Keyline Rebranding and Renaming_Results of Public VoteMasterpiece on the Mississippi
TO: The Honorable Mayor and City Council Members
FROM: Michael C. Van Milligen, City Manager
SUBJECT: Results of Public Vote for Rebranding and Renaming Keyline
DATE: November 30, 2010
Dubuque
ketiA
All-America City
2007
East Central Intergovernmental Association Executive Director and Economic
Development Director Dave Heiar are recommending that the City Council select a new
name for the Keyline Transit System, choosing from the top vote getters in the public
process. The choices are dot and Jule.
Midhael C. Van Milligen
MCVM:jh
Attachment
cc: Barry Lindahl, City Attorney
Cindy Steinhauser, Assistant City Manager
Kelley Deutmeyer, Executive Director
David Heiar, Economic Development Director
Barbara Morck, Director of Transit Operations for Keyline
Masterpiece on the Mississippi
TO: Michael C. Van Milligen, City Manager
FROM: Kelley Deutmeyer, Executive Director
David Heiar, Economic Development Director
RE: Results of Public Vote for Rebranding and Renamin Keyline
DATE: November 22, 2010
Dubuque
krittl
OAmeicaCity
2007
PURPOSE
The Purpose this memo is to update you on the progress of the rebranding process and to
obtain the City Council's approval to select the final name and brand for Keyline based on the
results of the public vote.
BACKGROUND
The City Council approved the rebranding process for Keyline during their July 6, 2010 City
Council meeting. Since the Council approved the process, a rebranding committee has been
appointed comprised of private citizens and one City Council person, Joyce Connors. A public
brainstorming session was held where over 30 individuals attended. We also placed containers
in several locations requesting public suggestions. In total, we received over 120 naming
suggestions. The people attending the brainstorming session narrowed the 120 names down to
ten through a voting process. From the top ten list, the rebranding committee members voted
for their favorites via an email survey and the list was narrowed with City Council approval to
Jule, dot, WeGo, Green Machine, Greenway, Current and Bob.
Logos were designed for each of the options above and a public vote was held. Over 4000
votes were received from the public. People voted online or by casting ballot at several public
locations in Dubuque. Both Jule and dot received over 1000 votes each. Bob was a distant
third with about 300 votes. All other options were below 200 votes each.
ACTION
We recommend selecting dot or Jule as the new name and brand for Keyline based on the
results of the public vote. The new MD and HD buses have been ordered and a color scheme
must be selected by January 5 to have the buses built with the correct colors and included in
the make ready costs for the buses. Please refer to the attached logos and color schemes for
the top two vote getters. We request your feedback and a decision on the name color choices at
the December 6 City Council meeting.
F:\USERS\Econ Dev\Transit \Transit Rebranding\20101122_Final Recommendation Rebranding Memo.doc
Dubuque Transit Re- Branding Timeline
June 2010 Develop Process
July 6, 2010 Decision to rebrand and proposed process approved by city council
July 29, 2010 Initial public brainstorming session — 2:30 -4:30 Prescott Neighborhood
Resource Center
August 13, 2010 Committee narrows names to top 5
10/24 Open online and paper ballot for public voting
5 Locations: Asbury Rd HyVee, City Hall, Keyline dispatch office, Federal building /post office,
Carnegie Stout Public Library, Multicultural Family Center
Online: Keyline website
Temporary booths: Roshek building, Loras College, Clarke University, Senior High School. We
tried, but weren't able to schedule a booth at UD, Wahlert or Hempstead during our voting
period.
November 12, 2010 Votes tallied — dot, Jule and Bob are highest vote getters
Vote Totals: 3424
The dot 1444
The Jule 1024
Bob 284
WeGo 195
Green Machine 192
Greenway 156
The Current 129
by
Dubuque Public Transit Rebrand Options
December 2010
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