New ew Rochelle, helle, New ew York Unde derstanding anding - - PowerPoint PPT Presentation

1

New ew Rochelle, helle, New ew York

Unde derstanding anding & Insig sights hts Pre resent sentation ation – Febr bruar uary y 6, 2015

Your brand is what they say about you when you are not around. Branding is what you do about it.

2

Understanding You are Here Imagination

Consumer Community

Evaluation

Competition Brand Identity (including logo & line) & Brand Action

Insights

3

Community

Research & Planning Audit Communication Audit Situation Analysis Familiarization Tour Key Stakeholder Interviews Stakeholder Focus Groups Undercover Interviews Vision Survey Community Survey Brand Barometer Tapestry Profiling (Residents) Competitive Analysis Competitive Positioning Review Perception Study (Qualitative)

• Regional tourism and

economic development professionals Consumer Awareness & Perception Study (Quantitative) Tapestry Profiling (Regional) Perception Study (Qualitative)

• Regional tourism and

economic development professionals Consumer Awareness & Perception Study (Quantitative) Online Brand Monitoring Top Business Prospects

Consumers Competition

RE RESE SEAR ARCH CH IN INSTRUME UMENT NTS

Understanding Resident Promotion of the Brand

Community nity Bra rand d Baro rometer eter

On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely,” how likely would you be to recommend [living ing in, condu ducting ting busine ness s in, visiting ting] New Rochelle to a friend or colleague?

5

Livi ving: just behind the national average Visi siti ting ng: lagging behind the national average Conduct ucting ing busi sines ess: significantly behind the national average

Community Leader Perceptions

DESCRIBE NEW ROCHELLE

How woul uld d outsid tsiders rs describe ribe New Roche hell lle?

• Suburb of New York City
• “A small city, close to Manhattan.”
• “I believe most visitors would describe it as a quaint city which is conveniently located to NYC with a lot to offer.

However most people I encounter do not list it as their first choice to live because of the lack of shopping and rating

• f the schools in comparison to Eastchester, Scarsdale and Mamaroneck, etc.”
• Lack of retail
• “A medium sized city without much retail.”
• “…struggling for a shopping presence.”
• “A nice place to live, but not to shop or recreate.”
• Diverse population and mix of socioeconomic statuses
• “Either wonderfully diverse or too diverse.”
• “Very wealthy with pockets of tough neighborhoods.”
• “In affluent or less diverse parts of Westchester, it is seen as a large city, with maybe too many socioeconomic and

ethnic groups, and both attractive and less desirable neighborhoods/areas.”

Community How pe people ple in New Roc

• che

helle e de desc scribe ribe th the e communi mmunity ty: Diverse Centrally located Stagnant Divided Family-oriented Beautiful waterfront How pe people ple in New Roc

• che

helle e t think nk

• uts

tside iders de desc scrib ribe e th the e communi unity ty: Inferior to other Westchester communities Home to New Roc City Divided Unsafe Diverse Suburb Lacking Retail How outs tside iders s actu tuall ally y de desc scribe ribe New Roche helle: le: Home to New Roc City Place to earn a degree Diverse Centrally located Great family town Far away

6

Voices from the Research

“It’s a great place to raise a family. Schools are diverse, and it’s a good place to meet the real world. There is a beautiful shoreline, unfound in other communities. Diversity in housing and people makes it a great place.” “New Rochelle has a crisis of identity.” “Some businesses and institutions tell folks to get off I-95 in Larchmont so they don’t see ugly city entrances.” “We need a long term strategy and growth plan.” “There’s an incredible community with incredible resources, some of which are under realized by many of the people who live there. But when you live in the same community for decades, change is anxiety producing” “Feels like the wheels of opportunity jumped right over New Rochelle and went to Port Chester.” “Play up parks and waterfront. The waterfront – it’s crazy it’s not developed. The city has to decide that it’s going to move ahead and ignore the naysayers who are unhappy and cause problems and just do something to be a city’s

• jewel. Any other community would be making the most of it.”

