A question city managers need to ask themselves is: Why should my city set itself apart from others? The clearest answer is increased economic opportunities such as an influx of residents, businesses, and tourists. Place branding and marketing are becoming growing areas of both practice and study. In my research, I have identified six major ways that cities operating similar to public relations and marketing firms are telling their place’s story. I will describe each tactic then give you ideas to implement these in the short- and long-term.
Branding: Branding is listed first among the tactics for a reason. Ideally, all of the following will filter into an overall place branding strategy that includes a strategic vision for implementing holistic policies, practices, and programs to foster the overall place identity. Put simply: place branding is difficult when done right. Oftentimes, cities turn toward marketing strategies alone to promote the place. That certainly is a fine option, but there should be a distinction made regarding branding and marketing. Marketing is a component of the holistic branding enterprise. No matter the path, the key is to be open and honest with employees about the process – you need buy in from inside before you can promote outside.
Short-term implementation: Convene a group of key city stakeholders (elected officials, business owners, residents, volunteers, city employees, etc.) to envision the city’s future. Typically these visioning exercises can lead to a long-term branding approach.
Long-term implementation: Create an organizational culture that “lives the brand” so internal brand ambassadors buy in to the strategic vision associated with holistic branding.
Media Relations: Media relations is how your city interacts with local media outlets such as TV and radio. The organization-media relationship is symbiotic, so building healthy relationships helps everyone.
Short-term implementation: Issue press releases about city events, meetings, and programs.
Long-term implementation: Hire a dedicated media relations coordinator to develop a media strategy that fits with the brand culture.
In-house publications: These are the media pieces you produce within the organization, such as brochures, fliers, magazines, city-run TV and radio. It is through these publications that you tell your story without the media filter.
Short-term implementation: Create publications of your choice for specific events or happenings.
Long-term implementation: Change the tone, image, and color of the publications to reflect an overall brand identity (i.e. consistent logo, slogan, and word choice).
Brand Ambassadors: Brand ambassadors are people who can tell your city’s story. These can be internal city employees or key community members who can promote the place. These people are free, but there is training needed.
Short-term implementation: Include community members in in-house publications as brand ambassadors lauding the city.
Long-term implementation: Launch programs that “open the doors” of government (Citizens Government Academy, for example), that provide citizens with an insider view of the city’s operations, brand identity, and future goals. Ideally these people spread the word about the city to others.
Aesthetic and affective appeal: What I mean here is an express focus on aesthetics and emotions as ways to promote the city. Public art often is the clearest expression of this. By public art I mean city-driven policies and practices regarding what kinds of art to put where and why. The city can then use art as a promotional tool.
Short-term implementation: Place one or two art pieces throughout the city.
Long-term implementation: Put policies in place that guide choosing and paying for public art, such as a public art ordinance, that align with overall brand identity.
Built Environment: Creating a sustainable future relies on thinking deeply about the built environment. The focus becomes walkability, bikeability, green space, environmentally friendly policies, urban planning and zoning laws, and more. This tactic ties to aesthetics, as the built environment becomes another discourse through which cities can tell a story.
Short-term implementation: Envision ways to increase green space and pedestrian access within the city.
Long-term implementation: Implement policies to support the visioning from above, then promote those as part of your city’s unique identity.
Bottom line: place promotion can help your city attract high-quality employees, business owners, and tourists who can spur economic growth opportunities.
