CRA The M e Mark rket eting ng Plan P n Process ss Situat - - PowerPoint PPT Presentation

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CRA The M e Mark rket eting ng Plan P n Process ss Situat - - PowerPoint PPT Presentation

Aug 01, 2023 248 likes •801 views

Marketing ng P Plan n Developme opment nt P Process Positioni ning Downt ntow own N n North M Miami mi CRA The M e Mark rket eting ng Plan P n Process ss Situat uation A on Analysi ysis Where are we now? What does the data

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CRA

Marketing ng P Plan n Developme

  • pment

nt P Process Positioni ning Downt ntow

  • wn N

n North M Miami mi

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The M e Mark rket eting ng Plan P n Process ss

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Situat uation A

  • n Analysi

ysis

Where are we now? What does the data say? What do our businesses say? What do visitors say?

Strengths, Weaknesses, Opportunities, Threats

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Th The St Study Are Area

“Downtown NoMi”

West Dixie Highway – Triangles 125th Street Corridor Industrial Arts District

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Co Consu nsume mer H Habits its

Approximately 80% of consumers’ disposable income is spent on businesses within 10 miles of their homes, or about a 14-minute drive

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Exis istin ting Co Conditio itions ns a and nd Ma Market An t Analys alysis is

  • The CRA has

44, 44,253 253

residents, which is nearly 75%

75% of the

city’s population
  • Another

230, 230,51 518 live

within a 10 minute drive
  • 69.

69.7% of the

population resides in family households.
  • 41.

41.6% of

households have children while 11.6% are multigenerational households.
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Dem emog

  • grap

raphi hics

  • Citywide rate of 2.97
  • Dade County average of 2.89

3. 3.14 14 pe persons s per h hou

  • usehold
  • ld

in t the C CRA RA 34.1 Median Age 19.5% >15 years old 4.5% <75 years old 75.9% <18 years old

Household Size and Age

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Dem emog

  • grap

raphi hics

White Alone Black Alone American Indian Alone Asian Alone Pacific Islander Alone Some Other Race Alone Two or More Races Hispanic Origin 2014 CRA Population by Race/Ethnicity

Income and Ethnicity

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Psychog hogra raphi hics

Tapestry Segmentation

Global Roots - The common thread among the markets in Global Roots is ethnic diversity. Global Roots’ households are young with modest incomes . Because households with children dominate this marketplace, it is not surprising that spending for baby goods, children’s apparel, and toys is higher here. Residents of Global Roots are less likely to have home PCs but just as likely to use cell
  • phones. They maintain ties with friends and
relatives in their countries of origin with foreign travel. Traditional Living - Traditional Living includes the common perception of middle America: hardworking, settled families. The group’s higher median age of 37.8 years also conveys their lifestage—a number of older residents who are completing their child-rearing responsibilities and looking forward to retirement. They work hard to earn a modest living and typically own single-family homes in established neighborhoods. Residents in Traditional Living’s segments take care of their homes and gardens; and rely on traditional information sources, such as newspapers, for their news.

MIDDLE A E AMERICA CA

H A R D W O R K I N G - R E A D N E W S P A P E R S

UN UNIQUE UELY UR URBAN

M E D I A O R I E N T E D – E N J O Y M U S I C & D A N C I N G Metropolis - The Metropolis group live and work in America’s cities. They live in older, single-family
  • homes. Those living in larger cities tend to own fewer
vehicles and rely more on public transportation, featuring commuters to service-related jobs. The Metropolis group reflects the segments’ diversity in housing, age, and income.. Employment status also varies from well-educated professionals to unemployed Their lifestyle is uniquely urban—and media oriented. They like dancing and music, especially urban and jazz formats; watch a variety of television programs and prefer movies to books.
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Merc erchant ant S Surv rvey ey

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Merc erchant ant S Surv rvey ey

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Merc erchant ant S Surv rvey ey

Beautific ication ion

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Interc rcept S Surv rvey ey

Wor

  • rd of
  • f Mou

Mouth was the most

common way that event attendees heard about events

76 76% % reported that they would

consider moving to Downtown NoMi if there were residential

  • ptions available.

