1. ………… Presentation for CA Downtown Association - 2012 Annual Conference October 30, 2012 ………… Marketing that puts you on the map

2. ………… Branding Events for Locals Presented by The Placemaking Group: Dennis Erokan Miriam Schaffer www.placemakinggroup.com Marketing that puts you on the map

3. ………… Branding Blueprint www.placemakinggroup.com Marketing that puts you on the map

4. ………… 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. -Dave Dunn, Branding: The 6 Easy Steps www.placemakinggroup.com Marketing that puts you on the map

5. ………… Branding Blueprint: Brand Product: Your Event What does your event offer? How is it different from competitive events? www.placemakinggroup.com Marketing that puts you on the map

6. ………… Branding Blueprint: Brand Vision The big picture: What is your overall goal for your event for the next five years? www.placemakinggroup.com Marketing that puts you on the map

7. ………… Branding Blueprint: Target Audience Who do you need to talk to? What are their demographics? www.placemakinggroup.com Marketing that puts you on the map

8. ………… 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 Marketing that puts you on the map

9. ………… Branding Blueprint: Brand Promise What does your event promise to deliver? www.placemakinggroup.com Marketing that puts you on the map

10. ………… Branding Blueprint: Brand Association & Credentials Associations Partners Well known businesses Attractions and events www.placemakinggroup.com Marketing that puts you on the map

11. ………… 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 Marketing that puts you on the map

12. ………… 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 Marketing that puts you on the map

13. ………… How to Communicate Your Brand Website Traditional Publicity Social Media Advertising www.placemakinggroup.com Marketing that puts you on the map

14. ………… Website Visually appealing Up-to-Date Keywords Testimonials One More thing To Do www.placemakinggroup.com Marketing that puts you on the map

15. ………… Publicity Press Releases Media Outreach Put a face to the event www.placemakinggroup.com Marketing that puts you on the map

16. ………… Publicity Be a source for reporters: HARO (HelpAReporter.com) @helpareporter @ProfNet ReporterConnection.com www.placemakinggroup.com Marketing that puts you on the map

17. ………… Social Media Blogs Facebook Twitter Pinterest YouTube www.placemakinggroup.com Marketing that puts you on the map

18. ………… Facebook Connect with residents and visitors Build excitement about events Post videos to interest visitors Use “Insights” to measure results www.placemakinggroup.com Marketing that puts you on the map

19. ………… 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 Marketing that puts you on the map

20. ………… Twitter Post 3X/Day. Stay on message RT local business Tweets Use and monitor hashtags (#) and @ Use Twitpic Link to your blog www.placemakinggroup.com Marketing that puts you on the map

21. ………… Pinterest Promote your event on Pinterest Ask local businesses to like and repin. www.placemakinggroup.com Marketing that puts you on the map

22. ………… YouTube 2 nd largest search engine 4-billion+ Video views/Day 50% more likely to come up in searches www.placemakinggroup.com Marketing that puts you on the map

23. ………… Advertising Traditional media Online Businesses Other Events Facebook Ads www.placemakinggroup.com Marketing that puts you on the map

24. ………… The Placemaking Group derokan@placemakinggroup.com www.placemakinggroup.com Twitter: @Placemaking Facebook: facebook.com/placemakingPRweb www.placemakinggroup.com Marketing that puts you on the map