Digital Media and the Branding of Downtowns: Strategies for New Business Development Using Paid, Owned and Earned Media November, 2013 | Page 8
Raleigh’s downtown brand also saw great improvement from 2000-2013. In the early 2000s, many
considered downtown Raleigh a little bland and certainly not energetic. After the city re-opened its main
downtown street to vehicle traffic, storefronts
that were newly accessible began to fill up again.
A new convention center downtown guaranteed
an additional group of consumers who wanted
food and hotel rooms during their stay.
David Diaz of the Downtown Raleigh Alliance says
the change has been huge. “In the past 10 years,
we’ve had three billion dollars’ worth of
construction. Before that, downtown was truly
considered dead and not worth investing in.”
Re-opening the street created a ripple effect that Downtown Raleigh Ambassadors ensure the district is
changed perceptions of residents, businesses and clean and safe.
investors. “To the extent that your ‘Main Street’ is
dead, your whole downtown is perceived as dead and sometimes, your whole city is perceived as not as
lively if the Main Street is not strong,” Diaz said. “Our Main Street now is thriving.”
Be Authentic
As you begin to craft your strategy for disseminating your marketing message, be sure you avoid a
common advertising pitfall. While hyperbole may be common in some forms of marketing (“…sale prices
so low we’re not allowed to say them on the radio!”), it’s a deal killer for some forms of digital media,
especially social media. Remember, the balance of power has shifted. When you post your message
you’re not done; you’re inviting others to take part in a conversation. They might want to respond to
your message positively or negatively, and their contacts can see the conversation. People on social
media sites are talking to each other. Any efforts to mislead or sugar coat a community’s strengths and
weaknesses may cripple your mission.
“Authenticity is critical,” said Derrick Minor, Raleigh’s manager of innovation and entrepreneurship.
“Sooner or later, you’re going to meet these people, and if you’re a completely different person than
you are behind a computer screen or behind a mobile device, you’re going to lose credibility based
on that.”
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