Marketing

Sub Topics: Marketing

Atlanta Downtown: CAP/ADID’s New Look

After years of feeling dissatisfied with a challenging and uninspiring organizational logo, paired with a need to redesign an aging website, Central Atlanta Progress and the Atlanta Downtown Improvement District (CAP/ADID) made the decision to undergo a comprehensive rebranding process. It created a unifying master brand, Atlanta Downtown (ATL DTN, for short), under which CAP and ADID fall, allowing for a consumer-facing identity and two visually consistent logos that represent CAP and ADID.

Welcome to Capitol Hill Placemaking Video

With recent developments in our BID boundaries, we decided that it was time to consider filming a new placemaking video that reflects the urban renaissance of Capitol Hill. We collaborated with a professional videographer, our Board of Directors, stakeholders, local businesses and constituents to produce a placemaking video that would help create a sense of place and set the tone for the message we want to convey to our audience, which is that Capitol Hill has something for everyone.

Glebe Spree 150

Glebe Spree is an annual promotion by the Glebe Business Improvement Area (Glebe BIA) in Ottawa, Canada. Over the past seven years, it has become one of the neighborhood’s most successful traffic generators and an annual Glebe tradition. Running from November 15-December 31, Glebe Spree rewards shoppers receive a stamp for every $20 worth of purchases made at participating Glebe merchants. Once they have collected $200 worth of stamps, their ballot is eligible to enter the drawing for a $10,000 grand prize Glebe Shopping Spree. To mark Canada’s celebration of 150 years of Confederation, the BIA created a new, Canadiana-inspired Glebe Spree 150 contest. This enhanced format awarded shoppers with a stamp for every $15 purchase, making them eligible for entry after $150 has been collected. Glebe Spree 150 had 162 participating businesses, 81 total prize giveaways, and 31,557 ballots entered. The contest introduces top-of-mind awareness for the Glebe and Glebe merchants during a peak shopping period, creates a value proposition differentiating the Glebe from competing shopping destinations, encourages new and repeat visitation to the Glebe, and increases consumer spend during off-peak period shopping.

Gettin’ Diggy With It

Whenever a municipality decides to undertake a construction project, no matter the size, the public perception is often one of inconvenience and ugliness. In reality, despite the inconveniences they impart, construction projects are tied to progress with something being improved upon or something new being created. As best practice, the Hartford Business Improvement District (HBID) designs, prints, and provides non-traditional construction signage to aid local businesses affected by major construction projects, and to change public perception regarding these projects in the district. One example featured is “We like big trucks and we cannot lie.” While BIDs can never completely mitigate the effects that construction may have on local businesses nor change the public’s perception regarding major construction projects, HBID has shown that with the right signage in the right places, it is possible to generate tangible change in public perception, as well as support local businesses in a time of need.

Stuart Mangrum Master Talk

A member of the Burning Man community since 1993, Stuart was one of the organization’s first year-round volunteers. In his current role he focuses on cultural development programs including public education, staff and volunteer training, and historical documentation. He is also deeply involved in the event’s creative direction, as co-author of the last three event themes and a collaborator in designing the Black Rock City experience.

Tyler Norris Master Talk

Tyler Norris, MDiv, is an entrepreneur and founder of over a dozen businesses and social ventures. His three decades of service in the public, private and non-profit sectors have focused on population health, community vitality, and equitable prosperity. Currently, he serves as vice president, Total Health Partnerships at Kaiser Permanente, where he helps lead the implementation of “anchor institution” work.

Anijo Punnen Mathew

Anijo Punnen Mathew is an Associate Professor at IIT Institute of Design (ID). His research looks at evaluating new semantic appropriations of place as enabled by technology and media convergence. During his master talk at the 62nd Annual Conference & Tradeshow in Atlanta, Georgia, Sept. 7-9, 2016, Dan discussed adapting to the information economy through the use of design methodology and theory.

