Sistrunk Community Marketing Plan - March 2014 - Fort Lauderdale, FL - Presenter Dennis Wright

1. Presented by the Sistrunk Community Council
March 2014
Did you know Sistrunk Community received….
• Diversity Award Winner 2013 - All American City
• Peacock Award 2013 – Broward League of Cities
FORT LAUDERDALE'S
SISTRUNK COMMUNITY

2. •HOME OWNER ASSOCIATIONS
• Dorsey Riverbend
• Durres
• River Gardens / Sweeting
Estates
•PROPERTY OWNERS
•BUSINESS OWNERS
•LOCAL ORGANIZATIONS
• Fort Lauderdale NAACP
• Greater Fort Lauderdale Alliance
• Greek Letter Organizations
• Midtown Business Association
• Negro Chamber of Commerce
• Urban League of Broward County
• 100 Black Men of Greater Fort
Lauderdale
•TOURISM
• Convention and Visitors Bureau

3. The Sistrunk Community will be an
economically sustainable community
that is vibrant and preserves its
historical significance and contributions.
Kathleen C.
Wright
Levy Henry
Eula Johnson
Dr. James Sistrunk
Dr. Von D. Mizell
Sylvia Aldridge
Sylvia Aldridge
One of the City First Entrepreneurs
Dr. James Sistrunk
First Black Doctor
Dr. Von D. Mizell
Provident Hospital & NAACP
Eula Johnson
Civil Rights Leader / Wade-In 1961
Kathleen C. Wright
1st Black Citizen on Broward County School
Board
Levi Henry
Started the Westside Gazette in 1971

4. To promote the Sistrunk Community as a
vibrant destination full of history and
cultural richness for residents, businesses
and tourism.
• Economic Mission: Committed to the
continuous economic development of the
Sistrunk community.
• Social Mission: Actively working to
improve the quality of life in our
community for residents, businesses and
organizations.
100 Black Men
Greater Fort Lauderdale
Fort Lauderdale NAACP
Primary Health

5. Infrastructure
Beautification / Safety
Residential
Business
Community
Fabric
Marketing

6. • Sistrunk Roadway Improvements
• Residential Roundabouts
• Wi-Fi and Data Infrastructure
• Solar Power
• Neighborhood Street
Improvements
• Broward Blvd. Bridge (Marine
access to Sistrunk
Roadway Improvements
Roadway Improvements
Neighborhood Street Improvements

7. • Streetscape
• Pedestrian Friendly
• Sidewalks
• Bus Benches
• Street Lighting
• Residential Roundabouts
• Safety Cameras
• Fort Lauderdale Police Department
Sub-Station
• High Tech Neighborhood Crime Watch
Neighborhood Roundabouts
Pedestrian Friendly Sidewalks
Streetscape

8. Single Family
• Dorsey Riverbend
• Sweeting Estates
• New Projects
• Dixie Court Apartments - (143 Units)
• Northwest Gardens (I - IV) (559 Units)
• LEED Certification
New Units
Redevelopment
Single Family Homes

9. • Legacy Businesses
• Betty’s Soul Food
• Boyd Funeral Home
• Burrows Electric
• Red School House
• Roy Mizell & Kurtz Funeral Home
• Walker Grocery
• Westside Gazette
• McKinley Insurance
• New Businesses
• Avenue Executive
• Bank of America
• Barber Shops / Hair Salons
• Family Dollar
• Jimmy Johns
• Mama Lucy’s Pizzeria
• Midtown Commerce Center (LEED
Certification)
• Ray’s Beauty Supply
• Save-A- Lot
• Sixth Street Plaza Shops on Arts Avenue
Burrows Electric
Midtown Commerce Center

