Milan Brand Research (phase 1 report) by New Moon

1. New Moon
For A Fresh
Perspective...

2. What is a Brand?
It’s the promise of
its’ distinct essence
or experience

3. Research is Vital
Before creative
even begins,
you need to
uncover the
true nature
of a place

4. Does a Brand Stop at A Logo?
Branding is so
much more than a
logo and tagline.
It’s everything you
do to deliver the
promise of your
brand experience.

5. Why is Branding Important?
Communities can
set themselves
apart from the
competition
by promoting
a positive image

6. Case Study Samples from New Moon:
Petoskey
Beautiful year-round resort town,
overlooking Little Traverse Bay
with famous gaslight shopping
district with ‘treasures in store’

7. Petoskey

8. Petoskey

9. Petoskey

10. Northville
Victorian town, with hip
atmosphere & high end
shops = ‘hiptorian’

11. Northville

12. Northville

13. Pinckney
Quaint little town, with access
to many types of recreation
areas within its ‘compass’

14. Pinckney

15. Vista Village CA
Entertaining town, in San Diego
County just far enough inland
from the Pacific coast boasting
‘best climate in the country’

16. Vista Village CA

17. What is Milan?
Results from stakeholder
interviews, leaders visioning
session, stakeholder, community
and visitors surveys and
conversations with several
residents show us the true
nature of Milan...

18. What is Milan?
The brand study confirms Milan,
a small town, known for the
Milan Dragway, is a nice,
peaceful, supportive
community to raise a
family. It’s set in the
country, yet close to
Ann Arbor. The schools
are top notch, and the
whole town rallies around
the youth and each other.

19. What is Milan?
People love to gather for events at
Wilson Park, visit with each other,
and enjoy a walk or bike ride around
town. Milan has terrific potential with
businesses like CK Antiques, Morning
Owl, Milan Coffee Works, Don Juan’s
and Original Gravity.

20. 151 Community
and Visitors
surveyed say:

21. Milan’s Personality:
Milan has a low key,
quiet atmosphere, where
it’s down to earth and
easy going. People are
friendly and really care
about one another.
15
25
30
33
50
43
Low Key, Quiet, Sleepy
Down to Earth, Easy Going
Historic, Old, Classic
Friendly, Outgoing
Caring
Other

22. The Milan Experience:
Milan is a charming
historic small town,
offering a place to
connect with down to
earth, neighborly people.
21 10
23
29
38
40
42
69
76
Neighborly, Friendly, Down to Earth, Community Spirit
Historic, Small Town, Charming, Quaint, Walkable
Casual, Laid Back, Quiet, Peaceful, Slower Pace
Clean, Well Kept, Safe
Affordable, Family Friendly Lifestyle
Convenient Location
Evolving, Positive Momentum, Great Potential
Natural Beautiful Surroundings
Other

23. The Milan Feeling:
Milan feels like home,
where you feel
comfortable,
cozy and safe.
9 12
21
25
29
30
33 52
52
55
I’m Home
Comfortable, Cozy
Safe
Community Pride
Concerned
Relaxed
Like Family
Loyal, Faithful
Excited / Opportunties
Other

24. Milan’s Greatest Assets:
Milan gives you a
genuine small town
atmosphere yet it’s
very conveniently
located close to
Ann Arbor’s city life.
2 9 3
5
14
42
59
Location, Access to US23, Close to Ann Arbor & Ypsi
Atmosphere, Genuine Small Town Feel
Affordable Housing
Parks/Greenspace
Milan Dragway
Nearby Cabela's
Other

25. Milan is Famous For:
Most people have
heard of the Milan
Dragway. 6
4
8
9
17
59
Milan Dragway
Prison
Us 23 Accessibility
Events Parades Festivals
Shools
Other

26. Best Things to Attract Visitors:
The Milan Dragway and
Special Events draw
visitors.
33 6 5 5
7
7
21
21
56
57
Milan Dragway
Special Events
Scenic Beauty
Historical Sites
Outdoor Recreation
Entertainment
Parks
Schools
Unique Dining
Arts/Culture
Other

27. Prevents More Visitors:
Milan needs more
shopping, dining, and
entertainment options
and a little TLC.
11214 21
35
40
48
50
61
68
92
97
Needs More Shopping Options
Needs More Dining Options
Needs a Little TLC
Needs More Entertainment
Needs More Activity
Not Enough Selection
Needs Signature Attraction
Doesn’t Have What They’re Looking For
Limited Business Hours
Parking Limitations
Too Crowded/Traffic
Other

28. People Who’ve Never Been
to Milan Before Say...
Milan’s location is a
secret. It needs more
entertainment, dining and
shopping.
7 4 12 7
25
26
31
34
34
38
41
64
Where’s Milan?
It Needs More to Do
It Needs More Dining
It Needs More Shopping
Never Been There Before
Didn’t Know About Milan
What’s There?
It Needs TLC
It's So Cute
That's Where Dragway/Prison Are
Is it Safe?
Other

29. Positively Affect Milan’s Future:
Dress up vacant storefronts,
add shops, dining with
sidewalk cafés and implement
facade improvements to
135 5% revitalize downtown.
15
16
17
21
25
26
40
51
59
59
Dress Up Vacant Storefronts
Add Restarants/Stores
Add Sidewalk Cafés
Implement Facade Improvements
Add More Events
Add More Park Activities
Add Downtown Residential Lofts
Add Festive Lighting
Add More Art
Add More Benches and Planters
Add Parking
Add Lodging
Other

30. 87
Stakeholders
surveyed say:

31. Milan’s Personality:
The historic town of Milan, has a
low key, quiet atmosphere, where
it’s down to earth and easy
going. People are friendly and
really care about one another.
11 9 5
6
7
22
24
30
31
32
Historic, Old, Classic
Low Key, Quiet, Sleepy
Down to Earth, Easy Going
Friendly, Outgoing
Caring
Quirky
Reserved, Shy, Understated
Beautiful
Bustling, Boiterous, Vivacious
Fun
Other

32. The Milan Experience:
Milan is a charming
historic small town,
offering a place to
connect with down to
earth, neighborly people.
11 2 7
17
24
25
26
35
44
47
Neighborly, Friendly, Down to Earth, Community Spirit
Historic, Small Town, Charming, Quaint, Walkable
Casual, Laid Back, Quiet, Peaceful, Slower Pace
Affordable, Family Friendly Lifestyle
Clean, Well Kept, Safe
Convenient Location
Evolving, Positive Momentum, Great Potential
Natural Beautiful Surroundings
Energetic, Fun, Entertaining, Eventful, Exciting
Other

