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Regional Redevelopment Summit 3.7.08




Redevelopment Projects that Get
Media Attention

Jim Townsend
Executive Director

Tourism Economic Development Council
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
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
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
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.
Regional Redevelopment Summit 3.7.08



Develop a brand strategy for
your redevelopment
What’s a brand?

A story told in the marketplace
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
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
Regional Redevelopment Summit 3.7.08
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.
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”
Regional Redevelopment Summit 3.7.08



Personality


The brand’s
distinct look, feel
and tone.

Personality: A Summary
Example
Detroit: Vibrant, Urban, Real
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”
Regional Redevelopment Summit 3.7.08




   Want to learn more?

www.dbrandsummit.com
• Branding basics and
  strategies
• D Brand Toolkit
Regional Redevelopment Summit 3.7.08



www.dbrandsummit.com
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
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
Regional Redevelopment Summit 3.7.08




What about YOUR project?

Connect to a new narrative about
Brownfields:
LOCATION… LOCATION…
LOCATION
Regional Redevelopment Summit 3.7.08



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



Detroit Metro CVB
Regional Redevelopment Summit 3.7.08
Regional Redevelopment Summit 3.7.08
Regional Redevelopment Summit 3.7.08

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