegations in relation to expenditure limits for its operating budget in addition to those requirements under the Local Government Act. In this instance although a tender was not required Council underwent an Expressions of Interest process outlined above and assessed the successful applicant against specific criteria. In accordance with the LGA Council is responsible for ensuring that when entering into contracts for the carrying out of work, the supply of goods or services or the disposal of assets, a local government must have regard to the following principles-

(a) open and effective competition;
(b) value for money;
(c) encouragement of the development of competitive local business and industry;
(d) environmental protection;
(e) ethical behaviour and fair dealing.
In this instance when the submissions were evaluated against the criteria a non-local supplier was selected based on performance against specific criteria. However Council values its local businesses and utilises and support many local firms in its advertising and marketing including:

•  
  • a range of advertising in the local newspapers within Maryborough and Hervey Bay;
  • advertising in locally produced tourism publications;
  • printing of corporate stationary locally;
  • local use of graphic designers for layouts for corporate publications; and
  • local businesses utilised for banner printing, name badges, re-run of brochures and corporate gifts.

4. What were council’s main arguments that this was a supportive path of local business?
Refer to above answers
5. Why were local schools, businesses and community members given no opportunity to be involved in the branding process?

To facilitate branding discussions and to assist in developing the branding brief a Survey was sent to over 60 people including community members, businesses, councillors and staff to canvas their ideas and perceptions on how they would define the Fraser Coasts personality. The survey contained the following questions :-

1. Consider the various types of people and organisational who will contribute to building the Fraser Coast Community. From your perspective, what is important for the future of the Fraser Coast?

2. If the Fraser Coast was a person, how would you describe its personality?
3. Consider the qualities and values you feel are integral to the Fraser Coast experience?
The responses to these questions were utilised in the process in developing the “Regional Brand Identity” which involved an initial workshop to identify desired communication strategies, a vision of Fraser Coast with respect to target markets, understanding corporate identity and developing a “visual voice” for the new brand. Following the development of initial concepts a further two workshops were held with all Councillors before finalisation. The outcome was a multi-faceted approach, incorporating strategic marketing and communications, to deal with the challenge of building unity and regional pride among newly amalgamated residents and creating a new visual identity for the region. The new regional brand uses a series of integrated symbols and patterns to represent the whole region and convey its four key features – great natural beauty, surprising diversity, rich heritage and friendly nature. The regional branding will feature in marketing publications, tourism websites, products and promotions and will be used on new billboards across the region. Consideration was also given to the intelligence that FCRC already possessed and could access through Tourism Queensland and the regional Tourism office.  Knowledge of our demographics and segmentation of those markets was a key factor.

6. What attributes does someone in Mt Gravatt have to make them so aware of our local area?
Anne Maree Althaus has had extensive professional involvement with Maryborough City Council in the development of their branding strategies as you have stated after an exhaustive tendering process undertaken by Maryborough in 2004 which included many local businesses. Anne Maree’s familiarity with the process and desired outcomes with a view to retaining synergies given the success of the Maryborough campaign, and the extremely tight timeframes to meet publication deadlines for the magazine

7. Was this the only design, or were there multiple concepts developed?
There were a number of workshops held before finalisation of the design which took into consideration feedback received by Councillors and staff. Whilst there may be some elements that not everyone was entirely happy with overall the brand has encapsulated a series of elements and patterns to represent the whole region. The design incorporates -

•  
  • a broad colour palette of both primary colours used for the logo and feature colours within publications and communication materials. The secondary palette of colours has been developed to broaden the visual identity. Specific combinations are used to identify different localities or cities within the region.
  • Locality Branding – specific symbols and patterns have been developed to identify the major cities of Hervey Bay and Maryborough as well as for Fraser Island; to identify rural towns and localities within the Fraser Coast region and to identify coastal villages.

The locality branding at this stage is not exhaustive and as it is rolled out across the region the use of the colour palette, symbols and patterns will be integral to ensure uniformity whilst maintaining the intrinsic character of our villages, towns and cities.

