Branding Overview

The following timeline outlines a series of actions and decisions made by various boards and commissions over time as it pertains to brand implementation and has been prepared for the August 8, 2022 Common Council meeting. The timeline references other City planning documents such as Streetscaping, et al., because those plans are an essential part of the implementation plan.

Date	Discussion/Action	Outcome
May 2016	Council and community partners participate in Economic Development 101 training. Discussion about what economic development is and what it is not. Beginning discussion on goals for development.	Full Council participation
April 2016	City Staff apply to WI Main Street Connect Community Program (application accepted). We move to a 4-pillars approach to redevelopment.	Awarded Connect Community Status by WEDC
August 30, 2016	Council – Committee of the Whole (COW) discussion about branding and communication gaps based on communication audit findings conducted by a marketing and communications intern. RFP is issued to evaluate tourism partners and committee of stakeholders formed to recommend solution.	Unanimous approval to begin development of strategy.
November 15, 2016	Budget hearing for 2017 budget. Non-routine operating expenditures approved to begin branding work.	Unanimous approval of proposed 2017 budget.
December 13, 2016	Council – Approve Ady Advantage as firm to assist with branding work.	Unanimous approval
December 13, 2016	Council – Approve Fond du Lac Area Convention and Visitor’s Bureau (now Destination Lake Winnebago Region) as tourism entity.	Unanimous approval
February 14 & 15, 2017	Ady Advantage in Waupun interviewing businesses, facilitating planning with approximately 50 community stakeholders. Conducted an audit of sites and community assets.	Public Participation
August 8, 2017	Council – Ady Advantage present at Council meeting to present branding project. Also invited are BID and CDA Boards.	Discussion. Questions about tourism v. economic development.
August 29, 2017	Council Committee of the Whole – revisit of branding work and discussion about implementation plan. Discussion to integrate City of Sculpture for tourism purposes.	Discussion. No noted objections.
November 14, 2017	Budget hearing for 2018 budget. Non-routine operating expenditures and goals outlined. Approval given to advance branding work among other listed non-routine expenditures.	Unanimous approval
February 28, 2018	Community Development Authority discusses a project to develop a Streetscaping Plan to make needed improvements with funds for the project generated from TID 3 and/or grant sources.	Discussion
April 17, 2018	Community Development Authority – contracted for planning work to develop a streetscaping plan finalized. Work commences with community survey.	Discussion
June 2018	Waupun named site of state’s first soybean crush facility. Project later stalls due to global tariff disputes, however remains of interest and city continues to discuss with prospective developers to attract a project. Branding work is essential in interfaces with site selectors.	Routine updates to Council by ED team.
August 21, 2018	Community Development Authority hears MSA present Community Survey results on streetscaping and group brainstorms solutions for inclusion in Streetscape Plan.	Workshop with CDA members
November 13, 2018	Community Development Authority meets. Programs structured to support Streetscape implementation among ongoing façade improvement and blight elimination efforts (source of funds: TID 3).	Discussion
November 20, 2018	MSA presents final draft Streetscaping Plan to Community Development Authority.	Unanimously approved to recommend to Common Council for approval.
November 28, 2018	Staff provide an overview of new website/branding platform, including visuals of website and an overview of functionality. New logo is shown integrated into updated web platform.	Discussion. No noted objections.
December 11, 2018	Destination Lake Winnebago Region presents tourism strategy “Naturally Waupun” which focuses on sculpture/outdoor art, recreation, festivals.	Discussion. No noted objection.
January 29, 2019	Council approves and adopts Streetscaping plan. Phase 1 calls for replacement of broken trash receptacles, seating, and addition of signage in accordance with plan.	Unanimous approval to adopt Streetscaping plan as presented.
February 19, 2019	Community Development Authority hears from students at Waupun High School on recommendations to implement elements of Streetscaping Plan. Students have been helping with benches, garbage receptacles, and planter upgrades. Green space improvement ideas are being worked on. Students presented banner designs. A group is working on a mural for downtown.	Discussion and feedback to students
June 18, 2019	Community Development Authority completes work with students – Banners and Mural installed showcasing City of Sculpture brand	Recognition of students at CDA mtg
March 10, 2020	Board of Public Works reviews wayfaring signage in accordance with Streetscaping Plan adopted in 2019.	Unanimous approval to approve signage design and bid. This work is later put on hold due to uncertainty of budget due to COVID-19 (funds redirected to business relief in later council action).
June 2020	Industrial Park certified Gold Shovel Ready	MadREP verifies site meets standards
October 12, 2021	Board of Public Works reviews wayfaring sign placement plan and approves updated bids to restart work approved but held in 2020 due to COVID.	Unanimous approval to approve sign placement with noted changes and bid.
June 14, 2022	City Council approves $100M agribusiness attraction project in Waupun Industrial Park aligned with economic development strategic plan.	Approved unanimously
June 30, 2022	City obtains CDI grant to support improvements to greens spaces on either side of 417 E Main Street in accordance with TID blight elimination plan and Streetscaping Master Plan. Coordination of planning to occur in collaboration with BID and CDA.	Council authorized seeking of CDI grant at January 25, 2022.