33. The Milan Feeling:
Milan feels like home,
where you feel
comfortable,
cozy and safe.
7 1 13
19
21
23
23
26
36
38
Feel Safe
Comfortable, Cozy
Community Pride
I’m Home
Concerned
Relaxed
Like Family
Loyal, Faithful
Excited About Opportunities
Other

34. Milan’s Greatest Assets:
Milan gives you a
genuine small town
atmosphere yet it’s
very conveniently
located close to
Ann Arbor’s city life.
6
2
5
6
8
23
36
Location, Access to US23, Close to Ann Arbor & Ypsi
Atmosphere, Genuine Small Town Feel
Affordable Housing
Seasonal Festivals & Events
Parks & Open Space
Nearby Cabela's
Other

35. Milan is Famous For:
Most people have
heard of the Milan
3 2 1 2 Dragway.
4
5
12
15
41 Milan Dragway
Prison
Events Parades Festivals
Us 23 Accessibility
Close to Cabela’s
Historic, Friendly Family Oriented Downtown
Ford Lake and Surrounding Parks
Affordable Fun
Other

36. Best Things to Attract Visitors:
The Milan Dragway and
Special Events draw
visitors.
11
1 211 3
3
4
5
8
8
11
32
42
Special Events
Milan Dragway
Historical Sites
Scenic Beauty
Outdoor Recreation
Original Gravity Microbrewery
Parks
Unique Dining
Arts/Culture
School Sporting events
Unique Shopping
Entertainment
Coffee
Other

37. Prevents More Visitors:
Milan needs more shopping,
dining, and entertainment
options and a little TLC.
15 3226
19
19
29
34
35
40
41
54
59
Needs More Shopping Options
Needs More Dining Options
Needs a Little TLC
Needs More Entertainment
Needs More Activity
Needs Signature Attraction
Not Enough Selection
Doesn’t Have What They’re Looking For
Parking Limitations
Limited Business Hours
Vacancies
Need More Jobs
Too Crowded/ Traffic Congestion
Other

38. People Who’ve Never Been
to Milan Before Say...
Milan’s location is a secret. It
needs more entertainment,
shopping, and dining.
422 9
11
11
14
18
19
27
31
35
39
Where’s Milan?
It Needs More to Do
It Needs More Shopping
It Needs More Dining
What’s There?
It Needs TLC
I’ve Never Been to Milan
I didn’t Know About Milan
It's So Cute
That's Where Dragway/Prison Are
Is It Safe?
It's Up & Coming I Could Open A Business
Other

39. Positively Affect Milan’s Future:
4 3 6 6
8
8
10
9
10
20
23
29
Dress up vacant storefronts,
implement facade improvements, add
shopping, dining with sidewalk cafés
and parking to revitalize downtown.
26
34
Dress Up Vacant Storefronts
Implement Facade Improvements
Add Restarants/Stores
Add Parking
Add Sidewalk Cafés
Add More Art
Add Park Activities
Add Residential Lofts
Add More Events
Add More Benches and Planters
Add Festive Lighting
Add Lodging
More Jobs
Other

40. Core Essence of Milan:
This easy going, small town is located on U.S. 23 just south of I-94,
offering a quiet refuge from the hustle bustle of city life, with convenient
connection to Ann Arbor, Ypsilanti, Detroit, Chicago, Toledo and beyond.
!
Milan’s a community where people connect and really care about one
another. It’s a place where we don’t build fences, we take them down.
Neighbors help look after each other’s children. Different churches work
together. You can connect with a lot of people very easily, because
everyone goes to the high school sporting events to support the youth.
You can also join in the fun at events in Wilson Park.
!
Milan offers connection to the past with its Ford heritage trail and
farming history, and connection to the future though it’s schools and
the next generation. It connects you with nature in the parks, and lake
and open space.
!
You can connect to the simple life, and to business opportunities with
affordable real estate. People work together to make Milan better.
!
If you yearn for connection, Milan is just the place!

41. Celebrate Milan Connection:
• “Paint the Town Red (& Black)” Painting Party event
- Great PR, volunteer community spirit, fundraising
- Tie in with schools
- Paint 1st story on any participating downtown building
- Different shades of red (brick red, burgundy, bright red, rust, etc)
- Different shades of black, (rich black, charcoal gray, light gray,
taupe gray, white etc.)
!
• Dress Downtown Vacant Windows with:
- School sports displays
- Event displays
!
• Open School Spirit or Milan Spirit Store in Vacant Space
!
• Weekly Block Parties
- Picnic tables downtown (block off side street)
- Potluck
- Discounts at local eateries
!
• Business sponsored streetlight banners
!
• Connect with “Pay it Forward” type promotion in downtown
businesses
- Coffee for a Fireman
- Donut for a Cop etc.
!
• Boardwalks along Ford Lake and walkways toward downtown

42. Brand Strategy:
Promote all the ways to CONNECT in Milan:
• Sense of Belonging: Welcoming, Caring People
• Community: Special Events/Parades, and Volunteer Organizations
• Strong Faith: Unity of Congregations, Charities, Compassion
• Fun: High School Sporting Events, Little League, Milan Dragway
• Great Education: Schools, High Tech
• The Simple Life: Small Town Living
• Tranquility: Quiet, Easy Going
• Nature: Parks, Lake
• Access Major Cities: Ann Arbor, Ypsilanti, Detroit, Chicago, Toledo
• Access Airports: Detroit Metro, Willow Run, Ann Arbor, & Monroe Custer
• Railroads Serving Industry: Ann Arbor & Norfolk Southern
• History: Ford Heritage Trail, Hack House
• Residential & Commercial Opportunities: Affordable Real Estate
• Walkable Downtown: Connected Neighborhoods
!
First step: Revitalize/beautify the downtown to attract new
residents and business to the entire city. Bring the
community together to connect on a regular basis in
the heart of town.

43. Marketing Milan:
Target Audience:
People who appreciate life at a little slower pace in a small town
atmosphere. where they can connect with down to earth people.
!
The Milan Difference:
A community who really cares for one another in a relaxed, easy
going place that is situated in a country setting just 15 minutes
outside of Ann Arbor.
!
Visitor Benefit:
Enjoy events in the park and a simpler lifestyle in safe, family
friendly, historic small town.

