By Laura Coyle
Another outstanding networking and luncheon event was held in May at the Manatee Community Foundation featuring a panel of experts who presented “The Power of Place Branding.” Place branding is a relatively new classification of branding that is based on and informed by a specific location. Jennifer Abbott of the Manatee Community Foundation moderated the panel discussion featuring experts Johnette Isham from Realize Bradenton; Elma Felix, a planner working on the Sarasota County Comprehensive Plan; and Carrie Price, Village of the Arts.
The discussion centered around the re-branding of downtown Bradenton through an extensive planning, research and public engagement process, a collaborative effort led by Realize Bradenton and the City of Bradenton. The Riverwalk in Bradenton and Village of the Arts were two place branding successes that were addressed by the panel. They shared their best practices as well as lessons learned – from planning and implementation, to experiencing a complete neighborhood revision as a resident. They were able to provide in-depth background and specific details for place branding success. The key takeaways from the event were:
- Consider the community as experts on the area – not designers, planners, or leaders. Realize Bradenton engaged the community through mail, online surveys and events, and welcomed opinions and perceptions about where they were and where they wanted to be.
- Find partners. Local organizations, churches, associations, and others helped to reach the target audiences needed to join the conversation. The planning team connected with partners who committed to building relations that would advance the projects.
- Have a vision. The Riverwalk was envisioned as a world-class destination park that would accelerate economic development and enhance neighborhood connectivity. The vision in place for the Village of the Arts was to provide a safe cultural experience that attracted patrons of fine art as well as artists, in an accepting and welcoming environment. All efforts were aligned to the vision.
- Money is not the issue. Community ideas positioned the community as a desirable place to live, work, play and contribute, and engagement came from connecting people in public spaces to enjoy arts, culture, heritage and food. Participation moved the project forward.
- You are never finished. Your brand and messaging need to remain consistent to ensure positive momentum and trust. Plan to keep your partners engaged and continue to build and maintain relationships, always staying true to your vision.
For a copy of Realize Bradenton’s Creating Together: Principles of Placemaking in Action, click here.
CWC-FPRA is committed to providing effective tools for professional development in order to help PR and communications professionals advance their careers and stay up to date on industry trends. We hope you will join us at our next event!