10. Sistrunk Summerfest
Light Up Sistrunk
Carter Park
Organizations
• Urban League’s Community Empowerment Center
• African American Research Library & Culture Center
• 100 Black Men of Greater Fort Lauderdale
• Fort Lauderdale NAACP
• YMCA LA Lee Branch
• Fort Lauderdale Negro Chamber of Commerce
• Community Centers and Gardens
• American Tennis Association (Headquarters)
• Carter Park
• 7th Avenue Health Clinics
• Art Studio
• Greek Organizations
• Old Dillard Museum
• ILA Local 1526
Events
• Sistrunk Summerfest
• Light Up Sistrunk
• Sistrunk Historical Festival

11. • Create a positive brand that will ….
• attract new business
• sustain existing business
• attract tourism and the Arts
• Improve quality of life for existing residents
• Expand tax base/enhance property values
• Create a safe pedestrian friendly environment

12. • Solidify an image of the Sistrunk Community as the
Heart and Soul of the City of Fort Lauderdale, by:
• Highlighting various events and showing images of the area as a
community where people work , live and play
• Encouraging the development of new businesses
• Creating a strong public, private partnership between business owners
and local government
• Showing the area as prime for a variety of retail and service oriented
business and other economic development
• Branding the Sistrunk Community area as centrally located, safe, and
culturally valuable destination.

13. Technology
• Community
Website
Development
• Mobile Phone
• Texting
• Apps
• Mobile Web
• Handheld Tablets
Media – Multi Channel
Marketing
• Print
• Television
• Radio
• Newsletter
Community Wayfinding
• Location Markers
• Historical Markers
Special Events
• Community
• Business

14. Sistrunk needs an integrated marketing approach to reach
various audiences. Those audiences include locals, national
and international tourist.
• Radio Media
• Print media
• Television to cover events, public television to tell the story

15. Effective Wayfinding is far more
than signage. It provides the
community with an identity and
branding. It also brings a sense of
excitement to the city.
Wayfinding, is a key part of any
revitalization effort.
Benefits:
• Branding
• Cohesiveness
• Navigation
• Positive Experience
• Black History Walk

16.  Web Portal
 Mobile Applications
 Mobile Advertising
 Social Media
Sistrunk Mobile App
Shops
Restaurants
Entertainment
Transportation
Benefits:
• Sharing of information
• Targeted Marketing
• Business & Product
Promotions
• Opt-In Marketing
Campaigns
• Video Marketing
Jimmy
Johns
10% Off

17. Create a sense of community
pride; Promote economic
benefits and strengthens
relationships within and
outside of the community
• Create events that attract locals and tourist
• Bolster local economy (visitors and locals
spend money, local businesses, hotels.
parking, etc.)
• Foster community pride
• Use of social media to promote events
• Benefit of festival sponsorship is stronger
relationships between public and private
organizations

18. • We are Business Owners, Homeowners,
Educators, Doctors, Lawyers, Professionals,
Artists, Musicians, Community Activists, Veterans,
Longshoremen and more….
Strategically Located
Opportunities are endless
Unique in our diversity
Legacy everlasting

19. Sistrunk Community Marketing Plan - Financial Budget
Focused Area Description FY2014 FY2015 FY2016 FY2017 FY2018 FY2019 5 Year Total
Signage
Consultant / Design / Engineering /
Installation $15,000.00 $15,000.00
Historical Monuments (Destination
markers) Provident Hospital, Library,
Eula Johnson $20,000.00 $20,000.00 $40,000.00
Wayfinding (Directional) (4 Broward /
Sunrise/ 95/A1A) $30,000.00 $30,000.00 $60,000.00
Pole Banners (Seasonal 4x, and special
events 4x) $15,000.00 $15,000.00
Ongoing Maintenance $10,000.00 $14,000.00 $14,000.00 $14,000.00 $14,000.00 $66,000.00
Subtotal $80,000.00 $60,000.00 $14,000.00 $14,000.00 $14,000.00 $14,000.00 $196,000.00

20. Sistrunk Community Marketing Plan - Financial Budget
Focused Area Description FY2014 FY2015 FY2016 FY2017 FY2018 FY2019 5 Year Total
Lighting Safety
Enhanced Street Lighting $200,000.00
Brighter Lighting Technology on
Sistrunk - 7th Ave - 23rd Ave
Enhanced street lighting in adjacent
neighborhoods - North and South of
Sistrunk
Subtotal $200,000.00 $200,000.00

