CREATING
BRANDED
PLACE
Merging Media + Creative Placemaking
Nate Schrader
9.30.15
CREATING
BRANDED
PLACE
Background:
• Construction
• Arts & Math
• Architecture
• Content Marketing + Search
NateSchraderIdeas.com
ABOUT NATE SCHR...
The mining of cultural history can become
interwoven with social and political awareness,
community activism, and the beli...
THE PROBLEMTHE PROBLEM
HOW MUCH OF OUR
ADVERTISING IS
WORKING?
Coke is shopping around.
Not much.
Why?
HOW MUCH OF OUR
ADVERTISING IS
WORKING?
Coke is shopping around.
Not much.
Why?
YOU’RE ALREADY
EVERYWHERE. PEOPLE
EXPECT Y...
BANNER BLINDNESS ISN’T JUST FOR THE INTERNET.
Billboards are
ignored by habit,
rarely recycled,
and expensive.
HOW DO YOU STAND OUT?
HOW DO YOU STAND OUT?
ADD VALUE. GO BEYOND THE BILLBOARD.
LISBON, PORTUGAL
had a lot of graffiti in Bairro
Alto - the club, gallery, bar,
boutique scene.
The mayor announced he’d
w...
PAMPERO RUM
needed the younger market.
So they connected and created
street artworks to form the
Ephemeral Museum, a
strat...
THIS IS CREATIVE PLACEMAKING.
THIS IS CREATIVE PLACEMAKING.
TURNING SPACE
INTO PLACE.
MERGING MEDIA +
CREATIVE PLACEMAKING
1. What is creative placemaking?
2. How to do it right.
3. How can media play a role?...
MERGING MEDIA +
CREATIVE PLACEMAKING
1. What is creative placemaking?
MERGING MEDIA +
CREATIVE PLACEMAKING
CREATIVE PLACEMAKING IS
A PARTNERSHIP
STRATEGICALLY LINKING
ART AND CULTURE
Orange County, NY
PROBLEM:
Orange County’s agricultural scene was bust...
A PARTNERSHIP
STRATEGICALLY LINKING
ART AND CULTURE
Orange County, NY -- Farm Art Trail
PROBLEM:
Orange County’s agricultu...
CELEBRATION OF ARTS +
CULTURE OF THE
COMMUNITY
Lisbon
PROBLEM:
Outdated street art was detracting more than adding.
CELEBRATION OF ARTS +
CULTURE OF THE
COMMUNITY
Lisbon – Ephemeral Art Museum
PROBLEM:
Outdated street art was detracting m...
DRIVER OF
TRANSFORMATION TO BUILD
CHARACTER OF A PLACE.
Toledo, OH
PROBLEM:
“There’s an area near our center that used to ...
DRIVER OF
TRANSFORMATION TO BUILD
CHARACTER OF A PLACE.
Toledo, OH – Lady of Guadalupe Mural
PROBLEM:
“There’s an area nea...
CREATIVE PLACEMAKING IS
A PARTNERSHIP STRATEGICALLY LINKING AND
CELEBRATING ART AND CULTURE TO DRIVE THE
TRANSFORMATION & ...
MERGING MEDIA +
CREATIVE PLACEMAKING
1. What is creative placemaking?
2. How to do it right.
MERGING MEDIA +
CREATIVE PLAC...
ANN MARKUSEN’S
3 KEYS TO SUCCESSFUL PLACEMAKING
1. Get an initiator to lead.
- Individual artist
- Public sector member
- Non-profit member
- Mayor / city council
member
...
1. Get an initiator to lead.
- Individual artist
- Public sector member
- Non-profit member
- Mayor / city council
member
...
1. Get an initiator to lead.
2. Distinctiveness and local
orientation.
- Be visible. Be different.
- Local authentic spin
...
1. Get an initiator to lead.
2. Distinctiveness and local
orientation.
3. Seek partnerships in
unusual places.
- Champion ...
GREAT. BUT I’M NOT A CREATIVE PLACEMAKER.
GREAT. BUT I’M NOT A CREATIVE PLACEMAKER.
I’M IN MEDIA.
JED PEARSALL’S
3 KEYS TO SUCCESSFUL PLACEMAKING
SPONSORSHIPS*
*OOH Sponsorships
1. Be understated to be
authentic.
JED PEARSALL’S
3 KEYS TO SUCCESSFUL SPONSORSHIPS
1. Be understated to be
authentic.
JED PEARSALL’S
3 KEYS TO SUCCESSFUL SPONSORSHIPS
2. Show dependence.
“Without [YOUR BRA...
1. Be understated to be
authentic.
JED PEARSALL’S
3 KEYS TO SUCCESSFUL SPONSORSHIPS
2. Show dependence.
“Without [YOUR BRA...
1. Be understated to be
authentic.
