katie kaminski debra klocker david madcharo timothy roach amie scarpitti branding cleveland as a…...
TRANSCRIPT
KATIE KAMINSKIDEBRA KLOCKER
DAVID MADCHAROTIMOTHY ROACHAMIE SCARPITTI
Branding Cleveland as a…
SUSTAINABLE CITY
Current perceptions of Cleveland…
“It’s a city without a self defined identity. No blueprint for the future, and at best poor leadership.”
“I would describe it as once an industrial city that has shown no initiative or progress in really partnering up with private business to develop it’s key assets – i.e. Lake Erie shore line.”
“A city with a lot of currently unrealized potential, especially in green industry.”
“A city with a bit of an identity crisis.”
“Once industrial, now decaying.”
“A dying city.”
“A city of corrupt political hacks that have controlled the city for years.”
“An old city that needs help.”
RENEWABLE SYNERGIES IS HERE TO TURN THESE PERCEPTIONS AROUND!
Current perceptions of Cleveland…
There were a few positive responses…
“A city that is committed to becoming a green city on a blue lake by 2019.”
“A city well on it’s way to being green with a strong environmental profile.”
“A small ex-industrial city trying to revive.”
“A city that is trying really hard to be green with a strong environmental profile…not there yet.”
Current perceptions of Cleveland…
CURRENT STATE OF THE BRAND
How Familiar Are You With The Concept Of Sustainability?
Somewhat Familiar
42%
Not Familiar At All
18%
Very Familiar
40%
How Important is Sustainability To You?
Not Important
5%
Always Important
35%
Often Important
49%
Somewhat
Important,
Depending on Cost
11%
Which of the Following Accurately Describes Cleveland?
An Industrial City
60%
A City with a lot of
Parks and Recreation
29%
A Highly
Cosmopolitan City
5%
A Green City
6%
How Do You Perceive Cleveland?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Completely
Green/Sustainable
More Progressive Than
Other Cities
Good Start to a Green
Initiative
Not Green At All
Survey Results
City Commuting Metro transit ridership Metro congestion Air quality Tap water quality Planning and land use City Innovation Energy/Climate change
Knowledge / communications
Local foods / Agriculture
Green building Green economy Housing affordability Natural disaster risk Water supply Waste management
Sustain Lane Rankings…
Current Branding
Logo
Tagline Building an economic engine to empower a green city on a blue lake.
OTHER BRANDS
Minneapolis, MN – A Green City Up North “Access Minneapolis” Solar energy to power city convention center
Minneapolis is “a place where you can hop on a bike, swim in a clean lake, and then ride down parkways to see two waterfalls and amazing
wildlife…without leaving city limits.” - Mayor R.T. Rybak
How Other Cities Promote Sustainability…
Philadelphia, PA – The Oldest (and one of the Greenest) Cities Sports Franchises take the lead Completion of Greenways
“We … want every Philadelphian to have equitable access to healthyenvironments. This would include … every person having to walk no more
than 10 minutes to purchase healthy food” – Mayor Michael Nutter
How Other Cities Promote Sustainability…
Columbus, OH – A Midwest Inspiration Sustain Lane 2008 ranking - #30 (up 20 spots from dead last in 2006) “Bicentennial Bikeways Plan” – 2028 “Two by 2012” “Get Green Columbus”
While Columbus still has a long way to go in terms of sustainability, Sustain Lane ranks them #4 in Knowledge and Communication Base,
indicating a high likelihood that Columbus is on the right track.