Michael Berne Master Talk

Michael Berne is one of North America’s foremost experts in Downtown and Main Street retail. As President of MJB Consulting (MJB), he has worked in cities and towns across the U.S., Canada and the U.K., and he has also spoken and written extensively on the subject. He is currently penning a chapter to a forthcoming volume on Suburban Downtowns and writing a book on “A New Retail Paradigm for the City Center.”

Mukul Malhotra Master Talk

Urban Designer Mukul Malhotra develops innovative solutions for the new American city. As a Principal at MIG, Inc. and Director of MIG’s San Antonio office, his award-winning designs have created thriving downtowns and historic districts as well as livable new communities and university campuses. His work has inspired urban revitalization, multimodal connectivity, sustainability, community inclusivity, and preservation of historic and neighborhood character.

IDA’s Urban Place Management Narrative Toolkit

For decades urban place management professionals have been waking up each day, determined to improve their cities, strategically fill vacant buildings, activate public spaces, and more. They have had great success, but, too often their work goes unnoticed by the general public. IDA’s toolkit provides a framework for communicating IDA members commitment to shaping dynamic city centers all around the world. It includes key messages and facts about the downtown management industry.

INTHEGLEBE.CA – A Digital Neighbourhood Experience

The Glebe Business Improvement Area was created to turn Ottawa’s oldest, most beloved neighborhood into the most forward-thinking location in the country. The first step? Give the local merchants a strong, unified digital presence within our own BIA website. After two years of live experimentation, intheglebe.ca’s most recent redesign was meant to improve user navigation and search, provide merchants and website administrators with more intuitive management, and improve the overall experience.

Engage and Grow Your Audience with Digital Marketing

The customer journey has transitioned to a mobile first, content driven, digital ecosystem. In this new digital landscape, it can be daunting to plan, execute, maintain and evaluate a digital marketing plan. This session brings together best practices to identify and engage your audience, amplify your reach, bring visibility to your businesses and drive foot traffic to your district. Learn simple tactics that can be implemented right away, even if you’re digitally challenged.

It Might be All About the Experiences, But Experiences Do Not Pay the Rent

Retail expert Michael Berne, President of MJB Consulting, lays out the fundamentals of experiential retail, its do’s and don’ts, how it works, and how experiences tie in to successful retail. Make sure your downtown retailers are employing the age old strategy of experiential retail in a way that helps boost their business.

The Orange Gnome Project

Although the urban forest is thriving in many ways, in the Wicker Park Bucktown Special Service Area #33, the region lost 7% of its trees in just 4 years to disease, pests and human carelessness. During the week of Arbor Day 2016, WPB SSA hung large tags with facts about the benefits provided by urban trees. The organization also wanted to do something that would give a nod to the quirky and artistic reputation of the neighborhoods.

Art of the State: Leveraging Local Culture and Creativity

This session will present a snapshot of case studies that engage makers, artists and other creatives in downtown promotions, placemaking and development projects. Great Downtowns of all sizes are identified by their cultural environment. We will explore how both large and small investments in arts and creativity can return dividends that multiply.

Consumer Trends and Patterns in Retail

This presentation shares examples of contemporary strategies in brick and mortar retail to boost appeal to consumers and create a more experience driven offering to entice consumers.

Downtown Cleveland Alliance 3-tiered Marketing Campaign

Downtown Cleveland Alliance accomplished the goal of creating economic impact for their community through a strategic and innovative three-tiered marketing campaign involving the development of print and digital advertising, the production of an annual video, and the creation of native advertising content.

Growlifornia Activation

Downtown Fresno was dealt a heavy blow when the San Francisco Giants announced they were pulling their Triple-A team from the city after 17 years. The Fresno Grizzlies and downtown Fresno decided to embrace their core traits and idiosyncrasies, celebrating the elements that made them unique, proclaiming the community a “Growlifornia Republic” – a rally cry for downtown.