44. Marketing Milan:
The hub of any media plan is a great Website.
Social Media and PR goes along with the improved website.
!
CBS Outdoor and Lamar billboards on US-23 north and south
of Milan.
• Way-finding and brand awareness
!
Radio
• Commuters to and from work, residing in Milan and
surrounding communities.
• People are used to talk on AM radio and don’t turn off when a
commercial comes on, they listen.
• FM radio is more lifestyle and music driven. People have a
tendency to tune out when commercials come on.
!
Digital Radio
• Target specific zip codes, age groups, and music styles
with Pandora.
• Milan’s prime age group according to the 2000 Census
was 25-44 with median age being 33.1. And according to
suburbanstats.org, the median age for 2013 is 34. This is a
good demo for digital radio.

45. Marketing Milan:
Cable Television Vs Broadcast Television
• Cable television is best way to target the lifestyle and interests
of Milan and surrounding communities.
• Cable television is cost efficient and there isn’t waste in
coverage.
• Toledo and Detroit broadcast stations come into this area but
are not cost efficient.
!
Newspaper
• Local papers used when message is meant for the immediate
community.
!
See Appendix I. - II. for more marketing information

46. Appendix I. Marketing Milan- Tapestry Market Segments
Overview of the immediate area lifestyles:
!
Milan is located in Washtenaw and Monroe Counties. The majority of the residents, 75% are located in
Washtenaw County. Since the psychographics of these two counties, and the communities within these
counties are so divergent a decision needs to be made whether to go after one aspect of the potential Milan
visitor at a time or to do a broad spectrum approach that covers all the angles.
!
Milan’s Top Tapestry Lifestyle Market Segments:
* See definitions of Tapestry Market Segments at end of Appendix I.
• 36% Middleburg
• 25% Green Acres
• 22% Salt of The Earth
Zip: 48160

47. Appendix I. Marketing Milan- Tapestry Market Segments
Neighboring Communities Top Tapestry Lifestyle Market Segments:
* See definitions of Tapestry Market Segments at end of Appendix I.
!
Saline:
Dundee:
• 26% Soccer Moms
• 37% Salt of Earth
• 21% Savvy Suburanites
• 31% Southern Satellites
• 13% Green Acres
• 29% Rustbelt Tradition
Zip: 48176
Zip: 48131
!
!
Ypsilanti:
Britton:
• 15% Young and Restless
• 70% Salt of the Earth
• 11% College Towns
• 29% Green Acres
• 8% Boomburbs
• 1% Middleburg
Zip: 48197
Zip: 49229
!
!
Willis:
Tecumseh:
• 82% Salt of Earth
• 25% Salt of the Earth
• 18% Green Acres
• 20% Green Acres
Zip: 48191
• 15% Traditional Living
!
Zip: 49286
Maybee:
98% Salt of the Earth
2% Green Acres
Zip: 48159
!

48. Appendix I. Marketing Milan- Tapestry Market Segments
Tapestry Definitions:
Middleburg – These are married couples in single-family homes that are conservative, family oriented young couples, many with children.
Family, faith and country make up their basic standards. They are thrifty, prefer to buy American and like to vacation in The United States.
They look toward the future and saving, but are willing to assume some debt now. Staying in touch is important, so cell phones and mobile
devices are always on hand. They drive trucks and SUV’s and enjoy the American pastimes of baseball, hunting and bowling. They get
their information and entertainment from Christian and country TV channels and magazines.
!
Green Acres – These are older, self-reliant married couples that are still working but edging toward retirement. Most of them do not
have children living at home. Income is from wages/salaries, investments and increasingly Social Security benefits. They like the country
life and live in older single-family homes with acreage. They handle maintenance and remodeling projects themselves and own the proper
tools to accomplish these tasks. Vegetable gardening is a priority. They are active in the community and members of fraternal and
veterans groups. Even though they are pessimistic about the economy, they’re not afraid to carry debt such as home and car loans.
They spend cautiously focusing on quality and durability. Technology is not important even though they shop and bank online. The Internet
is primarily entertainment.
!
Salt of The Earth – These are married couples that are solid and settled with grown up kids. They are trying to stay put in a traditional
rural lifestyle. Construction, manufacturing and related service industries provide steady employment. Long commutes sometimes take
them across country lines, so they usually own at least 2 vehicles. Tending their vegetable gardens and cooking the harvest is second
only to enjoying time with family. Remodeling and home improvement projects don’t intimidate them, but technology is another matter.
They go online only when necessary. They are brand loyal and cost conscious. They try to buy American and conduct business in person.
Their leisure time is spent hunting, fishing, camping and boating. They own the equipment and vehicles to support these pastimes.
!
Soccer Moms – These are married couples with growing children living in single-family homes in peaceful, affluent, family-oriented
neighborhoods. They live busy lives and home provides welcome relief from their hectic jobs and long commutes. They are always looking
to save time, so they like the convenience of banking and shopping online and hire housekeeping services. First and second mortgages
and car loans are a part of life, but they are well insured and are building investments such as funds, bonds, and stocks. A variety of
mobile devices like iPods and tablets keep them connected. They like sports and outdoor activities such as jogging, biking, golf, boating, and
trips to the theme park.
!

