Townsend: Redevelopment Projects that Get Media Attention

transcript

Regional Redevelopment Summit 3.7.08

Redevelopment Projects that Get Media Attention

Jim TownsendExecutive Director

Tourism Economic Development Council

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

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

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

Strategic branding for redevelopment projects

Can enable a city or developer to figure out that value proposition and communicate it effectively.

Develop a brand strategy for your redevelopment

What’s a brand?

A story told in the marketplace

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

How to Brand a Place or Redevelopment – The Brand Wheel

It’s essentially the same process that is used for products

Essence

The business distilled to its simplest terms.

Essence: An ExampleThe Henry Ford: An inspiring American history destination.

Positioning

The brand’s defining point of difference. The premise of the brand story.

Positioning: An ExampleDetroit: ”Where Cool Comes From”

Personality

The brand’s distinct look, feel and tone.

Personality: A Summary ExampleDetroit: Vibrant, Urban, Real

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”

www.dbrandsummit.com• Branding basics and

strategies• D Brand Toolkit

Want to learn more?

www.dbrandsummit.com

2. Connect Your Project with a Larger Narrative

Branding can be helpful in identifying where a redevelopment project fits in a larger context

Connect Your Project with a Larger Narrative

Example: Westin Book-Cadillac

•Detroit’s FINALLY tapping its competitive advantage

•America’s impending re-urbanization

What about YOUR project?

Connect to a new narrative about Brownfields:

LOCATION… LOCATION…LOCATION

What about YOUR community? Connect to a new narrative about older cities:

LOCATION… LOCATION…LOCATION

What about YOUR community? Connect to a new narrative about older cities: •Energy Independence•Global Warming•Solving “urban” issues

Detroit Metro CVB

Townsend: Redevelopment Projects that Get Media Attention

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