Project: ‘OWN IT’ Downtown Magazine Lead: Downtown Kitchener BIA Partner: City of Kitchener

• ‘OWN IT’ is a 64 page creative journal, that tells the stories of downtown’s change makers who are redefining Downtown Kitchener through their passion and innovation.

• All stories focus on ‘why’ people are doing what they are doing - what drives them, what inspires them, and why Downtown Kitchener is important in their journey.

• ‘OWN IT’ uses in-bound marketing as its core philosophy - instead of direct advertising, Downtown’s shops, restaurants and services serve as the backdrop for many of the stories. Getting the audience to connect emotionally with business owners, in hopes that their more intrigued or inspired to visit their business.

• A 4-page fashion spread showcased outfits that could be assembled from a variety of different stores. Instead of models, actual downtown advocates were used.

• Artistic photography styles were used to emphasize Downtown Kitchener’s brand as a place of innovation, creativity and entrepreneurial spirit.

• ‘OWN IT’ was a community building exercise. It was written and photographed by downtownees, about downtownees. The BIA rallied local advocates, bloggers, writers and photographers and facilitated the overall production process.

• All stories were integrated into an online, web-based version so they could be shared via Twitter, Facebook, etc.

Cost: ~$35,000 Funding: BIA levy + contribution from the City Partners: The BIA coordinated the work of 15 designers, writers and photographers. In total, the magazine featured more than 70 advocates, businesses, community groups and events.

Cost: ~$35,000 Funding: BIA levy + contribution from the City Partners: The BIA coordinated the work of 15 designers, writers and photographers. The magazine featured more than 70 advocates, businesses, community groups and events. Results: 5,500 copies distributed; ~10,000 online page views

Impact: ‘OWN IT’ was a monumental brand building, community building watershed publication. It was the first time anyone had shown a light on all the creative, entrepreneurial talent and stories in Downtown Kitchener. The response was outstanding, both from the pride it built among downtownees, but also interest from the larger community. It is a signature piece that will help us build Downtown’s brand as a place of innovation, startup culture and creativity. Replication: ‘OWN IT‘ could be developed and produced as an online magazine for a fraction of the cost, as much of the cost was in printing. But the core philosophy of having downtown advocates tell the stories of downtown change makers, can be replicated in any medium.

Why ‘OWN IT’ Deserves an award: Publishing a magazine is not a new concept. What is innovative, however, is the way the magazine was conceived and executed. The final product does not look like a sales piece. It looks like a well-polished piece that was ‘built by the community, for the community’. There isn’t a single ad, and limited reference to the BIA or City. But it is entirely one big advertisement, for 70+ businesses, advocates and events. We created stories that captivate the audience and entice them to patronize businesses, without actually telling them to do so. It is an exemplary example of new-age inbound marketing. But above all, this piece has helped to redefine Downtown Kitchener’s brand in such a profound, innovative way.