Slide 1

WILL FRICK | JARED KEPRON | CAROLINE MAZZOLA | ALEX SYLVIA BRANDING CAMDEN

Slide 2

OVERVIEW What is place branding? Objectives and goals Methodology Findings Conclusions and recommendations

Slide 3

WHAT IS PLACE BRANDING? Using marketing tools to establish an identity for a place Draws from several disciplines Meant to benefit residents, corporations, and other organizations Long used, but only recently studied

Slide 4

CAMDEN: A CLOSER LOOK Ethnically diverse Cultural hub of London Business centre Knowledge quarter

Slide 5

GOAL: Explore ways in which Camden Council can develop the brand of Camden, the place, in order to generate revenue from its unique locations and assets in both the digital and physical realm.

Slide 6

OBJECTIVES Identify how branding of places has been used to generate revenue 1 Identify what revenue-generating opportunities would be best applied to Camden 2 Provide strategies and recommendations 3

Slide 7

OVERVIEW OF FINDINGS 1. Camdens current branding efforts 2. Perspectives on the nature of the Camden brand initiative 3. Opportunities for future strategy

Slide 8

1. CAMDENS CURRENT BRANDING EFFORTS LoveCamden website Digital advertising screens Council-owned facilities

Slide 9

EVALUATING BASED ON INTERVIEW FEEDBACK Content Eye-catching Twitter stream Organization Alphabetization Navigation features Design Pros Cons

Slide 10

ASSESSMENT OF LoveCamden compared to neighbouring boroughs using WebCHECK Easy-to-use Organized Meaningful Stimulating

Slide 11

RECOMMENDATIONS TO IMPROVE Conclusion: Significant potential Requires development We Recommend: Continued investment Work with Central Saint Martins students Increase interactivity Pursue advertising

Slide 12

DIGITAL ADVERTISING Located in key locations around the borough Way-finding screens to public toilets Welcome to Camden sign

Slide 13

COUNCIL-OWNED FACILITIES Variety of uses The Camden Centre needs more signage

Slide 14

2. PERSPECTIVES ON THE NATURE OF THE CAMDEN BRAND We interviewed both internal and external stakeholders and asked them, What does Camden mean to YOU? We received a variety of answers but observed several commonalities and themes approach from their responses

Slide 15

WHAT DOES CAMDEN MEAN TO YOU? DIVERSE Variety Music Camden Town Knowledge Cultural Historical Edgy Unique Cool creative Innovative Transportation green

Slide 16

CONCERNS SURROUNDING UNIFIED BOROUGH BRAND Diversity, Variety, a Place for Everything Too broad Few examples of successful borough-level brands Variety can come across as lacking quality

Slide 17

ADVICE FROM BRANDING EXPERTS Watermill London advertising agency Perspectives of Camden need to be changed What is really in Camden? More than Camden Town

Slide 18

ADVICE FROM BRANDING EXPERTS Possible Ideas: Camden week Painting roads Balloon at iconic attractions Born in Camden Campaign Camden currency Entering Camden BORN IN CAMDEN

Slide 19

MULTI-BRAND IDENTITY Hampstead Heath Camden Arts Centre British Museum Covent Garden Market Camden Town St. Pancras International

Slide 20

WE RECOMMEND Do not pursue a borough-wide brand Smaller-scale endeavors Success could allow for a borough-wide brand later on

Slide 21

3. OPPORTUNITIES FOR FUTURE STRATEGY Brand Association Majority of stakeholders expressed interest in association with the Camden Brand Camden Card Help identify features in Camden Requires significant time and money Twinning Seen by some as outdated and unnecessary Seen by others as positive and creative Data Sensitive and potentially dangerous area

Slide 22

ACKNOWLEDGEMENTS Special thanks to the following people for their guidance and expertise throughout this project Suzanne Griffiths Caroline Jenkinson Anna Lowe Strategy & Improvement Team Arts and Tourism Team All interviewees And our advisors: Dominic Golding Patricia Stapleton

Slide 23

QUESTIONS?

