Post on 11-Apr-2017
DEAR DETROIT — Rise & Grind —
January 2016
DEAR DETROIT — Rise & Grind —
AGENDA
CHALLENGE GOALS RESEARCH KEY INSIGHT
PROMISE EXECUTIONS MEDIA PLANS
CONCLUSION
DETERMINE A UNIFIED VOICE FOR THE CITY OF DETROIT
IMPROVE THE SOCIAL MEDIA
FOR THE CITY OF DETROIT
THE CHALLENGE
2017 2016
INCREASE SOCIAL FOLLOWING BY
GOALS
1,975 4,735 2,163
7,000 7,000 60,000
METHODOLOGYPRIMARY
RESEARCHSECONDARY RESEARCH
DETROIT’S LEGACY: THE LAND OF OPPORTUNITIES
HOWEVER, THE SOCIAL MEDIA DOES NOT REFLECT THIS
FOLLOWERS/LIKES CONTENT
1,975
4,735
2,163
Basic updates that gives Detroiters what they need but maybe not what they want
Repeated content from
Photos around the city from a singular
perspective
LACK OF DIVERSE INFO
DETROIT IS FALLING BEHIND OTHER CITIES ON SOCIAL
LACK OF UPDATED PERSPECTIVES
LACK OF PROPER BRAND & LACK OF CONSISTENCY
LACK OF DIVERSE
INFORMATION
OUR SOCIAL IS UNINTENTIONALLY WIDENING THE DIVIDE
LACK OF UPDATED
PERSPECTIVES
40% DON’T HAVE WIFI IN THEIR HOMES
PEOPLE ARE DISTRACTED BY THE
SHINY AND NEW
TODAY DETROIT IS THE LAND OF THE DISENFRANCHISED
NEW BUSINESSES ARE TAKING ADVANTAGE OF THE CITY BUT NOT IT’S
PEOPLE
70% of Detroit Jobs Held By Commuters
30% of Detroit jobs
held by Detroiters
YOUNG ACHIEVERS
WHO MAKES UP DETROIT BY THE NUMBERS
MAIN STREAM FAMILIES
SUSTAINING FAMILIES
25-44 35-54 <55
$37,332 $36,282 $27,536
1.9 Million
2.1 Million
1.8 Million
AGE
INCOME
HOUSEHOLDS IN THE U.S.
SELF-STARTERS, NEW COMERS
WHAT DO THESE DETROITERS LOOK LIKE
CURRENT RESIDENTS
DIVERSE FAMILY MIX
Young College Graduates
Diverse Single Parents
Mixed populace of Hispanics, Asian, African-American
singles and families
Returning Detroiters
Ethnically Diverse
Most economically challenged
Commercial based mom
and pop shops
First Generation Americans
Strive to improve their lower
middle class
WHAT CONNECTS DETROITERS?
A MUTUAL LOVE FOR THE CITY“Dear Detroit, focus
on your own culture. Focus on the children
and instilling their legacy, their history
into them”
“Dear Detroit, hold on to your
communities. Do whatever you can to hold on to and build
your legacy”
“Dear Detroit, don’t be scared of change but please
keep your soul, embrace musical
legacy” Drake Phifer, VP of Marketing at Real Times Media
Asia Hamilton, small business owner
Olayami Dabl’s, MBAD African Bead Museum Artist
THE KEY INSIGHT
Detroiters know they’re
stakeholders in building the next great
American City but they need a vehicle to enable their growth
THE PROMISE
The city of Detroit provides a platform for the citizens to connect
and be heard
CREATIVE CONCEPT & EXECUTIONS
DEAR DETROIT includes all citizens to
rebuild their city
MANDATORIES
Branding Interacting Curating
#DEARDETROIT
DEARDETROIT.LOVE
MICROSITE
ON SITE ACTIVATIONS
INSTAGRAM TAKEOVER
DMOJI COMPETITION
SPIRIT HUBS
SIT ON IT DETROIT
NEIGHBORHOOD ASSOCIATIONSPARTNERSHIPS WITH:
A CAMPAIGN THAT IMMEDIATELY DRIVES IMPACT
MEDIA PLAN
MEDIA PLAN