The Latest in City Brands - Doug Kridler, President of The Kresge Foundation
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Transcript of The Latest in City Brands - Doug Kridler, President of The Kresge Foundation
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THE COLUMBUS IMAGE PROJECT:
ELC-001 Project Overview 7-14-10_v5
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OUR SCOPE
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OUR GOAL
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WHY DO WE NEED A SINGLE STORY?
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OUR TIMELINE
2008–Q3 2009
ENGAGING COLUMBUS
CREATIVEEXPLORATION
Q4 2009– Q2 2010 Q3 2010
DISCOVERY AND STRATEGY
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DISCOVERY:
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DISCOVERY
WHAT KEY STAKEHOLDERS GROUPS THINK:
WHAT PEOPLE WHO LIVE HERE THINK:
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WHAT STAKEHOLDER GROUPS THINK
WHY BUSINESS CHOOSES COLUMBUS
QUALITY OF LIFE
OPENVALUE
OPENFACILITIESWORKFORCE
ACCESS
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WHAT PEOPLE THINK
ATTRACTING MORE PEOPLE
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STRATEGY:
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BE CONFIDENT.
BE OPTIMISTIC.
BE REAL.
BE SOPHISTICATED.
OUR STORY MUST...
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OUR ESSENCE: AN OPEN & SMART COMMUNITY
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A UNIQUE VALUE PROPOSITION
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BUT HOW DO WE BRING IT TO LIFE?
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DEFINING THE “HOOK”:
APPROACHES TO IMAGE BUILDING
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THE HOOK: AN EXAMPLE
COLUMBUS KNOWS:
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THANK YOU