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Royal Oak DDA Proposal DRAFT 4 26 19 Public Relations and Marketing Communications Services for the City of Royal Oak Downtown Development Authority (DDA) Submitted by Marx Layne & Company April 30, 2019 Copyright April 30, 2019 by Marx Layne & Company. All rights reserved. OVERVIEW Downtown Royal Oak, within the Downtown Development Authority (DDA), is the place to shop, dine, play and reside. The DDA has been very successful in attracting high-rise, multi-family housing as it continues to draw people to this safe, clean, friendly city. The Royal Oak DDA has a thriving culture, a walkable downtown and many positive attributes that are appealing to young professionals to baby boomers to seniors who desire a high density, urban lifestyle. The immediate future represents a strong opportunity for the DDA to continue to progress as one of the most desirable areas in southeast Michigan. Factors like a young generation that is not desirous of the suburban, cul-de-sac residential model, a baby boomer population that wishes a pedestrian friendly environment, the benefits of high density vs. one home per acre zoning, and the affordability of living and doing business in Royal Oak all contribute to the positive momentum that has been generated since the Royal Oak DDA took a comprehensive approach to business and residential retention and attraction. Recently, however, organized opposition to the DDA and specifically the new public parking system, threatens to derail the public’s perception of Royal Oak as a thriving destination location. A proactive, aggressive media and community relations campaign must be conceptualized and implemented, extolling the virtues of Royal Oak while concurrently addressing negative rumors and misinformation about the city. While shoppers, diners and residents crave an urban atmosphere that density offers, they equally demand the convenience of immediately accessible parking. The evolution of the retail and restaurant segment in downtown Royal Oak has morphed over the years as the city has attracted high-rise residential. Many existing DDA businesses began when Royal Oak had abundant surface parking and became accustomed to that. The city’s new parking system must repetitively, aggressively and proactively communicated in Royal Oak’s print and online materials, the news media and on social media. The Royal Oak DDA is a living, breathing organism. In order to continue healthy growth, all aspects must work in tandem – multi-family housing, retail, restaurants/entertainment, office and parking. The DDA has taken positive, aggressive steps to manage its growth from a Main Street type of environment to a higher density urban center. 1 In light of the above scenarios, how does the Royal Oak DDA position its numerous amenities in a way to significantly increase pedestrian traffic weekdays, continue to attract and retain specialty retail/restaurants, as well as other commercial and office entities – solidifying Downtown Royal Oak as the place to be – and, in light of recent negative press, continue to attract both buyers and developers? Marx Layne & Company brings a unique combination of deep urban planning, development, restaurant, retail, multi-family and municipal experience to the Royal Oak DDA. We believe we would be highly effective in helping to craft Royal Oak’s key messages to both internal and external audiences, including existing and prospective businesses, area residents, existing and prospective patrons and the news media. Importantly, Marx Layne has the skill set to effectively interact with business entities within the DDA who are disenchanted with the current parking situation and need effective dialogue to find creative solutions. Marx Layne & Company believes in personalized service, accessibility and accountability. Importantly, we respect the correlation between dollars spent by the Royal Oak DDA and results. In developing and implementing a communications plan for the Royal Oak DDA, our initiatives will focus on business retention and attraction and will tie together the advertising, special events, media relations, social media, promotions and other campaigns conducted by the DDA so that they all speak with a unified, cohesive theme – each campaign designed to deliver the right message to the right audience at the right time in the most cost-effective manner. Marx Layne & Company has drafted the following plan that would serve as a framework for our communication efforts on your behalf. 2 OBJECTIVES Based on your RFP document, Marx Layne & Company believes the Royal Oak DDA’s communications priorities to be the following: • Create key messages about the DDA and the city’s investment in the parking program, including its convenience, availability and ease of use • Assist the DDA with messaging for management, stakeholders and other supporters • Educate targeted audiences, providing logical, not emotional information, to create a favorable impression of the DDA and specifically the new parking system • Seek the support of prominent business owners and residents • Create favorable awareness, through a media and community relations campaign, about the DDA’s offerings and parking program • Deliver ongoing and timely information to all key stakeholders • Gain and convey an increased awareness of the DDA, showing its relevance, business and consumer friendly environment and commitment to a convenient, accessible parking experience • Overcome the stigma about the parking structures • Overcome the reputation among existing and prospective retailers and restauranteurs that there is a parking shortage in Royal Oak • Increase foot traffic in the DDA on non-weekend peak periods • Attract and retain businesses that give the DDA its unique character 3 KEY AUDIENCES Your key audiences have been identified as the following and we would devise strategies to reach the following constituencies: • Residents • Millennials who patronize downtown bars and restaurants • Seniors who have difficulty navigating the new parking system • Regional visitors to Royal Oak • Existing and potential business owners • Potential developers • Community opinion leaders • Targeted print, broadcast and online media KEY STAKEHOLDERS You have identified your key stakeholders to be the following and we will devise strategies to reach and engage the following constituencies: • The Royal Oak Restaurant Association • The Royal Oak Chamber of Commerce • The City Administration of Royal Oak • The Royal Oak Farmers Market • The Royal Oak Music Theatre • Mark Ridley’s Comedy Castle • Stagecrafters Theatre • The Royal Oak Retail Association • The Royal Oak Commission for the Arts 4 INITIAL STEPS As we begin working together, our first steps in developing a tailored communications campaign would include the following: • Identify those businesses most displeased and impacted by the changing parking situation and determine ways to work together to find win/win solutions • Initiate and lead a fact-finding program to identify opportunities, priorities and the desired positioning and image of the DDA • Serve as the facilitator in strategizing with key management to identify and develop messaging • Finalize key messages and talking points for use by DDA spokespeople • Identify DDA spokesperson(s) and provide media training prior to interviews; • Develop and initiate a timetable that details and prioritizes all components of the communications plan, thereby navigating the action steps for meeting the DDA’s objectives. PLAN OF ACTION • Create a comprehensive position paper that unemotionally and logically details the benefits of the new DDA parking system. We would include among the benefits ease of use, affordability and convenience • Establish the litany for the DDA and parking system with a detailed question and answer document. This Q&A would anticipate all questions asked by reporters and constituents and provide answers in keeping with the established key messages • Coordinate a comprehensive media/message training session for DDA spokesperson(s). 5 This session will focus on effective methods for responding to difficult or confrontational questioning from reporters or the general public. Additionally, this session will assist the spokespersons in reiterating the predetermined litany, even in difficult situations • Create a myth vs. fact document. This could take the form of newsletters, direct mail pieces, videos or e-blasts. • Work with the DDA to identify the most vocal and dissatisfied business owners and meet with them one-on-one • Work with the DDA to determine which business owners are supportive of the new parking system and enlist their support in the communications campaign • Work with the identified supportive city key stakeholders and engage their assistance in a proactive social media and media relations campaign • Seek to facilitate and organize a meeting of real estate brokers representing commercial properties in the DDA and create a coordinated approach to business attraction • Research and draft copy to keep business owners and residents informed on parking and DDA updates during regularly scheduled correspondence and through the news media • Consider the creation and implementation of a Royal Oak DDA parking app • Serve as an intermediary between the DDA and the media on an ongoing basis SITUATION ANALYSIS In the past several years, Royal Oak has seen significant progress in terms of the attraction and development of high-rise multi-family housing within the DDA and as a result the city has been able to attract and retain convenience retail such as coffee houses,
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