“I don’t think New Rochelle is on many people’s mind. I don’t know that anyone is talking about it to be honest.” “Very diverse and multicultural. People love that. A snapshot of the real world, not some homogenous suburb .” “New Rochelle is throwing darts at the wall. There is no plan.”

7

In Insights ights

Conclusions based on research

8

9

AFFORDABILITY

Property Tax in Westchester County

New Rochelle Ranks 5th $37.07 $28.85 $27.53 $25.27 $24.98 $23.84 $22.89 $21.25 $20.14

$0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00 $40.00

MOUNT VERNON EASTCHESTER PORT CHESTER WHITE PLAINS NEW ROCHELLE MAMARONECK LARCHMONT SCARSDALE YONKERS

Property Tax Rate Per $1,000

Source: See Through New York k Proper perty y Tax Calculator, , 2012 scores http://seethroughny.net/benchmarking-ny

Property Tax Rate per 1000 EST Tax on a $500,000 Home MOUNT VERNON $37.07 $18,535.00 EASTCHESTER $28.85 $14,425.00 PORT CHESTER $27.53 $13,765.00 WHITE PLAINS $25.27 $12,635.00 NEW ROCHELLE $24.98 $12,490.00 MAMARONECK $23.84 $11,918.75 LARCHMONT $22.89 $11,445.00 SCARSDALE $21.25 $10,625.00 YONKERS $20.14 $10,070.00

Property Tax in Westchester County

Source: See Through New York k Proper perty y Tax Calculator, , 2012 scores http://seethroughny.net/benchmarking-ny

Westchester County Cost of Living Index

165.4 162.4 161.9 161.6 160.3 159.7 159.3 158.8 158.4 154 156 158 160 162 164 166 Cost of Living Index (100.0 is National Average)

Source: Cit City-Data, , March 2012 Scores http: p:// //www ww.c .city-da data.c .com/ (numbers derived from C2ER)

SINGLE FAMILY HOMES

Single Family Homes: Square Mile

2010.7 1486.4 1382.0 1202.0 996.1 862.3 797.9 706.5 442.6 335.7

0.0 500.0 1000.0 1500.0 2000.0 2500.0

Single Family Homes per Square Mile

Source: 2009 09-201 2013 3 American can Commun munity ty Surv rvey y 5-year ear esti timate mates, s, Censu sus data ta Usfactfinder.census.gov

Single Family Homes: Per Capita

Source: 2009 09-201 2013 3 American can Commun munity ty Surv rvey y 5-year ear esti timate mates, s, Censu sus data ta Usfactfinder.census.gov 0.31 0.27 0.21 0.19 0.18 0.15 0.13 0.12 0.12 0.10 0.00 0.05 0.10 0.15 0.20 0.25 0.30 0.35

Scarsdale Larchmont Mamaroneck Eastchester Westchester New Rochelle Mount Vernon White Plains Port Chester Yonkers

Single Family Homes per Capita

DIVERSITY

Westchester County Diversity

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%

Two or More races Some other race Native Hawaiian and Other Pacific Islander Asian American Indian or Alaska Native Hispanic or Latino (of any race) Black or African American White

Source: 2009 09-201 2013 3 American can Community ty Survey ey 5-yea ear estima mates, tes, Censu sus data Usfactfinder.census.gov

New ew Roch chelle elle struggl uggles es to stand nd out. t.

18

19

“My husband gets in his Manhattan

• ffice faster from New Rochelle than he

did when we lived in Manhattan.” Onsite Interview

STRATEGIC LOCATION

INVOLVED COMMUNITY

“We all want improvement. We just need to make our efforts cohesive.” Onsite Interview

21

ATTITUDE

“The RDRXR development is very positive and a bold step the city has undertaken. It is one of the most exciting things happening in Westchester County, let alone in New Rochelle.” Perception Study

22

RICH HISTORY

“We don’t know our history.” Onsite Interview

23

TALENT

“Have you seen the art coming out of that school?” Focus Group

24

CONTENT

“Show me where you have partnered with your higher education institutions and you will demonstrate your commitment to talent and economic health and development.”

