Slideshow Transcript

1. Slide 1: Regional Redevelopment Summit 3.7.08 Redevelopment Projects that Get Media Attention Jim Townsend Executive Director Tourism Economic Development Council
2. Slide 2: 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
3. Slide 3: 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
4. Slide 4: 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
5. Slide 5: 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.
6. Slide 6: Regional Redevelopment Summit 3.7.08 Develop a brand strategy for your redevelopment What’s a brand? A story told in the marketplace
7. Slide 7: 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
8. Slide 8: 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
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10. Slide 10: Regional Redevelopment Summit 3.7.08 Essence The business distilled to its simplest terms. Essence: An Example The Henry Ford: An inspiring American history destination.
11. Slide 11: Regional Redevelopment Summit 3.7.08 Positioning The brand’s defining point of difference. The premise of the brand story. Positioning: An Example Detroit: ”Where Cool Comes From”
12. Slide 12: Regional Redevelopment Summit 3.7.08 Personality The brand’s distinct look, feel and tone. Personality: A Summary Example Detroit: Vibrant, Urban, Real
13. Slide 13: Regional Redevelopment Summit 3.7.08 Promise The single most compelling statement of the brand’s relevance and value. Promise: An Example Detroit: “Come get caught up on the latest and leave feeling like you’re in the know”
14. Slide 14: Regional Redevelopment Summit 3.7.08 Want to learn more? www.dbrandsummit.com • Branding basics and strategies • D Brand Toolkit
15. Slide 15: Regional Redevelopment Summit 3.7.08 www.dbrandsummit.com
16. Slide 16: 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
17. Slide 17: 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
18. Slide 18: Regional Redevelopment Summit 3.7.08 What about YOUR project? Connect to a new narrative about Brownfields: LOCATION… LOCATION… LOCATION
19. Slide 19: Regional Redevelopment Summit 3.7.08 What about YOUR community? Connect to a new narrative about older cities: LOCATION… LOCATION… LOCATION
20. Slide 20: 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
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22. Slide 22: Regional Redevelopment Summit 3.7.08 Detroit Metro CVB
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25. Slide 25: Regional Redevelopment Summit 3.7.08