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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 associations 
  and expectations around it.
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.
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 Years;
  A Cleveland Hot Spot with 10 Restaurants, 
   a Theater, Grocery Store, Drug Store and 
         Creative Business Community
A Large/Urban Community Case Study



University Circle
University Circle
University Circle
University Circle




                         THEME




                    Find Yourself
                     in the Circle
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, Hotel, Retail, 
  Public Transportation, Green Spaces, 
        Revitalized Euclid Avenue
    = 1 Attractive District in 1 Sq Mile
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 Million Capital 
       Campaign Creating $30 Million of 
     Revitalization, Leveraging Half a Billion 
           in Economic Development
Community Economic Development

 Public Relations
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
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.
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 
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!
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
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
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
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
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
PR Content


Use media outreach to spread the news
  •   Grants, awards
  •   Events
  •   New Board members
  •   Volunteer recognition
  •   New businesses
Media Outlets


•   Local papers
•   Local/regional magazines
•   Shoppers
•   Local cable networks
•   Radio
•   Area corporate/college newsletters where 
    there is a connection
Sustaining Community
     Development
       through the

   Internet
Connecting a Traditional Town
     to the 21st Century
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
Please complete the survey being
  distributed by the volunteers.
 Surveys may be returned to the
 volunteers or at the Registration
       Desk in Ballroom A.
Thank you to our sponsors

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