Why is New Rochelle so prolific?

25

Permission to believe.

26

Gallup Poll: The most important aspects motivating people to connect and attach themselves to their community are: social offerings welcoming nature attractive appearance

“New Rochelle is like a mosaic that creates this gorgeous collage.” In Market

28

New Rochelle Strategic Brand Platform

Strategic direction, informed by the research Internal statement, meant for stakeholders Not an emotional or creative statement Narrows all findings into a succinct statement Foundational statement used as we move into the creative process

29

Target Audience: Frame-of-Reference: Point-of-Difference: Benefit: For those seeking their ideal, any ideal, New Rochelle, just 30 minutes from the heart of Manhattan and everywhere within reach, is where a heritage of originality, refreshed perspectives, and a culture of inclusion,

New Rochelle, New York Strategic Brand Platform

30

inevitably creates New York’s next great place.

For r thos

• se

e seeking ng their ir ideal, al, any ny ideal, al,

• Range and personalization of options
• Personal or professional pursuit of ideals
• Freedom to spend more time with kids
• Ability to secure American dream of home ownership and a yard
• A place for creative expression
• Live in a community that embraces diversity
• Entrepreneurial environment
• Access to talent
• Opening own business
• Business growth
• Freedom to raise kids in the environment and schools preferred

Platform Rationale

31

New Rochelle elle, , just 30 minut utes es from m the heart t of Manhat nhattan an and everywhe ywhere re within in reach,

• Access to own urban center but also NYC and Hudson Valley

(best of both minutes from Manhattan)

• Easy commute as well as reverse commutes for incoming talent
• Everywhere within reach communicates the accessibility with Metro North to Grand

Central, AMTRAK, LaGuardia, Westchester airport, and eventually Penn Station

• Convenient location on 95 in between NYC and Connecticut and the northeast
• Access to large markets and consumers
• Just minutes from all that NYC offers

Platform Rationale

32

is is where re a herit itage of origina inality ity, , refre reshed shed perspecti pective ves, s, and d a cultur ture of inclus lusion, ion,

• Important US History
• Arts and letters significance; contributions to popular culture
• Higher education and strong schools
• Heritage and refreshed indicate that the originality and creativity here are not only

confined to the past but continue to shape the present and serves as an invitation to contribute to an ongoing story

• Diverse community of cultures, religions, experiences
• Business friendly
• Excitement about the future
• Newcomers from other boroughs
• Commitment to engagement and progress
• Authentic
• Loaded with potential and promise
• Energized and engaged citizens
• Growing appeal to younger demographics

Platform Rationale

33

inevit itably ably creates New York’s next great place.

• Inevitably projects the sense of momentum and direction
• Encompasses the natural assets that position us for success
• Depicts New Rochelle as a wise investment in an inevitable destiny of greatness
• Diversity of housing stock
• Vibrancy of arts, dining and culture
• Diverse, compact neighborhoods for living and discovery
• Places that are accepting and tolerant of differences
• Authenticity
• Environments and lifestyles not manufactured.
• Growing flexibility. Third spaces to extend work, collaborate, and socialize
• Density of corporations and firms for collaboration
• Independence: ability to walk down the street and find another job
• Reliable, convenient public transportation
• WiFi that flows like water
• Walkable, safe city
• Green spaces
• Strong sense of community

Platform Rationale

34

Target Audience: Frame-of-Reference: Point-of-Difference: Benefit: For those seeking their ideal, any ideal, New Rochelle, just 30 minutes from the heart of Manhattan and everywhere within reach, is where a heritage of originality, refreshed perspectives, and a culture of inclusion,

New Rochelle, New York Strategic Brand Platform

35

inevitably creates New York’s next great place.

Next Steps

Written Concepts Visual Directions Development of Creative Elements in Brand Identity Guide

• Logo, Strapline, Creative Expressions of the Brand
• Brand Action Recommendations and Implementation Plan

Assembly of Final BrandPrint Report

36