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Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development
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Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development

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Alaina McBride of McBride Consulting developed an innovative concept to determine the core story of a new town. If you would like to learn more about his project please contact us at …

Alaina McBride of McBride Consulting developed an innovative concept to determine the core story of a new town. If you would like to learn more about his project please contact us at www.mcbrideconsulting.com.

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  1. ESTABLISHED 2013 © 2003 McBride Consulting 1
  2. TABLE OF CONTENTS PURPOSE CHALLENGES & GOALS COMMUNITY CHARACTER AND BRAND DEVELOPMENT PROCESS PHASES 1. RESEARCH & DISCOVERY 2. OPPORTUNITY & IDEATION 3. GUIDELINES FOR A UNIQUE VISION 4. PRESENTATION OF BRAND TO STAKEHOLDERS 5. BRING THE VISION INTO REALITY PHASE I RESEARCH QUOTE RESEARCH DELIVERABLES RESEARCH METHODOLOGY FUTURE PHASES SUMMARY TEAM © 2003 McBride Consulting 2
  3. The purpose of this project is to give Superior Town Center unique meaning, value, and character. A memorable, distinctive, ownable, and identifiable place will be created through the visioning process outlined herein. A unique offering must be clearly defined and delivered to attract the desired residents and visitors who will bring the town to life. Superior Town Center Community Character & Brand Development McBride Consulting recommends a 5 Phase process to create and implement a cohesive identity for Superior Town Center. The McBride Consulting team intends to deliver the entire scope of work outlined. Each phase of the project will be quoted in advance for client approval. An estimate for the completion of Phase 1 is included for client review. Upon approval, we will begin work on the most foundational aspect of community character development - research and discovery. © 2003 McBride Consulting © 2003 McBride Consulting 3
  4. CHALLENGES & GOALS The Superior Town Center Planned Development poses some distinctive challenges to the community’s planners, designers, and developers. THE CHALLENGE UNDEFINED IDENTITY Superior Town Center currently lacks a cohesive identity. A town with an unclear vision is difficult to differentiate or remember. THE GOAL Describe the identity of Superior Town Center in all aspects. Identify the compelling, authentic, and differentiating promise of this development. Establish the town’s intended vision as inspiration to marketers, architects, landscape designers, leasing agents, and others tasked with delivering the desired community experience. IDENTIFY STC’S POTENTIAL RESIDENTS & VISITORS Who will live here and what amenities will help them recognize STC as their community? How can we create an environment that will drive strong demand from home buyers and visitors? Identify the ideal residents and visitors. Know the prospective resident’s requirements for a “dream town.” Understand the nature of amenities desired by intended home buyers, business people, and visitors alike. TRANSLATE THE TOWN’S VISION INTO REALITY A poorly communicated vision is equally as dangerous as no vision at all. With many stakeholders, vendors, and decision makers it is easy for a weak brand to become diluted. Serve as brand managers and champions for the town’s vision. Keep the identity alive and well defined in the minds of the town’s creators. Interpret the town’s story through every customer touchpoint from the design of marketing collateral to the selection of plants for the plaza. Ensure a consistent delivery of the town’s unique value through every aspect of the development. © 2003 McBride Consulting 4
  5. CHALLENGES & GOALS (CONT.) THE CHALLENGE ATTRACT THE BEST BUILDERS, COMMERCIAL VENDORS AND TENANTS STAKEHOLDER APPROVAL OF FINAL DEVELOPMENT PLAN Final Development Plans for all uses and activities must be approved by the following community members: Town Board (Including the Mayor), Planning Commission, Open Space Advisory Committee (OSAK), Park, Recreation, Open Space and Trails Advisory Committee (PROSTAC), and the Recycling Conservation Advisory Committee (RCAC). THE GOAL Create a town so well marketed that it becomes an irresistible opportunity for builders, vendors, and buyers. A perception of competitive edge must be created to encourage the residential builder’s sense that this project is in demand. In essence, we need a narrative so powerful that it seems this town will ‘sell itself.’ Drive an atmosphere of competition amongst the potential developers to be awarded the build contract. A well marketed town will attract top tier builders thereby creating a competitive biding process. Elicit support from all stakeholders by recognizing the needs and concerns of existing community members and facilitating communications during the review and approval process. © 2003 McBride Consulting 5
