Branding Redevelopment Activities

Revitalizing Fresno’s

Economic Future

By David Martin dwmartin@gmail.com @davebillmarty

We Must Learn From the Mistakes

of the Past…

…So We Don’t Repeat Them!!

Integrated Marketing

Communications MapIntegrated Marketing Communications is the

coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.

Integrated MarketingCommunications Map at

the RDAH

igh

In

volv

em

ent

Lo

w

Invo

lve

men

tThinking (Rational)

Feeling (Emotional)

Development Projects

(Residential, Commercial, &

Industrial

Community Meetings

Formation of Business Merchant

Associations

Redevelopment Project Area Plan

Amendments

Branding Strategy

RDA’s Current Branding Strategy

• RDA has a Facebook page and a website www.fresnorda.com that lists our projects area descriptions, important documents, and maps

• There is no formal branding strategy to speak of• While RDA is a public entity, we can benefit from a

branding strategy to engage the public more effectively

RDA’s New Branding Strategy

Empower the Public to Realize THEY Can Revitalize their City, with Our Help

Engage the Public to Build Quality Projects in their Neighborhoods

Strengthen Communities and Bonds with Stakeholders

Build Credibility with Public and Among Partners Through Media, Internet, Mtg’s

Raise Awareness of Five Projects in Each Project Area

RDA’s Branding Portfolio

RDA’s Website

RDA’s Website

Strong Points• Federal building on

Home Page one of RDA’s prominent projects

• Allows people to think: “I didn’t know they built that.”

• Modern layout• Fairly user-friendly

Weak Points• Not updated very much• Very few pictures of

past, present, and future projects

• Documents on website very unorganized and should be renamed

• No staff biographiesRATING = 7 out of 10

RDA’s Facebook

Page

RDA’s Facebook Page

Strong Points• Great way for people to

follow the progress on our projects

• 346 friends• Nice pictures of past

projects• Diverse group of

followers on FB

Weak Points• Not updated enough (last

update was almost a month ago)

• Not enough pictures• No questions poised to

engage our followers• Just looks like RDA

“checked a box” with FBRATING = 7 out of 10

RDA’s Public Notice

Believe it or not, there’s five more pages of this riveting Public Notice!!

RDA’s Public Notice

Strong Points• All the facts of the

Implementation Plan are present on the public notice

Weak Points• You must read the

notice 3x to understand what it is

• If businesses advertised like this, they wouldn’t be in business

• It appears RDA is trying to hide something

RATING = 4 out of 10

The Fresno RDA has done a good job revitalizing their inner-city, but they need to do a better job advancing their brand.

You got anything in mind?

Yeah…Six concepts: We open on a scene in Fresno’s early history…

“I wonder how this dusty town will look in 100 years?”

Fresno Experienced Amazing Growth…

…Yet as Development Moved North,

Fresno’s Inner-City Became Neglected

Who Will Rescue this Damsel (Fresno) in (Economic) Distress?!

This Looks Like a Job for the Redevelopment Agency !!

The Redevelopment Agency: Revitalizing & Connecting Communities and Restoring

Hope for 50 Years

Pretty persuasive Draper…

That all sounds fine, but to continually deliver on those promises takes both innovation and courage. Does this group REALLY have what it takes?

I hope so, Roger. Fresno’s future depends on it…