Community Marketing:
    Building and
Sustaining a Presence
Community Marketing:
Building and Sustaining
      a Presence

Ginny Simon   Rachel Downey   Barbara Raphael
Getting People
    to Place
Branding, Placemaking & Wayfinding
   as Tools for Economic Growth
BRAND

 A symbolic embodiment of all 
the information connected to a 
product, company or place, and 
 serves to create as...
PLACEMAKING

The effort and results of a community 
    of people coming together to 
   build a destination for sharing, ...
WAYFINDING

Literally, helping people find 
 their way, through signage 
    and other visual clues.
Three Case Studies

1     Small
                3
    community       Medium community


2
         Large community
A Small Community Case Study



Shaker Square
Shaker Square
Shaker Square
Shaker Square
Shaker Square




                     THEME




                Night and Day
Shaker Square
Shaker Square
Shaker Square
Shaker Square
Shaker Square
Shaker Square
Shaker Square




                Economic Impact

      A Town Square for 200,000 People;
         65‐95% Occupancy in 5 ...
A Large/Urban Community Case Study



University Circle
University Circle
University Circle
University Circle




                         THEME




                    Find Yourself
                     in the Cir...
University Circle
University Circle
University Circle
University Circle
University Circle
University Circle
University Circle




                    Economic Impact

  New Visitor Center, 1000 New Homes, 
     10,000 New Jobs, Ho...
A Medium Community Case Study



Gordon Square
Gordon Square
Gordon Square
Gordon Square




                     THEME




                Arts District
Gordon Square
Gordon Square
Gordon Square
Gordon Square
Gordon Square
Gordon Square
Downtown Lakewood
Gordon Square
Gordon Square




                Economic Impact

      A Collaboration of Three Cleveland 
      Non‐Profits in a $20 Mi...
Community Economic Development

 Public Relations
Constituencies


Role of PR is to reach media but media
selection will depend on your target

   BUSINESSES
      • Region...
Collegeville, PA

• Began effort to become a part of the PA Main 
  Street program in 2005
• Officially accepted October 2...
Collegeville, PA


• Once funding was received, a new PR effort 
  was implemented
• Local papers picked up the story
• A ...
Places That Matter!


The National Trust for Historic Preservation
and Fireman’s Fund Insurance are proud
to announce the ...
Newsletters


The Main Street Program recommends
two types of newsletters:

1 Targets consumers, encouraging them 
   to s...
Newsletters


2 Content to emphasize work of economic 
   development groups

      • Targeted towards businesses 
      •...
Garner, NC

• Garner, NC was a 2009 winner of the North 
  Carolina Chapter of the Public Relations Society 
  of America ...
Social Media


• Many journalists look to social media 
  for story ideas
• Facebook – Create a fan page 
• Linked In
• My...
Moving Forward with PR


Keep track of org that offer recognition.
for instance:
    • The Dozen Distinctive Destinations ...
PR Content


Use media outreach to spread the news
  •   Grants, awards
  •   Events
  •   New Board members
  •   Volunte...
Media Outlets


•   Local papers
•   Local/regional magazines
•   Shoppers
•   Local cable networks
•   Radio
•   Area cor...
Sustaining Community
     Development
       through the

   Internet
Connecting a Traditional Town
     to the 21st Centu...
Sustaining Community Development
through the Internet Connecting a
Traditional Town to the 21st Century
        1. Slide s...
Please complete the survey being
  distributed by the volunteers.
 Surveys may be returned to the
 volunteers or at the Re...
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Community Marketing Building And Sustaining A Presence

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Community Marketing Building And Sustaining A Presence