  6. PHASE OVERVIEW Branding and experiential design have the capacity to raise a development above a technical and functional level by creating emotional value for the customer. Creating such a sense of space is a manageable process, an art form called branding. The right community character adds intangible value to the development on which today’s clientele is willing to spend a significant amount of their income to become a part of such a community. The branding process will tell the story of the place, one that is meaningful to the target audience, and unique to Superior Town Center. We recommend the following 5 Phase plan to produce a town identity so aligned that it proves irresistible to the preferred buyers, visitors, business leaders, and builders. 1 2 3 4 5 RESEARCH & DISCOVERY OPPORTUNITY & IDEATION GUIDELINES FOR A UNIQUE VISION PRESENTATION OF BRAND TO STAKEHOLDERS BRING THE VISION INTO REALITY © 2003 McBride Consulting © 2003 McBride Consulting 6
  7. 1 PHASE 1. RESEARCH & DISCOVERY Who are we designing this community for? In Phase 1 we will identify and profile the ideal residents and visitors. We will come to know the prospective resident’s requirements for a “dream town” including the nature of amenities desired by home buyers and visitors. The research and comparative analysis completed in this Phase is crucial to the long term success of the development. This knowledge will act as the foundation upon which we build the community’s character. 2 PHASE 2. OPPORTUNITY & IDEATION Using the information collected from Phase 1 research, we will extract several possible stories that are unique to the development and could attract the desired clientele. 3 PHASE 3. GUIDELINES FOR A UNIQUE VISION This process generates a single script marked by key brand attributes. These brand guidelines or core values will be drawn upon by marketers, architects, landscape designers, leasing agents, and others tasked with delivering the desired environment. The guidelines are intended to help the team understand the brand and their role in delivering the desired experience. These core values will serve as parameters to assist the development’s creators in making decisions that are best suited to the town’s identity. 4 PHASE 4. PRESENTATION OF BRAND TO STAKEHOLDERS This phase delivers the town’s identity and promise – This is who we are. Once a story is defined, we will demonstrate ways to “tell” the story at every customer touchpoint. At the culmination of this phase McBride Consulting will deliver the town’s unique story to the stakeholders in a presentation and report. This Phase will provide examples of how the brand will be expressed in functional elements of the development. 5 PHASE 5. BRING THE VISION INTO REALITY To keep the core story alive, MC team members will stay involved in operational conversations throughout the development process and continue to implement the brand system and maintain the integrity of the core message. Here we will help carry the story on to amenities to human interactions, ensuring that the core story reaches its designated customer. This work will align landscaping, architecture, operations, customer interaction, entertainment, and services to provide a cohesive brand experience. © 2003 McBride Consulting 7
  8. PHASE I - RESEARCH & DISCOVERY STRATEGY “A place meant to be all things to all people rarely means anything to the people who really matter.” © 2003 McBride Consulting 8
  9. PHASE I - RESEARCH AND DISCOVERY THE DELIVERABLES PROSPECT PROFILES A report defining the ideal clientele using the primary prospect profiles identified. Including but not limited to psychographics, demographics, media consumption, habits, lifestyle, values, industries of employment, commute distances, etc. REVIEWS OF COMPARATIVE PROJECTS Audit report of comparable projects and developments, including reviews by respective target audiences. Who are your competitors? Specifically, who else does your customer consider when shopping for a home or place of entertainment? FUNCTIONAL DESIRES OF CLIENTELE Inventory list of minimum requirements to incorporate into the development to meet the “desirable town” standards of each consumer segment. Also include a more extensive inventory list of “dream town” suggested inclusions by the prospective clientele. Recommendations for major facilities (retail, residential, commercial, and recreational), and amenities to at least meet the expectations of key audiences. General Recommendations for activity, event, business, and service offerings. © 2003 McBride Consulting 9
  10. PHASE I - RESEARCH AND DISCOVERY (CONT.) THE DELIVERABLES INTEREST LIST FOR FUTURE INTERVIEWS We will begin to curate an interest list gathered from research activities. Interest list will include a group of possible buyers who have opted in to participate in future conversations on the development and residential units. PRESENTATION OF PROSPECT BUYERS A presentation will be designed, created, and presented to the internal STC Team to inform them of the research results. The deck slides will be in digital format as well as a print ready form ease of distribution. © 2003 McBride Consulting 10