JED PEARSALL’S
3 KEYS TO SUCCESSFUL SPONSORSHIPS
2. Show dependence.
3. Integrate into ...
HOW TO DO CREATIVE PLACEMAKING RIGHT.
1. Leading initiator
2. Distinctive and local
3. Unusual partnerships
4. Understated...
MERGING MEDIA +
CREATIVE PLACEMAKING
1. What is creative placemaking?
2. How to do it right.
3. How can media play a role?...
1. Get an initiator to lead.
2. Distinctiveness and local
orientation.
3. Seek partnerships in
unusual places.
- Champion ...
‘OUR TOWN’ program
80grants
44states
11MM
Since 2011
$
Project for Public Spaces
Chicago Loop Alliance
$20-80k projects | Taxes + Kia, ZipCar, MillerCoors
ACTIVATE! CHICAGO Alley Activations
POSSIBLE INTEGRATIONS
SECURITY
Guadalupe Mural, Toledo OH
HEALTH & FITNESS
Outdoor Fitness Circuit
ENTERTAINMENT & TRAVEL
Ryan Holliday, ‘Wired’
Food & Gardening
Highline-like Gardens + Urban Farms
MERGING MEDIA +
CREATIVE PLACEMAKING
1. What is creative placemaking?
2. How to do it right.
3. How can media play a role?...
WHY MEDIA HAS A PLACE WITH
CREATIVE PLACEMAKING
Evokes long lasting emotion for the same price.
$250k $250k
vs.
Fuses local talent.
Evokes long lasting emotion for the same price.
Fuses local talent.
Rejuvenates cities. The people want it.
Evokes long lasting emotion for the same price.
Fuses local talent.
Rejuvenates cities. The people want it.
Audience is brand loyal.
Lower incomes are more brand loyal to...
Fuses local talent.
Rejuvenates cities. The people want it.
Audience is brand loyal.
Not possible without media voice and ...
MERGING MEDIA +
CREATIVE PLACEMAKING
1. What is creative placemaking?
2. How to do it right.
3. How can media play a role?...
Faheem Majeed You missed it.
Activate! Chicago 05.15 – 10.23
CivicArtWorks.com Ongoing.
Chicago Ideas Week Oct. 12 - 18
Ch...
SOURCES
• CivicArtWorks.com for ideas
• Ephemeral Art Museum
• Leo Burnett, Humankind
• TEDTalks
• The Art of Placemaking ...
The mining of cultural history can become
interwoven with social and political awareness,
community activism, and the beli...
The mining of cultural history can become
interwoven with social and political awareness,
community activism, and the beli...
Make a space
A PLACE.
Thank you.
of 60

Nate_Schrader_Creative_Placemaking_and_Media_9.30.15

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - Nate_Schrader_Creative_Placemaking_and_Media_9.30.15

  • 1. CREATING BRANDED PLACE Merging Media + Creative Placemaking Nate Schrader 9.30.15 CREATING BRANDED PLACE
  • 2. Background: • Construction • Arts & Math • Architecture • Content Marketing + Search NateSchraderIdeas.com ABOUT NATE SCHRADER Digital Analyst,
  • 3. The mining of cultural history can become interwoven with social and political awareness, community activism, and the belief that art can act as a catalyst for change. Faheem Majeed
  • 4. THE PROBLEMTHE PROBLEM
  • 5. HOW MUCH OF OUR ADVERTISING IS WORKING? Coke is shopping around. Not much. Why?
  • 6. HOW MUCH OF OUR ADVERTISING IS WORKING? Coke is shopping around. Not much. Why? YOU’RE ALREADY EVERYWHERE. PEOPLE EXPECT YOU.
  • 7. BANNER BLINDNESS ISN’T JUST FOR THE INTERNET. Billboards are ignored by habit, rarely recycled, and expensive.
  • 8. HOW DO YOU STAND OUT?
  • 9. HOW DO YOU STAND OUT? ADD VALUE. GO BEYOND THE BILLBOARD.
  • 10. LISBON, PORTUGAL had a lot of graffiti in Bairro Alto - the club, gallery, bar, boutique scene. The mayor announced he’d whitewash them away.
  • 11. PAMPERO RUM needed the younger market. So they connected and created street artworks to form the Ephemeral Museum, a strategically linked series of public works celebrating the district and its culture.
  • 12. THIS IS CREATIVE PLACEMAKING.
  • 13. THIS IS CREATIVE PLACEMAKING. TURNING SPACE INTO PLACE.
