Townsend: Redevelopment Projects that Get Media Attention

1. Regional Redevelopment Summit 3.7.08 Redevelopment Projects that Get Media Attention Jim Townsend Executive Director Tourism Economic Development Council

2. 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

3. Regional Redevelopment Summit 3.7.08 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

4. 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

5. Regional Redevelopment Summit 3.7.08 Strategic branding for redevelopment projects Can enable a city or developer to figure out that value proposition and communicate it effectively.

6. Regional Redevelopment Summit 3.7.08 Develop a brand strategy for your redevelopment What’s a brand? A story told in the marketplace

7. Regional Redevelopment Summit 3.7.08 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

8. Regional Redevelopment Summit 3.7.08 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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10. Regional Redevelopment Summit 3.7.08 Essence The business distilled to its simplest terms. Essence: An Example The Henry Ford: An inspiring American history destination.

11. Regional Redevelopment Summit 3.7.08 Positioning The brand’s defining point of difference. The premise of the brand story. Positioning: An Example Detroit: ”Where Cool Comes From”

12. Regional Redevelopment Summit 3.7.08 Personality The brand’s distinct look, feel and tone. Personality: A Summary Example Detroit: Vibrant, Urban, Real

13. Regional Redevelopment Summit 3.7.08 Promise The single most compelling statement of the brand’s relevance and value. Promise: An Example Detroit: “Come get caught up on the latest and leave feeling like you’re in the know”

14. Regional Redevelopment Summit 3.7.08 Want to learn more? www.dbrandsummit.com • Branding basics and strategies • D Brand Toolkit

15. Regional Redevelopment Summit 3.7.08 www.dbrandsummit.com

16. Regional Redevelopment Summit 3.7.08 2. Connect Your Project with a Larger Narrative Branding can be helpful in identifying where a redevelopment project fits in a larger context

17. Regional Redevelopment Summit 3.7.08 Connect Your Project with a Larger Narrative Example: Westin Book-Cadillac •Detroit’s FINALLY tapping its competitive advantage •America’s impending re-urbanization

18. Regional Redevelopment Summit 3.7.08 What about YOUR project? Connect to a new narrative about Brownfields: LOCATION… LOCATION… LOCATION

19. Regional Redevelopment Summit 3.7.08 What about YOUR community? Connect to a new narrative about older cities: LOCATION… LOCATION… LOCATION

20. Regional Redevelopment Summit 3.7.08 What about YOUR community? Connect to a new narrative about older cities: •Energy Independence •Global Warming •Solving “urban” issues

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22. Regional Redevelopment Summit 3.7.08 Detroit Metro CVB

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