  11. PHASE I - RESEARCH METHODOLOGY Research will be conducted to determine the desires of the target prospects. CONSUMER BASED DATA Data will be collected on both a primary (first-hand) and secondary (data previously collected by another researcher) basis. Secondary data on consumer behavior will serve to give insights into buyer’s latent desires. GEOGRAPHIC BASED DATA Research will be focused on existing locations deemed to be comparable with the STC development vision such as the Cherry Creek and Lower Downtown (LODO) areas of Denver. Other similar locations in the Denver/Boulder region will be identified as key benchmarks and data sources to utilize and reference. APPLY THE RESEARCH This research and ideation will result in an actionable story with clearly delineated aspects deemed as high priority for inclusion in the target customer’s “dream town.” Experiential environments must be an extension of traditional technical and functional benefits of a planned development. All functional elements must be of sound or superior quality to justify community character as a value that tops interchangeable products and services. © 2003 McBride Consulting 11
  12. PHASE I - RESEARCH ACTIVITIES INDUSTRY COMPARISON DIVE - SECONDARY Analyze industry reports and studies to gain a deep understanding of the market and currently identified consumer profiles. QUESTIONNAIRE - PRIMARY Create an exploratory questionnaire with the objective of defining the profiles of the top buying personas (demographics and psychographics) Identify lists of potential buyers Distribute questionnaire 4 SITE VISITS - PRIMARY Make trips to the development site and 3 establishments that current and expected clientele frequent. INTERVIEWS - PRIMARY Interview up to 25 current and expected target buyers, as well as industry experts/opinion leaders. Interviewees will also complete a questionnaire. © 2003 McBride Consulting 12
  13. PHASE I - RESEARCH ACTIVITIES (CONT.) TESTING OF THE NAME There’s no question that a great name is the keystone for a great brand identity. A name is a handle from which all the attributes of the brand will ultimately hang. We plan to acquire feedback regarding the sense of place and imagery created in the minds of clientele when they hear the name Superior Town Center. REPORTING AND PRESENTATION At the completion of Phase 1 McBride Consulting team members will create reports and review their findings in a meeting with the STC internal stakeholders. ANALYSIS Collected data will be analyzed to identify insights including, but not limited to: Correlations, predictive model(s), trends, and descriptive statistics to help inform buyer profiles and overall brand strategy for STC. © 2003 McBride Consulting 13
  14. CONSIDERATIONS ON QUOTES Each Phase of community character development will be quoted in advance for client approval. Any additions to scope after commencement of work will be estimated and subject to client approval. All billing will be on actual time and materials, however, quotes are generated on a not-to-exceed number of hours. If, for any reason, the MC team is regularly (and excessively) exceeding the quoted hours, we reserve the right to open the discussion to revise a quote for client approval on the upcoming billing period of work. © 2003 McBride Consulting 14
  15. FUTURE PHASES OF COMMUNITY CHARACTER DEVELOPMENT PHASE 2. OPPORTUNITY & IDEATION “Simplicity is usually the result of much complex thinking.” – Jason Fox WHAT WILL SUPERIOR TOWN CENTER COME TO REPRESENT? Often there are several possibilities for stories and angels of stories to select. At this stage we will provide recommendations for the brand identity of the development and receive feedback from the project’s stakeholders. The development of sample messaging, brand voice copy, and imagery will assist in this process. © 2003 McBride Consulting 15
  16. FUTURE PHASE SUMMARY (CONT.) PHASE 3. GUIDELINES FOR A UNIQUE VISION GUIDELINES FOR STC DEVELOPMENT TEAM This phase extracts a single script unique to the development. The core message is distilled by identifying the brand’s key attributes. Our findings will be reduced to ten evocative words used to translate the brand strategy into a brand identity. These brand guidelines or core values will be drawn upon by marketers, architects, landscape designers, leasing agents, and others tasked with delivering the desired environment. The guidelines are intended to help the team understand the brand and their role in delivering the desired experience. These core values will serve as parameters to assist the development’s creators in making decisions that are best suited to the town’s identity. © 2003 McBride Consulting 16
  17. FUTURE PHASE SUMMARY (CONT.) PHASE 4. PRESENTATION OF BRAND TO STAKEHOLDERS “How your story is communicated internally is just as important as how it will be communicated to your customers.” THIS IS WHO WE ARE When someone thinks of STC what ideas will come to mind? This phase delivers the town’s identity and promise – This is who we are. At the conclusion of Phase 4 McBride Consulting will present the prospect profiles and town’s core story to all STC stakeholders (internal and external). This presentation will be incorporated into the proposals for potential landmark tenants, prospective residential builders, and the public. The presentation will provide examples of how the brand will be expressed visually, with taglines, in copy, and into the world. VERBAL Clearly articulated and truthful sales messages that demonstrate why you’re different and better. Name, descriptors, headlines, taglines Brand Voice Samples © 2003 McBride Consulting 17
