Mixed-use marketing - Revision history

Editor at 18:21, 27 October 2020

2020-10-27T18:21:27Z

← Older revision		Revision as of 18:21, 27 October 2020
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	There are many providers offering monitoring services based on content analysis including - [http://www.mediatenor.com http://www.mediatenor.com] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.		There are many providers offering monitoring services based on content analysis including - [http://www.mediatenor.com http://www.mediatenor.com] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

−	~~= Find out more =~~	+	= Related articles on Designing Buildings Wiki =
−		+
−	=== Related articles on Designing Buildings Wiki ===	+

	* [[Brand_guidelines\|Brand guidelines]].		* [[Brand_guidelines\|Brand guidelines]].
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	--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)		--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)

−	[[Category:~~Education~~]] [[Category:~~DCN_Education_and_Training~~]] [[Category:~~Projects_and_case_studies~~]] [[Category:~~DCN_Project_Knowledge~~]] [[Category:Research_/_Innovation~~]] [[Category:DCN_Research,_Development_and_Innovation~~]] [[Category:Theory]] [[Category:Client_procedures]] [[Category:Products_/_components~~]] [[Category:DCN_Product_Knowledge~~]] [[Category:Property_development]] [[Category:Roles_/_services]]	+	[[Category:DCN_Education_and_Training]] [[Category:DCN_Guidance]] [[Category:Education]] [[Category:Projects_and_case_studies]] [[Category:Research_/_Innovation]] [[Category:Theory]] [[Category:Client_procedures]] [[Category:Products_/_components]] [[Category:Property_development]] [[Category:Roles_/_services]]

Designing Buildings at 13:24, 3 July 2020

2020-07-03T13:24:23Z

← Older revision		Revision as of 13:24, 3 July 2020
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	* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?		* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?
	* Perceived image audit – this could be an annual survey on a small scale (asking sample groups in the street) or a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.		* Perceived image audit – this could be an annual survey on a small scale (asking sample groups in the street) or a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.
−	* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense~~] and [https://www.manageflitter.com/_ ManageFlitter~~].	+	* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense].
	* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.		* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.
	* Sign ups to newsletters, enquiries.		* Sign ups to newsletters, enquiries.
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	--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)		--[[User:Alex_Harvie\|Alex Harvie]] 12:45, 06 Aug 2018 (BST)

−	[[Category:Education]] [[Category:Projects_and_case_studies]] [[Category:Research_/_Innovation]] [[Category:Theory]] [[Category:Client_procedures]] [[Category:Products_/_components]] [[Category:Property_development]] [[Category:Roles_/_services]]	+	[[Category:Education]] [[Category:DCN_Education_and_Training]] [[Category:Projects_and_case_studies]] [[Category:DCN_Project_Knowledge]] [[Category:Research_/_Innovation]] [[Category:DCN_Research,_Development_and_Innovation]] [[Category:Theory]] [[Category:Client_procedures]] [[Category:Products_/_components]] [[Category:DCN_Product_Knowledge]] [[Category:Property_development]] [[Category:Roles_/_services]]

Designing Buildings at 17:23, 21 March 2019

2019-03-21T17:23:48Z

← Older revision		Revision as of 17:23, 21 March 2019
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	The team should continue to focus on building a collaborative network of partners, stakeholders and interested parties. The more diverse the overall group the better. The aim is to co-opt and involve these groups so they understand the scheme’s vision and objectives. The best approach is to layer the groups and engage with each layer differently:		The team should continue to focus on building a collaborative network of partners, stakeholders and interested parties. The more diverse the overall group the better. The aim is to co-opt and involve these groups so they understand the scheme’s vision and objectives. The best approach is to layer the groups and engage with each layer differently:

−	* Professional partners (architects, designers, contractors etc) – encourage these teams to use the scheme’s brand and resources. Encourage co-creation and knowledge sharing. Encourage them to apply for awards, offer to host their events, link to their websites and ask them to link to the project’s. Set up a file sharing system such (for example [http://www.dropbox.com~~/__~~ http://www.dropbox.com/]) and share CGIs etc.	+	* Professional partners (architects, designers, contractors etc) – encourage these teams to use the scheme’s brand and resources. Encourage co-creation and knowledge sharing. Encourage them to apply for awards, offer to host their events, link to their websites and ask them to link to the project’s. Set up a file sharing system such (for example [http://www.dropbox.com http://www.dropbox.com/]) and share CGIs etc.
	* Local residents – focus on lifting spirits, hold events, be the catalyst bringing them together. Explain the scheme’s vision, be open and listen to their views.		* Local residents – focus on lifting spirits, hold events, be the catalyst bringing them together. Explain the scheme’s vision, be open and listen to their views.
	* Local students – offer talks, tours, space for their events, in return for photos in their newsletters, and mentions on their feeds.		* Local students – offer talks, tours, space for their events, in return for photos in their newsletters, and mentions on their feeds.

Designing Buildings at 15:18, 20 March 2019

2019-03-20T15:18:04Z

← Older revision		Revision as of 15:18, 20 March 2019
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	* Check the name(s) under consideration on the Government’s IP checker site to see whether they are already registered, and under which use class(es) - [https://www.gov.uk/search-for-trademark https://www.gov.uk/search-for-trademark]		* Check the name(s) under consideration on the Government’s IP checker site to see whether they are already registered, and under which use class(es) - [https://www.gov.uk/search-for-trademark https://www.gov.uk/search-for-trademark]
	* Note - do not begin any marketing work or print/make collateral without this agreement in place. If the name is contested by another party it can delay the process. If you do use the name without permission, you could be liable and have to destroy all items created and possibly pay damages.		* Note - do not begin any marketing work or print/make collateral without this agreement in place. If the name is contested by another party it can delay the process. If you do use the name without permission, you could be liable and have to destroy all items created and possibly pay damages.
−	* Check whether the URL is available (you may need to find alternative forms or endings) ~~- [https://www~~.~~123-reg.co.uk/__ https://www.123-reg.co.uk/]~~	+	* Check whether the URL is available (you may need to find alternative forms or endings).
	* Check what social media handles are available on the platforms you plan to use, most likely Twitter, Facebook, Instagram, Linked-In, YouTube.		* Check what social media handles are available on the platforms you plan to use, most likely Twitter, Facebook, Instagram, Linked-In, YouTube.

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	* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?		* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?
	* Perceived image audit – this could be an annual survey on a small scale (asking sample groups in the street) or a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.		* Perceived image audit – this could be an annual survey on a small scale (asking sample groups in the street) or a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.
−	* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense] and [https://www.manageflitter.com/_ ManageFlitter].	+	* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense] and [https://www.manageflitter.com/_ ManageFlitter].
	* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.		* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.
	* Sign ups to newsletters, enquiries.		* Sign ups to newsletters, enquiries.

Alex Harvie at 07:44, 8 August 2018

2018-08-08T07:44:56Z

← Older revision		Revision as of 07:44, 8 August 2018
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	* Footfall – trackers can be placed at key entry points to a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.		* Footfall – trackers can be placed at key entry points to a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.

−	There are many providers offering monitoring services based on content analysis including - http://www.mediatenor.com which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.	+	There are many providers offering monitoring services based on content analysis including - [http://www.mediatenor.com http://www.mediatenor.com] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

	= Find out more =		= Find out more =
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	=== Related articles on Designing Buildings Wiki ===		=== Related articles on Designing Buildings Wiki ===

		+	* [[Brand_guidelines\|Brand guidelines]].
	* Constructing a three year strategic marketing plan.		* Constructing a three year strategic marketing plan.
	* Embedding successful key client management.		* Embedding successful key client management.

