Community Character Development, Urban Placemaking, Urban Land Institute ULI, McBride Consulting Innovations Real Estate Development

1© 2003 McBride Consulting

ESTABLISHED 2013


PURPOSE

CHALLENGES & GOALS

COMMUNITY CHARACTER AND BRAND DEVELOPMENT PROCESS

PHASES

RESEARCH & DISCOVERY

OPPORTUNITY & IDEATION

GUIDELINES FOR A UNIQUE VISION

PRESENTATION OF BRAND TO STAKEHOLDERS

BRING THE VISION INTO REALITY

PHASE I RESEARCH QUOTE

RESEARCH DELIVERABLES

RESEARCH METHODOLOGY

FUTURE PHASES SUMMARY

TEAM

TABLE OF CONTENTS

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McBride Consulting recommends a 5 Phase process to create and implement a cohesive identity for Superior Town Center. The

McBride Consulting team intends to deliver the entire scope of work outlined. Each phase of the project will be quoted in advance

for client approval. An estimate for the completion of Phase 1 is included for client review. Upon approval, we will begin work on

the most foundational aspect of community character development - research and discovery.

Superior Town Center Community Character & Brand Development

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The purpose of this project is to give Superior Town Center unique meaning, value, and character. A memorable, distinctive,

ownable, and identifiable place will be created through the visioning process outlined herein. A unique offering must be clearly

defined and delivered to attract the desired residents and visitors who will bring the town to life.

© 2003 McBride Consulting


The Superior Town Center Planned Development poses some distinctive challenges to the community’s planners, designers, and developers.

CHALLENGES & GOALS

THE CHALLENGE THE GOAL

UNDEFINED IDENTITYSuperior Town Center currently lacks a cohesive identity. A town with an unclear

vision is difficult to differentiate or remember.

IDENTIFY STC’S POTENTIAL RESIDENTS & VISITORSWho will live here and what amenities will help them recognize STC as their

community? How can we create an environment that will drive strong demand from

home buyers and visitors?

TRANSLATE THE TOWN’S VISION INTO REALITYA poorly communicated vision is equally as dangerous as no vision at all. With

many stakeholders, vendors, and decision makers it is easy for a weak brand to

become diluted.

Describe the identity of Superior Town Center in all aspects. Identify the compelling,

authentic, and differentiating promise of this development. Establish the town’s intended

vision as inspiration to marketers, architects, landscape designers, leasing agents, and

others tasked with delivering the desired community experience.

Identify the ideal residents and visitors. Know the prospective resident’s requirements for

a “dream town.” Understand the nature of amenities desired by intended home buyers,

business people, and visitors alike.

Serve as brand managers and champions for the town’s vision. Keep the identity alive and

well defined in the minds of the town’s creators. Interpret the town’s story through every

customer touchpoint from the design of marketing collateral to the selection of plants for the

plaza. Ensure a consistent delivery of the town’s unique value through every aspect of the

development.


CHALLENGES & GOALS (CONT.)

THE CHALLENGE THE GOAL

ATTRACT THE BEST BUILDERS, COMMERCIAL VENDORS AND TENANTS

STAKEHOLDER APPROVAL OF FINAL DEVELOPMENT PLANFinal Development Plans for all uses and activities must be approved by the

following community members:

Town Board (Including the Mayor), Planning Commission, Open Space Advisory

Committee (OSAK), Park, Recreation, Open Space and Trails Advisory Committee

(PROSTAC), and the Recycling Conservation Advisory Committee (RCAC).

Create a town so well marketed that it becomes an irresistible opportunity for builders,

vendors, and buyers. A perception of competitive edge must be created to encourage the

residential builder’s sense that this project is in demand. In essence, we need a narrative so

powerful that it seems this town will ‘sell itself.’ Drive an atmosphere of competition amongst

the potential developers to be awarded the build contract. A well marketed town will attract

top tier builders thereby creating a competitive biding process.

Elicit support from all stakeholders by recognizing the needs and concerns of existing

community members and facilitating communications during the review and approval

process.


Branding and experiential design have the capacity to raise a development above a technical and functional level by creating emotional value for the customer. Creating such a sense of space is a manageable process, an art form called branding. The right community character adds intangible value to the development on which today’s clientele is willing to spend a significant amount of their income to become a part of such a community. The branding process will tell the story of the place, one that is meaningful to the target audience, and unique to Superior Town Center. We recommend the following 5 Phase plan to produce a town identity so aligned that it proves irresistible to the preferred buyers, visitors, business leaders, and builders.

