Marketing, Communications and Events
Place managers narrate and communicate the identity and outward facing mission of the place to residents, tourists, businesses, and other stakeholder groups, thereby communicating the place’s unique brand. By expressing the identity of the place, the brand should invoke a sense of place, leaving individuals with the intangible feelings that one gets when engaging with the authenticity of the place.
The brand is used to market the place to these various stakeholder groups, attracting and inviting them to live, work, play and invest in the place. A diversity of tactics are used to market a place ranging from events, messaging, online engagement, street-level activation and more.
Not Magic – Realistic Steps to Excellent Event Branding
Learn a step-by-step process for event branding that you can apply to your own projects right away. Learn how to dive into design thinking from a place manager’s perspective, offering support and consideration of details like incorporating sponsors, creating cohesive looks across several events and place branding vs. event branding.
High Performance Digital Marketing for Destination Districts
Trends in marketing come and go, but a robust interactive website continues to act as the foundation for digital content marketing. This presentation covers the results of Geocentric’s 2022 Downtown Digital Survey, a summary look at downtown district websites and how they perform across some key measures of audience, acquisition and behavior.
Leading Recovery Through Events & Programming
As we all continue to recover from the setbacks of the last few years, downtown economic development professionals and marketing experts have found unique ways to accelerate the recovery and shape the narrative by creating and promoting compelling new programs and events for their districts.
Become Your Own Hyperlocal Digital News Outlet
As traditional newsrooms continue to shrink and media habits change, now is the time to fill the void and create a hyperlocal news outlet inside your organization, moving beyond press releases and conventional blog content to develop the multimedia newsgathering and storytelling operation your community needs.
Telling Your Story – Post-Pandemic PR & Marketing Strategies
UPMOs place many resources, time and emphasis on owned and paid media because they are trackable and can be done cheaply. However, earned media, secured through public relations efforts, will not only drive brand awareness, ticket sales and word of mouth, it can also result in a transformative economic impact for your downtown or main street.
Planning Successful Holiday & Winter Decor Activations
Just like painting, achieving success with décor activations is all about the prep work. Garrett Peterson from Downtown Decorations, Inc. will explain the steps involved in the process, from infrastructure requirements to design and considerations for install storage and maintenance.
Mounting Successful Gallery Walks in Vacant Store Fronts
In 2021, three vastly different-sized NYC BIDS (Columbus Avenue BID, Alliance for Downtown New York, and East Midtown Partnership) partnered with a new arts nonprofit to display art and create gallery walks in vacant storefronts. This presentation dives into their experiences and best practices on how to create a theme, put together a call for submissions to artists, recruit property owners and anticipate expenses and legal requirements.
Data-Driven Decision Making in Marketing & Event Planning
Who are we trying to reach, and who do we actually reach? How do we use that information to plan and promote events for a diverse audience. Speakers will explore examples of how research, data collection and marketing tactics were used for an arts and culture series in downtown Philadelphia. Discover how data helped the marketing team collect pedestrian counts, attendance figures and attendee geography, and how it assisted in advertising and other outreach efforts.
Kassandra Linklater Master Talk
As a serial founder, engaged citizen, community builder, visual artist and storyteller, Kassandra’s passion for entrepreneurship, international relations and ecosystem building spans almost two decades of experience.
Explorer in Chief
Prior to Covid, the Downtown Alliance launched the Explorer in Chief contest, calling for one-minute video submissions for the ultimate summer dream job. For the Explorer in Chief, this would be a life-changing opportunity to work as a travel ambassador in one of the world’s high-profile tourism destinations. For the Downtown Alliance, it would be a game-changing way to showcase Lower Manhattan as an extraordinary place to visit, work and live.