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Marketing agency Leap Group outlines rebranding plan for Macomb
Summary
Leap Group presented a research-driven, four-stage scope for rebranding Macomb: stakeholder interviews and research, creative concept development, a homepage/landing-page redesign, and a media go-to-market plan. The Quality of Life Committee will vet strategy before creative work begins.
Leap Group presented its team and a multi-stage plan to develop a new brand and marketing campaign for Macomb.
Walter Harris (Walter Harris), vice president of strategy at Leap Group, introduced the agency, described its four-agency structure (Humanex, Matter, Spark, AMP) and explained the project timeline and approach. Harris said the team launched a discovery phase with stakeholder interviews and community fieldwork and will return insights and a creative brief to the Quality of Life Committee before moving into creative development.
Harris described the agency's philosophy as "market less, matter more," emphasizing research and data to guide creative decisions. He summarized four key project components: research and stakeholder interviews; concept and creative development; website/homepage and landing-page design recommendations; and a targeted media plan to put the city's messaging into market.
Aldermen asked that the presentation slides be distributed to council members; Leap Group confirmed it would provide the materials. Moderator (Moderator) said the project was budgeted in the current fiscal year and grew from the Community Quality of Life Committee's work.