  • 14. MERGING MEDIA + CREATIVE PLACEMAKING 1. What is creative placemaking? 2. How to do it right. 3. How can media play a role? 4. Why it will work. 5. Current opportunities + things near YOU. MERGING MEDIA + CREATIVE PLACEMAKING
  • 15. MERGING MEDIA + CREATIVE PLACEMAKING 1. What is creative placemaking? MERGING MEDIA + CREATIVE PLACEMAKING
  • 16. CREATIVE PLACEMAKING IS
  • 17. A PARTNERSHIP STRATEGICALLY LINKING ART AND CULTURE Orange County, NY PROBLEM: Orange County’s agricultural scene was bustling with produce but few visitors.
  • 18. A PARTNERSHIP STRATEGICALLY LINKING ART AND CULTURE Orange County, NY -- Farm Art Trail PROBLEM: Orange County’s agricultural scene was bustling with produce but few visitors. SOLUTION: Artists and farmers brainstormed the Farm Art Trail, a public art installation artist-in-residence program connecting farms throughout the county. Led to more art, buying local, and geo-cache fun.
  • 19. CELEBRATION OF ARTS + CULTURE OF THE COMMUNITY Lisbon PROBLEM: Outdated street art was detracting more than adding.
  • 20. CELEBRATION OF ARTS + CULTURE OF THE COMMUNITY Lisbon – Ephemeral Art Museum PROBLEM: Outdated street art was detracting more than adding. SOLUTION: Pampero Rum amplified the already vibrant arts district into the Ephemeral Art Museum. Led to a new respect for the area, increased foot traffic, and arts inspiration.
  • 21. DRIVER OF TRANSFORMATION TO BUILD CHARACTER OF A PLACE. Toledo, OH PROBLEM: “There’s an area near our center that used to be the place where sex workers brought their customers.” -Maria Rodriguez-Winter, Sofia Quintero Arts Executive Director
  • 22. DRIVER OF TRANSFORMATION TO BUILD CHARACTER OF A PLACE. Toledo, OH – Lady of Guadalupe Mural PROBLEM: “There’s an area near our center that used to be the place where sex workers brought their customers.” -Maria Rodriguez-Winter, Sofia Quintero Arts Executive Director SOLUTION: “So we decided to construct & paint a wall of the Ten Commandments & image of Our Lady of Guadalupe.” Sex trafficking stopped and in place prompted prayer.
  • 23. CREATIVE PLACEMAKING IS A PARTNERSHIP STRATEGICALLY LINKING AND CELEBRATING ART AND CULTURE TO DRIVE THE TRANSFORMATION & CHARACTER BUILDING OF A PLACE.
  • 24. MERGING MEDIA + CREATIVE PLACEMAKING 1. What is creative placemaking? 2. How to do it right. MERGING MEDIA + CREATIVE PLACEMAKING
  • 25. ANN MARKUSEN’S 3 KEYS TO SUCCESSFUL PLACEMAKING
  • 26. 1. Get an initiator to lead. - Individual artist - Public sector member - Non-profit member - Mayor / city council member OR… ANN MARKUSEN’S 3 KEYS TO SUCCESSFUL PLACEMAKING
  • 27. 1. Get an initiator to lead. - Individual artist - Public sector member - Non-profit member - Mayor / city council member OR… - A commercial business. ANN MARKUSEN’S 3 KEYS TO SUCCESSFUL PLACEMAKING
  • 28. 1. Get an initiator to lead. 2. Distinctiveness and local orientation. - Be visible. Be different. - Local authentic spin - Improve city ANN MARKUSEN’S 3 KEYS TO SUCCESSFUL PLACEMAKING
  • 29. 1. Get an initiator to lead. 2. Distinctiveness and local orientation. 3. Seek partnerships in unusual places. - Champion in city hall - Local arts & community leaders - Private sector buy-in ANN MARKUSEN’S 3 KEYS TO SUCCESSFUL PLACEMAKING
  • 30. GREAT. BUT I’M NOT A CREATIVE PLACEMAKER.
  • 31. GREAT. BUT I’M NOT A CREATIVE PLACEMAKER. I’M IN MEDIA.
  • 32. JED PEARSALL’S 3 KEYS TO SUCCESSFUL PLACEMAKING SPONSORSHIPS* *OOH Sponsorships
  • 33. 1. Be understated to be authentic. JED PEARSALL’S 3 KEYS TO SUCCESSFUL SPONSORSHIPS
  • 34. 1. Be understated to be authentic. JED PEARSALL’S 3 KEYS TO SUCCESSFUL SPONSORSHIPS 2. Show dependence. “Without [YOUR BRAND HERE], this gallery would not be possible.”
  • 35. 1. Be understated to be authentic. JED PEARSALL’S 3 KEYS TO SUCCESSFUL SPONSORSHIPS 2. Show dependence. “Without [YOUR BRAND HERE], this gallery would not be possible.” NASCAR – 72% of fans will buy sponsored brands over non-sponsored.
  • 36. 1. Be understated to be authentic. JED PEARSALL’S 3 KEYS TO SUCCESSFUL SPONSORSHIPS 2. Show dependence. 3. Integrate into the experience.
