VILLAGE CENTER
IDENTITY & BRAND RECOMMENDATIONS Create a “Real Faces, Real Places” Campaign: Below is a detailed sample process involved in branding an area such as Village Center using existing people and assets from the community. A variation of a “Real Faces, Real Places” Campaign can be created for Village Center. 1. Define the area “feeling” with descriptive words and photography resulting in visual depictions and descriptions of the area (usually using banners). • Inventory and categorize the existing merchandise mix and identify target business types to fill vacant shops and to fill the gap and enhance the current merchandise mix. • Determine the number of banners needed based on district boundaries, pole count, and number of business categories. Usually 12 to 18 different banner styles will be necessary to showcase restaurant, retail and service offerings in a district along with welcome banners at the district entry points. • Host a workshop with business/property owners to select words that describe the area (i.e. stylish, eclectic, trendy, welcoming, etc.) Business/property owner participation ensures consensus and brand ownership. • Hire a professional photographer to photograph business owners in their shops, interesting items in shops and restaurants, and anything that matches the descriptive words selected during the workshop. In most districts, not every business owner can be featured on pole banners, so using a professional photographer who artistically selects the business owners that most effectively represent all business owners in that category is a fair and impartial way of determining the “faces” that are used. It is important to note that no business name goes on these banners, only images that collectively represent the area as a whole. • Finalize banner designs and install. 2. Walker’s guide, district app and/or district website. • Using the photography and descriptive words, business inventory and categories, develop a printed “walkers guide” for the district. (These guides can be printed annually and include a disclaimer that new businesses may have opened in the district since the last printing.) • Distribute the guides to all area businesses so they can easily cross promote their business neighbors and to area hotels or other locations that will accept distribution. • Create a temporary parking lot map sign matching the walkers guide to help new visitors find destinations. The temporary sign will be replaced in later phases of redevelopment, when permanent parking lots and/or structures are completed with permanent wayfinding systems. • Develop an app or website for the district utilizing the photography, descriptive words and business guide. Each business listed on the guide can have a link to their business websites. 3. Host a district brand launch event. • During a regularly scheduled art walk or other event, unveil the “Real Places, Real Faces” district campaign • Follow all typical announcement procedures such as press releases, social media announcements and advertisements, email blasts, etc.
S S Example of themed banners, main street
S S Example of themed banners with “real faces” from local area. Northwood Village and Mount Dora, FL
54 | EAST SUNRISE IMPROVEMENTS MASTER PLAN
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