The Latest in City Brands - Doug Kridler, President of The Kresge Foundation

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The Latest in City Brands - Doug Kridler, President of The Kresge Foundation

  1. 1. 1 THE COLUMBUS IMAGE PROJECT: ELC-001 Project Overview 7-14-10_v5
  2. 2. 2 OUR SCOPE
  3. 3. 3 OUR GOAL
  4. 4. 4 WHY DO WE NEED A SINGLE STORY?
  5. 5. 5 OUR TIMELINE 2008–Q3 2009 ENGAGING COLUMBUS CREATIVE EXPLORATION Q4 2009– Q2 2010 Q3 2010 DISCOVERY AND STRATEGY
  6. 6. 6 DISCOVERY:
  7. 7. 7 DISCOVERY WHAT KEY STAKEHOLDERS GROUPS THINK: WHAT PEOPLE WHO LIVE HERE THINK:
  8. 8. 8 WHAT STAKEHOLDER GROUPS THINK WHY BUSINESS CHOOSES COLUMBUS QUALITY OF LIFE OPENVALUE OPENFACILITIESWORKFORCE ACCESS
  9. 9. 9 WHAT PEOPLE THINK ATTRACTING MORE PEOPLE
  10. 10. 10 STRATEGY:
  11. 11. 11 BE CONFIDENT. BE OPTIMISTIC. BE REAL. BE SOPHISTICATED. OUR STORY MUST...
  12. 12. 12 OUR ESSENCE: AN OPEN & SMART COMMUNITY
  13. 13. 13 A UNIQUE VALUE PROPOSITION
  14. 14. 14 BUT HOW DO WE BRING IT TO LIFE?
  15. 15. 15 DEFINING THE “HOOK”: APPROACHES TO IMAGE BUILDING
  16. 16. 16 THE HOOK: AN EXAMPLE COLUMBUS KNOWS:
  17. 17. 17 THANK YOU

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