  • 37. HOW TO DO CREATIVE PLACEMAKING RIGHT. 1. Leading initiator 2. Distinctive and local 3. Unusual partnerships 4. Understated = authentic. 5. Show dependence. 6. Integrate into the experience.
  • 38. MERGING MEDIA + CREATIVE PLACEMAKING 1. What is creative placemaking? 2. How to do it right. 3. How can media play a role? MERGING MEDIA + CREATIVE PLACEMAKING
  • 39. 1. Get an initiator to lead. 2. Distinctiveness and local orientation. 3. Seek partnerships in unusual places. - Champion in city hall - Local arts & community leaders - Private sector buy-in ANN MARKUSEN’S 3 KEYS TO SUCCESSFUL PLACEMAKING RFP THESE GUYS! - Individual artist - Public sector member - Non-profit member - Mayor / city council member
  • 40. ‘OUR TOWN’ program 80grants 44states 11MM Since 2011 $
  • 41. Project for Public Spaces
  • 42. Chicago Loop Alliance $20-80k projects | Taxes + Kia, ZipCar, MillerCoors ACTIVATE! CHICAGO Alley Activations
  • 43. POSSIBLE INTEGRATIONS
  • 44. SECURITY Guadalupe Mural, Toledo OH
  • 45. HEALTH & FITNESS Outdoor Fitness Circuit
  • 46. ENTERTAINMENT & TRAVEL Ryan Holliday, ‘Wired’
  • 47. Food & Gardening Highline-like Gardens + Urban Farms
  • 48. MERGING MEDIA + CREATIVE PLACEMAKING 1. What is creative placemaking? 2. How to do it right. 3. How can media play a role? 4. Why it will work. MERGING MEDIA + CREATIVE PLACEMAKING
  • 49. WHY MEDIA HAS A PLACE WITH CREATIVE PLACEMAKING
  • 50. Evokes long lasting emotion for the same price. $250k $250k vs.
  • 51. Fuses local talent. Evokes long lasting emotion for the same price.
  • 52. Fuses local talent. Rejuvenates cities. The people want it. Evokes long lasting emotion for the same price.
  • 53. Fuses local talent. Rejuvenates cities. The people want it. Audience is brand loyal. Lower incomes are more brand loyal to sponsorships Jed Pearsall Evokes long lasting emotion for the same price.
  • 54. Fuses local talent. Rejuvenates cities. The people want it. Audience is brand loyal. Not possible without media voice and funding. Evokes long lasting emotion for the same price.
  • 55. MERGING MEDIA + CREATIVE PLACEMAKING 1. What is creative placemaking? 2. How to do it right. 3. How can media play a role? 4. Why it will work. 5. Current opportunities + things near YOU. MERGING MEDIA + CREATIVE PLACEMAKING
  • 56. Faheem Majeed You missed it. Activate! Chicago 05.15 – 10.23 CivicArtWorks.com Ongoing. Chicago Ideas Week Oct. 12 - 18 Chicago Placemaking Exhibit Check out final event on October 23! Steal progressive ideas here. Inspiring talks and interactive sessions.
  • 57. SOURCES • CivicArtWorks.com for ideas • Ephemeral Art Museum • Leo Burnett, Humankind • TEDTalks • The Art of Placemaking Podcast • http://ehflaw.typepad.com/blo g/2014/02/currency-of- place.html • http://www.artscapediy.org/Cre ative-Placemaking/Approaches- to-Creative-Placemaking.aspx • https://www.youtube.com/watc h?v=n6IsufOTCBA • https://www.youtube.com/watc h?v=Qrvm__gITD4 • https://www.youtube.com/watc h?v=WQNNeQRZG1E • www.marketingmag.com.au • www.flickr.com • www.hoslotcarracing.com • slice.mit.edu • chinaviva.net • www.reportingonhealth.org • www.reportingonhealth.org • all-things-ed.mlblogs.com • www.stumbleupon.com • www.canyonville.net • twwg-atl.blogspot.com • www.homes.timesfreepress.com • logos.wikia.com • florida-real-estate-news.com • http://wallkillriverschool.com/wp- content/uploads/2014/11/trailgeotou r1.gif • http://orangetourism.org/themed- adventures/farmart-trail/ • www.taniaspencer.com • www.zinsseruk.com • pixcooler.com • www.8one8.com • snowriders.mit.edu • 7-themes.com • www.ignition-inc.com • everything-pr.com • en.wikipedia.org
  • 58. The mining of cultural history can become interwoven with social and political awareness, community activism, and the belief that art can act as a catalyst for change. Faheem Majeed
  • 59. The mining of cultural history can become interwoven with social and political awareness, community activism, and the belief that media can act as a catalyst for change.
  • 60. Make a space A PLACE. Thank you.

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