Posted on Tuesday, August 20, 2013 by FolFry
Never underestimate the ability of a powerful message to influence public opinion and to achieve
specific goals. Time Magazine piece on Downtown L.A.’s renaissance
illustrates the benefits of staying “on message”—in this case for more than a decade.
The article discusses Downtown’s progress in becoming an entertainment, sports, dining and housing hub, in addition to its traditional role as a financial
center. Cut to the year 1999, when the Los Angeles Downtown Center Business Improvement District (BID) retained
FolFry to implement destination and economic-development marketing for the 65-square-block central city. We crafted three simple key messages
that still bear repeating today:
- Downtown is clean and safe
- Downtown is a vibrant place to live, work and play
- Downtown is undergoing a major renaissance
Working closely with the BID for four years, we insured that those three messages were incorporated into every news release and media interview.
And today, 12 years later, those central points are still being effectively delivered and heard by the public and the media. In 1999, we helped position
Downtown as “The Heart of the City.” Today’s www.downtownla.com
still promotes the city center as one
in which to “live, work, and play.” Our point here? If it’s a powerful message, run with it and stay with it! Whether your positioning and
message points are in the service of financial communications, enterprise marketing or social responsibility programs, consistency pays off. While
we bristle at Time’s
comparison of Downtown L.A. with New York City and its reference to the “Manhattanization” of Downtown, we’re pleased that
the message of the city center as a 24/7 environment is still coming through loud and clear.