Tag Archives: Public Relations

Margate Strategic Planning, Marketing, Branding & Public Relations

Agency

Margate Community Redevelopment Agency

Services Provided

Strategic Plan
Branding
Marketing
Business Attraction
Public Relations
Special Events

Performance Period

2014-2017

Margate Strategic Planning, Marketing, Branding & Public Relations

Issue

The City of Margate, known to most as simply a “bedroom community”, lacked a defined image which made it difficult to attract business to the city or to connect the community in a meaningful way. In addition to the lack of a clearly defined identity, brand and message, there was no strategy or strategic plan for marketing the City’s assets and opportunities. Margate did have innate assets however and a sense of community pride and cohesiveness. Without defining what makes a city unique, it can easily become invisible in a world of cities. The City of Margate Community Redevelopment Agency (MCRA) hired RMA to create and implement a comprehensive plan and campaign that would produce an identity and brand that was representative of the entire City.

Strategy

RMA had already worked with the City on a visionary downtown master plan that was adopted and being implemented. With the goals of establishing an identity, job creation, advancing the economic well-being of the community, and generating a better quality of life for all residents; RMA performed an economic analysis to better define the existing conditions and drivers that made the city unique. Then RMA drafted a strategic marketing plan that focused on the city’s potential, enhancing a positive community image among local and regional residents, and spurring visitor and developer interest in the city as a whole. The MCRA and RMA identified and engaged stakeholders in the process and achieved consensus on major elements.

Outcome

  • A logo and tagline were adopted that illustrate the community pride and underlying themes that residents feel about the City of Margate.
  • A Brand Standards Manual was adopted to inspire and outline the brand and define the photographic style and primary message.
  • The new brand and message was featured on Miami’s Channel 10 News as a major headline in a story about south Florida city brands.
  • A brand launch event entitled “Celebrate Margate” was held to unveil the new logo, engage the community and build excitement about the future of Margate and was attended by thousands of residents and visitors. Additionally, a seasonal event, Margate under the Moon, was launched and draws approximately 5000 people monthly to the future downtown site giving residents and visitors a “taste” of what the future holds in the new downtown.
  • A comprehensive marketing promotional package was developed showcasing the visionary master plan and promoting the newly uncovered uniqueness of the area.
  • The comprehensive strategy included not only outreach to the development community and a business-centric social media strategy, but also a focus on visually creating a sense of place through the installation of branded light pole banners and development of business building seminars and special events.
  • The Margate CRA Annual Report won the 2016 Roy F. Kenzie Award for Best Annual Report and a 2017 Florida Redevelopment Association Best Promotion in a Redevelopment Area award for the Margate Under the Moon event.
  • RMA’s efforts firmly established Margate as a City engaged in the development of its existing and future assets. The social media campaign had a 2,142% increase in fans in a four month period, showcasing the interest in the City of Margate since the inception of the comprehensive branding campaign.

Pompano Beach Grand Re-Opening Event

Agency

Pompano Beach Community Redevelopment Agency

Services Provided

Business Attraction & Marketing
Government Management
Grand Opening Events

Address

100 West Atlantic Blvd.
4th Floor
Pompano Beach, FL 33060

Performance Period

2011-2013

Pompano Beach Grand Re-Opening Event, Public Relations & Communications Campaign, Brand Strategy | Harbor Village Shoppes and Public Beach Renovation

Issue

The City of Pompano Beach had not invested in its own public realm (streets, roads or beach area) in decades. Ultimately, the CRA issued a bond and, over an 18-month period, initiated a major $12 million beach and dune renovation on the barrier island and extensive streetscape improvements along Atlantic Boulevard, a major east/west highway connecting I-95 to the beach. At the same time, Harbor Village, a blighted strip center with tired retail and restaurant bays fronting the street, was undergoing a multi-store façade renovation with over $2 million in improvements. Atlantic Boulevard and the related businesses were the entryway to the beach area, and the incredible improvements had a serious impact on upgrading the City’s image. However, the residents and business owners had grown weary of rerouted and slow traffic patterns and tried to avoid the area at all costs. Everyone seemed to be talking about the improvements on Atlantic Boulevard and to the new beach area, but many had only seen it in pictures or read about all the new features through the media. A huge celebration was needed to introduce the community back to the newly redeveloped Harbor Village Shoppes and the stunning new oceanfront and beach promenade. The RMA marketing team developed and executed a comprehensive event plan that would showcase the CRA’s investment, as well as the additional $2 million of private sector investment.

Strategy

The strategy included two ribbon cutting ceremonies, one in the newly branded “East Village” area, and one at the beautifully renovated beach. A robust promotional campaign to showcase the completion of the redevelopment projects was needed to reposition the City and its new public assets, and promote the extensive high-quality improvements. The site plan for the event was specifically designed so that event attendees would walk the entire length of the project enjoying live music and community art projects. Of importance was accentuating the key public improvements including an amazing interactive water feature, a beautifully landscaped green space – the “Great Lawn”, outdoor workout facilities, and the new 17’ wide oceanfront/beach promenade. RMA positioned the opening as a family friendly celebration and promoted the event and the redevelopment through multiple media channels (print, television, radio, social media, etc.) as part of an integrated, holistic communications plan.

Outcome

  • With over 10,000 event attendees, Pompano Beach instantly became recognized as a place to be for quality beach and outdoor activities.
  • Many vendors reported that the event generated one of their best revenue occasions of the year.
  • All local businesses reported a significant increase in sales/ revenue since the event and campaign.
  • Art Hall on the Beach, an event within the event, featured 14 artists who participated in CRA events in another part of the City, creating connectivity between the East and Northwest CRA areas.
  • The event attracted Pompano Beach residents, as well as regional residents and tourists, to the newly redeveloped areas. The monetary investment from the CRA/City to Pompano Beach businesses decreased the leakage of entertainment dollars leaving the City.
  • CRA and City events held after the grand re-opening celebration and campaign have seen an increase in attendance.