Most responded that they would like to see res

estau taurants ts/cafes and

bar/lounges open in the NoMi downtown

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Commu mmunity S y Sur urvey and nd P Publi ublic I Input nput

Like MOST ST about Downtown NoMi… Like LEAST ST about Downtown NoMi… Chan ange ges/en enhan ancem emen ents that would increase the frequency of your visits to retail stores in Downtown NoMi

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Marke ketin ing, B g, Brandin ing, P , Public ic R Rela latio ions and nd Digi igital P Presenc nce

What are people saying about NoMi?

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Digital al S Searc earch h Results lts

No North th M Miam ami th things to s to do do… North Miami Beach… North Miami Beach… North Miami Groupon… North Miami Beach… Miami…Miami

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Digital al S Searc earch R h Resul sults

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Digital al S Searc earch R h Resul sults

“Is North Miami Safe?”

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The he Fut Futur ure

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Popul ulat ation G

  • n Growth
  • 4390 residential units
  • 1,000,000 square feet of retail
  • 150 key hotel
  • 37 acres of parks and recreation
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Popul ulat ation G

  • n Growth
  • 3 building complex
  • 325,000 square feet
  • rooftop recreational areas
  • 175 workforce apartments,
  • assisted living facility
  • 10,000 sq ft ground floor retail
  • freestanding garage

Serious Developer Interest

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Th The Tou Tourist Mar Market

13.4 Million FLL 22.4 Million MIA

15.5 Million

staying overnight in Miami-Dade County

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Th The Tou Tourist Mar Market

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Popul ular A ar Areas eas

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No Non-Beac ach h Area “ rea “Hot S Spots” f s” feature ured on the G GMCVB w B website ite North Miami AREA

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Ai Airb rbnb

Airbnb AIRDNA search

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Visio ion

The he vision

  • n for

for D Dow

  • wntown NoMi i

is t to

  • be know

nown n as a a place ce w whe here you you will en enjoy a rich, d divers erse, e, c cul ultur ural ex l exper erien ence w e with

live musi sic, g grea reat f food

  • od, st

stunning art art and nd uniq unique s sho hoppi ping.

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Objective ives / / Strate tegie ies / Tactic ics

Where are we going? What are our goals? How do we get there?

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Ident ntity / y / Brand nding ng

  • Develop an identifiable, distinguishable

downtown brand

  • Create a comprehensive campaign

message to be used exclusively across all media channels

POSITIONING THE DOWNTOWN

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Ident ntity y / Brand nding / / Campai aigns s

Social Media Website Walkers Guide

CONCEPTS

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Prel eliminary L ary LOG OGO C O CON ONCEP EPTS TS

NoMi

DOWNTOWN

The Sav avory Soulful Destination

NoMi

DOWNTOWN

The Sav avory Soulful Destination

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CO CONCE NCEPTS

Light Pole Banners – Campaign Concepts

Cross promotional and co-op ad campaigns will compliment final designs If the To NoMi is to Love Me campaign is launched, the people will be REAL people that live, work and enjoy downtown NoMi

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CO CONCE NCEPTS

Light Pole Banners – Campaign Concepts

Cross promotional and co-op ad campaigns will compliment final designs

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  • Press Releases
  • E-News

Ident ntity y / Brand nding / / Communi unicat ations

  • ns

Downtown Specials

Business Highlight Volunteer Opportunities

UpcomingEvents

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Business ss A Attrac action/Reten ention/ n/ Communi unicat ations

  • ns
  • Attract new businesses to the Downtown and retain existing

businesses (grand openings/re-openings)

  • Create and launch a restaurant incubator program (+chef

challenge)

  • Establish a merchant assistance interior grant program
  • Communications (e-news/regular merchant and property owner

meetings/workshops)