Slide 24

IMAGE REFERENCES https://www.google.co.uk/search?q=british+museum&espv=2&biw=1442&bih=753&source=lnms&tbm=isch&sa=X&ei=Kzo6VbS- DMfsaM2lgWA&ved=0CAcQ_AUoAg#imgrc=w9XLbbODwAJ6OM%253A%3BEUdogqjI6QQ5CM%3Bhttp%253A%252F%252Fcdn.londonandpartners.com%252Fasset%252F09fb98cc65cd024b02f0f7899678a426.jpg%3Bhttp%253A%252F%252Fwww.visitlondon.com%252Fthings -to-do%252Fplace%252F285709-british-museum%3B640%3B360 https://www.google.co.uk/search?q=british+museum&espv=2&biw=1442&bih=753&source=lnms&tbm=isch&sa=X&ei=Kzo6VbS- DMfsaM2lgWA&ved=0CAcQ_AUoAg#tbm=isch&q=primrose+hill&imgrc=GAUViJul5WVyTM%253A%3ByzYKat7HiqmUMM%3Bhttps%253A%252F%252Fwww.royalparks.org.uk%252Fparks%252Fthe-regents-park%252Fthings-to-see-and-do%252Fprimrose- hill%252F_gallery%252FPark-bench-on-Primrose-Hill.jpg%252Fw_992.jpg%3Bhttps%253A%252F%252Fwww.royalparks.org.uk%252Fparks%252Fthe-regents-park%252Fthings-to-see-and-do%252Fprimrose-hill%3B992%3B660 https://www.google.co.uk/search?q=camden+lock&espv=2&biw=1442&bih=753&source=lnms&tbm=isch&sa=X&ei=fDo6Va2tD8fvavC0gZAL&ved=0CAcQ_AUoAg#imgrc=6- R8JVJEyvgOfM%253A%3BBgqjUF1EZsOf3M%3Bhttps%253A%252F%252Furbangiraffe.com%252Fimages%252Fblog%252F2011%252F04%252Fcamden-lock-bridge.jpg%3Bhttps%253A%252F%252Furbangiraffe.com%252F2011%252F04%252F11%252Fwwwp5k%252Fcamden- lock-bridge%252F%3B1768%3B1179 https://www.royalparks.org.uk/parks/the-regents-park/map-of-regents-park http://en.wikipedia.org/wiki/British_Museum_Reading_Room https://c1.staticflickr.com/7/6058/5909135520_db62f0ee26_b.jpg https://maintainn.com/2014/07/wordcamp-nyc-2014/ http://www.southbanklondon.com/ http://i.ytimg.com/vi/DNI84Dcpj9o/maxresdefault.jpg http://www.knowledgequarter.london https://www.google.co.uk/search?q=chicago+windy+city+logo&espv=2&biw=1442&bih=753&source=lnms&tbm=isch&sa=X&ei=Pzs6VYe-B8Xiaur7gMAN&ved=0CAYQ_AUoAQ#tbm=isch&q=windy+city+chicago+logo&imgrc=W5i2q- jqXTlZ4M%253A%3B9uolg5vDa8IiaM%3Bhttp%253A%252F%252Fs3.amazonaws.com%252Frapgenius%252FWindyCityBlastConcept.jpg%3Bhttp%253A%252F%252Fgenius.com%252F155740%252FGza-4th-chamber%252FAiming-nozzles-stay-windy-in-chicago%3B600%3B400 http://lambethandsouthwarkmind.org.uk/map-of-london-boroughs/ http://www.telegraph.co.uk/travel/hotel/92194/The-Fielding-Hotel-Covent-Garden-London-review.html http://www.wattsandco.com/blog/the-watts-church-crawl-part-the-fourteenth-kings-cross-st-pancras https://www.google.co.uk/search?q=regents+park+flowers&espv=2&biw=1442&bih=753&source=lnms&tbm=isch&sa=X&ei=9Ds6VeW1FI7xaM2rgYgG&ved=0CAYQ_AUoAQ#imgrc=k3vmwLriFEXaHM%253A%3B0fAuCqnxm6vMoM%3Bhttp%253A%252F%252Fwww.bloglmn. com%252Fwp-content%252Fuploads%252FTulips-in-Regents-Park-c-Giles-Barnard.jpg%3Bhttp%253A%252F%252Fwww.lastminute.com%252Fblog%252Fwhere-to-see-spring-flowers-in-london%252F%3B700%3B466 