49. Appendix I. Marketing Milan- Tapestry Market Segments
Savvy Suburbanites – These are married couples who are, or would like to be empty nesters living in established, owner occupied
neighborhoods. They’re well educated, well-read, and well-capitalized. They research products prior to purchase and seek quality instead of
price. They use technology for everything including communicating, shopping, banking, and staying current on the news. Even though
they’re financially secure, they use a variety of resources for informed investing. They are not afraid of debt and may carry first and
second mortgages and a line of credit. They drive late-model SUVs, station wagons, and minivans. They’re foodies and enjoy cooking with
natural or organic products. They exercise, and buy top-of-the-line gear for golf and skiing. They love good food and wine and cultural
events.
!
Young and Restless – These are singles who live in multi-unit rentals. They are Millennials and coming into their own. They are young,
diverse, well educated, and either finishing classes or working in professional/technical, sales, and office administration support positions.
Most rent and will move for a job. They live alone or share a place in densely populated areas and can’t do without their cell phones. They
text, listen to music, pay bills, redeem coupons, get directions, and research financial information. They are not brand-loyal and shop for the
best price. They buy natural/organic food, but will also go for fast food. They want to be the first to show off new electronics, but read
online reviews before buying. They go online to bank, buy from eBay, use Twitter and Facebook, and watch TV & movies.
!
College Towns – These are singles who live in multi-unit rentals and single-family homes. They are either college students or work for a
college or its supporting services. As students, they are busy with studies, but make time for part-time jobs, sports, and a social life.
Managing theier own money is new to them, so they tend to splurge on impulse purchases like the latest fashions. They can be influenced
by celebrity endorsements and trends seen in magazines. Computers and cell phones are major in their lives. They go online for everything:
schoolwork, shopping, news, social media, and entertainment. They’re excited to be on their own for the first time, experiencing life’s variety
and adventures.
!
Boomburbs – These are married couples in single-family homes that are affluent young families who have traded up to new housing in
the suburbs of growing metro areas. They compromise bigger houses with mortgages for longer commutes. With an eye to the future,
they’re consulting with financial planners to ensure security. Style in décor and fashion matters to them as they furnish their new homes.
They are already contracting for remodeling projects. They drive late model, imported SUVs, luxury cars, or minivans. Even though they are
adept at using their devices, they are sorry for the loss of personal time, being connected so frequently. Staying physically fit is a priority,
so they either work out at home or in the gym. They hike, bike, swim, golf, visit theme parks or water parks, and support charities.

50. Appendix I. Marketing Milan- Tapestry Market Segments
Southern Satellites – These are married couples that are settled and own single-family homes or mobile homes. They work in
agriculture, manufacturing, health care, retail, and construction. They shop at Walmart and convenience stores, looking for bargains, and not
particularly concerned about brands or quality. They are slow to adapt to technology and get most information from satellite TV. They
enjoy life in the country and fish, hunt, have pets, work on their vehicles, listen to country music, and read fishing, hunting and home
service magazines. For a treat they’ll eat out at a low cost family restaurant or drive-in.
!
Rustbelt Traditions – These are married couples that live in single-family homes of older industrial cities around the Great Lakes. They’re
family-oriented, stable, hard-working people who have lived, worked, and played in the same area for years. Manufacturing, retail, and
health care provide jobs for the skilled workers among them. They earn modest incomes from wages, Social Security benefits, and
retirement investments. They like shopping for bargains and try to buy American-made products. Spending time with family is a priority.
Watching ESPN, AMC, Animal Planet, and some children’s shows on one of their four TVs and reading newspapers, particularly on Sundays
are part of their routine. Radios are tuned into classic rock stations. For an occasional treat, they dine out at Applebee’s, Outback
Steakhouse, or Texas Roadhouse.
!
Traditional Living – These are a mix of married couples, single parents, and singles living in low density, settled neighborhoods. Many of
their families have worked in the same community for two generations in manufacturing, retail and health care. They earn most of their
income, and some receive Supplemental Security and public assistance payments. They shop for groceries at Walmart and buy clothes,
household items and sundries at Kmart. They have credit card balances, and some have student loans. The young newly married couples
are learning to live on their own, while holding on to youthful fun and style. Many have ditched landlines for cell phones. They play games
online and check out dating websites. They trust TV for news and information and enjoy fast food regularly.

51. Appendix II. Marketing Milan- Media Outlets
Along with the diversity of Milan and surrounding communities there’s also US 23 to consider.
There are people traveling this major artery daily commuting to and from work/home and
then there’s the vacationers driving north and south. Determining how to best reach the
target market with Milan’s budget available will be determined during the Marketing Plan
phase. The following list includes several media options to consider.
!
Website - Once the creative process for the logo and tagline and visual brand standards are complete, the brand theme should be
implemented into a new city website. The hub of any media plan is a great website and in an area reaching as many potential different
types of people, it is even more important. This is where you will send your customers with your mass media message; whether its radio,
cable television, broadcast television, print ads, outdoor and social media. Getting the word out in social media goes along with the
improved website.
!
Billboards – Outdoor advertising is a great way-finding and brand awareness tool! CBS Outdoor and Lamar provide billboards on US-23
north and south of Milan. These boards are often tied up by long-term advertisers, but if one becomes available, engaging in a year or
more contract and changing the message every 4-6 months would be advisable.
!
Radio – Is good for those commuting to and from work and residing in Milan and surrounding communities. Radio is good since it provides
mainly information, news and/or spots. People are used to talk on AM radio and don’t turn off when a commercial comes on, they listen.
FM radio is more lifestyle and music driven. People have a tendency to tune out when commercials come on.
!
AM Radio – Signals coming in strong to this area are Detroit stations WJR 760AM and WWJ 950AM, WXYT 1270AM. There are several
3kW-10k stations in the area. We would only use these if it was a strong message only appealing to the local population. AM stations tend
to skew older and since the median age is 34, FM Radio would let you focus on that demo and on specific formats.
!
FM Radio - WWWW 102.9FM Country out of Ann Arbor came up strong in the surveys and would reach people throughout Milan and the
surrounding communities. WCSX 94.7 Classic Rock, WYCD 99.5 Country are Detroit stations that have a strong signal in the area.
!
Digital Radio – Another option is to target specific zip codes, age groups, and music styles with Pandora. Milan’s prime age group
according to the 2000 Census is 25-44 with median age being 33.1. And according to suburbanstats.org, the median age for 2013 is 34. This
is a good demo for digital radio.