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SLIDE 36
  • Business

Attraction

  • ICSC
  • Banker/ broker/

developer events

Business ss A Attrac action/Reten ention/ n/ Communi unicat ations

  • ns
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Culinary Incubator and Chef challenge

Business ss A Attrac action/Reten ention/ n/ Communi unicat ations

  • ns
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Business ss A Attrac action/Reten ention/ n/ Communi unicat ations

  • ns

Chef Challenge CONCEPT – Switch 26

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Grand openings/re-openings

Business ss A Attrac action/Reten ention/ n/ Communi unicat ations

  • ns
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Business ss A Attrac action/Reten ention C n Communi unicat ations

  • ns

Merchant Assistance Grant Program

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Business ss A Attrac action/Reten ention/ n/Com

  • mmuni

unicat ations

  • ns

Merchant Assistance Grant Program

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  • Launch a monthly strolling event
  • Enhance Jazz at MoCA event and the NOMADic ArtWalk
  • Capitalize on MoCA events (cross-promotions)
  • Establish an Events and Promotions Assistance Program
  • Establish a Neighborhood /University Ambassadors Program
  • Launch a NoMi cross promotional advertising campaign

Custom

  • mer

r Base se/Sp Spec ecial al E Even ents/ s/Cul ultura ural Asse sets/ s/Ad Advert ertisi sing ng

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Custom

  • mer

r Base se/Sp Spec ecial al E Even ents/ s/Cul ultura ural Asse sets/ s/Ad Advert ertisi sing ng

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Custom

  • mer

r Base se/Sp Spec ecial al E Even ents/ s/Cul ultura ural Asse sets/ s/Ad Advert ertisi sing ng

Neighborhood Ambassador Programs… Meet local business owners Win prizes from local businesses Know the News –NEW restaurants, NEW shops, NEW services, NEW people

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  • Communicate status of projects with business and residents
  • Communicate CRA progress with local and national journalists (PR)
  • Promote available grants to business and property owners
  • Install Downtown branded pedestrian wayfinding
  • Launch a Mini-Façade grant program

Physi sical al E Environm ronment ent: Street reetsc scap ape/ e/Park arking/Way ayfinding ng

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Physi sical al E Environm ronment ent: Street reetsc scap ape/ e/Park arking/Way ayfinding ng

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Pedest estri rian W an Wayfind nding

  • Links to Walkers Guide
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Exterio ior C Conditio ition o

  • f B

Build ldings ings

Mini façade examples

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  • Conduct a “clean and safe” analysis and develop a

comprehensive Clean & Safe Program

  • Improve the perception and position NoMi as a safe

place to live, work, visit and enjoy

Clean an and Saf Safe P Prog rograms

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Clean an and Saf Safe P Prog rograms

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  • Implement projects that beautify and/or activate

unexpected areas (such as the Arts Warehouse District)

  • Implement the Utility Box Art Wrap Program

Mural rals/ s/Com

  • mmuni

unity E Enhanc ancemen ent/Art Art i in Publi ublic P Pla laces

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Mural rals/ s/Com

  • mmuni

unity E Enhanc ancemen ent/Art Art i in Publi ublic P Pla laces

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Urban an A Acupunc uncture ure

There is NO BOX

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Implem ementat ation P

  • n Plan

n Ov Overv erview ew

  • Identity/Branding – Positioning the Downtown
  • Business Attraction/Retention/Communications – new programs,

culinary incubator, chef challenge

  • Customer Base/Special Events/Cultural Assets/Co-Op Advertising -

new programs, enhance current programs

  • Physical Environment: Exterior Condition of Buildings/

Parking/Wayfinding – streetscape, pedestrian wayfinding, new mini façade program

  • Clean & Safe – improved communications /coordination with police

and code

  • Murals/Community Enhancement/Art in Public Places – allow in target

areas, urban accupuncture

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NorthMiamiCRA

Thank You!