Designing Buildings at 08:04, 7 August 2018

2018-08-07T08:04:34Z

Designing Buildings at 07:55, 7 August 2018

2018-08-07T07:55:34Z

← Older revision		Revision as of 07:55, 7 August 2018
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	== Stage 2: Strategy ==		== Stage 2: Strategy ==

−	Insights gained at stage 1 will dictate the shape of the strategy, for example in terms of commitments made in planning, scale of offer made to local community etc. The strategy should identify what the marketing team aims to achieve over time, and it should be segmented by sector (residential/commercial/leisure/community).	+	Insights gained at stage 1 will dictate the shape of the strategy, for example in terms of commitments made in planning, the scale of the offer made to the local community etc. The strategy should identify what the marketing team aims to achieve over time, and it should be segmented by sector (residential/commercial/leisure/community etc).

	The strategy should consider issues of risk and reputation management for the developer/funding companies involved as well as the place being marketed. Place brands must be developed with care because even though place branding is about linking an impression with a ‘true identity of place’; the notion of identity is subject to change as well as political interpretations.		The strategy should consider issues of risk and reputation management for the developer/funding companies involved as well as the place being marketed. Place brands must be developed with care because even though place branding is about linking an impression with a ‘true identity of place’; the notion of identity is subject to change as well as political interpretations.
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	* Check the name(s) under consideration on the Government’s IP checker site to see whether they are already registered, and under which use class(es) - [https://www.gov.uk/search-for-trademark https://www.gov.uk/search-for-trademark]		* Check the name(s) under consideration on the Government’s IP checker site to see whether they are already registered, and under which use class(es) - [https://www.gov.uk/search-for-trademark https://www.gov.uk/search-for-trademark]
−	* Note - do not begin any marketing work or print/make collateral without this agreement in place. If the name is contested by another party it can delay the process. If you do use the name without permission, you could be liable and have to destroy all items created and possibly pay ~~punitive~~ damages.	+	* Note - do not begin any marketing work or print/make collateral without this agreement in place. If the name is contested by another party it can delay the process. If you do use the name without permission, you could be liable and have to destroy all items created and possibly pay damages.
	* Check whether the URL is available (you may need to find alternative forms or endings) - [https://www.123-reg.co.uk/__ https://www.123-reg.co.uk/]		* Check whether the URL is available (you may need to find alternative forms or endings) - [https://www.123-reg.co.uk/__ https://www.123-reg.co.uk/]
−	* Check what social media handles are available on the platforms you plan ~~on using~~, most likely Twitter, Facebook, Instagram, Linked-In.	+	* Check what social media handles are available on the platforms you plan to use, most likely Twitter, Facebook, Instagram, Linked-In, YouTube.

	Develop a compelling and memorable visual brand. It should project what the scheme will offer as well as its unique character. The brief for your branding company should reflect the insights stage of work so the purpose of the brand is clear, as well as any element of heritage in the scheme.		Develop a compelling and memorable visual brand. It should project what the scheme will offer as well as its unique character. The brief for your branding company should reflect the insights stage of work so the purpose of the brand is clear, as well as any element of heritage in the scheme.

	* Once you have a brand, create a website which embodies it visually and in compelling copy.		* Once you have a brand, create a website which embodies it visually and in compelling copy.
−	* The website should be responsive and mobile-first in its build. Set up analytics to be able to monitor average time spent on ~~page~~, bounce rate, and conversion rates. You may want to include a system to be able to track conversions from social media.	+	* The website should be responsive and mobile-first in its build. Set up analytics to be able to monitor the average time spent on pages, bounce rate, and conversion rates. You may want to include a system to be able to track conversions from social media.
	* You may want to put up a holding page with sign up information while the website is under construction.		* You may want to put up a holding page with sign up information while the website is under construction.
	* The website will be the main point of contact for the scheme. First impressions take under a second and only take in the ‘above the fold’ content.		* The website will be the main point of contact for the scheme. First impressions take under a second and only take in the ‘above the fold’ content.
−	* The website should be designed as a system of templates so you can add pages or alter content (and the emphasis of particular pages) through the life of the scheme.	+	* The website should be designed as a system of templates so you can add pages or alter content (and the emphasis of particular pages) through the life of the scheme without incurring additional design or development fees.
−	* Note – if you opt for an open source platform, ~~you~~ will be ~~able~~ to ~~move~~ web designers during the life of your scheme~~, if~~ you opt for a proprietary build this is ~~unlikely to~~ be possible.	+	* Note – if you opt for a simple, or open source platform, it will be easier to change web developers and designers during the life of your scheme. If you opt for a more complex, proprietary build this is may be less possible.
	* Note – GDPR regulations need to be understood when creating sign up options and handling people’s data.		* Note – GDPR regulations need to be understood when creating sign up options and handling people’s data.

