Capturing,

Ar-cula-ng, Promo-ng the Brookhaven Movement

Leveraging the Two-Year Effort Into An Aggressive Branding Platform

Trevelino/Keller: High-Level Dive

Reputa-on Marke-ng Firm: Lead with brand

development and posi;oning, establishing the reputa;on

through public rela;ons and driving customer engagement
with social media, content and digital marke;ng.
Industry Work: Weve worked on everything from the
Downtown Improvement District to the LoF Housing Task
Force to Central Atlanta Progress.
Na-onal Bou-que: Our client base in largely
headquartered in Atlanta and the Southeast, but our
scope is oFen Atlanta, regional and na;onal.
Industry Diverse: With a few clients opera;ng inside
Brookhaven, we are well versed in food & beverage, retail,
technology, health and environmental so we can carry a
B2B as well as a B2C message(s).

Reputa;on Marke;ng: Inuencing The Inuencers

Marketing alone, does not a sale make. More and more constituents (B2B and B2C) gravitate to brands whose reputation has
been qualified by media, industry associations, bloggers, social networks, friends and family.

Brand Must
Resonate With
Target Customer

Brand
Iden;ty
Posi;oning
Web Presence
Exhibitor Staging
Marke;ng Collateral

PR Strategy Drives The

Reputation-Rich Content
Through A Series Of Tactics

Public Rela-ons
Media Rela;ons
Speakers Bureau
Blogger Rela;ons
Analyst Rela;ons
Awards/Rankings

Third Party
Attribution Must Be
Woven Throughout

Content Development
Video & Anima;on
White Space
Research Index
Webinars
E-Books

Social Needs To
Engage The
Influencers

Social Media
Engagement Management
Loyalty Promo;ons
Acquisi;on Campaigns
Viral Video
Paid Social

Using Technology, We
Can Merchandise The
Reputation Faster

Demand Genera-on
Search Engine Op;miza;on
Search Engine Marke;ng
Display Adver;sing
E-Blasts/CRM
Marke;ng Automa;on

While We Start With The Brand, Its The Public Relations Effort That Establishes The Reputation-Based Content That Threads
Throughout All Marketing Initiatives.

What We Know: Two Years of Trac;on

Brookhaven Startup: Two years into its launch as an independent

city within DeKalb, the young city has accomplished a great deal in
terms of rebranding, reposi;oning, poli;cal accomplishments and
winning over the majority of residents.
Next Phase: Today it challenges itself to take the brand, its
accomplishments, its future inten;ons to the next level of
marke;ng prowess.
Internal Vs External: An eec;ve in-house team enables the team
to narrow the scope of an external partner, but theres agreement
that fresh ideas and perspec;ve can energize the brand.

Become An Outsourced Extension: Priori;zing

At this stage, we are providing preliminary recommendations on how we can

collaborate with the executive management team and marketing communications
department to support your efforts to take the Brookhaven brand to a broader base
of constituents while also ensuring that the current constituents appreciate and rally
vocally around the continued progress.

Brand Position | Media Strategy | Thought Leadership | Dynamic Content | Marketing

Support Brookhaven Posi;oning: Marke;ng Themes

Core Elements
!
Residents As Shareholders
Business Friendly To Outside Industry
Entrepreneur Empowerment
New Urbanism | Green Inviting
Transparent Stewardship

As you know, the brand position goes well beyond the identity and tag line. A city, regardless of its size, is a
complex entity that cannot be summed up and marketing one dimensionally. Instead it takes a multipronged approach to carry out multiple themes to multiple constituents. It may be that we land on an
overarching theme, but we need a series of short working sessions with key stakeholders to agree on the
brands position going forward. Out of it will come a number of usable deliverables for marketing going
forward.

Establishing Thought Leadership: Brookhaven Story

Core Elements
!
National Boutique City Tour
Speakers Bureau Series
!
Rise Of Americas Boutique Cities
That Was Then, This Is The Future
Dos and Donts of City Privatizing
Taking Residents Out Of Comfort Zone
Being Independent, But County Collaborative
Much like weve seen with the grassroots movement away from factory farming and sourcing at the local
farm, consumers are exhausted with big city politics, congestion, financial obligations and overall poor
quality of life. Theres a movement towards the boutique city and Brookhaven City Manager Marie Garrett is
in a great position to become a local, regional and national spokesperson for the movement, with
Brookhaven front and center.