PHASE OVERVIEW

RESEARCH & DISCOVERY

OPPORTUNITY & IDEATION

GUIDELINES FOR A UNIQUE VISION

PRESENTATION OF BRAND TO

STAKEHOLDERS

BRING THE VISION INTO REALITY

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PHASE 1. RESEARCH & DISCOVERY Who are we designing this community for? In Phase 1 we will identify and profile the ideal residents and visitors. We will come to know the prospective resident’s

requirements for a “dream town” including the nature of amenities desired by home buyers and visitors. The research and comparative analysis completed in this Phase

is crucial to the long term success of the development. This knowledge will act as the foundation upon which we build the community’s character.

PHASE 2. OPPORTUNITY & IDEATION Using the information collected from Phase 1 research, we will extract several possible stories that are unique to the development and could attract the desired clientele.

PHASE 3. GUIDELINES FOR A UNIQUE VISIONThis process generates a single script marked by key brand attributes. These brand guidelines or core values will be drawn upon by marketers, architects, landscape

designers, leasing agents, and others tasked with delivering the desired environment. The guidelines are intended to help the team understand the brand and their role

in delivering the desired experience. These core values will serve as parameters to assist the development’s creators in making decisions that are best suited to the

town’s identity.

PHASE 4. PRESENTATION OF BRAND TO STAKEHOLDERS This phase delivers the town’s identity and promise – This is who we are.

Once a story is defined, we will demonstrate ways to “tell” the story at every customer touchpoint. At the culmination of this phase McBride Consulting will deliver the

town’s unique story to the stakeholders in a presentation and report. This Phase will provide examples of how the brand will be expressed in functional elements of

the development.

PHASE 5. BRING THE VISION INTO REALITY To keep the core story alive, MC team members will stay involved in operational conversations throughout the development process and continue to implement the

brand system and maintain the integrity of the core message. Here we will help carry the story on to amenities to human interactions, ensuring that the core story

reaches its designated customer. This work will align landscaping, architecture, operations, customer interaction, entertainment, and services to provide a cohesive

brand experience.

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PHASE I - RESEARCH & DISCOVERY STRATEGY

“A place meant to be all things to all people rarely means anything to the people who really matter.”


PHASE I - RESEARCH AND DISCOVERY

THE DELIVERABLES

PROSPECT PROFILES A report defining the ideal clientele using the primary prospect profiles identified. Including but not limited to psychographics,

demographics, media consumption, habits, lifestyle, values, industries of employment, commute distances, etc.

REVIEWS OF COMPARATIVE PROJECTS Audit report of comparable projects and developments, including reviews by respective target audiences. Who are your

competitors? Specifically, who else does your customer consider when shopping for a home or place of entertainment?

FUNCTIONAL DESIRES OF CLIENTELE Inventory list of minimum requirements to incorporate into the development to meet the “desirable town” standards of each

consumer segment.

Also include a more extensive inventory list of “dream town” suggested inclusions by the prospective clientele.

Recommendations for major facilities (retail, residential, commercial, and recreational), and amenities to at least meet the

expectations of key audiences.

General Recommendations for activity, event, business, and service offerings.


INTEREST LIST FOR FUTURE INTERVIEWS We will begin to curate an interest list gathered from research activities. Interest list will include a group of possible buyers who

have opted in to participate in future conversations on the development and residential units.

PRESENTATION OF PROSPECT BUYERS A presentation will be designed, created, and presented to the internal STC Team to inform them of the research results. The deck

slides will be in digital format as well as a print ready form ease of distribution.

THE DELIVERABLES

PHASE I - RESEARCH AND DISCOVERY (CONT.)


PHASE I - RESEARCH METHODOLOGY

Research will be conducted to determine the desires of the target prospects. CONSUMER BASED DATA

Data will be collected on both a primary (first-hand) and secondary (data previously collected by another researcher) basis.

Secondary data on consumer behavior will serve to give insights into buyer’s latent desires.

GEOGRAPHIC BASED DATAResearch will be focused on existing locations deemed to be comparable with the STC development vision such as the Cherry

Creek and Lower Downtown (LODO) areas of Denver. Other similar locations in the Denver/Boulder region will be identified as key

benchmarks and data sources to utilize and reference.

