Community Marketing: Building and Sustaining a Presence
Jan 17, 2015
Community Marketing: Building and
Sustaining a Presence
Community Marketing:
Building and Sustaining a Presence
Rachel DowneyGinny Simon 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 community
3Medium community
2Large community
Shaker Square
A Small Community Case Study
Shaker Square
Shaker Square
Shaker Square
Shaker Square
Night and Day
THEME
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
Shaker Square
University Circle
A Large/Urban Community Case Study
University Circle
University Circle
University Circle
Find Yourself in the Circle
THEME
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
University Circle
Gordon Square
A Medium Community Case Study
Gordon Square
Gordon Square
Gordon Square
Arts District
THEME
Gordon Square
Gordon Square
Gordon Square
Gordon Square
Gordon Square
Gordon Square
Downtown Lakewood
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
Gordon Square
Community Economic Development
Public Relations
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
Constituencies
• 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
Collegeville, PA
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!
Places That Matter!
The Main Street Program recommends two types of newsletters:
Targets consumers, encouraging them to shop Main Street
• Coupons• Sales announcements
• Announcements of new personnel
• Events
1
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
Newsletters
• 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
Garner, NC
• 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
Social Media
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
Moving Forward with PR
Use media outreach to spread the news
• Grants, awards• Events• New Board members
• Volunteer recognition• New businesses
PR Content
• Local papers• Local/regional magazines
• Shoppers• Local cable networks• Radio• Area corporate/college newsletters where
there is a connection
Media Outlets
Sustaining Community Development through the
InternetConnecting 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