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Redevelopment Agencies should consider adopting a branding strategy to engage the public.
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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…