https://www.google.co.uk/search?q=camden+town+unlimited&espv=2&biw=1442&bih=753&source=lnms&tbm=isch&sa=X&ei=EDw6VdeSAYrnarCNgJAE&ved=0CAYQ_AUoAQ#imgrc=7tK_jwNLwHOTZM%253A%3B0Fkxtd4CeDBG3M%3Bhttp%253A%252F%252Fappliedima gination2012.com%252Fcamden-town-unlimited.jpg%3Bhttp%253A%252F%252Fappliedimagination2012.com%252Fsponsorship.html%3B700%3B271 http://www.camdentownunlimited.com/about-us/members http://www.lovecamden.org/ https://www.google.co.uk/search?q=camden+centre&espv=2&biw=1442&bih=753&source=lnms&tbm=isch&sa=X&ei=Uzw6VfmLNMLkaPjIgMAJ&ved=0CAcQ_AUoAg#imgrc=r6Kru5JdmOcPoM%253A%3BALgO0TTJSG1zzM%3Bhttp%253A%252F%252Fwww.mycityvenue.com %252Fdata%252Fimg%252F15102012%252F4836%252F1350335222%252Fcamden%252520centre.jpg%3Bhttp%253A%252F%252Fwww.mycityvenue.com%252FCamdenCentre%3B640%3B425 http://www.camden.gov.uk/ccm/content/business/venues-for-events/camden-centre/location http://www.creativereview.co.uk/cr-blog/2012/june/ual-identity-pentagram http://ministryoftype.co.uk/tag:Brands+and+Logos/page:4 http://picturesoflife.co.uk/performances/st-pancras-international/camden-centre-logo-2/ https://www.google.co.uk/search?q=camden+centre&espv=2&biw=1442&bih=753&site=webhp&source=lnms&tbm=isch&sa=X&ei=zTw6VcykF9DgaO30gKgD&ved=0CAcQ_AUoAg#imgrc=yCTfcL95sAoZJM%253A%3BuMeaEeCMGKDb- M%3Bhttp%253A%252F%252Fwww.tunbridgewellskidsonthego.co.uk%252Fwp-content%252Fuploads%252F2014%252F02%252Fcamden-centre-.jpg%3Bhttp%253A%252F%252Fwww.tunbridgewellskidsonthego.co.uk%252Fthe-camden-centre%252F%3B2448%3B2448 https://www.camden.gov.uk/ccm/content/council-and-democracy/plans-and-policies/camden-strategies-&-partnerships/pancras-square-library/ http://www.laingorourke.com/our-work/all-projects/st-pancras-international-station.aspx https://www.google.co.uk/search?q=roundhouse&espv=2&biw=1442&bih=753&source=lnms&tbm=isch&sa=X&ei=MD06VdPSMZHsaKiBgbgM&ved=0CAcQ_AUoAg#tbm=isch&q=roundhouse+camden&imgrc=dahDOGGod5EhqM%253A%3BE4LhCzEQE__RZM%3Bhttp%253A% 252F%252Fwww.mitchellperera.com%252Fwp-content%252Fuploads%252F2013%252F08%252Froundhouse.jpg%3Bhttp%253A%252F%252Fwww.mitchellperera.com%252Fphotos%252F%3B460%3B307 https://www.google.co.uk/search?q=swiss+cottage+camden&espv=2&biw=1442&bih=753&source=lnms&tbm=isch&sa=X&ei=TD06VerOJpXUatPWgfAD&ved=0CAcQ_AUoAg#tbm=isch&q=camden+arts+centre&imgrc=XgB8r7sLQ4vbLM%253A%3BYURE4irXDioAWM%3Bhttp %253A%252F%252Fwww.e-architect.co.uk%252Fimages%252Fjpgs%252Flondon%252Fcamden_arts_centre_nw230809_4.jpg%3Bhttp%253A%252F%252Fwww.e-architect.co.uk%252Flondon%252Fcamden-arts-centre%3B900%3B599 https://www.google.co.uk/search?q=hampstead+heath&espv=2&biw=1442&bih=753&source=lnms&tbm=isch&sa=X&ei=gz06VfewI9LnaPqXgOgC&ved=0CAcQ_AUoAg#imgrc=_kYvyanBeSoAZM%253A%3BmXdZz- c47u3IbM%3Bhttp%253A%252F%252Fwww.belsizeparknw3.com%252Fhampstead22.jpg%3Bhttp%253A%252F%252Fwww.belsizeparknw3.com%252Fhampstead%3B1600%3B1067