52. Appendix II. Marketing Milan- Media Outlets
Cable Television Vs Broadcast Television – Cable television is the best way to target the lifestyle and interests of Milan and
surrounding communities. It is cost efficient and there isn’t waste in coverage. Toledo and Detroit broadcast stations come into this area
but are not cost efficient.
!
Comcast-Ann Arbor covers: Ann Arbor, Ann Arbor Twp., Barton Hills, Chelsea, Clinton, Dexter, Dundee, Lima Twp, Lodi Twp, Manchester,
Milan, Pittsfield Twp, Saline, Saline Twp, Superior Twp, Sylvan Twp, Webster Twp, Ypsilanti and Ypsilanti Twp.
!
Monroe Charter (Comcast sells it) covers: Ash Twp, Bedford Twp, Berlin Twp, Dundee Twp, Erie Twp, Estral Beach, Exeter Twp, Estral
Beach, Exeter Twp, Frenchtown Twp, Huron, Twp, LaSalee Twp, London Twp, Luna Pier, Maybee, Monroe, Monroe Twp, New Boston and
Raisinville Twp.
!
Monroe Proper (Comcast sells it) covers: Frenchtown Twp, Monroe, Monroe Twp. and Raisinville Twp.
!
Newspaper – The local papers can be used when the message is meant for the immediate community. Some events may fit well here.
Heritage Newspapers publish the Milan News-Leader, Ann Arbor Journal, Chelsea Standard, Dexter Leader, Manchester Enterprise, Saline
Reporter and Ypsilanti Courier.
!!
Source:
ESRI Tapestry Lifestyles Segmentation
CBS Outdoor
2010 Census
city-data.com 2013-2014
radio-locator.com
mondotimes.com
OutMarket.com
SuburbanStats.org
!

53. Appendix III. Milan Visioning Session August 13, 2014
Imagine Milan 10 years from now…
What do you see?
!
• Tech Center, $, Jobs
• Downtown Unique Shops & Restaurants
• Schools on Par or Better than Others
• Ford Lake & Saline River:
Walkway
Cleanup
Accessible, Used, Kayaking
• Bustling Active, Vibrant
Outside Cafés, Dining
• Events
• Cohesive Updated Facades
E Main Development Complete
• Upstairs Apartments Rented
• No (or minimal) Trucks
Local Deliveries
• Large Industrial Development on E side of 23
• Boardwalk
• New Lighting & Sidewalks
• Parking Lot
Woodhill
• Pavilion in Park
• Affordable Excellent Restaurants
Burgers
Italian
Clean Food Local Farm to Table Fresh
Icecream
Seafood
• Arts Center, Theater, Movies
Dinner Theater
Next Door Kitchen
• Entertainment, Fun, Comedy
• Youth Activity
Gamer
BMX
• Community Crawl, Recruitment
• Boutiques, Shops
Bicycle
The Rocket Novelties
Christmas
Dog/Pet Shop
Vintage
Top Goals for Marketing
!
• Unified Message/Identity
Norman Rockwell, Safe, Walkable
• Easy Executed Plan
Get message to:
Residents, Businesses, Future Businesses
Industry
Volunteers- Engage/Empower
Beyond Milan
• Limited Budget, Realistic Execution
!!
Proactive Projects
!
• Improve Curb Appeal
!
What Are We Selling?
!
• Safe Community
• Good Quality Schools
• Affordable Housing
• Walkable
Neighborhoods connected to Downtown
Way-finding Map
• Running, Biking, Fitness
• Simple Life
Good Life
Small Town Urban
• Location
US 23
Ann Arbor
Ypsilanti
Near Cabela’s
• City Services
Curbside Recycling
Police
Water/Sewer
• Events
• Parks
Highest per capita in Michigan
(check Fact)
• Strong Faith
Unity among different congregations
Charities
Food Bank
Compassion Ministry
!!

54. Appendix III. Milan Visioning Session August 13, 2014
Connection
!
• Milan Dragway (Piggy back with Milan Raceway Ads)
4 miles outside of town
• Car Town
• National Heritage Trail, Ford (National Park System)
Motor Cities
• 23 & Plank Rd- Commercial
• Pinks
Race- Loser loses car
• U of M
Games
Alumni
• Reinforce Positive Message
Celebrate Successes
Do One Thing Right and Then Another
!
What Makes You Smile In Milan?
!
• People Walking, Jogging
• Younger People, Activity
• Little League Parade
• Driving Through Town at Christmas Time
Red & Green Lights, 223 Light Poles,
15,000 Lights
• Christmas Parade
• Hot Air Balloon During Parade
• Fireworks
• Teamwork, Sense of Accomplishment
Police, Volunteer Reserve Unit
Council
Community
Open Communication
• Active Community Foundation
500,000 – 1,300,000 Fundraising
• Team Mason, Team Zack
• Playground
• Welcome, Interested, CARING
The village IS raising your child
Were Milan, not cookie cutter
• Variety of Ideas and Political Views, But In It Together
Non partisan
Meet in Milan

55. Appendix IV. Milan Stakeholder Interviews
What’s different about Milan from anywhere else?
• Everyone shows up to sporting events. Small town, can get to know larger # of people in community.
• People considerate
• More parks than anywhere else, River, Lake, Farmers hold back progress a little
• Great hospitality, community pride, positive spirit
• Solidarity, A town that's able to come together
• Small town atmosphere yet big town opportunities. Close to metropolis. Can get to Ann Arbor or mall quicker than some that live in Ann Arbor. Education & Parks system
• Community closeness, fun connected, trust, safety
• Comfort level, People don't bother you. Parks, places for people to participate in sports, kid's activities
• Milan really cares
• Don't have much. Tecumseh & Saline have variety
• People really care, really engage, affect change at a broader level
• Small town close enough to jobs, low cost of living, sense of community- working together, caring, involved
• Unique, refuge, small town atmosphere yet minutes away from metroplex of Ann Arbor, Ypsilanti, SW Detroit suburbs, Greater Toledo
• Combination- The people, very close community, supportive of each other, put basics first- social assistance programs -
The location, rural yet a lot of services available. Isolated yet still connected
• People are so friendly, Different level, home to stay
!
What IS Milan… now?
• Still struggling economic town. Tax base not strong enough. Lost Ford/Visteon plant. A lot of people financially struggling.
• Growing, Potential, Leaders trying to improve, Build partnerships
• In transition, Great schools, parks, churches, little league, soccer, baseball, high-end subdivisions,
• Milan is exciting because by nature, the families will be part of future development, optimism, yet vacancies.
• Family & Friendship, Great Unity, A town that needs to learn a lot in the sense of business
• Small town feel with big town opportunities. School system financially stable.
• Small town that wants to stay small
• Bedroom community. People live here but work elsewhere. Biggest employers- Prison or school
• Waiting to hit its edge. On the cusp of becoming great
• Bedroom community
• Needs a little help.
• Small Town Americana, way of old nostalgic America
• Comfortable generally middle class town struggling for identity and future
• Changing. Community seeing a strong grass roots interest and staff working together to be different and be a leader. Enthusiasm. Positive attitude
• Farming background that colors the town's personality. People enjoy driving through the country seeing cows etc and at same time can go to the Art Fair in Ann Arbor