  18. FUTURE PHASE SUMMARY (CONT.) PHASE 4. PRESENTATION OF BRAND TO STAKEHOLDERS (CONT.) VISUAL EXPRESSION OF THE STC STORY Brand Imagery and iconography Town Seal/ logo development and delivery Logo, color, font, style of layouts and imagery Letterhead, business cards, folders, proposal covers, etc. Explore ideas around color stories, photography/illustration style, business card materials and shapes, brochure textures,etc. DIGITAL Website, motion media, city and perspective feedback loop, branded email templates, town specific app, etc. © 2003 McBride Consulting 18
  19. FUTURE PHASE SUMMARY (CONT.) PHASE 5. BRING THE VISION INTO REALITY OUR COMMITMENT McBride Consulting will serve as a voice for the brand while facilitating the interactions of the various vendors tasked with delivering STC product and collateral. Our team will source, interview, and present topical experts for approval by the STC team as needed. Not limited to: graphic designers, creative, copywriters, developers, media buyers, artists, etc. This type of implementation framework will ensure the story is applied to all customer touchpoints from amenities, to services, to an united theme of the town. Phase 5 marks the ongoing delivery of all technical and functional elements of the development. EVENTS Sample Annual Events Calendar Arts and cultural programming play an important role in providing opportunities for participation in community life through festivals, events, performances, classes, and workshops. A sample calendar will be created wherein we will suggest the nature of events as well as the best dates available to acquire the highest attendance. We will take into consideration competing local events currently attended by the target clientele and highlight opportunities for exclusivity. © 2003 McBride Consulting 19
  20. FUTURE PHASE SUMMARY (CONT.) PHASE 5. BRING THE VISION INTO REALITY (CONT.) AMENITITES & SIGNAGE Street Naming Guidelines and Suggested Street Names Signage Colors and design Project amenities design recommendations to include but not limited to: Landscaping inspiration and plant suggestions Bike rack style Lighting type Water features Trash receptacles / Recycling / Etc © 2003 McBride Consulting 20
  21. THE TEAM ALAINA MCBRIDE Brand Strategist, Marketing Consultant, and Project Manager RACHEL MIMKEN Market Research Consultant Rachel’s skills and expertise range from research and analytics Alaina has a well rounded marketing background with agency work to graphic design. Ms. Mimken brings a well-rounded, informed spanning: event marketing, sponsorship development, SEO, SEM, perspective to all levels of problem solving. Coming from a background social media integration, public relations, Internet marketing, and the in advertising, Rachel currently holds an MBA in marketing with a focus development of strategic alliances. With a background in residential on brand strategy, marketing research, and entrepreneurship. She has real estate lending, sales, and property management, she loves helping worked with a diverse set of clients from technology and natural food people define and find their home. When she’s not working, you’ll find start-ups to global companies such as CBRE to grow their business by Alaina halfway up a mountain or anywhere with horses. Ms. McBride focusing their resources with actionable research insights around their recently made Boulder, Colorado her new home. customers, markets, products/services, and internal teams. Rachel currently resides in Denver, Colorado where she enjoys hitting the ski trails and sampling the endless supply of top-notch craft beer. MARK MILLER Creative Director Mark is a master at using clean design and imagery to express complex JESSICA GRABARZ Consumer Marketing Specialist Jessica Grabarz is a seasoned brand, and consumer marketing strategist. Ms. concepts. He has had the opportunity to work with clients such as Grabarz has launched an array of consumer brands and products including Apple, Sony, Houghton Mifflin, United Airlines, and Samsung during his Evergirl, the first product-based property for Nickelodeon, The Pacific, John 12 years of agency experience. Mark currently works independently with Adams, and The Alzheimer’s Projectfor HBO, as well expanded the retail Alaina McBride and a small team to deliver engaging client projects from program for the Mary-Kate and Ashley Olsen line. She created and produced logos to marketing collateral to websites, and anything design related in integrated multi-media consumer marketing campaigns for films, miniseries, between. In his spare time he shares a passion for the ocean with his 5 and documentary films, as well as negotiated strategic licensing programs year old son, Aiden, who is learning to surf. for properties such as The Sopranos Limited Edition CAO cigars. Jessica has been recognized for Marketing Excellence through awards from the Gold Mark for Experiential Marketing in Partnership with Outside Organizations to the Silver Lion Award for Best Use of Live Events/Celebrity Endorsement. Jessica is an outdoor enthusiast, film and history aficionado who lives in Denver, Colorado. © 2003 McBride Consulting 21
  22. THE COMBINED EXPERIENCE OF OUR TEAM HAS PRODUCED WORK FOR THE FOLLOWING BRANDS: For inquiries, please contact Alaina McBride @ 805 . 706 . 0773 | www.alainamcbride.com THANK YOU FOR YOUR TIME © 2003 McBride Consulting 22

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