APPLY THE RESEARCH

This research and ideation will result in an actionable story with clearly delineated aspects deemed as high priority for inclusion in

the target customer’s “dream town.” Experiential environments must be an extension of traditional technical and functional benefits

of a planned development. All functional elements must be of sound or superior quality to justify community character as a value

that tops interchangeable products and services.


PHASE I - RESEARCH ACTIVITIES

INDUSTRY COMPARISON DIVE - SECONDARY Analyze industry reports and studies to gain a deep understanding of the market and currently identified consumer profiles.

4 SITE VISITS - PRIMARY Make trips to the development site and 3 establishments that current and expected clientele frequent.

QUESTIONNAIRE - PRIMARY

INTERVIEWS - PRIMARY Interview up to 25 current and expected target buyers, as well as industry experts/opinion leaders. Interviewees will also complete a questionnaire.

Create an exploratory questionnaire with the objective of defining the profiles of the top buying personas (demographics and psychographics)

Identify lists of potential buyers

Distribute questionnaire


PHASE I - RESEARCH ACTIVITIES (CONT.)

TESTING OF THE NAME There’s no question that a great name is the keystone for a great brand identity. A name is a handle from which all the attributes of the brand will ultimately hang. We plan to acquire feedback regarding the sense of place and imagery created in the minds of clientele when they hear the name Superior Town Center.

ANALYSIS Collected data will be analyzed to identify insights including, but not limited to: Correlations, predictive model(s), trends, and descriptive statistics to help inform buyer profiles and overall brand strategy for STC.

REPORTING AND PRESENTATION

At the completion of Phase 1 McBride Consulting

team members will create reports and review

their findings in a meeting with the STC internal

stakeholders.


Each Phase of community character development will be quoted in advance for client approval. Any

additions to scope after commencement of work will be estimated and subject to client approval. All

billing will be on actual time and materials, however, quotes are generated on a not-to-exceed number

of hours. If, for any reason, the MC team is regularly (and excessively) exceeding the quoted hours,

we reserve the right to open the discussion to revise a quote for client approval on the upcoming

billing period of work.

CONSIDERATIONS ON QUOTES


PHASE 2. OPPORTUNITY & IDEATION

“Simplicity is usually the result of much complex thinking.” – Jason Fox

WHAT WILL SUPERIOR TOWN CENTER COME TO REPRESENT? Often there are several possibilities for stories and angels of stories to select. At this

stage we will provide recommendations for the brand identity of the development

and receive feedback from the project’s stakeholders. The development of sample

messaging, brand voice copy, and imagery will assist in this process.

FUTURE PHASES OF COMMUNITY CHARACTER DEVELOPMENT


FUTURE PHASE SUMMARY (CONT.)

PHASE 3. GUIDELINES FOR A UNIQUE VISION

GUIDELINES FOR STC DEVELOPMENT TEAM This phase extracts a single script unique to the development. The core

message is distilled by identifying the brand’s key attributes. Our findings

will be reduced to ten evocative words used to translate the brand strategy

into a brand identity. These brand guidelines or core values will be drawn

upon by marketers, architects, landscape designers, leasing agents, and

others tasked with delivering the desired environment. The guidelines are

intended to help the team understand the brand and their role in delivering the

desired experience. These core values will serve as parameters to assist the

development’s creators in making decisions that are best suited to the town’s

identity.


PHASE 4. PRESENTATION OF BRAND TO STAKEHOLDERS

“How your story is communicated internally is just as important as how it will be

communicated to your customers.”

THIS IS WHO WE ARE

When someone thinks of STC what ideas will come to mind? This phase delivers the town’s

identity and promise – This is who we are. At the conclusion of Phase 4 McBride Consulting

will present the prospect profiles and town’s core story to all STC stakeholders (internal and

external). This presentation will be incorporated into the proposals for potential landmark

tenants, prospective residential builders, and the public. The presentation will provide examples

of how the brand will be expressed visually, with taglines, in copy, and into the world.

VERBAL

Clearly articulated and truthful sales messages that demonstrate why you’re different and better.

Name, descriptors, headlines, taglines

Brand Voice Samples



PHASE 4. PRESENTATION OF BRAND TO STAKEHOLDERS (CONT.)

VISUAL EXPRESSION OF THE STC STORY

Brand Imagery and iconography

Town Seal/ logo development and delivery

Logo, color, font, style of layouts and imagery

Letterhead, business cards, folders, proposal covers, etc.

