Townsend: Redevelopment Projects that Get Media Attention
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Transcript of Townsend: Redevelopment Projects that Get Media Attention
Regional Redevelopment Summit 3.7.08
Redevelopment Projects that Get Media Attention
Jim TownsendExecutive Director
Tourism Economic Development Council
Regional Redevelopment Summit 3.7.08
2 keys to gaining traction with the media
1. Value Proposition must hit home with target audience
2. Project must connect to larger narrative that matters to public
Regional Redevelopment Summit 3.7.08
1. Developing and communicating the value proposition• Redevelopment projects are like any other
product• Redevelopers should approach their
projects like brand manager or entrepreneur would
• Successful projects offer value that is targeted at the right audiences
Regional Redevelopment Summit 3.7.08
Developing the value proposition
• Target audiences: civic, governmental, corporate, investor, end-users
• Identify these audiences and build a value proposition that they will respond to
Regional Redevelopment Summit 3.7.08
Strategic branding for redevelopment projects
Can enable a city or developer to figure out that value proposition and communicate it effectively.
Regional Redevelopment Summit 3.7.08
Develop a brand strategy for your redevelopment
What’s a brand?
A story told in the marketplace
Regional Redevelopment Summit 3.7.08
Why branding can help connect you with audiences that will care about your offer
Branding is a strategic process for assessing your project’s strengths and deciding how to invest in them and tell the world about them
Regional Redevelopment Summit 3.7.08
How to Brand a Place or Redevelopment – The Brand Wheel
It’s essentially the same process that is used for products
Regional Redevelopment Summit 3.7.08
Regional Redevelopment Summit 3.7.08
Essence
The business distilled to its simplest terms.
Essence: An ExampleThe Henry Ford: An inspiring American history destination.
Regional Redevelopment Summit 3.7.08
Positioning
The brand’s defining point of difference. The premise of the brand story.
Positioning: An ExampleDetroit: ”Where Cool Comes From”
Regional Redevelopment Summit 3.7.08
Personality
The brand’s distinct look, feel and tone.
Personality: A Summary ExampleDetroit: Vibrant, Urban, Real
Regional Redevelopment Summit 3.7.08
Promise
The single most compelling statement of the brand’s relevance and value.
Promise: An ExampleDetroit: “Come get caught up on the latest and leave feeling like you’re in the know”
Regional Redevelopment Summit 3.7.08
www.dbrandsummit.com• Branding basics and
strategies• D Brand Toolkit
Want to learn more?
Regional Redevelopment Summit 3.7.08
2. Connect Your Project with a Larger Narrative
Branding can be helpful in identifying where a redevelopment project fits in a larger context
Regional Redevelopment Summit 3.7.08
Connect Your Project with a Larger Narrative
Example: Westin Book-Cadillac
•Detroit’s FINALLY tapping its competitive advantage
•America’s impending re-urbanization
Regional Redevelopment Summit 3.7.08
What about YOUR project?
Connect to a new narrative about Brownfields:
LOCATION… LOCATION…LOCATION
Regional Redevelopment Summit 3.7.08
What about YOUR community? Connect to a new narrative about older cities:
LOCATION… LOCATION…LOCATION
Regional Redevelopment Summit 3.7.08
What about YOUR community? Connect to a new narrative about older cities: •Energy Independence•Global Warming•Solving “urban” issues
Regional Redevelopment Summit 3.7.08
Regional Redevelopment Summit 3.7.08
Detroit Metro CVB
Regional Redevelopment Summit 3.7.08
Regional Redevelopment Summit 3.7.08
Regional Redevelopment Summit 3.7.08