Digital Media and the Branding of Downtowns: Strategies for New Business Development Using Paid, Owned and Earned Media November, 2013 | Page 2

Digital Media and the Branding of Downtowns:
Strategies for New Business Development Using Paid, Owned and Earned Media

Table of Contents

Executive Summary……………………………………………………………………………….. 3
Begin with Branding……………………………………………………………………….………. 6
What Distinguishes your Community? …………………………………………………… 7
Be Authentic…………………………………………………………………..…………… 8
Incorporating Digital Media into the Media Mix ………………………………………………….
The Hub and Spoke Marketing Model…………………………….……………………….
Some Popular Media Platforms……………………………………………………………
Watch What Local Businesses are Doing Online…………………………………………..

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Using Digital Media to Attract Business…………………………………………………………...
Atmosphere………………………………………………………………………………..
Recruit Help to Amplify the Message……………………………………………………...
Know your Audience…………………………………………….………………………....
Place before Job…………………………………………………………….……………...
Consider Reaching Out to Other Cities…………………………………………………….

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Using Digital Media to Retain Business…………………………………………………………… 18
Large Business and Industry………………………………………………………………. 19
Small Business………………………………………………………………….………….. 19
Two Successful Digital Campaigns………………………………………………………………… 21
Startup Stampede…………………………………………………………………………. 21
The “Smoffice”…………………………………………………………………………….. 21
A Note about Entrepreneurs………………………………………………………………………. 22
Business Incubators.............................................................................................................. 23
What’s Next? .................................................................................................................................... 24
Short Online Video………………………………………………………………………… 24
Crowdsourcing Contests………………………………………………………….………... 25
Actionable Insights…………………………………………………………………….…… 25
Conclusion………………………………………………………………………………………….. 26
Appendix A: Interviewee Bios……………………………………………………………………... 27

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