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THE BRIEF1. Summary of collected data2. Competitor analysis3. Develop of Melville strategies
• Importance Place branding•Melville• Competitor analysis• Strategies to be implemented
What is place branding??Creation & promotion of a place identity = improve competitive position 1. Neighbourhoods 2. Cities 3. Regions 4. Countries
What the place is actually like Made up of parts:• Historical background • Distinct character
Places competewith other places for… 1. People 2. Resources 3. Business
4 main reasons to brand a place: 1. Attract visitors 2. Attract business 3. Attract residents/employees 4. Enhance the attractiveness of exports
“any group or individual who can affect or isaffected by the achievement of the organisationsor places objectives” (Freeman, 1984:46)
“Perceptual identity formed directly or indirectly and collectively from others.Salient characteristics, accomplishments, demonstrated behavior, intendedimages over some period of (Ferris, 2003).
A is “a region or locality whose inhabitants share certaincharacteristics, values, mutual interests or styles of living” (Barker, 1995:252)
Major themes party Melville’s history and implications 1 Moving forward Diverse 5 2 perceptions of the Bohemian villageThe deterioration of the Melville’s aesthetic appeal of the 4 3 detrimental greater Melville area narcotics and crime infestation
Melville was regarded as the ‘place to be’ byall…Superstars, students & residents in the 2000’s Attractions ranged from restaurants to barsThe popularity led to chaos of an uncontrollable nature
We all walk in the samepath...MELVILLE is: Diverse Trendy UniqueAn Entertainment Hub Vibey Casual It caters for us ALL!!
Melville’s detrimentalnarcotics & crime Drug dealers led to creating an unsafeenvironment for all as thewrong crowd corrupted the sweet nature of Melville & Petty crimes assisted in creating a new ‘bad boy’ image for Melville
DETERIORATION OF AESTHETIC APPEAL Less Glam + Homeless people +Litter + Abandoned buildings Not so popular Melville has become the ugly stepsister as Parkhurst and Greenside are deemed Miss Popularities
Moving Forward“Dont dwell on what went wrong. Instead, focus on what to do next. Spend your energies on moving forward toward finding the answer” Denis Waitley
CHANGE Empowerment Renewal through new Controlling the through giving ideas and people who situations at hand direction and will influence thethrough Sector Crime guidance to those positive about Forums who need it Melville
McCann worldgroup way FROM TRUTH TO TRANSFORMATION • TRANSFORMATION • NAKED TRUTH • TRUTHS FROM 5C’S • IDEA GENERATION AL PATHWAYOUTCOMES • TRANSFORMATIONA • TRANSFORMATIONA • IDEA EVALUATION • EXPERIENCE L GOAL L TRUTH • TRANSFORMATION ARCHITECTURE • TRANSFORMATIONA • TRANSFORMATION AL IDEA • PERFORMANCE L TARGET BRIEF PLAN 38
ingredients of Our marketing solutions1. GOAL • Our vision of how the brand needs to change; and how we would measure that change2. TRUTH • The transformational truth that people can believe in, that would inspire change3. IDEA • The platform idea that would energize all aspects of the brand experience4. PATHWAY • The journey of the idea that creates transformation; and the business outcomes along the way 39
Pathways (tactics)• Consider all stakeholders in plans (linking to the consideration of all stakeholder voices)• Thus, find a common ground for all stakeholders• All want Melville to be the best that it can be
Strategy• Link to a model and the steps it includes• Short and long term strategies