Project Team Structure

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Project Team Structure
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Project Team Structure

• Differentiators
• Long-standing team relationship
• No learning curve
• Proven experience with similar projects
• Intimate knowledge of region/local communities

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Project Team Qualifications
Baltimore Avenue Corridor Revitalization Plan
New Cassel Business Development Plan
Frankford Transportation Center Retail Development
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Project Team Qualifications
Paoli Master Plan
West Trenton TOD Plan
Paoli Intermodal Transportation Center
Implementation Plan
Conrail Port Richmond Rail Yard Study
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Project Understanding

• Overview
• Identify target market and amenities
• Develop regional marketing plan
• Develop toolbox for local communities
• Primary Objective Retain existing residents in
  DVRPC area
• Secondary Objective Promote areas assets to
  prospective residents outside region

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Project Understanding

• Areas of Focus/Differentiators
• Amenities (as unifying factor)
• Lifestyle (foster collaboration)
• Businesses (create employment opportunities)
• Implementation (through successful funding plans)

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Project Approach

• Market Research
• Identify trends/profile of regions residents
• Identify current and prospective businesses
• Identify issues/amenities that cut across
  communities
• Identify real estate assets
• Goal Identify assets and target audience

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Project Approach

• Strategic Advisor Robert H. McNultyPartners
  for Livable Communities

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Regional Marketing Campaign

• Creating a Strong Regional Identity
• Establish Task Force Advisory Committee
• Develop alternate vision statement/concepts
• Conduct four focus groups
• Evaluate alternate concepts
• Explore applicability to local areas
• Select regional concept
• Build consensus and sense of ownership

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Regional Marketing Campaign

• Regional Marketing Plan Development
• Objectives
• Summary of research and target audiences
• Research successful community development
  marketing efforts nationwide
• Positioning statement and regional
  identity/message
• Effective delivery vehicles/sample materials
• Schedule/short- and long-term budget
• Mechanisms/strategy for support

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Regional Marketing Campaign

• Regional Campaign Elements
• Visual branding
• Electronic media
• Transit and outdoor advertising
• Print materials
• Broadcast advertising and media coverage
• Special events/donor program
• Promotional video

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Regional Marketing Campaign

• Local Marketing Implementation/Toolbox
• Three local plans based on budget level high,
  medium, and low
• Local campaign toolbox
• Guidelines for local implementation of branding
  and Web site use
• Rack cards, statement stuffers, posters,
  newspaper inserts
• Coordinated signage
• Special events at the local level house and
  garden tours, seasonal gatherings, restaurant
  tastings
• Prototype press releases and fact sheets

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Regional Marketing Campaign

• Establishing Ongoing Support
• Total team effort with DVRPC and Task Force
  Advisory Committee
• Identification and training of local program
  facilitators
• List of potential sponsors
• Donor program ideas
• Annual special events
• Workshops for successful local grant writing
• Development and implementation of promotional
  program
• Annual assessment and evaluation of program
  success

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Project Timeline
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Why Choose AKRF Project Team?

• Multi-disciplinary project team responding to
  project goals
• National experience with amenity-based community
  revitalization
• Proven ability to design a successful marketing
  program with a flexible toolbox for community
  development
• Successful funding programs to sustain marketing
  plan
• Project teams extensive history, expertise,
  resources, and knowledge of area

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