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Community Marketing Building And Sustaining A Presence
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Community Marketing Building And Sustaining A Presence


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  • 1. Community Marketing: Building and Sustaining a Presence
  • 2. Community Marketing: Building and Sustaining a Presence Ginny Simon Rachel Downey Barbara Raphael
  • 3. Getting People to Place Branding, Placemaking & Wayfinding as Tools for Economic Growth
  • 4. BRAND A symbolic embodiment of all  the information connected to a  product, company or place, and  serves to create associations  and expectations around it.
  • 5. PLACEMAKING The effort and results of a community  of people coming together to  build a destination for sharing,  communicating and enjoying each  other and their environment.
  • 6. WAYFINDING Literally, helping people find  their way, through signage  and other visual clues.
  • 7. Three Case Studies 1 Small 3 community Medium community 2 Large community
  • 8. A Small Community Case Study Shaker Square
  • 9. Shaker Square
  • 10. Shaker Square
  • 11. Shaker Square
  • 12. Shaker Square THEME Night and Day
  • 13. Shaker Square
  • 14. Shaker Square
  • 15. Shaker Square
  • 16. Shaker Square
  • 17. Shaker Square
  • 18. Shaker Square
  • 19. Shaker Square Economic Impact A Town Square for 200,000 People; 65‐95% Occupancy in 5 Years; A Cleveland Hot Spot with 10 Restaurants,  a Theater, Grocery Store, Drug Store and  Creative Business Community
  • 20. A Large/Urban Community Case Study University Circle
  • 21. University Circle
  • 22. University Circle
  • 23. University Circle THEME Find Yourself in the Circle
  • 24. University Circle
  • 25. University Circle
  • 26. University Circle
  • 27. University Circle
  • 28. University Circle
  • 29. University Circle
  • 30. University Circle Economic Impact New Visitor Center, 1000 New Homes,  10,000 New Jobs, Hotel, Retail,  Public Transportation, Green Spaces,  Revitalized Euclid Avenue = 1 Attractive District in 1 Sq Mile
  • 31. A Medium Community Case Study Gordon Square
  • 32. Gordon Square
  • 33. Gordon Square
  • 34. Gordon Square THEME Arts District
  • 35. Gordon Square
  • 36. Gordon Square
  • 37. Gordon Square
  • 38. Gordon Square
  • 39. Gordon Square
  • 40. Gordon Square
  • 41. Downtown Lakewood
  • 42. Gordon Square
  • 43. Gordon Square Economic Impact A Collaboration of Three Cleveland  Non‐Profits in a $20 Million Capital  Campaign Creating $30 Million of  Revitalization, Leveraging Half a Billion  in Economic Development
  • 44. Community Economic Development Public Relations
  • 45. Constituencies Role of PR is to reach media but media selection will depend on your target BUSINESSES • Regional business publications • Newsletters (e.g. local and regional Chambers) CONSUMERS • Regional and local papers – daily and weekly • Cable news • Local reporters from networks • Radio
  • 46. Collegeville, PA • Began effort to become a part of the PA Main  Street program in 2005 • Officially accepted October 2008 • PR push following acceptance included: – Press release  – Celebration event: included local politicians,  Board of Directors, reps from Ursinus  College, local government, businesses on  Main Street, area residents, and press.
  • 47. Collegeville, PA • Once funding was received, a new PR effort  was implemented • Local papers picked up the story • A ribbon‐cutting ceremony was held and  included a DCED representative and the  “official” cardboard check  • Photo‐opps – be prepared to supply them to  local media who are short‐staffed 
  • 48. Places That Matter! The National Trust for Historic Preservation and Fireman’s Fund Insurance are proud to announce the start of the Summer 2009 Places that Matter photo contest. YOUR PHOTO COULD WIN one of three digital cameras!
  • 49. Newsletters The Main Street Program recommends two types of newsletters: 1 Targets consumers, encouraging them  to shop Main Street • Coupons • Sales announcements • Announcements of new personnel • Events
  • 50. Newsletters 2 Content to emphasize work of economic  development groups • Targeted towards businesses  • Includes announcements of new  businesses, expansion of current  businesses • Lists – current and prospective  businesses
  • 51. Garner, NC • Garner, NC was a 2009 winner of the North  Carolina Chapter of the Public Relations Society  of America inaugural InSpire Awards “honoring  excellence in public relations and  communications”. • Partnership between S&A Cherokee (PR agency)  & Garner, NC • Campaign was to present Garner as a great place  to live and do business • ½ day event that included economic development  presentation, interviews, video and musical  entertainment and a bus tour
  • 52. Social Media • Many journalists look to social media  for story ideas • Facebook – Create a fan page  • Linked In • MySpace; Plaxo; Twitter; Youtube; Bebo; Orkut;  Qapacity – and many, many more • Important to have & important to monitor  • Give it time
  • 53. Moving Forward with PR Keep track of org that offer recognition. for instance: • The Dozen Distinctive Destinations program  recognizes unique cities and towns that are  working to preserve their historic character,  promote heritage tourism, enhance their  community and encourage others to enjoy all  they have to offer.
  • 54. PR Content Use media outreach to spread the news • Grants, awards • Events • New Board members • Volunteer recognition • New businesses
  • 55. Media Outlets • Local papers • Local/regional magazines • Shoppers • Local cable networks • Radio • Area corporate/college newsletters where  there is a connection
  • 56. Sustaining Community Development through the Internet Connecting a Traditional Town to the 21st Century
  • 57. Sustaining Community Development through the Internet Connecting a Traditional Town to the 21st Century 1. Slide show Overview of Haddonfield 2. The Mama Site – 3. The Retail Site – 4. The Site for Town Professionals 5. Events and Attractions • First Friday • Haddonfield Farmers Market • First Night • The Fine Arts and Craft Show • Fall Festival
  • 58. Please complete the survey being distributed by the volunteers. Surveys may be returned to the volunteers or at the Registration Desk in Ballroom A.
  • 59. Thank you to our sponsors