56. Appendix IV. Milan Stakeholder Interviews
What would Milan like to be?
• Oasis to live. Enjoy Family. Best kept secret in S.E. Michigan
• Not like Ann Arbor-too commercial, Like Dixboro-little town, Home, Parks, Bring more to visit & have fun
• A destination place
• Don't want to be Ann Arbor or Saline. We want to be Milan. Proud of where we live.
• Depends for who, Need theme, Some don't want to change, Some want to flourish in business and be recognized, branded
• More vibrant D.T.. More restaurants & nightlife
• Lively, people are walking around looking for something to do
• More industry.
• As busy as everyone thinks it should be
• More like Dundee- more popular stores. Box store bring in useful retail
• Very close to being dynamic, jobs, entertainment. Use resources we already have, lake pond, showcase the beauty
• Small Town with a little more activities and nightlife
• Preserve small town comfort and neighborliness. Create establish D.T. New unique that will attract w/ entertainment
• Keep small town rural feel, but strive for lively D.T. destination that people will want to come to. Grow along US 23- retail center
• People have conflicting views. Bring in Walmart, Home depot. See more retail D.T.
!
Who, in your opinion, is competition to The City of Milan?
• Dundee, Tecumseh, gorgeous, both have more going for them
• Saline, Dundee offer different things, Tecumseh a little lower cost of living, Milan is quaint but doesn't say Come live here”
• Dundee
• Saline, Dundee
• Dexter or Chelsea
• Dundee- Milan is different from everyone
• Saline
• Dundee, Saline, Ypsilanti
• Tecumseh- Dundee & Saline are ahead
• Dundee
• Nobody- completely different. Location. So many bright minds
• Saline, Ida, Dundee- businesses open at night
• Saline- different, like Ann Arbor or troy, more money, larger but with historic D.T.
• Saline or Dundee
• Dundee- recently got industry & Cabela's

57. Appendix IV. Milan Stakeholder Interviews
Where do you take people to visit in Milan?
• Church, Park, Sporting Events, Don Juan
• Original GravityCraft Brewery (OG) #4 in craft brews
• Ride around town, Vet's wall
• OG
• Schools, Don Juan, Parks, Access to neighboring cities
• Don Juan
• My Backyard, Parks, Don Juan, OG
• Coffee shop, Don Juan, Park, OG
• Ann Arbor, Bonehead BBQ in Willis, Dundee
• OG, Milan Coffeeworks, Morning Owl, Roys BBQ, Wilson Park, Sanford Park
• Roy's Burgers, Don Juan
• Residential developments, High School, D.T. OG, coffee shops
• Don Juan, OG
• Walk around town, City Hall, Library, Park
!
What in your opinion, is “the perfect day in Milan?”
• Walking D.T. Seeing cafés, people eating, walking, alive
• Summer Fest, Walk 5K, Canoeing
• Summer Fest, Parades, Thurs. Night Concerts
• Mass in the morning, Walk to coffee house, Events in the park. Wonderful faith communities work well with each other.
• Relay for Life, Town get together, Parade
• 75° summer day, bike ride through town, know we're safe, care free
• 75° sunny day, people walking around buying things
• Work, enjoy people, go for a walk
• Start w coffee, wander in park, run, cleanup, go to Don Juan, OG
• Event, Don Juan, Wilson Park, Show, Car Show
• Waking up, go to coffee shop, engaging w/ people,talking about ideas, lunch Don Juan
• Saturday Businesses open
• Sit outside, have coffee, enjoy open spaces, walk, eat D.T.
• Love winter activities, ski on lake, Wilson Park, NHL ice rink
• Like entertainment, concerts in the park, Relay for Life, Fair, Memorial Day Parade, 'get involved in something that's greater than just us'

58. Appendix IV. Milan Stakeholder Interviews
What’s the coolest thing about Milan?
• Small town flavor
• Potential- Empty storefronts, but were trying, Coffee Masters & Craft Brew attracts younger families,
Zilkies all organic produce Farmers Market just N of town, Families stay here for generations
• People really care. Lot's of Churches- united, togetherness. Beautification Awards 24 awards. Take care of flowers. History.
• OG Brewery, 2 coffee houses- both unique
• Unity, Town comes together, Genuinely care.
• The way community comes together in good & bad times to help each other out.
• Night time activities in the park, Pig Roast, Circus
• Ford complex (Now used as City Hall) & Heritage
• People that care.
• Most people don't know Henry Ford owned & ran most of the land. Soybeans were converted to plastic before plastic existed
• The change that's happening right now. Younger. Fresher.
• The people. S E Michigan highest voter turnout, more involved, non partisan, diverse, slightly more conservative. Events, Small Town charm,
• People involved that care to move forward
• Pipe organ shop down by river, coolest place, custom organs for people around the world.
• Crooked Tree (died 1960) Made by native Americans. Giant Maple, steep curve, pointed to something & don't know what. May have pointed to area
with copper or water or a meeting place. There was no turn in the trail. Some are being made by community center now.
!
What Iconic Landmark best represents the City of Milan?
• Wilson Park, Ford History
• City Hall Building, Churches, Chamber-Fire Barn Tours on Friday, Hack House History
• The Crooked Tree
• Crooked Tree, Fire Barn
• Wilson Park
• Fire Barn, D.T.
• War memorial, Add a canon?, Hack House, Fire House
• Ford buildings, Village industry, Hack House (on National Register of Historic Places)
• Crooked tree, but it doesn't exist?
• None- Used to be the Crooked Tree. Native Americans bent the branches to tell people where to go
• Crooked Tree History in Wilson Park Ford Lake, Historic Buildings
• Wilson Ford Park, City Hall, Ford Power Plant
• Wilson Park Area, gathering place
• Old Fire Barn
• Panorama of D.T.

