Summary: The power of the creative economy is a significant force in economic development. Not only is the creative economy important in terms of bringing jobs and resources to a community but the power of the creative economy can be brought to bear on the sustainability of the community. This panel will address the power of marketing and public relations as it relates to communities and their ability to market themselves purposefully, profitably, and creatively to residents and businesses.

Moderator: Ginny Simon – President, Project Marketing

Speakers: Rachel Downey – Principal and Founder, Studio Graphique / Barbara Raphael – President, Raphael Webscapes, LLC

Rachel Downey

started Studio Graphique 12 years ago. Her company is helping people understanding branding, wayfinding, and placemaking.

What are these?

Branding is a symbolic embodiment of all the information conected to a product, company or palces, and serves to create assocations and expectations

Placemaking is the effort and results of the community of people coming together to build a destination for sharing, communication and enjoying each other and their environment

Wayfinding is literally, helping people find their way, through signaage and other visual clues – public landmarks, arts, etc

Case Studies:
(for a small community, medium community, and large community all based in Cleveland, OH)

1. Small Community – Shaker Square

Shaker Square is the oldest planned shopping center in the country founded by 2 brothers, completed in 1920, has a rich history. This history has created an emotional attachment to the community; people are concerned about the future of it. New owners took over in 2004 because the community was failing. Retailers were not doing well, there was a 35% vacancy rate. There were many perceptions about the community (such as not enough parking) that hindered it.

Shaker Square is a true town square. It is surrounded by a very diverse neighborhood, socio-economic. between affluent and not-so-affluent. some were catering to one side more than the other. only high-end retailers. so they wanted to appeal to everybody, they re-branded.

New theme: “Shaker Square: Night and Day” – Studio Graphique created new identity for the community.

The challenge was to create a contemporary element. They added more color; pedestrian kiosks, outdoor tables, etc.

Economic Impact: Immense. It has become a hot spot in the area. A travel destination, too. There’s now 65-95% occupancy: 10 restaurants, a theater, grocery stores, drug store, and creative business community (architects & designers) is thriving. In fact, Studio Graphique is located there.

2. Large Community – University Circle

University Circle is a few miles from downtown Cleveland and is 1 square mile in radius. People were afraid to come in because they would get lost. In all of Cleveland it is the densest square mile – there is an art museum, orchestra, many cutural events, the Cleveland clinic, and University Hospital. The fact is people needed to come here and often got frustrated. The goal was to help people so they didn’t get lost or feared going there.

New theme: “Find Yourself in the Circle” – Studio Graphique created a new identity and wayfinding program. Nnot only so you don’t feel lost, but also find yourself – opportunties to expand your knowledge!

Other initiatives include: “Greater Circle Living” incentives to live near work – which included tax breaks & incentives for people.

It took a lot of funding to make it a premier destination including building a Visitors Center. But now there are lots of reasons to come to the circle.

By using a website it “sells” the circle, promotes the brand, help people understand it.

Economic Impact: 1000 new homes, 10,000 new jobs, new hotel, new retail, public transportation, and green spaces.

3. Medium Community: Gordon Square (close to lake erie)

History: neighborhood was struggling, not a lot going for it, except the theaters. So the theaters brought in 3 non-profits that had a common goal of wanting to change the neighborhood. They wanted to create a desireable neighborhood, attract and retain workforce, and offer programs for economic growth. Funding came from theaters, business community, and the city.

New theme: “Gordon Square Arts District”

They hired an artist to design an identity and concept which included turning the environment into art: planters, kiosks, trashcans, sidewalks, etc. Everything all has opportunity to be art. They also brought in a variety of independent business owners to set up shop. Now people are proud of their community. It took about 5 years, just cut ribbon last week.

Economic impact: ($20 million capital created $30 million in revitalization), leveraging half a billion in economic development

Ginny Simon

Public Relations for Project Marketing

Case Study:
Collegville, PA – “Main Street Program”. Project Marketing developed website, newsletter, media list, press releases, and a celebration event. They invited and included local politicians, government reps, businesses, local colleges, residents, and press.

Ginny says, “Letting people know what you are doing is vital.” They can rally around it so you can get funding. It’s hard when you haven’t established credibility, though. Getting press helped with that effort. It also attracted a lot of volunteers. Volunteers are key to growth.

Get interactive! “Places that Matter!” – a photo contest where the community couple submit photos to win a digital camera. This got the word out in the press.

Methods:

• Newsletters are good – target consumers, ecouraging them to to shop Main Street (new openings, ribbon cuttings, coupons, sales anouncments, events “First Friday”, etc)

• PR Content – use media outreach to spread the news – grants/awards, events, new board members, volunteer recognition, new business.

• Use Media Outlets – local papers, mags, shoppers, cable, radio, corporations, colleges. Note: know HOW people want the content (paper, email, etc.)

• Social Media – Facebook, LinkedIn, Twitter, YouTube – important to have & monitor & give it time (Become fan of others and see what they are doing)

• Get lists! Use the lists (via newsletters)

Barbara Raphael

Challenge: Connecting a traditional town to 21st century. How do keep people coming to your town when there is a lot of development going on around you. How do you continue to be vital to the community?

Case Study:
Haddonfield, NJ

The internet is crucial. Raphael Webscapes, LLC developed three new websites: haddonfieldnj.com (for town info), shophaddonfieldnj.com (retail site), and haddonfieldprofessionals.org (for town professionals). They also developed new logo & branding.

Other methods for community marketing and community building:

• Use Social Media (bulletin boards, Facebook fan pages, and sometimes Twitter)
• Offer gift certificates and incentives (coupons) to the community via the website
• Newsletters so people can sign up for more info
• Professional website offers micro-sites/profiles for community businesses and professionals