8. Are you not mortified at the hideous symbol to represent Hervey Bay?!
No – in fact I am delighted with the symbol.  I have learnt though – you can not please everyone………… most of the people I have met with have embraced the logo, patterns and symbols for the entire region.

9. Who is the local printer doing the new business cards, stationery etc?
Council supports many local businesses through:

•  
  • a range of advertising in the local newspapers within Maryborough and Hervey Bay;
  • advertising in locally produced tourism publications;
  • printing of corporate stationary locally;
  • local use of graphic designers for layouts for corporate publications; and
  • local businesses utilised for banner printing, name badges, re-run of brochures and corporate gifts.

10. What is council doing to ensure this will not happen again?

The Fraser Coast Regional council is committed to open and transparent business practice.  As mentioned above, we have followed a process involving Expressions of Interest from local and non-local business and we will continue to follow this process in the future.

Janette, I hope that this answers your questions and I look forward to receiving quotations from your business in the future.  Now we have the framework and style guide to work from, work indeed can start in earnest.

Kind regards

Anne Nioa

Cr. Anne Nioa
Fraser Coast Regional Council
anne.nioa@frasercoast.qld.gov.au
mb: 0418 741 624

---

From: Jeanette Maynes
Sent: Wednesday, 1 October 2008 3:21 PM
To: ‘anne.nioa@frasercoast.qld.gov.au’
Subject: Fraser Coast Regional Council Logo & Branding

Dear Anne,

On September 18 2008 I saw an article in the Fraser Coast Chronicle re the launch of the new Fraser Coast Regional Council Logo and Branding and have a few questions for you.

It has been brought to my attention, an Anne Maree Althaus from Mt Gravatt was the only person approached to provide a proposal on assisting in the development of a Regional Branding Strategy for the Fraser Coast Regional Council.

My questions for yourself and the Fraser Coast Regional Councilors are:

•1.    Why was not a single business approached in the Fraser Coast Region?

Many are award winning in their fields and more than capable of performing this task.

•2.    Why was there no tender process?!

Especially since an exhaustive tendering process was entered into for the Maryborough branding in 2004.

What makes a new amalgamated council and the community in 2008 not privy to this important process?

•3.    What was the councilor’s opinion | decision making process on approving such a huge portfolio to be forwarded to a non local?

Was this initial portfolio even passed by council?

•4.    What were council’s main arguments that this was a supportive path of local business?

•5.    Why were local schools, businesses and community members given no opportunity to be involved in the branding process?

•6.    What attributes does someone in Mt Gravatt have to make them so aware of our local area?

As this person does not have a business website I’m wondering how council or members of our community can make a decision on their design skills with no portfolio to view.

•7.    Was this the only design, or were there multiple concepts developed?

If so, what community or council members were asked to input feedback and what was their feedback, or was this simply the only design created and chosen then and there? 

•8.    Are you not mortified at the hideous symbol to represent Hervey Bay?!

I am and so are numerous others!

•9.    Who is the local printer doing the new business cards, stationery etc?

Or are these also being designed and produced in Mount Gravatt?

•10.  What is council doing to ensure this will not happen again?

Or should voters expect this to be the new standard for Fraser Coast business and industry?

To the best of my knowledge, it appears that, Fraser Coast Regional Council (FCRC);
FCRC Logo & Brand Identity – designed in Mount Gravatt
FCRC Website – designed in Brisbane
FCRC Magazine – designed and printed in Mount Gravatt
FCRC Tiro Website – designed in Brisbane
FCRC Maryborough Website – designed in Bundaberg
FCRC Woocoo Website – designed in Brisbane

Could someone also please post me a copy of the new magazine that was designed and printed out of town, I never received one?

Recently I was approached by an amalgamated council in South East Queensland to put forward a submission for their logo and brand identity. I was delivered a ten page document detailing their proposal and local area review for my consideration.

Unfortunately I was not successful on this occasion out of 13 applicants but was delighted with my personalized letter to notify me of this result and to be given the opportunity to be involved in the tendering process.

Any response regarding these questions would be greatly appreciated and enlightening…..

Kind regards 

Jeanette Maynes JP(Qual)
GENERAL MANAGER / GRAPHIC & WEBSITE DESIGNER