Townsend: Redevelopment Projects that Get Media Attention

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Track 2: Improve the Market …

Track 2: Improve the Market

Jim Townsend, Executive Director
Tourism Economic Development Council

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  • 1. Regional Redevelopment Summit 3.7.08 Redevelopment Projects that Get Media Attention Jim Townsend Executive Director Tourism Economic Development Council
  • 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. 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. 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. 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. Regional Redevelopment Summit 3.7.08 Develop a brand strategy for your redevelopment What’s a brand? A story told in the marketplace
  • 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. 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
  • 9. Regional Redevelopment Summit 3.7.08
  • 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. 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. Regional Redevelopment Summit 3.7.08 Personality The brand’s distinct look, feel and tone. Personality: A Summary Example Detroit: Vibrant, Urban, Real
  • 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. Regional Redevelopment Summit 3.7.08 Want to learn more? www.dbrandsummit.com • Branding basics and strategies • D Brand Toolkit
  • 15. Regional Redevelopment Summit 3.7.08 www.dbrandsummit.com
  • 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. 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. Regional Redevelopment Summit 3.7.08 What about YOUR project? Connect to a new narrative about Brownfields: LOCATION… LOCATION… LOCATION
  • 19. Regional Redevelopment Summit 3.7.08 What about YOUR community? Connect to a new narrative about older cities: LOCATION… LOCATION… LOCATION
  • 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
  • 21. Regional Redevelopment Summit 3.7.08
  • 22. Regional Redevelopment Summit 3.7.08 Detroit Metro CVB
  • 23. Regional Redevelopment Summit 3.7.08
  • 24. Regional Redevelopment Summit 3.7.08
  • 25. Regional Redevelopment Summit 3.7.08