−	Detailed programme	+	== Detailed programme ==

	The construction timetable should be used as a base for detailed planning work. The delivery of specific elements will dictate commercial campaigns, and running alongside it will be activity associated with place. The detailed plan should include timings for:		The construction timetable should be used as a base for detailed planning work. The delivery of specific elements will dictate commercial campaigns, and running alongside it will be activity associated with place. The detailed plan should include timings for:

−	Digital work	+	Digital work:

	* SEO		* SEO
	* Website developments		* Website developments
	* Social media.		* Social media.
−	* PPC (pay per click).	+	* PPC (pay per click) advertising.

−	Narrative development.	+	Narrative development:

	* Commission photography – this can be important for PR work.		* Commission photography – this can be important for PR work.
−	* Note that different social channels carry narrative threads very differently.	+	* Note that different social media channels carry narrative threads very differently.

−	Community outreach work	+	Community outreach work:

−	* Newsletter delivered to local communities. With Considerate Constructors it is for the construction team to take on a door drop of newsletters and they tend to include information on disruption, road closures etc as well as the build programme. It is important that they also have contact details for any complaints about noise.	+	* Newsletter delivered to local communities.
	* Events and activities programme.		* Events and activities programme.
	* Open sessions to hear about the scheme.		* Open sessions to hear about the scheme.

−	Sales support elements ~~created~~	+	NB Considerate Constructors require that the construction team prepare newsletters including information on disruption, road closures etc as well as the build programme. It is important that they also have contact details for any complaints about noise.
		+
		+	Sales support elements:

	* A marketing space, taking into consideration the customer journey and signage involved		* A marketing space, taking into consideration the customer journey and signage involved
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	* Printed collateral – brochures, flyers, invitations		* Printed collateral – brochures, flyers, invitations
	* A lifestyle film demonstrating the finished scheme		* A lifestyle film demonstrating the finished scheme
−	* Show ~~apartment~~ – this is often within the marketing space	+	* Show spaces – this is often within the marketing space
	* Advertising		* Advertising
	* Hoarding and signage on site		* Hoarding and signage on site
	* Bags, umbrellas, etc		* Bags, umbrellas, etc

−	PR and launch events	+	PR and launch events:

−	These will be different participants, aimed at different audiences as the scheme develops. A community event has a different structure and approach to a corporate topping out.	+	* These will include different participants and be aimed at different audiences as the scheme develops. A community event has a different structure and approach to a corporate topping out.

	== Stage 4: Implementation (go live) ==		== Stage 4: Implementation (go live) ==
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	* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.		* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.

−	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.	+	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

	= Find out more =		= Find out more =

Designing Buildings at 07:44, 7 August 2018

2018-08-07T07:44:17Z

← Older revision		Revision as of 07:44, 7 August 2018
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	== Stage 1: Insights ==		== Stage 1: Insights ==

−	Gather information on the project, its history, current status, timetable and vision for completion. Establish corporate requirements ~~of the~~ marketing as set out in the business plan.	+	Gather information about the project, its history, current status, timetable and vision for completion. Establish corporate requirements for marketing as set out in the business plan.