59. Appendix IV. Milan Stakeholder Interviews
What colors remind you of Milan?
• School Colors- Red & Black
• Green, Blue
• School Colors- Red & Black
• School Colors- Red & Black
• Green, Nature, Peaceful, Flowing
• School Colors- Red & Black
• Green- for the park
• Green, Nature & water
• School Colors- Red & Black or more red & brown
• School Colors- Red & Black
• School Colors- Red & Black, Brick Color, Green, Saline River, Fall Colors, Colors Change
• School Colors- Red & Black, Green- trees, Blue- lake,
• School Colors- Red & Black
• Blue, soothing color
• School Colors- Red & Black, Red Brick color
!
Flavor, Personality of Milan
• BBQ on back porch, take time to visit, family tradition
• Some like it, Some don’t
• Little blue collar, but above Blatz
• Caffeinated but not a lot, also mixes well with other things
• Strong but a little fruity, French
• Comforting
• Energy, popular draw
• Solid, supportive of each other, sparkles
• Full of energy, life, complexity
• Inviting, relaxed, chill, fun w friends, laugh, Fitness minded, runners, strollers
• Country, brew slow pace, in the sun
• Good feelings, good side to it, doesn't have full taste and development
• Aged, still great flavor, history
• Like it, doesn't need sugar

60. Appendix IV. Milan Stakeholder Interviews
• Deer hunting, we're bigger
• Slowly plugging along, eventually we'll get where we need to go
• Would like to take hold, rule the roost, catch up w Saline
• Protective, concentrating on the family
• Cuddly & Welcoming
• Loyal to town
• Slow to develop, go backwards
• Attracting people. Not necessarily together
• Easy going, laid back,
• Happy go lucky, pretty loyal, mean streak occasionally but not too often
• Easy going,
• Used to be farming area,
• Potential, a lot of energy, takes time to slow down a little
• Mello, keep moving, understandable, pleasing for all
• Have a nice party,
• Nice to be home,
• Laid back
• Everyone can relate
• Nostalgic, Cleaner, Wholesome, Norman Rockwell
• not moving ahead, a lot more appreciation of the past
• Americana, community, picking up tempo

61. Appendix IV. Milan Stakeholder Interviews
Miscellaneous Stakeholder Comments or Suggestions:
• Improve in service & look of the town, Get more business, Focus on Dexter corridor, Activities/Celebrations in Park, Bikes, kids Halloween candy, Develop more parking
• Would be nice to do some home tours
• Need a big Industry to provide jobs, need more medium restaurants, diversity. Take down old shack. Something has to bring them here like Tecumseh- MSI Initiative. Miss the
Arts & Crafts- would be great! Boardwalk on Lake w/ gondolas. Could be fishing dock and for boating, protection at dam. Fireworks fantastic-FREE
• Lights D.T. Colors of Italy, Italian Village, Italian settlers?, Italian Festival, More events. Need alternative places to eat, to bike, Need more convenient parking. High rent D.T.
• School is a big draw- academic achievement. Out of 2250, 450 are from outside the community. Affordable lifestyle
• Reach U of M students
• Find out what will be important in the future. Technology. Food prep. Feeding Hunger
• Things happening: Old Dug out across from Big Boy- clean up- will be turn key restaurant. Next door old pharmacy- huge white building- developing as a major gym. Next block
by bakery- government renovate- shops downstairs- residential upstairs.• Ideas: Perpendicular signs- guidelines. Fire Barn welcome center open more often. Bike Racks. Detailed
City Map w/ event list in park & town. Lighting is dim. Orange light uncomfortable to eye. Blue light brighter & more inviting. White Christmas lights on trees. Tivoli lights. Lights
shine on buildings or across street. Burned building eye sore. Cost to reno $175,000 average 2 story building $160,000. Streetlight banners sponsored with business photos and
brand message. Metal sign on exit ramp. Field where old hotel used to be by Hungry Howies. Add benches for somewhere to sit. Allow monitor slideshow in windows.
• Future ideas: City transportation, bus or trolly w/ advertising available. (High population of retirees.) Parking behind Chinese Restaurant or possibly restructured to fit
more spaces. Sacrifice part of sidewalk for more parking or angular parking? Facade Improvement grants- System in place with cost estimates. Scavenger Hunt- GEO
caching pictures at Historical sites & pick up certain things at certain businesses with incentive to participate. D.T. business open door usefulness. Possibly incentive for
retail/restaurant type businesses. Preference of service businesses located upstairs. D.T. ongoing event idea Treat an officer, fire , or teacher. (Buy a cop a donut- Treat a
fireman to a coffee- Pay it forward with lunch for a teacher etc.
• Fair 4th of July, Moved up to May-Bring it back to Independence Day

62. Appendix V. Milan Community/Visitor Interviews
What’s different about Milan from anywhere else?
• More welcoming atmosphere
• More hometown, friendly atmosphere
• Friendly people that live here
• Potential, uniqueness, proximity, friendliness, safe, nice small town, Easy proximity to A2 & Det
• Good things, Need to capitalize and make them work. Leadership getting to a better state than we are right now
• not a whole lot going on, business close too early
• People, quality events, home grown activities
• Felt familiar somehow
• Small enough where people all pull together (Ypsi & A2 don’t)
• School system, good community, quiet
• Close to A2 but affordable
• Schools, safe feeling, park
• Small, charm
• Like very small town atmosphere, easy to get to know people
!
What IS Milan… now?
• Small welcoming community, nonjudgmental
• Out of hustle bustle, slower pace, small community
• Growing community
• Nice clean community but has some decayed areas
• Friendly place to live, Supportive neighbors, Has a lot of assets, parks, reasonably priced housing, schools
• Poor community
• Has potential, Needs to live up to
• home
• must get rid of blight, detracts business & residents
• Need more to do, Fair, events
• Small town, safe, reasonably affordable, Everybody knows everybody, trusting, relaxed, neighbors help each other
• Small town community, whole town goes to games, rally together, full support
• Up & coming, struggling to find its place, a lot going for it

63. Appendix V. Milan Community/Visitor Interviews
What would Milan like to be?
• Keep small town feel, draw more shopping & dining
• Stay small but w more activities, Moving Milan Forward
• Like Saline
• Invest in D.T. Need to concentrate on building up the D.T. area, attract people, Fix up dingy areas. Drive Real Estate prices up
• Bits and pieces of towns like Dexter- vitality, gathering place, Brighton - lake, art sculptures, Williamston & A2- restaurants, Chelsea, theater
• More thriving, More quality, More open, More open later, Nicer decor
• Itself, Better, Sustain good business mix, more comfortable for everyone, more things for kids to do
• revitalized
• Preserve what we have, add to it business & manufacturing, Nice little town that's friendly, safe, great place to call home
• Would be nice to have healthy food choices
• More developed but maintain homey feel
• Revitalized, Main St needs TLC, consistency
• More vibrant city
!
Who, in your opinion, is competition to The City of Milan?
• None
• Saline
• Saline & Dundee
• Saline & Ypsi- mid class semi-affluent
• Closer than most to A2, Space for all of us.
• Dundee
• Place like Fenton. (Similar 10 or 20 yrs ago, Recent new additions made them a destination)
• Dundee, Saline, SE A2, Ypsi
• Saline
• Saline, Dexter, Ypsi, Lincoln
• Saline
• Ypsi
• Dundee & Tecumseh
• All surrounding cities, Saline, Dexter, Chelsea, A2