Explore ideas around color stories, photography/illustration style, business card materials and shapes, brochure textures,etc.

DIGITAL

Website, motion media, city and perspective feedback loop, branded email templates, town specific app, etc.



PHASE 5. BRING THE VISION INTO REALITY

OUR COMMITMENT

McBride Consulting will serve as a voice for the brand while facilitating the interactions of the various

vendors tasked with delivering STC product and collateral.

Our team will source, interview, and present topical experts for approval by the STC team as needed. Not

limited to: graphic designers, creative, copywriters, developers, media buyers, artists, etc. This type of

implementation framework will ensure the story is applied to all customer touchpoints from amenities, to

services, to an united theme of the town. Phase 5 marks the ongoing delivery of all technical and functional elements of the development.

EVENTSSample Annual Events Calendar

Arts and cultural programming play an important role in providing opportunities for participation in

community life through festivals, events, performances, classes, and workshops. A sample calendar will

be created wherein we will suggest the nature of events as well as the best dates available to acquire the

highest attendance. We will take into consideration competing local events currently attended by the target

clientele and highlight opportunities for exclusivity.



PHASE 5. BRING THE VISION INTO REALITY (CONT.)

AMENITITES & SIGNAGE

Street Naming Guidelines and Suggested Street Names

Signage Colors and design

Project amenities design recommendations to include but not limited to:

Landscaping inspiration and plant suggestions

Bike rack style

Lighting type

Water features

Trash receptacles / Recycling / Etc



ALAINA MCBRIDE RACHEL MIMKEN

MARK MILLER JESSICA GRABARZ

Brand Strategist, Marketing Consultant, and Project Manager

Alaina has a well rounded marketing background with agency work

spanning: event marketing, sponsorship development, SEO, SEM,

social media integration, public relations, Internet marketing, and the

development of strategic alliances. With a background in residential

real estate lending, sales, and property management, she loves helping

people define and find their home. When she’s not working, you’ll find

Alaina halfway up a mountain or anywhere with horses. Ms. McBride

recently made Boulder, Colorado her new home.

Market Research Consultant Rachel’s skills and expertise range from research and analytics

to graphic design. Ms. Mimken brings a well-rounded, informed

perspective to all levels of problem solving. Coming from a background

in advertising, Rachel currently holds an MBA in marketing with a focus

on brand strategy, marketing research, and entrepreneurship. She has

worked with a diverse set of clients from technology and natural food

start-ups to global companies such as CBRE to grow their business by

focusing their resources with actionable research insights around their

customers, markets, products/services, and internal teams. Rachel

currently resides in Denver, Colorado where she enjoys hitting the ski

trails and sampling the endless supply of top-notch craft beer.

Creative Director

Mark is a master at using clean design and imagery to express complex

concepts. He has had the opportunity to work with clients such as

Apple, Sony, Houghton Mifflin, United Airlines, and Samsung during his

12 years of agency experience. Mark currently works independently with

Alaina McBride and a small team to deliver engaging client projects from

logos to marketing collateral to websites, and anything design related in

between. In his spare time he shares a passion for the ocean with his 5

year old son, Aiden, who is learning to surf.

Consumer Marketing Specialist Jessica Grabarz is a seasoned brand, and consumer marketing strategist. Ms.

Grabarz has launched an array of consumer brands and products including

Evergirl, the first product-based property for Nickelodeon, The Pacific, John

Adams, and The Alzheimer’s Projectfor HBO, as well expanded the retail

program for the Mary-Kate and Ashley Olsen line. She created and produced

integrated multi-media consumer marketing campaigns for films, miniseries,

and documentary films, as well as negotiated strategic licensing programs

for properties such as The Sopranos Limited Edition CAO cigars. Jessica

has been recognized for Marketing Excellence through awards from the Gold

Mark for Experiential Marketing in Partnership with Outside Organizations to

the Silver Lion Award for Best Use of Live Events/Celebrity Endorsement.

Jessica is an outdoor enthusiast, film and history aficionado who lives in

Denver, Colorado.

THE TEAM


THE COMBINED EXPERIENCE OF OUR TEAM HAS PRODUCED WORK FOR THE FOLLOWING BRANDS:

THANK YOU FOR YOUR TIME

For inquiries, please contact Alaina McBride @ 805 . 706 . 0773 | www.alainamcbride.com