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 say? What do our businesses say? What do visitors say? Strengths, Weaknesses, Opportunities, Threats
Th The St Study Are Area “Downtown NoMi” West Dixie Highway – Triangles 125 th Street Corridor Industrial Arts District
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
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 .
Dem emog ograp raphi hics Household Size and Age 3. 3.14 14 pe persons s per h hou ousehold old in t the C CRA RA 34.1 19.5% >15 75.9% <18 4.5% <75 Median years old years old years old Age • Citywide rate of 2.97 • Dade County average of 2.89
Dem emog ograp raphi hics Income and Ethnicity 2014 CRA Population by Race/Ethnicity Two or More Races Hispanic Some Other Origin White Alone Race Alone Pacific Islander Alone Black Alone Asian Alone American Indian Alone
Psychog hogra raphi hics Tapestry Segmentation MIDDLE A E AMERICA CA UN UNIQUE UELY UR URBAN 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 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 Global Roots - The common thread among Traditional Living - Traditional Living includes the Metropolis - The Metropolis group live and work in the markets in Global Roots is ethnic diversity . common perception of middle America : America’s cities . They live in older, single-family Global Roots’ households are young with hardworking , settled families. The group’s higher homes. Those living in larger cities tend to own fewer modest incomes . Because households with median age of 37.8 years also conveys their vehicles and rely more on public transportation , children dominate this marketplace, it is not lifestage—a number of older residents who are featuring commuters to service-related jobs. The surprising that spending for baby goods, completing their child-rearing responsibilities and Metropolis group reflects the segments’ diversity in children’s apparel, and toys is higher here. looking forward to retirement. They work hard to earn housing, age, and income .. Employment status also Residents of Global Roots are less likely to a modest living and typically own single-family homes varies from well-educated professionals to have home PCs but just as likely to use cell in established neighborhoods. Residents in unemployed Their lifestyle is uniquely urban—and phones . They maintain ties with friends and Traditional Living’s segments take care of their media oriented. They like dancing and music , relatives in their countries of origin with foreign homes and gardens; and rely on traditional especially urban and jazz formats; watch a variety of travel. information sources, such as newspapers , for their television programs and prefer movies to books. news.
Merc erchant ant S Surv rvey ey
Merc erchant ant S Surv rvey ey
Merc erchant ant S Surv rvey ey Beautific ication ion
Interc rcept S Surv rvey ey 76 76% % reported that they would Most responded that they would like to Wor ord of of Mou Mouth was the most see res estau taurants ts /cafes and common way that event attendees consider moving to Downtown bar/lounges open in the NoMi heard about events NoMi if there were residential downtown options available.
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
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?
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
Digital al S Searc earch R h Resul sults
Digital al S Searc earch R h Resul sults “Is North Miami Safe?”
The he Fut Futur ure
Popul ulat ation G on Growth • 4390 residential units • 1,000,000 square feet of retail • 150 key hotel • 37 acres of parks and recreation
Popul ulat ation G on Growth Serious Developer Interest • 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
Th The Tou Tourist Mar Market 15.5 Million staying overnight in Miami-Dade County 13.4 Million FLL 22.4 Million MIA
Th The Tou Tourist Mar Market
Popul ular A ar Areas eas
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
Ai Airb rbnb Airbnb AIRDNA search
Visio ion The he vision on for for D Dow owntown NoMi i is t to o 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 ood, st stunning art art and nd uniq unique s sho hoppi ping.
Objective ives / / Strate tegie ies / Tactic ics Where are we going? What are our goals? How do we get there?
Ident ntity / y / Brand nding ng POSITIONING THE DOWNTOWN • Develop an identifiable, distinguishable downtown brand • Create a comprehensive campaign message to be used exclusively across all media channels
Ident ntity y / Brand nding / / Campai aigns s CONCEPTS Social Media Website Walkers Guide
Prel eliminary L ary LOG OGO C O CON ONCEP EPTS TS DOWNTOWN DOWNTOWN NoMi NoMi The Sav avory Soulful Destination The Sav avory Soulful Destination
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
CO CONCE NCEPTS Light Pole Banners – Campaign Concepts Cross promotional and co-op ad campaigns will compliment final designs
Ident ntity y / Brand nding / / Communi unicat ations ons • Press Releases UpcomingEvents • E-News Downtown Specials Business Highlight Volunteer Opportunities
Business ss A Attrac action/Reten ention/ n/ Communi unicat ations ons • 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)
Business ss A Attrac action/Reten ention/ n/ Communi unicat ations ons • Business Attraction • ICSC • Banker/ broker/ developer events
Business ss A Attrac action/Reten ention/ n/ Communi unicat ations ons Culinary Incubator and Chef challenge
Business ss A Attrac action/Reten ention/ n/ Communi unicat ations ons Chef Challenge CONCEPT – Switch 26
Business ss A Attrac action/Reten ention/ n/ Communi unicat ations ons Grand openings/re-openings
Business ss A Attrac action/Reten ention C n Communi unicat ations ons Merchant Assistance Grant Program
Business ss A Attrac action/Reten ention/ n/Com ommuni unicat ations ons Merchant Assistance Grant Program
Custom omer r Base se/Sp Spec ecial al E Even ents/ s/Cul ultura ural Asse sets/ s/Ad Advert ertisi sing ng • 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 omer r Base se/Sp Spec ecial al E Even ents/ s/Cul ultura ural Asse sets/ s/Ad Advert ertisi sing ng
Custom omer 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
Recommend
More recommend