How Other Cities Promote Sustainability…
COMMON SUSTAINABILITY CHARACTERISTICS
Committed Leadership Influence Community Engagement Green Urban Thinking Communication and Education
Common Characteristics of Sustainability…
GreenEconomy
EnvironmentalInnovation
Community Involvement
Efficiency Conservation
SustainableCleveland
Building An Economic Engine To Empower A Green City On A Blue Lake
Building An Economic Engine To Empower A Green City On A Blue Lake
Pieces of a Sustainable Cleveland Vision…
InvestGrowEnjoy
Primary:NE Ohio citizens and businesses
Secondary:People and businesses looking to relocate
Green economic developmentGreen urban developmentDevelop environmental awareness
Government and local business commitment
ResilientProgressiveInnovativeGrowing
Improved quality of lifeNew jobsGreen spacesIncreased productivityInnovation center
Essence of a Sustainable Cleveland…
Insight
Value Proposition
Reason To Believe
Brand Personality
Target
InvestGrowEnjoy
Essence of a Sustainable Cleveland…
INVEST – In clean technology businesses – locate and support green business incubators
within the city of Cleveland, support commercialization of new technologies through local Universities
Local food – neighborhood gardens and farmers markets, community greenhouses
New energy manufacturing – Wind, Solar, Fuel Cells, Biodigestion; Power Purchase Agreement with renewable energy providers (Wind on Lake Erie)
Green building practices – Zoning laws that encourage green practices, LEED building standards
Workforce development – training workers for green technologies, i.e. LEED building techniques, solar and wind technologies
Essence of a Sustainable Cleveland…
GROW – Economic opportunity
Green technology workforce
Renewable energy resources
Community and regional pride
Cleveland’s reputation
Essence of a Sustainable Cleveland…
ENJOY – Fresh, locally grown food
Metroparks linked with neighborhood greenspaces
Clean, fresh air and water
A vibrant, living city
RECOMMENDATIONS
Define the essence of the Cleveland brand Ensure all activities support and are consistent with this
essence
Designate a single brand champion Andrew Watterson, Chief of Sustainability or his designee
Market brand essence internally and externally
Maintain brand consistency throughout all future Sustainability Summits
Recommendations of Branding Themes
Sustainable Cleveland: Invest, Grow, Enjoy!
Seek out and create local examples of the brand mantra: Invest: Make an investment in your future with Cleveland’s highly
ranked universities. Invest in your health and well-being with the award-winning Cleveland Clinic.
Grow: Grow with the city as we embark on new challenges – planting local gardens and building new infrastructure.
Enjoy: Enjoy our beautiful lake, our lush Metroparks, our Cleveland sports teams, and our local foods.
Recommendations of Branding Themes
Sustainable Cleveland: Invest, Grow, Enjoy!
Recommendations of Branding Themes
Develop a consistent communication strategy for all stakeholders Brand Mantra – Invest, Grow, Enjoy Common website for all initiatives Regular communications and updates of activities and achievements
Maintain brand consistency throughout all future Sustainability Summits
Complete high visibility projects to showcase Cleveland’s commitment to a green economy and sustainability Wind power on Lake Erie New casino built to LEED Platinum standards showcasing Green
Building technologies and alternative energy use Solar PV modules installed on Cleveland Clinic sites
Place signage at widely attended city events (i.e. Holiday Tree lighting) stating: “Sustainable Cleveland: Invest, Grow, Enjoy!”
Recommendations of Branding Themes
Tie in events with local sports teams or conventions: Sustainable Cleveland Promotional event at Cavaliers, Browns and
Indians games “Green the Q” and “Sustain the Stadium” projects to improve energy
efficiency, recycling, waste reduction. IX Center: Sponsor the ‘Cleveland Sustainability Tradeshow’.
Showcase new green technologies and products for home and office.
Work with land management: Sponsor a public garden on vacant land. Place logo and motto on seed packages “Sustainable Cleveland: Invest,
Grow, Enjoy!”
Recommendations of Branding Themes
Work with schools to educate future leaders on the benefits of Sustainability: Have a ‘wear green’ day and incorporate it with Green Energy Ohio’s
annual ‘Solar Tour’. Allow school kids to take field trips to the local ‘Solar Tour’ sites so that they can learn about renewable energy and see it in action.
Sponsor a “Recycling Challenge” among city school districts to see who can recycle the most in a month. Incorporate educational materials on the benefits of recycling so that the students can see the results of their efforts in real world terms.
Recommendations of Branding Themes
THANK YOU!