	Planning		Planning
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	Who is the scheme targeting? A mixed-use scheme will attract a range of end users and its communications / commercial strategies will need to reflect this.		Who is the scheme targeting? A mixed-use scheme will attract a range of end users and its communications / commercial strategies will need to reflect this.

−	* Residents – what is their financial profile to buy/rent ~~in this new district~~?	+	* Residents – what is their financial profile to buy/rent?
−	* Office tenants (and the agents who find them) – what size, what financial profile?	+	* Office tenants (and the agents who find them) – what size are they, what is their financial profile?
	* Retail and leisure users – will the site have a bar, restaurant, hotel, gym, shops?		* Retail and leisure users – will the site have a bar, restaurant, hotel, gym, shops?
	* Will there be other facilities – a school, open areas for play?		* Will there be other facilities – a school, open areas for play?
−	* Are there other stakeholder groups to consider? (ie local authority, interested parties, trades associations etc)	+	* Are there other stakeholder groups to consider? (ie the local authority, interested parties, trades associations etc)

	How do local people currently view the place?		How do local people currently view the place?

−	* Are there active groups?	+	* Are there active community groups?
	* What is the general perception of the place?		* What is the general perception of the place?
	* Are people aware of what will be delivered (infrastructure, amenity, jobs, offices, homes)?		* Are people aware of what will be delivered (infrastructure, amenity, jobs, offices, homes)?
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	* Are there specific targets/dates?		* Are there specific targets/dates?
	* What is the business plan?		* What is the business plan?
−	* What is the corporate cycle (board reports) and what information will be required?	+	* What is the corporate cycle (ie when are board reports prepared) and what information will be required?
	* How will the scheme reference its funders?		* How will the scheme reference its funders?

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	# Safety		# Safety

−	What work needs to be undertaken to move ~~the site’s perception from its~~ current ~~view~~ to ~~its~~ new identity?	+	What work needs to be undertaken to move current perceptions to the new identity?

	== Stage 2: Strategy ==		== Stage 2: Strategy ==
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	* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.		* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.

−	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.	+	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

	= Find out more =		= Find out more =

Designing Buildings at 07:39, 7 August 2018

2018-08-07T07:39:30Z

← Older revision		Revision as of 07:39, 7 August 2018
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	== How a place branding approach can help ==		== How a place branding approach can help ==

−	Place branding is used ~~by tourism groups~~ to project a positive impression about a place across multiple channels, delivered by multiple stakeholders, including those who don’t technically ‘own’ the brand. Place branding fuses elements of ‘reality’ with curated messages, blending sponsored and managed content with organic.	+	Place branding is used to project a positive impression about a place across multiple channels, delivered by multiple stakeholders, including those who don’t technically ‘own’ the brand. Place branding fuses elements of ‘reality’ with curated messages, blending sponsored and managed content with organic content.

−	Mixed-use marketing can benefit from this approach because ~~its~~ impression ~~is created~~ both virtually (before someone actually arrives at a place, and often before it is built), and by direct experience (as the phased delivery of mixed-use schemes means some elements will be built and in use while the marketing activities are still ~~in operation~~).	+	Mixed-use marketing can benefit from this approach because it creates an impression both virtually (before someone actually arrives at a place, and often before it is built), and by direct experience (as the phased delivery of mixed-use schemes typically means some elements will be built and in use while the marketing activities are still ongoing).

−	~~And, like~~ a city or a country, the scale of a mixed-use project makes it impossible to own and control all messages. Many voices influence the brand, from the masterplanners and architects to the construction teams who define the place in its early stages, to the commercial agents who connect with potential purchasers and leasers, to tenants, residents and businesses, as well as local people living in and near the district. People will be quick to notice inconsistencies if ~~a developers’~~ channels carry ~~very~~ different messages to the generally perceived reality.	+	Like a city or a country, the scale of a mixed-use project makes it impossible to own and control all messages. Many voices influence the brand, from the masterplanners and architects to the construction teams who define the place in its early stages, to the commercial agents who connect with potential purchasers and leasers, to tenants, residents and businesses, as well as local people living in and near the district. People will be quick to notice inconsistencies if different channels carry different messages to the generally perceived reality.

