Destination Branding: A Review of the City Branding Literature
City Branding Kickoff - fredericksburgva.com
Transcript of City Branding Kickoff - fredericksburgva.com
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City Branding Kickoff
Fredericksburg
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Hi! We’re
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We’re a branding & strategy team from Portland, Oregon.
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HUB likes to start each project with a series of working sessions to gain a foundational
understanding of the project and its parameters, requirements, and aspirations.
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What do we want to accomplish?
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Brand Goals
Further establish the city as:
- an employment epicenter
- home to a thriving cultural scene
- a great place to live, work, play, and raise a family
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Brand Goals
Further establish the city as:
- an employment epicenter
- home to a thriving cultural scene
- a great place to live, work, play, and raise a family
Kickoff Goals
Refine our understanding and approach to the project by:
- experiencing the city
- learning about the city; talking to people
- discussing and identifying opportunities and obstacles
- identifying competitors
- understanding current business and resident brand perception
- discussing current and aspirational target audiences
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Let 's get started
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Fredericksburg
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FACTS & STATS
LOCATION: 10.5 square miles in northern Virginia, equidistant from D.C. and Richmond
NOTABLE FEATURES: Historic downtown, Civil War battlefields, Rappahannock River
POPULATION: 27,853
MEDIAN AGE: 29.5
GROUND TRANSPORTATION: I-95, US-1, US-17, Amtrak & VRE
AIRPORTS: Stafford Regional, Shannon Airport, Reagan National, Dulles, Richmond, BWI
ECONOMY: US DoD, Geico, FBI, Mary Washington Healthcare, UMW, county government
SUMMARYFredericksburg boasts a rich and lengthy history reflected in the built environment of its downtown. The town's opportune location halfway between Richmond and D.C. (with I-95 providing direct access to both) make it a prime commuter community. It is one of the fastest growing cities in Virginia. With a surprisingly young and highly educated population and a strong local and artisan business environment, the city offers plenty for those looking to escape the expense of larger cities and the monotony of suburbia.
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Past, Present, Future
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How do you want to get there?
Goals for growth and change
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How is the city naturally transforming for the better? For worse?
What will require real effort to realize?
What do you want to keep or maintain?
Goals for growth and change
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Target Audience
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Why do people move?
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20th Century
People moved for a job or to be close to family.
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20th Century
People moved for a job or to be close to family.
21st Century
People move to places providing the best quality of life.
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20th Century
People moved for a job or to be close to family.
People followed business. Business follows people.
21st Century
People move to places providing the best quality of life.
Graves, Lucia. (2018, July). "Welcome to suburbia: the millennials done with city life - and city prices." The Guardian, retrieved from the guardian.com
Frey, William. (2018, May). "Early decade big city growth continues to fall off, census shows." Brookings, retrieved from brookings.edu
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climate, commute time,
health care, community of peers,
socially conscious and creative environments
authentic living
21st Century
People move to places providing the best quality of life.
IESE Business School. (2013, Sep.). "Quality of Life: Everyone wants it, but what is it?" Forbes, retrieved from the forbes.com
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climate, commute time,
health care, community of peers,
socially conscious and creative environments
authentic living..............where do you find it?
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city suburb exurbindependent city/rural
D.C.
Baltimore
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city suburb exurbindependent city/rural
D.C.
AlexandriaAnnandale
Arlington
Bethesda
Hyattsville
Silver Spring
Baltimore
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city suburb exurbindependent city/rural
D.C.
AlexandriaAnnandale
Manassas
Centreville
Reston
Gaithersburg
Rockville
Dale City
St CharlesWoodbridge
Waldorf
Bowie
Arlington
Bethesda
College Park
Hyattsville
Silver Spring
Baltimore
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city suburb exurbindependent city/rural
D.C.
