Community Marketing: Building and

Sustaining a Presence

Community Marketing:

Building and Sustaining a Presence

Rachel DowneyGinny Simon Barbara Raphael

Getting People to Place

Branding, Placemaking & Wayfinding as Tools for Economic Growth

BRAND

A symbolic embodiment of all  the information connected to a  product, company or place, and  serves to create associations 

and expectations around it.

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.

WAYFINDING

Literally, helping people find  their way, through signage 

and other visual clues.

Three Case Studies

1 Small community

3Medium community

2Large community

Shaker Square

A Small Community Case Study

Shaker Square

Shaker Square

Shaker Square

Shaker Square

Night and Day

THEME

Shaker Square

Shaker Square

Shaker Square

Shaker Square

Shaker Square

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

Shaker Square

University Circle

A Large/Urban Community Case Study

University Circle

University Circle

University Circle

Find Yourself in the Circle

THEME

University Circle

University Circle

University Circle

University Circle

University Circle

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

University Circle

Gordon Square

A Medium Community Case Study

Gordon Square

Gordon Square

Gordon Square

Arts District

THEME

Gordon Square

Gordon Square

Gordon Square

Gordon Square

Gordon Square

Gordon Square

Downtown Lakewood

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

Gordon Square

Community Economic Development

Public Relations

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

Constituencies

• 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.

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 

Collegeville, PA

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!

Places That Matter!

The Main Street Program recommends two types of newsletters:

Targets consumers, encouraging them  to shop Main Street

• Coupons• Sales announcements

• Announcements of new personnel

• Events

1

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

Newsletters

• 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

Garner, NC

• 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

Social Media

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

Moving Forward with PR

Use media outreach to spread the news

• Grants, awards• Events• New Board members

• Volunteer recognition• New businesses

PR Content

• Local papers• Local/regional magazines

• Shoppers• Local cable networks• Radio• Area corporate/college newsletters where 

there is a connection

Media Outlets

Sustaining Community Development through the

InternetConnecting a Traditional Town

to the 21st Century

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

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Surveys may be returned to the volunteers or at the Registration

Desk in Ballroom A.

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