−	It can be helpful to split the branding of a mixed-use scheme from the commercial brands being offered. This ~~enables~~ the master brand to ~~be adaptable to~~ a co-creation approach, and specific business lines to carry commercial sales messages dictated by their phasing.	+	It can be helpful to split the branding of a mixed-use scheme from the commercial brands being offered. This allows the master brand to adopt a co-creation approach, and specific business lines to carry commercial sales messages dictated by their phasing.

−	Given these points, a better statement defining mixed-use marketing might be: “The aim of mixed-use marketing is to establish a shared identity which is clearly and uniquely identifiable as belonging to that place. This shared identity should evolve through co-creation, enabling stakeholders and consumers to ~~engage with and create~~ a shared place people want to live, work and visit. The offering of particular businesses should fit within this umbrella notion of place.”	+	Given these points, a better statement defining mixed-use marketing might be: “The aim of mixed-use marketing is to establish a shared identity which is clearly and uniquely identifiable as belonging to that place. This shared identity should evolve through co-creation, enabling stakeholders and consumers to develop a shared place where people want to live, work and visit. The offering of particular businesses should fit within this umbrella notion of place.”

	= The process of mixed-use marketing =		= The process of mixed-use marketing =
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	* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.		* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.

−	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.	+	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

	= Find out more =		= Find out more =

Designing Buildings at 07:33, 7 August 2018

2018-08-07T07:33:17Z

← Older revision		Revision as of 07:33, 7 August 2018
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	== What is mixed-use? ==		== What is mixed-use? ==

−	~~Truly mixed~~-use developments have a carefully curated balance of activities and uses on a site. ~~Mixed-use districts~~ tend to be masterplanned by a developer or consortium of developers and investors, overseen by the planning department in a local authority. Their aim should be to establish and maintain a thriving place which is popular with visitors and ~~occupiers.~~	+	Mixed-use developments have a carefully curated balance of different activities and uses within a single site. They tend to be masterplanned by a developer or consortium of developers and investors, overseen by the planning department of a local authority. Their aim should be to establish and maintain a thriving place which is popular with visitors and occupants.
−		+
−	The masterplan stage carefully considers how the activities or uses will be balanced on site, and how they will be delivered. The team should consider uses throughout the day as well as how uses may vary over the life of the development. In urban environments where space is at a premium, the team should consider how different groups can use the same space in different ways; for example, how an open space can host a market in the day and events at night.	+

	== What is the purpose of mixed-use marketing? ==		== What is the purpose of mixed-use marketing? ==
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	At talks and seminars, speakers tend to give the same broad statement: “The aim of mixed-use marketing is to create a campaign which turns a new development into a place people want to live, work and visit.”		At talks and seminars, speakers tend to give the same broad statement: “The aim of mixed-use marketing is to create a campaign which turns a new development into a place people want to live, work and visit.”

−	However, given the scale and complexity of mixed-use schemes, this statement is falls short ~~in its summary~~. A single campaign is rarely enough for a mixed-use scheme. Marketing it effectively requires a layered programme of multiple, connected campaigns, along with the support of multiple groups of stakeholders and end users. In order to deliver this, mixed-use marketing can benefit from adopting some of the principles of place branding alongside its traditional property marketing approach.	+	However, given the scale and complexity of mixed-use schemes, this statement falls short. A single campaign is rarely enough for a mixed-use scheme. Marketing it effectively requires a layered programme of multiple, connected campaigns, along with the support of multiple groups of stakeholders and end users. In order to deliver this, mixed-use marketing can benefit from adopting some of the principles of place branding alongside its traditional property marketing approach.

	== How a place branding approach can help ==		== How a place branding approach can help ==
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	* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.		* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.

