8. HOWEVER,THE SOCIAL MEDIA DOES NOT REFLECTTHIS
FOLLOWERS/LIKES CONTENT
1,975
4,735
2,163
Basic updates that
gives Detroiters what
they need but maybe
not what they want
Repeated
content from
Twitter
Photos around the
city from a singular
perspective
9. DETROIT IS FALLING BEHIND OTHER CITIES ON SOCIAL
LACK OF PROPER BRAND & LACK OF CONSISTENCY
11. PEOPLE ARE
DISTRACTED BYTHE
SHINY AND NEW
TODAY DETROIT IS THE LAND OF THE DISENFRANCHISED
NEW BUSINESSES ARE
TAKING ADVANTAGE OF
THE CITY BUT NOT IT’S
PEOPLE
70%
of Detroit Jobs
Held By
Commuters
30%
of Detroit jobs
held by
Detroiters
12. YOUNG
ACHIEVERS
WHO MAKES UP DETROIT BYTHE NUMBERS
MAIN STREAM
FAMILIES
SUSTAINING
FAMILIES
25-44 35-54 <55
$37,332 $36,282 $27,536
1.9
Million
2.1
Million
1.8
Million
AGE
INCOME
HOUSEHOLDS
IN THE U.S.
13. SELF-STARTERS,
NEW COMERS
WHAT DO THESE DETROITERS LOOK LIKE
CURRENT
RESIDENTS
DIVERSE
FAMILY MIX
Young College
Graduates
Diverse Single
Parents
Mixed populace of
Hispanics,Asian,
African-American
singles and families
Returning
Detroiters
Ethnically
Diverse
Most
economically
challenged
Commercial
based mom
and pop shops
First
Generation
Americans
Strive to improve
their lower
middle class
14. WHAT CONNECTS DETROITERS?
A MUTUAL LOVE FOR THE CITY
“Dear Detroit, focus
on your own culture.
Focus on the children
and instilling their
legacy, their history
into them”
“Dear Detroit, hold
on to your
communities. Do
whatever you can to
hold on to and build
your legacy”
“Dear Detroit,
don’t be scared of
change but please
keep your soul,
embrace musical
legacy”
Drake Phifer,VP of Marketing
at Real Times Media
Asia Hamilton, small
business owner
Olayami Dabl’s, MBAD
African Bead Museum Artist
15. THE KEY INSIGHT
Detroiters know they’re
stakeholders
in building the next great
American City
but they need a vehicle
to enabletheir growth
16. THE PROMISE
The city of Detroit
provides a platform for
the citizens to connect
and be heard
17. CREATIVE CONCEPT & EXECUTIONS
DEAR DETROIT
includes all citizens to
rebuild their city