21. Sistrunk Community Marketing Plan - Financial Budget
Focused Area Description FY2014 FY2015 FY2016 FY2017 FY2018 FY2019 5 Year Total
Marketing
Consultant - artwork /
design / branding $30,000.00
Marketing Plan and
Implementation
consultant $30,000.00
Marketing Tools
Website and Social
Media (Facebook,
Twitter) $30,000.00 $15,000.00 $15,000.00 $15,000.00 $15,000.00 $15,000.00 $105,000.00
Newsletters $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $60,000.00
Advertising $100,000.00 $100,000.00 $100,000.00 $100,000.00 $100,000.00 $100,000.00 $600,000.00
Subtotal $200,000.00 $125,000.00 $125,000.00 $125,000.00 $125,000.00 $125,000.00 $825,000.00

22. Sistrunk Community Marketing Plan - Financial Budget
Focused Area Description FY2014 FY2015 FY2016 FY2017 FY2018 FY2019 5 Year Total
Special Events
Existing (Lightup Sistrunk,
Midtown Summerfest, etc) $45,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00
New events focused on
bringing new business and
investors- (1 Event the first
year, 2-events years 2-5) $20,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00
Subtotal $65,000.00 $80,000.00 $80,000.00 $80,000.00 $80,000.00 $80,000.00 $80,000.00
Grand Total $345,000.00 $465,000.00 $219,000.00 $219,000.00 $219,000.00 $219,000.00 $1,301,000.00

23. Sistrunk Community Marketing Plan - Financial Budget
Focused Area Description FY2014 FY2015 FY2016 FY2017 FY2018 FY2019 5 Year Total
Signage
Consultant / Design / Engineering / Installation $15,000.00 $15,000.00
Historical Monuments (Destination markers) Provident
Hospital, Library, Eula Johnson $20,000.00 $20,000.00 $40,000.00
Wayfinding (Directional) (4 Broward / Sunrise/ 95/A1A) $30,000.00 $30,000.00 $60,000.00
Pole Banners (Seasonal 4x, and special events 4x) $15,000.00 $15,000.00
Ongoing Maintenance $10,000.00 $14,000.00 $14,000.00 $14,000.00 $14,000.00 $66,000.00
Subtotal $80,000.00 $60,000.00 $14,000.00 $14,000.00 $14,000.00 $14,000.00 $196,000.00
Lighting Safety
Enhanced Street Lighting $200,000.00
Brighter Lighting Technology on Sistrunk - 7th Ave - 23rd
Ave
Enhanced street lighting in adjacent neighborhoods -
North and South of Sistrunk
Subtotal $200,000.00 $200,000.00
Marketing
Consultant - artwork / design / branding $30,000.00
Marketing Plan and Implementation consultant $30,000.00
Marketing Tools
Website and Social Media (Facebook, Twitter) $30,000.00 $15,000.00 $15,000.00 $15,000.00 $15,000.00 $15,000.00 $105,000.00
Newsletters $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $60,000.00
Advertising $100,000.00 $100,000.00 $100,000.00 $100,000.00 $100,000.00 $100,000.00 $600,000.00
Subtotal $200,000.00 $125,000.00 $125,000.00 $125,000.00 $125,000.00 $125,000.00 $825,000.00
Special Events
Existing (Lightup Sistrunk, Midtown Summerfest, etc) $45,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00
New events focused on bringing new business and
investors- (1 Event the first year, 2-events years 2-5) $20,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00 $40,000.00
Subtotal $65,000.00 $80,000.00 $80,000.00 $80,000.00 $80,000.00 $80,000.00 $80,000.00
Grand Total $345,000.00 $465,000.00 $219,000.00 $219,000.00 $219,000.00 $219,000.00 $1,301,000.00

24. FORT LAUDERDALE'S
SISTRUNK COMMUNITY