−	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.	+	There are many providers offering monitoring services based on content analysis including - [[w/index.php?title=W/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

	= Find out more =		= Find out more =

← Older revision		Revision as of 08:04, 7 August 2018
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	Mixed-use developments have a carefully curated balance of different activities and uses within a single site. They tend to be masterplanned by a developer or consortium of developers and investors, overseen by the planning department of a local authority. Their aim should be to establish and maintain a thriving place which is popular with visitors and occupants.		Mixed-use developments have a carefully curated balance of different activities and uses within a single site. They tend to be masterplanned by a developer or consortium of developers and investors, overseen by the planning department of a local authority. Their aim should be to establish and maintain a thriving place which is popular with visitors and occupants.
		+
		+	Large mixed-use developments might be referred to as mixed-use districts.

	== What is the purpose of mixed-use marketing? ==		== What is the purpose of mixed-use marketing? ==
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	== Stage 3: Preparation and detailed plan (pre live) ==		== Stage 3: Preparation and detailed plan (pre live) ==
		+
		+	=== Preparation ===

	Agree on a name for the scheme and register it.		Agree on a name for the scheme and register it.
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	* Note – GDPR regulations need to be understood when creating sign up options and handling people’s data.		* Note – GDPR regulations need to be understood when creating sign up options and handling people’s data.

−	== Detailed programme ==	+	=== Detailed programme ===

	The construction timetable should be used as a base for detailed planning work. The delivery of specific elements will dictate commercial campaigns, and running alongside it will be activity associated with place. The detailed plan should include timings for:		The construction timetable should be used as a base for detailed planning work. The delivery of specific elements will dictate commercial campaigns, and running alongside it will be activity associated with place. The detailed plan should include timings for:
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	== Stage 4: Implementation (go live) ==		== Stage 4: Implementation (go live) ==

−	Generally a scheme goes live with a launch event in order to gain publicity. This should ~~have been~~ targeted at the relevant audience in line with the strategic plan.	+	Generally a scheme (or parts of it) goes live with a launch event in order to gain publicity. This should be targeted at the relevant audience in line with the strategic plan.

−	~~Once the scheme is live, the team should focus on building a collaborative network of partners, stakeholders and interested parties. The more diverse the overall group the better.~~	+	=== Engagement ===

−	The aim is to co-opt and involve these groups so they understand the scheme’s vision and objectives. The best approach is to layer the groups and engage with each layer differently:	+	The team should continue to focus on building a collaborative network of partners, stakeholders and interested parties. The more diverse the overall group the better. The aim is to co-opt and involve these groups so they understand the scheme’s vision and objectives. The best approach is to layer the groups and engage with each layer differently:

−	* Professional partners (architects, designers, contractors etc) – encourage these teams to use the scheme’s brand and resources. Encourage co-creation~~, share~~ knowledge. Encourage them to apply for awards, offer to host their events, link to their websites and ask them to link to the project’s. Set up a file sharing system such (for example [http://www.dropbox.com/__ http://www.dropbox.com/]) and share CGIs etc.	+	* Professional partners (architects, designers, contractors etc) – encourage these teams to use the scheme’s brand and resources. Encourage co-creation and knowledge sharing. Encourage them to apply for awards, offer to host their events, link to their websites and ask them to link to the project’s. Set up a file sharing system such (for example [http://www.dropbox.com/__ http://www.dropbox.com/]) and share CGIs etc.
−	* Local residents – focus on lifting spirits, hold events, be the catalyst bringing them together. Explain the scheme’s vision, be open and listen to their views~~. A few positive engagements are soon noticed~~.	+	* Local residents – focus on lifting spirits, hold events, be the catalyst bringing them together. Explain the scheme’s vision, be open and listen to their views.
	* Local students – offer talks, tours, space for their events, in return for photos in their newsletters, and mentions on their feeds.		* Local students – offer talks, tours, space for their events, in return for photos in their newsletters, and mentions on their feeds.
	* Local groups – be active in engaging with local organisations. Ask their opinion about issues which arise on the project. Listen to their views.		* Local groups – be active in engaging with local organisations. Ask their opinion about issues which arise on the project. Listen to their views.
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	* Regularly share news of successes.		* Regularly share news of successes.

