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Marketing that puts you on the map
Presentation for
CA Downtown Association - 2012 Annual
Conference
October 30, 2012
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Marketing that puts you on the
map
Branding Events for Locals
Presented by The Placemaking Group:
• Dennis Erokan
• Miriam Schaffer
www.placemakinggroup.com
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Marketing that puts you on the map
Branding Blueprint
www.placemakinggroup.com
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Marketing that puts you on the
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Branding
What is a brand?
Owning a single idea, concept or feeling in
the mind or heart of the customer. Sometimes
it’s just
a word. A phrase. A thought. An emotion. ..you
want
to own it in the mind of the customer. A brand
helps
differentiate you from the competition.
….
www.placemakinggroup.com
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Marketing that puts you on the
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Branding Blueprint:
Brand Product: Your Event
• What does your event
offer?
• How is it different from
competitive events?
www.placemakinggroup.com
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Marketing that puts you on the
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Branding Blueprint:
Brand Vision
The big picture: What is your overall goal for
your
event for the next five years?
www.placemakinggroup.com
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Marketing that puts you on the map
Branding Blueprint:
Target Audience
• Who do you need to talk to?
• What are their demographics?
www.placemakinggroup.com
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Marketing that puts you on the
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Branding Blueprint:
Logo and Tagline
• First build a name and personality for your
downtown
• Be sure of our downtown’s qualities and
character
www.placemakinggroup.com
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Marketing that puts you on the
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Branding Blueprint:
Brand Promise
What does your event promise to deliver?
www.placemakinggroup.com
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Marketing that puts you on the
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Branding Blueprint:
Brand Association & Credentials
•Associations
•Partners
•Well known businesses
•Attractions and events
www.placemakinggroup.com
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Marketing that puts you on the
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Branding Blueprint:
Brand Message
What is the single most important
thought you want people to
remember about your event and
your downtown?
www.placemakinggroup.com
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Marketing that puts you on the
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Branding Blueprint:
Brand Message: Fairfield Candy Festival
The only candy festival of its kind in the
U.S.A., located at the Jelly Belly
Candy Co., with treats and
fun for the entire family.
www.placemakinggroup.com
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Marketing that puts you on the map
How to Communicate Your Brand
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Website
Traditional Publicity
Social Media
Advertising
www.placemakinggroup.com
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Marketing that puts you on the
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Website
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Visually appealing
Up-to-Date
Keywords
Testimonials
One More thing To Do
www.placemakinggroup.com
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Marketing that puts you on the map
Publicity
• Press Releases
• Media Outreach
• Put a face to the event
www.placemakinggroup.com
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Marketing that puts you on the map
Publicity
Be a source for reporters:
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HARO (HelpAReporter.com)
@helpareporter
@ProfNet
ReporterConnection.com
www.placemakinggroup.com
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Marketing that puts you on the
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Social Media
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Blogs
Facebook
Twitter
Pinterest
YouTube
www.placemakinggroup.com
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Marketing that puts you on the
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Facebook
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Connect with residents and visitors
Build excitement about events
Post videos to interest visitors
Use “Insights” to measure results
www.placemakinggroup.com
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Marketing that puts you on the
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Facebook
• Update at least 5X/week
• “Like” FB pages of local businesses and
target audience
• Embed the “like” button in your emails
www.placemakinggroup.com
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Marketing that puts you on the
map
Twitter
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Post 3X/Day. Stay on message
RT local business Tweets
Use and monitor hashtags (#) and @
Use Twitpic
Link to your blog
www.placemakinggroup.com
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Marketing that puts you on the
map
Pinterest
• Promote your event on Pinterest
• Ask local businesses to
like and repin.
www.placemakinggroup.com
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Marketing that puts you on the
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YouTube
• 2nd largest search engine
• 4-billion+ Video views/Day
• 50% more likely to come up in
searches
www.placemakinggroup.com
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Marketing that puts you on the map
Advertising
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Traditional media
Online
Businesses
Other Events
Facebook Ads
www.placemakinggroup.com
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Marketing that puts you on the
map
The Placemaking Group
derokan@placemakinggroup.com
www.placemakinggroup.com
Twitter: @Placemaking
Facebook:
facebook.com/placemakingPRweb
www.placemakinggroup.com