townsend: redevelopment projects that get media attention
DESCRIPTION
Track 2: Improve the Market Jim Townsend, Executive Director Tourism Economic Development CouncilTRANSCRIPT
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Regional Redevelopment Summit 3.7.08
Redevelopment Projects that Get Media Attention
Jim TownsendExecutive Director
Tourism Economic Development Council
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Regional Redevelopment Summit 3.7.08
2 keys to gaining traction with the media
1. Value Proposition must hit home with target audience
2. Project must connect to larger narrative that matters to public
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1. Developing and communicating the value proposition• Redevelopment projects are like any other
product• Redevelopers should approach their
projects like brand manager or entrepreneur would
• Successful projects offer value that is targeted at the right audiences
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Regional Redevelopment Summit 3.7.08
Developing the value proposition
• Target audiences: civic, governmental, corporate, investor, end-users
• Identify these audiences and build a value proposition that they will respond to
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Strategic branding for redevelopment projects
Can enable a city or developer to figure out that value proposition and communicate it effectively.
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Develop a brand strategy for your redevelopment
What’s a brand?
A story told in the marketplace
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Why branding can help connect you with audiences that will care about your offer
Branding is a strategic process for assessing your project’s strengths and deciding how to invest in them and tell the world about them
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How to Brand a Place or Redevelopment – The Brand Wheel
It’s essentially the same process that is used for products
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Regional Redevelopment Summit 3.7.08
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Essence
The business distilled to its simplest terms.
Essence: An ExampleThe Henry Ford: An inspiring American history destination.
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Positioning
The brand’s defining point of difference. The premise of the brand story.
Positioning: An ExampleDetroit: ”Where Cool Comes From”
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Personality
The brand’s distinct look, feel and tone.
Personality: A Summary ExampleDetroit: Vibrant, Urban, Real
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Promise
The single most compelling statement of the brand’s relevance and value.
Promise: An ExampleDetroit: “Come get caught up on the latest and leave feeling like you’re in the know”
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www.dbrandsummit.com• Branding basics and
strategies• D Brand Toolkit
Want to learn more?
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2. Connect Your Project with a Larger Narrative
Branding can be helpful in identifying where a redevelopment project fits in a larger context
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Connect Your Project with a Larger Narrative
Example: Westin Book-Cadillac
•Detroit’s FINALLY tapping its competitive advantage
•America’s impending re-urbanization
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What about YOUR project?
Connect to a new narrative about Brownfields:
LOCATION… LOCATION…LOCATION
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What about YOUR community? Connect to a new narrative about older cities:
LOCATION… LOCATION…LOCATION
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What about YOUR community? Connect to a new narrative about older cities: •Energy Independence•Global Warming•Solving “urban” issues
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Detroit Metro CVB
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Regional Redevelopment Summit 3.7.08