−	PR	+	=== PR ===

	The scheme will need a master list of journalists, and these will need to be segment. For the residential phase, lifestyle publications and residential pages should be targeted and commercial phases will need to reach B2B and business publications. Events on site can be pitched into leisure publications as well as local papers.		The scheme will need a master list of journalists, and these will need to be segment. For the residential phase, lifestyle publications and residential pages should be targeted and commercial phases will need to reach B2B and business publications. Events on site can be pitched into leisure publications as well as local papers.

−	Creative PR ~~work~~ on a mixed-use scheme should aim to achieve editorial coverage. A content-led approach should find interesting angles about the development. When planning PR work, consider the end goal. A piece in what a board member may consider to be a reputable newspaper may have significantly less reach than many digital channels which may be less well known at board level.	+	Creative PR on a mixed-use scheme should aim to achieve editorial coverage. A content-led approach should find interesting angles about the development. When planning PR work, consider the end goal. A piece in what a board member may consider to be a reputable newspaper may have significantly less reach than many digital channels which may be less well known at board level.

	== Stage 5: Measurement ==		== Stage 5: Measurement ==

−	It is important to ~~setting~~ clear metrics before beginning a mixed-use marketing project. ~~A regular review~~ can help inform and update the strategy as the project progresses.	+	It is important to set clear metrics before beginning a mixed-use marketing project. Regular reviews can then help inform and update the strategy as the project progresses.

	* Commercial success – the scheme’s sales and leasings figures tracked over time. Ideally this needs to be read against economic climate and marketing/advertising spend.		* Commercial success – the scheme’s sales and leasings figures tracked over time. Ideally this needs to be read against economic climate and marketing/advertising spend.
	* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?		* Partnership work within the place brand element – has a coherent message and an identity been created? Are key stakeholders using it? Are end users using it? What changes need to be made?
−	* Perceived image audit – this ~~should~~ be an annual survey on a small scale (asking sample groups in the street) to a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.	+	* Perceived image audit – this could be an annual survey on a small scale (asking sample groups in the street) or a large scale audit with a professional company. It is important to undertake the first audit as early as possible in the process, and to keep the questions, timing and approach consistent. This allows a tracking of the place’s penetration, image and brand value through time.
	* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense] and [https://www.manageflitter.com/_ ManageFlitter].		* Projected image audit – what are online communities saying about your brand on blogs, Facebook, Twitter etc? Engagement levels are key success markers. Analyse and better understand your followers with tools like [https://dashboard.audiense.com/ Audiense] and [https://www.manageflitter.com/_ ManageFlitter].
	* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.		* Media coverage – monitoring the coverage of the mixed-use scheme across the media, making sure to track any negative press as well as positive stories.
	* Sign ups to newsletters, enquiries.		* Sign ups to newsletters, enquiries.
	* Review the customer journey at every touch point.		* Review the customer journey at every touch point.
−	* Footfall – trackers can be placed at key entry points of a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.	+	* Footfall – trackers can be placed at key entry points to a scheme. Spikes in attendance can be monitored to asses the success of marketing campaigns over time.

−	There are many providers offering monitoring services based on content analysis including - ~~[[w~~/~~index.php?title=W~~/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DW/index.php%3Ftitle%3DWww.mediatenor.com%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1%26action%3Dedit%26redlink%3D1&action=edit&redlink=1\|www.mediatenor.com]] which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.	+	There are many providers offering monitoring services based on content analysis including - http://www.mediatenor.com which searches media intelligence, [https://trends.google.com/trends/ https://trends.google.com/trends/] which tracks trends on google, as well as numerous sites providing social media monitoring and web-analytic tools.

	= Find out more =		= Find out more =