Marketing, Branding & Special Events

Goals

Market and brand the Capitol Riverfront emerging identity as an destination with multiple uses and attractions, including a business center, urban neighborhood, entertainment, dining and shopping, and world-class parks, riverwalk and waterfront.

Market and promote the visitor experience and area attractions.

Launch and continue to enhance the Capitol Riverfront website to market the development dynamic, the neighborhood and the BID.

Produce a series of special events, concerts, festivals, and improvement days that brand the area.

Develop printed materials and publications that can be used to market, promote and brand the BID locally, regionally, nationally and internationally.

Programs

Name and Logo Development - The BID has developed a name and logo that represents the overall area and its collective neighborhoods – Capitol Riverfront. The name and logo will also be used to “brand” the area and to position it in the public’s eye as a destination and emerging “place” that has an established and emerging development dynamic. Capitol Riverfront is already being used to brand the area it represents.

Website Development - An interactive website will serve as an electronic platform for local, regional, national and international marketing. The website can also serve as a business development tool by providing listings for office, retail and residential leasing/purchase opportunities and as a clearinghouse on the Capitol Riverfront’s amenities, attractions, and events.

Publications - Quality publications can serve as the initial marketing and outreach materials that promote and help brand the area and inform employees, residents, visitors, developers, and investors on a variety of Capitol Riverfronts assets.

Special Events - Produce a series of special events that can build a sense of community among residents and employees, attract visitors and animate parks, plazas and open spaces. These events could ultimately include the following:

Outdoor concerts and performances
Seasonal farmer’s and “flea” markets
Holiday festivals
Community improvement days for trash pick-up
Seasonal plantings of parks, open spaces and tree boxes
Unique, one-time events as opportunities arise

Performance Measures

Creation of a name and logo to promote and brand the area

Development and maintenance of a website, while also striving to enhance it through monitoring of the number of people who visit to the site.

Production of events and number of people who attend the events.

Development and publishing of a range of marketing materials, including but not limited to an initial overview brochure for distribution at baseball games at RFK stadium in 2007.