Downtown Rideau Mural Boxes Art Exhibit Tour

Downtown Rideau Business Improvement Area (DRBIA), in partnership with the City of Ottawa, expanded an initiative initially designed by the city as a project to reduce graffiti removal maintenance costs on utility boxes by vinyl wrapping them in a transit motif design. The D.R.B.I.A took the initiative to an entirely different level by building on its brand as Ottawa’s Arts, Fashion & Theatre District and turning the utility boxes into original works of art.

Lower Manhattan Restaurant Video Series

Lower Manhattan’s food scene, from the restaurants that perennially grace the pages of a Michelin guide to hole-in-the-wall gems that only locals know of, has quietly been booming. While publications like the Associated Press and Bloomberg News have taken notice, the perception of the neighborhood as an after-hours ghost town lingers. To address that misconception and to increase awareness of the breadth of restaurants that call Lower Manhattan home, the Alliance created a monthly video series.

The MARTA Makeover Project

The Five Points MARTA Station Makeover project is an effort led by Central Atlanta Progress and the Atlanta Downtown Improvement District to evaluate, design, and execute creative placemaking enhancements for Atlanta’s south-central business district. Because Five Points station is often a person’s entry point into Downtown Atlanta, this project offers an array of tactics to improve the experience and foster positive emotional responses to this public space for range of population segments.

Hamilton NOSH

A week-long celebration of Hamilton’s culinary scene, NOSH, took place during National Small Business Week from October 17 to 23, 2016. The response by the culinary community was overwhelming, chiefly because of the massive embrace by traditional media and those on social media. NOSH produced more events than anticipated, generated a massive amount of positive exposure for the city, and drove sales to participating businesses.

Inside Downtown Delray Beach Video Series

The Delray Beach Downtown Development Authority (DDA) launched their “Inside Downtown Delray Beach Video Series” to highlight the unique attributes and authenticity of downtown. The business owners, residents and visitors, also known as the “faces behind the spaces,” were given an opportunity to express what they love most about downtown. Conveying vibrancy, activity friendliness, and walkability in the marketing and PR messaging was crucial to sustaining and growing Downtown Delray Beach.

First Wednesday Art Walk

For the past 13 years, Downtown Vision Inc. (DVI) has produced the First Wednesday Art Walk in the heart of Downtown Jacksonville. This innovative event acts as an economic development tool supporting downtown merchants and cultural entities while improving the vitality of downtown through the arts. With more than 10,000 people participating each month, Art Walk has grown into a treasured street festival, one that is constantly reimagined to mirror the diversity of Jacksonville.

The Best of Cape Town Central City 2018 guide

The Cape Town Central City Improvement District (CCID) began to look for ways to promote the many offerings that had become integral to the Central City and, in particular, to add value to the stakeholders that had invested in the CBD in “Eat”, “Stay”, “Play” “Shop” or “Visit” destinations. To fulfill this, “The Best of Cape Town Central City” guide was created in 2009, originally published in conjunction with the internationally reknown “Time Out” brand.

Get It In The Glebe – Awareness Marketing Campaign

Leading up to 2017, the Glebe neighborhood had seen significant changes to its product mix, including new retail, award-winning restaurants, increased events and programming, and the completion of the Lansdowne area featuring a park, recreational facilities and a stadium. The shift in the Glebe’s amenity and entertainment offerings created an opportunity for Glebe BIA to re-position the neighborhood as the place to visit while encouraging all to “Get it in the Glebe.”

Welcome to Rosslyn Video Strategy

Rosslyn has transformed from a 9-to-5 employment hub to a vibrant, mixed-use urban center. By June 2017, Rosslyn reached a critical point in its evolution, where the momentum of recent growth combined with the activation work of the Rosslyn BID created a fresh, energized vibe in the community. To create a way for stakeholders to feel what it is like to be in Rosslyn, the BID launched a comprehensive video strategy to take their brand story to the next level.

Brand Overhaul

For more than 60 years, the Downtown Denver Partnership has convened, collaborated and led a bold vision to build an economically powerful center city. The Downtown Denver Partnership has had the same logo, mission statement, manifesto and key messages that had been established over a decade ago. Shifting the organization’s positioning, identity and overall communications with our audiences was going to be a challenge both internally and externally, but we knew it had to be done.