Fredericksburg
AlexandriaAnnandale
Manassas
Centreville
Reston
LeesburgGaithersburg
Rockville
Warrenton
Culpeper
Dale City
St CharlesWoodbridge
Waldorf
Bowie
Arlington
Bethesda
College Park
Columbia
Hyattsville
Silver Spring
Baltimore
Annapolis
Frederick
Hagerstown
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What does Fredericksburg offer to someone prioritizing where they live by quality of life?
Are there any areas that need work?
In what ways can Fredericksburg compete with suburbs that are closer to D.C.?
Quality of life
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Your brand should reflect and set up the experience of your city.
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Every non-local first experiences Fredericksburg as a visitor.
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Visitor
culturewelcomingdiverse activitiesdiverse amenitieswalkability
sense of place
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Visitor
culturewelcomingdiverse activitiesdiverse amenitieswalkability
sense of place
Resident
affordableaccessiblejob opportunitiesquality health carequality education
identity
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Who's nearby?
Comparables
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Hagerstown, MD
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FACTS & STATS
LOCATION: 12.2 square miles near the borders of Virginia, West Virginia, and Pennsylvania, equidistant from Washington, Baltimore, and Harrisburg
NOTABLE FEATURES: Historic downtown, Civil War history, Appalachian Mountains
POPULATION: 40,325
MEDIAN AGE: 34.2
GROUND TRANSPORTATION: I-70, I-81, US-40, US-11
AIRPORTS: Hagerstown Regional, Dulles, Harrisburg
ECONOMY: Public schools, Meritus Medical, Citi, First Data, county government, VolvoHagerstown, Maryland
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Annapolis, MD
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FACTS & STATS
LOCATION: 8.1 square miles on the Chesapeake Bay, equidistant from D.C. and Baltimore
NOTABLE FEATURES: Historic downtown, naval academy, harbor on the Chesapeake
POPULATION: 39,009
MEDIAN AGE: 37.6
GROUND TRANSPORTATION: I-97, US-50
AIRPORTS: Bay Bridge Airport, Lee Airport, BWI
ECONOMY: state government, county government, U.S. Naval Academy, Northrup Grumman
Annapolis, Maryland
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Who's doing a good job?
Comparables
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Providence, RI
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FACTS & STATS
LOCATION: 20.7 square miles in southern New England, 50 miles from Boston
NOTABLE FEATURES: Historic downtown, Narragansett Bay, Brown University
POPULATION: 178,851
MEDIAN AGE: 29.4
GROUND TRANSPORTATION: I-95, I-93, US-1, US-6, Amtrak
AIRPORTS: Providence Airport, North Central State Airport
ECONOMY: Roger Williams Medical, Hasbro Children's, Brown U., Citizen's Financial
Providence, Rhode Island
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Welcome to Providence, Rhode Island! Providence combines the accessibility and friendliness of a small town with the culture and sophistication of a big city. With a thriving arts community, vibrant and diverse neighborhoods, outstanding hotels, a renowned restaurant scene and so many things to do, Providence is the perfect place to visit.
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Charleston, SC
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FACTS & STATS
LOCATION: 127.5 square miles in the coastal South, 110 miles from Savannah
NOTABLE FEATURES: Historic downtown, Civil War sites, Atlantic beaches
POPULATION: 129,888
MEDIAN AGE: 34
GROUND TRANSPORTATION: I-26, US-17, US-176, Amtrak
AIRPORTS: Charleston International, Charleston Executive, Mt Pleasant Regional
ECONOMY: JB Charleston, MUSC, Boeing, Public schools, Roper St. Francis Healthcare
Charleston, South Carolina
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Portland, ME
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FACTS & STATS
LOCATION: 69.4 square miles in coastal New England, 100 miles from Boston
NOTABLE FEATURES: Historic downtown, Atlantic coastline
POPULATION: 66,649
MEDIAN AGE: 36
GROUND TRANSPORTATION: I-95, US-1, US-302, Amtrak
AIRPORTS: Portland International, Manchester-Boston Regional, Boston Logan
ECONOMY: TD Banknorth, Maine Medical, Unum Life Insurance, City, Public schools
Portland, Maine
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What else?
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Thank You!