Town of Avon, Colorado Case Study

Strategic Marketing Plan







the skinny

Avon recently adopted a new brand and they needed a plan to share their story.

"The Slate Communications team did a fantastic job facilitating meetings with our "Marketing Plan Steering Committee" and soliciting input and ideas from everyone. Developing a marketing plan is no small task and I think Slate Communications' process for accomplishing the goals and scope of work was well done."

- Preston Neill, Executive Assistant to the Town Manager

What they needed:

Avon needed a marketing plan to build their brand, boost community engagement, and market Town services.

They were looking for strategies to build their identity as THE place to work and play while emphasizing their reputation as an arts and cultural center.


What we did:

Created comprehensive marketing plan to market Town services to residents and visitors

Created new tools and templates to bring the Avon brand to life

Developed brand guidelines to create long-term visual consistency

Outlined strategies for increased community engagement including improvements to social media policy and practice

Prioritized implementation strategies based on impact and resources

When you have a marketing strategy, you maximize your resources and impact - departments work better together because they are all working from the same plan.


A brand without a marketing plan is like driving a race car without a steering wheel.

Building a brand without a strategy is just as terrifying, but can be fixed by developing an effective strategy to support the brand.

"[The marketing plan] has provided the Town the foundation it needs to utilize marketing funds in the best ways possible to help achieve the goal of building an identity for the Town of Avon as the place to live, work and play."

- Preston Neill, 
Executive Assistant to the Town Manager
Park signage for the town of avon

Park signage for the town of avon


What they gained:

✔  Increased marketing impact from alignment across departments

✔  Improved brand recognition via visually consistent materials

✔  Sustained momentum supported by a detailed action plan


the slate effect

Organization-wide alignments of strategic marketing priorities and momentum to implement.



Kim Newcomer,
970.797.2015 |


Preston Neill,
Executive Assistant to the Town Manager
970.748.4404 | |