Ge^ng The Word Out: Georgia | Regional | Na;onal

Core Elements
!
Major Media Bureau
Mayor/City Manager Profiles
Radio Media Tour
Crisis Response
Media Training
!
!
With the existing communications staff, we recognize that its not in your best interest to outsource release
development, release distribution and incoming media inquiries. However, we would like to suggest the
agency focus on more strategic media/blogger targets for exposure within the AJC, ABC, technology/
business sites and regional and national media. Other strategies like a radio media tour with the Mayor
and/or City Manager can provide valuable marketing assets for the website and social media properties.
Ultimately, we want the Brookhaven constituents to see and hear that their city is being covered by
influential media outlets. In addition, the agency would be a resource for providing additional counsel and
on the ground resources in the instance of a crisis.

Dynamic Content: Digital & Print

Core Elements
!
Brookhaven The Movie
The Brookhaven Report
Brookhaven Business Series
Doing Business in Brookhaven Collateral
Merchandise

Brookhaven already has a range of content they produce and it is not our intention to create redundancies,
but instead serve as an additional creative resource for existing or new content like a Brookhaven annual
report that can be printed and produced as a digital magazine. While much has been accomplished in two
years, we know theres a bigger vision for the future. See the attached movie (as an example) of something
that can be produced to showcase Brookhaven 2025 http://www.alysbeach.com/our-town/alys-beachvideo/. On a smaller scale, we could see a series that profiles existing and new businesses entering
Brookhaven. The monthly series can include three to four businesses with all video being socialized on the
Brookhaven YouTube Channel, the website and the participating company sites. In addition, we would want
to explore other potential collateral needs in support of department initiatives.

Marke;ng Our Assets: Programs & Campaigns

Core Elements
!
Mobile Application
Incubator Campaign
Brookhaven Days
Brookhaven Business Survey

Given all of the current programs in place, we want to explore innovative ways to highlight new and/or
existing programs. For example, we did not discuss what Brookhaven is doing from a mobile application
standpoint, but we should look at other markets and develop a mobile application strategy that offers
residents convenience and access to information. Much like the video we produced to launch Start-Opia,
we need to showcase the emerging incubator and a potential alliance with Oglethorpe. Brookhaven Days
can become a concept focused exclusively on retailers, possibly with a ScoutMob partnership. We know
much has been accomplished in two years, but we need the business community to reinforce that message
through research that can be packaged and communicated.

Digital Marke;ng: Paid Considera;ons

Theres a great deal that can be deployed from
a digital marketing standpoint as a strategy to
reach the defined Brookhaven marketplace
and, if interested, the larger Atlanta
community. Our recommendation at this
stage is to let us explore what you are
currently doing and propose tests with
different strategies to assess what is proving
to be most effective.

Flight
Test 60-90 Days

Channels

Geo

Target

M/F, 25-65

Atlanta
Brookhaven

B2B, B2C
Display

Video

Social

Strategies
Audience Buying
Data-Driven
Geofencing

FBX
Retargeting

Preroll Video

Data-Driven Audience Buying: Leverage our proprietary data segments for specific demographics based on their online
browsing behavior. This also helps us build the retargeting pool.
FBX Retargeting: Serves right-rail Brookhaven ads to previous visitors of the Brookhaven sites.
Pre-roll Video: Offers us :15s and 30s Preroll Video segments targeting sites that index highly for Brookhaven residents.

Geofencing: Tailor targeting to mobile users that are close to retail locations with Brookhaven.

Mobile

Budget
!
Much of what we are proposing can be done as one-off projects during the calendar year. Some of it requires additional definition of the scope of work
to finalize pricing. !

!
Brand Session/Discovery/Messaging!

$ 7,500 Project!

Thought Leadership/Speakers Bureau! !

$ 1,000 Monthly!

Get The Word Out/Media Relations!

$ 2,000 Monthly!

Dynamic Content!

$ 25,000-$60,000 Projects!

Marketing Our Assets! !

$ 25,000-$50,000 Projects!

Digital Marketing ($5,000 each/month)! !

$ 5,000-$20,000 Monthly!

Planning and Consultation! !

Administrative Expenses (not including digital marketing)!

5% of Fees!!

Online Media Distribution Tools! !

$ 250 Monthly! !

!
!

500 Monthly!
!

Next Steps: Finalizing Scope of Work

Scope of Work: Have a follow up mee;ng to review the

recommenda;ons and agree to priori;zed scope of work.

Budget Renement: Follow up with an updated budget based on
priori;es.
Immersion Session: Host an immersion session with the internal
team to review any and all programming in place and talk through
areas where collabora;on makes the most sense.
Brand Mee-ng: Hold a separate discussion specic to the brand
and how its portrayed in the community, understanding the
sacred cows, past brand work, etc.
Go Forward Plan: Rene and update overall communica;ons plan
based on approved scope of work.
Bi-Weekly Mee-ngs: Get on a regular communica;ons schedule
with the core internal team.