1. Community Marketing:
Building and
Sustaining a Presence

2. Community Marketing:
Building and Sustaining
a Presence
Ginny Simon Rachel Downey Barbara Raphael

3. Getting People
to Place
Branding, Placemaking & Wayfinding
as Tools for Economic Growth

4. BRAND
A symbolic embodiment of all
the information connected to a
product, company or place, and
serves to create associations
and expectations around it.

5. PLACEMAKING
The effort and results of a community
of people coming together to
build a destination for sharing,
communicating and enjoying each
other and their environment.

6. WAYFINDING
Literally, helping people find
their way, through signage
and other visual clues.

7. Three Case Studies
1 Small
3
community Medium community
2
Large community

8. A Small Community Case Study
Shaker Square

9. Shaker Square

10. Shaker Square

11. Shaker Square

12. Shaker Square
THEME
Night and Day

13. Shaker Square

14. Shaker Square

15. Shaker Square

16. Shaker Square

17. Shaker Square

18. Shaker Square

19. Shaker Square
Economic Impact
A Town Square for 200,000 People;
65‐95% Occupancy in 5 Years;
A Cleveland Hot Spot with 10 Restaurants,
a Theater, Grocery Store, Drug Store and
Creative Business Community

20. A Large/Urban Community Case Study
University Circle

21. University Circle

22. University Circle

23. University Circle
THEME
Find Yourself
in the Circle

24. University Circle

25. University Circle

26. University Circle

27. University Circle

28. University Circle

29. University Circle

30. University Circle
Economic Impact
New Visitor Center, 1000 New Homes,
10,000 New Jobs, Hotel, Retail,
Public Transportation, Green Spaces,
Revitalized Euclid Avenue
= 1 Attractive District in 1 Sq Mile

31. A Medium Community Case Study
Gordon Square

32. Gordon Square

33. Gordon Square

34. Gordon Square
THEME
Arts District

35. Gordon Square

36. Gordon Square

37. Gordon Square

38. Gordon Square

39. Gordon Square

40. Gordon Square

41. Downtown Lakewood

42. Gordon Square

43. Gordon Square
Economic Impact
A Collaboration of Three Cleveland
Non‐Profits in a $20 Million Capital
Campaign Creating $30 Million of
Revitalization, Leveraging Half a Billion
in Economic Development

44. Community Economic Development
Public Relations

45. Constituencies
Role of PR is to reach media but media
selection will depend on your target
BUSINESSES
• Regional business publications
• Newsletters (e.g. local and regional Chambers)
CONSUMERS
• Regional and local papers – daily and weekly
• Cable news
• Local reporters from networks
• Radio

46. Collegeville, PA
• Began effort to become a part of the PA Main
Street program in 2005
• Officially accepted October 2008
• PR push following acceptance included:
– Press release
– Celebration event: included local politicians,
Board of Directors, reps from Ursinus
College, local government, businesses on
Main Street, area residents, and press.

47. Collegeville, PA
• Once funding was received, a new PR effort
was implemented
• Local papers picked up the story
• A ribbon‐cutting ceremony was held and
included a DCED representative and the
“official” cardboard check
• Photo‐opps – be prepared to supply them to
local media who are short‐staffed

48. Places That Matter!
The National Trust for Historic Preservation
and Fireman’s Fund Insurance are proud
to announce the start of the Summer
2009 Places that Matter photo contest.
YOUR PHOTO COULD WIN one of three
digital cameras!

49. Newsletters
The Main Street Program recommends
two types of newsletters:
1 Targets consumers, encouraging them
to shop Main Street
• Coupons
• Sales announcements
• Announcements of new personnel
• Events

50. Newsletters
2 Content to emphasize work of economic
development groups
• Targeted towards businesses
• Includes announcements of new
businesses, expansion of current
businesses
• Lists – current and prospective
businesses

51. Garner, NC
• Garner, NC was a 2009 winner of the North
Carolina Chapter of the Public Relations Society
of America inaugural InSpire Awards “honoring
excellence in public relations and
communications”.
• Partnership between S&A Cherokee (PR agency)
& Garner, NC
• Campaign was to present Garner as a great place
to live and do business
• ½ day event that included economic development
presentation, interviews, video and musical
entertainment and a bus tour

52. Social Media
• Many journalists look to social media
for story ideas
• Facebook – Create a fan page
• Linked In
• MySpace; Plaxo; Twitter; Youtube; Bebo; Orkut;
Qapacity – and many, many more
• Important to have & important to monitor
• Give it time

53. Moving Forward with PR
Keep track of org that offer recognition.
for instance:
• The Dozen Distinctive Destinations program
recognizes unique cities and towns that are
working to preserve their historic character,
promote heritage tourism, enhance their
community and encourage others to enjoy all
they have to offer. www.preservationnation.org

54. PR Content
Use media outreach to spread the news
• Grants, awards
• Events
• New Board members
• Volunteer recognition
• New businesses

55. Media Outlets
• Local papers
• Local/regional magazines
• Shoppers
• Local cable networks
• Radio
• Area corporate/college newsletters where
there is a connection

56. Sustaining Community
Development
through the
Internet
Connecting a Traditional Town
to the 21st Century

57. Sustaining Community Development
through the Internet Connecting a
Traditional Town to the 21st Century
1. Slide show Overview of Haddonfield
2. The Mama Site – haddonfieldnj.org
3. The Retail Site – shophaddonfieldnj.com
4. The Site for Town Professionals
5. Events and Attractions
• First Friday
• Haddonfield Farmers Market
• First Night
• The Fine Arts and Craft Show
• Fall Festival

58. Please complete the survey being
distributed by the volunteers.
Surveys may be returned to the
volunteers or at the Registration
Desk in Ballroom A.

59. Thank you to our sponsors