Downtown Denver Rink at Skyline Park

The Downtown Denver Rink at Skyline Park is a nearly full-­?sized ice rink that sits downtown at the corner of 16th and Arapahoe St. and is open daily from Nov. 22, 2017 – Feb. 14, 2018. The rink is part of a series of strategic initiatives from the Downtown Denver Partnership that helps to create diverse and attractive programming and encourage a wide variety of cultural, leisure, entertainment and recreation in Downtown Denver’s parks and public spaces.

Year of Wisconsin Avenue

Milwaukee’s Wisconsin Avenue has long served as the State’s civic and cultural “Main Street.” In spite of a recent resurgence of private investment within 16 of the Avenue’s most prominent properties, the corridor lacked the pedestrian-level vibrancy that peer-cities exude. That is, until the summer of 2017. Milwaukee Downtown, BID #21 declared 2017 “The Year of Wisconsin Avenue,” with a series of public art and quality-of-life initiatives that reshaped the Avenue as the community living room.

Reimagining Girls’ Night Out

Oh man, Girls’ Night Out? Hasn’t that been done (to death)? Hold on a second, though. Downtown Somerville’s Girls’ Night Out is worth a look exactly because the concept is…well, maybe a little moth-eaten. If you can give an event enough of a makeover to change minds about what Girls’ Night Out is supposed to be, sell out the event a week in advance, and give skeptical businesses one of their most profitable nights of the year (at least 65 conversions on average), that’s worth talking about.

Fancy Animal Carnival

Five sculptures were installed in DowntownDC from May 4-Oct. 5, 2017. Each giant animal sculpture was adorned with Taiwanese symbols and motifs which created painted patterns that reflected folk culture and religion as well as the artist’s personal experiences and observations. The BID created an online walking tour of the animals, identifying each location via a map and designed an aesthetically- pleasing way to showcase the animals and offer details about each sculpture.

Shop for a Cause Day

The spirit of giving. Fabulous shopping. Making a difference. These are the hallmarks of Portland Downtown’s Shop for a Cause Day, a cherished community event that captures hearts while creating change. Shop for a Cause Day is designed to raise funds and awareness for local nonprofit organizations while, at the same time, showcasing our vibrant small-business community.

Madison Night Market

A late 2016 study of downtown retail, conducted by the City of Madison and the BID, entitled “Ensuring a Vibrant Downtown Retail Destination” encouraged retail pop-ups, shop-around promotions and specialty markets as strategies to support a healthy retail district. As a direct and immediate effort to undertake strategies recommended from the study, the BID hosted the 1st ever Madison Night Markets.

The Minneapolis Big Build

The Mpls Downtown Improvement District (DID) tracks their progress with a perception survey of downtown workers, residents, and visitors. In 2015 and 2016 surveys showed significant decreases in the perception of downtown Minneapolis cleanliness. The #1 reason was construction. Led by the DID, the team developed a POV about all the construction called “The Minneapolis Big Build.” The campaign kicked off with www.MplsBuild.com which communicated the details of the projects.

#IgoDowntown Music Video

The Louisville Downtown Partnership (LDP) hosted a launch party featuring the world premiere of the “#IgoDowntown” – a music video to promote the downtown brand, showcasing local musicians Jecorey “1200” Arthur, Laura Ellis, Gayle King, Love, Joy and Faith, Frankie Moody and Ben Sollee. The upbeat video, filmed on locations throughout the Downtown area, also includes special performances by CirqueLouis, Dance 360, The Louisville Leopards and Squallis Puppeteers.

Looking Ahead Video

Downtown Seattle is experiencing record growth and investment. It seems everywhere you look there are cranes. While most DSA members and stakeholders view this development as positive, there are those who remain frustrated with the impact on mobility. To focus attention on the future instead of the inconveniences the DSA Communications & Marketing team produced a video using renderings of major projects to paint a picture of the future, allowing people to see Seattle’s skyline post-construction.