Regional Redevelopment Summit 3.7.08
Redevelopment Projects that Get
Media Attention
Jim Townsend
Executive Director
Tourism Economic Development Council

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

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

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

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.

Regional Redevelopment Summit 3.7.08
Develop a brand strategy for
your redevelopment
What’s a brand?
A story told in the marketplace

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

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

Regional Redevelopment Summit 3.7.08

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.

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”

Regional Redevelopment Summit 3.7.08
Personality
The brand’s
distinct look, feel
and tone.
Personality: A Summary
Example
Detroit: Vibrant, Urban, Real

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”

Regional Redevelopment Summit 3.7.08
Want to learn more?
www.dbrandsummit.com
• Branding basics and
strategies
• D Brand Toolkit

Regional Redevelopment Summit 3.7.08
www.dbrandsummit.com

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

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

Regional Redevelopment Summit 3.7.08
What about YOUR project?
Connect to a new narrative about
Brownfields:
LOCATION… LOCATION…
LOCATION

Regional Redevelopment Summit 3.7.08
What about YOUR
community?
Connect to a new narrative about older
cities:
LOCATION… LOCATION…
LOCATION

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

Regional Redevelopment Summit 3.7.08

Regional Redevelopment Summit 3.7.08
Detroit Metro CVB

Regional Redevelopment Summit 3.7.08

Regional Redevelopment Summit 3.7.08

Regional Redevelopment Summit 3.7.08