  1. 1. Community Marketing: Building and Sustaining a Presence
  2. 2. Community Marketing: Building and Sustaining a Presence Ginny Simon Rachel Downey Barbara Raphael
  3. 3. Getting People to Place Branding, Placemaking & Wayfinding as Tools for Economic Growth
  4. 4. BRAND A symbolic embodiment of all  the information connected to a  product, company or place, and  serves to create associations  and expectations around it.
  5. 5. PLACEMAKING The effort and results of a community  of people coming together to  build a destination for sharing,  communicating and enjoying each  other and their environment.
  6. 6. WAYFINDING Literally, helping people find  their way, through signage  and other visual clues.
  7. 7. Three Case Studies 1 Small 3 community Medium community 2 Large community
  8. 8. A Small Community Case Study Shaker Square
  9. 9. Shaker Square
  10. 10. Shaker Square
  11. 11. Shaker Square
  12. 12. Shaker Square THEME Night and Day
  13. 13. Shaker Square
  14. 14. Shaker Square
  15. 15. Shaker Square
  16. 16. Shaker Square
  17. 17. Shaker Square
  18. 18. Shaker Square
  19. 19. Shaker Square Economic Impact A Town Square for 200,000 People; 65‐95% Occupancy in 5 Years; A Cleveland Hot Spot with 10 Restaurants,  a Theater, Grocery Store, Drug Store and  Creative Business Community
  20. 20. A Large/Urban Community Case Study University Circle
  21. 21. University Circle
  22. 22. University Circle
  23. 23. University Circle THEME Find Yourself in the Circle
  24. 24. University Circle
  25. 25. University Circle
  26. 26. University Circle
  27. 27. University Circle
  28. 28. University Circle
  29. 29. University Circle
  30. 30. University Circle Economic Impact New Visitor Center, 1000 New Homes,  10,000 New Jobs, Hotel, Retail,  Public Transportation, Green Spaces,  Revitalized Euclid Avenue = 1 Attractive District in 1 Sq Mile
  31. 31. A Medium Community Case Study Gordon Square
  32. 32. Gordon Square
  33. 33. Gordon Square
  34. 34. Gordon Square THEME Arts District
  35. 35. Gordon Square
  36. 36. Gordon Square
  37. 37. Gordon Square
  38. 38. Gordon Square
  39. 39. Gordon Square
  40. 40. Gordon Square
  41. 41. Downtown Lakewood
  42. 42. Gordon Square
  43. 43. Gordon Square Economic Impact A Collaboration of Three Cleveland  Non‐Profits in a $20 Million Capital  Campaign Creating $30 Million of  Revitalization, Leveraging Half a Billion  in Economic Development
  44. 44. Community Economic Development Public Relations
  45. 45. Constituencies Role of PR is to reach media but media selection will depend on your target BUSINESSES • Regional business publications • Newsletters (e.g. local and regional Chambers) CONSUMERS • Regional and local papers – daily and weekly • Cable news • Local reporters from networks • Radio
  46. 46. Collegeville, PA • Began effort to become a part of the PA Main  Street program in 2005 • Officially accepted October 2008 • PR push following acceptance included: – Press release  – Celebration event: included local politicians,  Board of Directors, reps from Ursinus  College, local government, businesses on  Main Street, area residents, and press.
  47. 47. Collegeville, PA • Once funding was received, a new PR effort  was implemented • Local papers picked up the story • A ribbon‐cutting ceremony was held and  included a DCED representative and the  “official” cardboard check  • Photo‐opps – be prepared to supply them to  local media who are short‐staffed 
  48. 48. Places That Matter! The National Trust for Historic Preservation and Fireman’s Fund Insurance are proud to announce the start of the Summer 2009 Places that Matter photo contest. YOUR PHOTO COULD WIN one of three digital cameras!
  49. 49. Newsletters The Main Street Program recommends two types of newsletters: 1 Targets consumers, encouraging them  to shop Main Street • Coupons • Sales announcements • Announcements of new personnel • Events
  50. 50. Newsletters 2 Content to emphasize work of economic  development groups • Targeted towards businesses  • Includes announcements of new  businesses, expansion of current  businesses • Lists – current and prospective  businesses
  51. 51. Garner, NC • Garner, NC was a 2009 winner of the North  Carolina Chapter of the Public Relations Society  of America inaugural InSpire Awards “honoring  excellence in public relations and  communications”. • Partnership between S&A Cherokee (PR agency)  & Garner, NC • Campaign was to present Garner as a great place  to live and do business • ½ day event that included economic development  presentation, interviews, video and musical  entertainment and a bus tour
  52. 52. Social Media • Many journalists look to social media  for story ideas • Facebook – Create a fan page  • Linked In • MySpace; Plaxo; Twitter; Youtube; Bebo; Orkut;  Qapacity – and many, many more • Important to have & important to monitor  • Give it time
  53. 53. Moving Forward with PR Keep track of org that offer recognition. for instance: • The Dozen Distinctive Destinations program  recognizes unique cities and towns that are  working to preserve their historic character,  promote heritage tourism, enhance their  community and encourage others to enjoy all  they have to offer. www.preservationnation.org
  54. 54. PR Content Use media outreach to spread the news • Grants, awards • Events • New Board members • Volunteer recognition • New businesses
  55. 55. Media Outlets • Local papers • Local/regional magazines • Shoppers • Local cable networks • Radio • Area corporate/college newsletters where  there is a connection
  56. 56. Sustaining Community Development through the Internet Connecting a Traditional Town to the 21st Century
  57. 57. Sustaining Community Development through the Internet Connecting a Traditional Town to the 21st Century 1. Slide show Overview of Haddonfield 2. The Mama Site – haddonfieldnj.org 3. The Retail Site – shophaddonfieldnj.com 4. The Site for Town Professionals 5. Events and Attractions • First Friday • Haddonfield Farmers Market • First Night • The Fine Arts and Craft Show • Fall Festival
  58. 58. Please complete the survey being distributed by the volunteers. Surveys may be returned to the volunteers or at the Registration Desk in Ballroom A.
  59. 59. Thank you to our sponsors

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