64. Appendix V. Milan Community/Visitor Interviews
Where do you take people to visit in Milan?
• Parks, restaurants, coffee shops
• Parks, Used to visit Dragway for the big races
• Fenders burgers, Don Juans
• D.T. Park, Hack House, Friends/relatives
• Pure MI, Milan Dragway, Hack House, History of Tree, D.T., Memorial, City Hall
• Don Juans
• OG, Don Juans, Fair
• DT Businesses: Bakery, Coffee, Don Juans, Milan Market, Ice Cream, Hack House, Library/City Hall, Community House, Park, River, Fire House
• Veterans wall, lakes, parks, high school
• Need more to do, Don Juans, Parks
• Coffee shop
• Dundee
• Wilson Park, City Hall
• Events in Park, Fireworks, OG, Restaurants
!
What in your opinion, is “the perfect day in Milan?”
• Walk D.T., kids to park, Roys Sandwich
• Grandkids visit, walk nature trails at the parks, biking
• Nice weather, walk around, visit with people
• Hang out, Visit a friend, Thurs in Park, D.T. coffee, eat
• Pastries @ Bakery, Lunch @ Don Juans, Walk by lake & park, Visit coffee shops, OG
• Parks
• Walk to Coffeeworks, Homegrown- roast/grow, Park, OG, Bakery, Lathams, Collin Center
• Saturday, Bakery, Coffee, Hangout, Play w kids, Library, Active, Be part of the community
• support businesses in town, need more restaurants & entertainment
• Parks w kids, Events, 4th of July
• Enjoy family in back yard, parks
• Fall Day, Bakery- pretzel, Festival in the park, walk, run
• Friday night, Fireworks
• Fair, A lot of people DT

65. Appendix V. Milan Community/Visitor Interviews
What’s the coolest thing about Milan?
• Feeling- safe, comforting, calmer than city hustle bustle.
• Schools, Memorial wall
• Small town atmosphere near everything
• Architecture, history, exceedingly friendly people who look after each other. Huge visual potential, pleasant clean town
• Wonderful people
• Best schools
• Events, Little League, Veterans, Businesses: OG, Milan Coffeeworks, Dance Explosion
• Heart & Soul, Pride ownership, Everyone wants Milan to be great, Back in Time, Trust, Comfortable, Safe, Want to be a part of
• Small, quaint, great place to raise kids
• Great community
• Affordable, convenient, safe to raise young children
• Schools, closeness
• "cool" is over rated, Need consistent reliable timeless, niceness good place to raise a family, homey
• OG
!
What Iconic Landmark best represents the City of Milan?
• D.T. Buildings
• Crooked Tree?
• D.T. historic area
• Fire station, Latham Hardware- used to be theater
• 3 story D.T. Buildings, City Hall- Ford Power plant
• Fire House
• Fire Barn, Triangle w clock, Crooked Tree
• Bent Tree (doesn’t exist), City Hall Power House
• Veterans wall
• Hack House
• Prison??
• Hack House, Wilson Park, gathering place
• Crooked Tree
• Parks, Trails

66. Appendix V. Milan Community/Visitor Interviews
What colors remind you of Milan?
• School Colors- Red & Black
• Blue & Green, Nature
• Brick
• School Colors- Red & Black
• School Colors- Red & Black or green
• School Colors- Red & Black
• not Red & Black, Green- Nature Park, centrally located
• School Colors- Red & Black
• School Colors- Red & Black
• Red
• School Colors- Red & Black
• School Colors- Red & Black
• School Colors- Red & Black- Rally around youth
• School Colors- Red & Black
!
Flavor, Personality of Milan
• Popular OG
• Great aroma, go to, comforting, warmth
• adds a little spice to it
• unsophisticated or old school
• Really iconic, nostalgic, sweet, around a long time,
• No spice, no carbonation
• Comfortable, Down to Earth, Sit on Porch
• A little sweet, got some body to it
• Wonderful to enjoy
• Relaxing
• Nobody cares about health
• good mix of people
• Reliable, easily convenient, everybody likes it
• Homey, Easy going

67. Appendix V. Milan Community/Visitor Interviews
• more calm, domesticated
• Nature, comforting, smoothness, gentle
• Loyal, friendly
• not so sexy, rough & tumble
• the lake
• Only see above the surface, much more complicated below the surface
• It has welcoming loyalty, stick together, work together, help each other
• Has been so strong and independent in the past
• strong but cute
• not too flashy, cute, nice
• best friend, Easy going
• Farm land, Casual feel
• Always has been, smooth, calming
• It fits
• Americana, backward, own stye
• very dull
• Once great, coming back a little bit, Real roots, proud , trying to bring it back
• appeals & amuses everyone, appropriate
• so rural
• Low key
• Small town, country
• diversity of people, eclectic mix
• non offensive,
• Small town atmosphere
!
Miscellaneous Community/Visitor Comments or Suggestions:
• need entertainment to boost economy
• Live up to our potential, cheaper housing, Potential Partnerships: CVB, Cooperative York Twp, Transportation AATA
• Fill D.T. vacancies, Anchor businesses too far out from town

68. Like a Kaleidoscope...
We take all
the pieces
that are a
town and
convey it in
a new light.
!
Next Steps…

69. Creative
Inspired Reflection...
Develop Tagline
Develop Logo

70. Vision
Consistent Look...
Create Mockups
Brand Standards

71. Marketing Plan
Multi-Faceted...
Assess Reports
Identify Target Markets
Determine Outlets

72. Marketing Plan
Review/Recommend:
Position/Partnerships
S.W.O.T.
Events
Web/Social Media/PR
Embrace Brand
Benchmarking

73. Future Vision
Implementation
Track Results
Celebrate Success

74. Discover the Possibilities
!
!
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