IMAGE & BRAND Successful implementation of the Plan strategies and projects will require intentionally addressing the image and brand of east Sunrise in order to accelerate progress and change the way people feel about the place. Through the redevelopment and revitalization planning process, several initial steps of brand development and marketing strategy were begun. However, additional steps need to be taken to create a brand promise, and business and consumer attraction marketing plan and campaign.
To assist with future implementation, the following objectives and strategies were developed: Image and brand tend to define people and describe a city or particular neighborhood/district based on certain assets and attributes (or lack of). Once a city or district has undergone a branding and visioning process, it’s important to convey that message and reinforce the brand. Everything from signage, print materials, city logo, tag lines, color schemes, design guidelines, regulatory guidelines, retail storefronts, building heights and connections, perception of safety, decorum at city council meetings, and even types of landscaping materials all contribute to the image of a city or a particular area. The constant reminder of “WHO” the city or neighborhood is should be part of everyday discussion inside city hall. NEXT STEPS 1. Create a branding campaign (see “City Branding Guide” in the appendix for action steps). 2. Create community identity (brand) through architecture, furnishings and other improvements. 3. Create regularly occurring signature events for communities to connect and celebrate, building community pride and supporting the city brand. 4. Hold “Banker/Broker” Events – this program is designed to engage both the banking and brokerage industries in the redevelopment process. The Neighborhood Ambassadors can assist with the event. Information about what the City is doing to attract business and promote housing opportunities and development is provided during a fun and entertaining event. Tours can be arranged to tour the attendees around key sites to inform them of what’s going on in the City. Collecting a data base of contacts begins the process of ongoing communication and outreach and results in word spreading about the redevelopment efforts underway. 5. Implement a clean and safe program: Adequate law enforcement is required to protect property values, commercial activity levels and the quality of life of the residents. The term “clean and safe” is the modern, urban phrase for well-maintained streets and a police presence. The reputation of the City rests on the shoulders of a safe environment where residents and visitors feel safe to walk throughout the area at all times of the day and night. Community policing involves a plan that includes proper staffing and training of personnel, and engagement with the citizens and businesses of the area. 6. Promote east Sunrise and its assets to increase awareness, elevating the opportunity for investors, developers and businesses to discover the business - friendly environment in Sunrise, including participation in: 5 5 Chambers of Commerce activities and events 5 5 Trade Shows Trade shows that are forums for expanding businesses including retailers, restaurants and other businesses should be part of the City’s Business Attraction Program. For example, International Council of Shopping Centers has over 70,000 members and conducts conferences throughout the year that afford the opportunity to meet representatives from the industry and talk with them about the City and its opportunities. The annual regional conference is held in Orlando every August. Urban Land Institute is another valuable entity for affiliation; the city should become a member and attend events to reach the development industry professionals who attend ULI events. 5 5 Discovery tours during events Use events to tour potential businesses and investors, showcasing the opportunities available and increasing interest and commitment to the area.
110 | EAST SUNRISE IMPROVEMENTS MASTER PLAN
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