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KATIE KAMINSKI DEBRA KLOCKER DAVID MADCHARO TIMOTHY ROACH AMIE SCARPITTI

Branding Cleveland as a… SUSTAINABLE CITY. KATIE KAMINSKI DEBRA KLOCKER DAVID MADCHARO TIMOTHY ROACH AMIE SCARPITTI. Current perceptions of Cleveland…. “It’s a city without a self defined identity. No blueprint for the future , and at best poor leadership . ”

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KATIE KAMINSKI DEBRA KLOCKER DAVID MADCHARO TIMOTHY ROACH AMIE SCARPITTI

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  1. Branding Cleveland as a… SUSTAINABLE CITY KATIE KAMINSKI DEBRA KLOCKER DAVID MADCHARO TIMOTHY ROACH AMIE SCARPITTI

  2. Current perceptions of Cleveland… “It’s a city without a self defined identity. No blueprint for the future, and at best poor leadership.” “I would describe it as once an industrial city that has shown no initiative or progress in really partnering up with private business to develop it’s key assets – i.e. Lake Erie shore line.” “A city with a lot of currently unrealized potential, especially in green industry.” “A city with a bit of an identity crisis.”

  3. Current perceptions of Cleveland… “Once industrial, now decaying.” “A dying city.” “A city of corrupt political hacks that have controlled the city for years.” “An old city that needs help.” RENEWABLE SYNERGIES IS HERE TO TURN THESE PERCEPTIONS AROUND!

  4. Current perceptions of Cleveland… There were a few positive responses… “A city that is committed to becoming a green city on a blue lake by 2019.” “A city well on it’s way to being green with a strong environmental profile.” “A small ex-industrial city trying to revive.” “A city that is trying really hard to be green with a strong environmental profile…not there yet.”

  5. Current State of the Brand

  6. How Familiar Are You With The Concept Of Sustainability? How Important is Sustainability To You? Always Important 35% Not Familiar At All 18% Very Familiar 40% Not Important 5% Often Important Somewhat 49% Important, Depending on Cost 11% Somewhat Familiar 42% Which of the Following Accurately Describes Cleveland? How Do You Perceive Cleveland? 60.00% A Green City 6% A Highly Cosmopolitan City 50.00% 5% An Industrial City 40.00% 60% 30.00% 20.00% A City with a lot of Parks and Recreation 10.00% 29% 0.00% Completely More Progressive Than Good Start to a Green Not Green At All Green/Sustainable Other Cities Initiative Survey Results

  7. Sustain Lane Rankings… • Knowledge / communications • Local foods / Agriculture • Green building • Green economy • Housing affordability • Natural disaster risk • Water supply • Waste management • City Commuting • Metro transit ridership • Metro congestion • Air quality • Tap water quality • Planning and land use • City Innovation • Energy/Climate change

  8. Current Branding Logo Building an economic engine to empower a green city on a blue lake. Tagline

  9. Other Brands

  10. How Other Cities Promote Sustainability… Minneapolis, MN – A Green City Up North • “Access Minneapolis” • Solar energy to power city convention center Minneapolis is “a place where you can hop on a bike, swim in a clean lake, and then ride down parkways to see two waterfalls and amazing wildlife…without leaving city limits.” - Mayor R.T. Rybak

  11. How Other Cities Promote Sustainability… Philadelphia, PA – The Oldest (and one of the Greenest) Cities • Sports Franchises take the lead • Completion of Greenways “We … want every Philadelphian to have equitable access to healthy environments. This would include … every person having to walk no more than 10 minutes to purchase healthy food” – Mayor Michael Nutter

  12. How Other Cities Promote Sustainability… Columbus, OH – A Midwest Inspiration • Sustain Lane 2008 ranking - #30 (up 20 spots from dead last in 2006) • “Bicentennial Bikeways Plan” – 2028 • “Two by 2012” • “Get Green Columbus” While Columbus still has a long way to go in terms of sustainability, Sustain Lane ranks them #4 in Knowledge and Communication Base, indicating a high likelihood that Columbus is on the right track.

  13. Common Sustainability Characteristics

  14. Common Characteristics of Sustainability… • Committed Leadership • Influence • Community Engagement • Green Urban Thinking • Communication and Education

  15. Pieces of a Sustainable Cleveland Vision… Environmental Innovation Community Involvement Green Economy Sustainable Cleveland Conservation Efficiency Building An Economic Engine To Empower A Green City On A Blue Lake

  16. Essence of a Sustainable Cleveland… Primary: NE Ohio citizens and businesses Secondary: People and businesses looking to relocate Green economic development Green urban development Develop environmental awareness Invest Grow Enjoy Invest Grow Enjoy Improved quality of life New jobs Green spaces Increased productivity Innovation center Resilient Progressive Innovative Growing Government and local business commitment

  17. Essence of a Sustainable Cleveland… INVEST – In clean technology businesses – locate and support green business incubators within the city of Cleveland, support commercialization of new technologies through local Universities Local food – neighborhood gardens and farmers markets, community greenhouses New energy manufacturing – Wind, Solar, Fuel Cells, Biodigestion; Power Purchase Agreement with renewable energy providers (Wind on Lake Erie) Green building practices – Zoning laws that encourage green practices, LEED building standards Workforce development – training workers for green technologies, i.e. LEED building techniques, solar and wind technologies

  18. Essence of a Sustainable Cleveland… GROW – Economic opportunity Green technology workforce Renewable energy resources Community and regional pride Cleveland’s reputation

  19. Essence of a Sustainable Cleveland… ENJOY – Fresh, locally grown food Metroparks linked with neighborhood greenspaces Clean, fresh air and water A vibrant, living city

  20. Recommendations

  21. Recommendations of Branding Themes • Define the essence of the Cleveland brand • Ensure all activities support and are consistent with this essence • Designate a single brand champion • Andrew Watterson, Chief of Sustainability or his designee • Market brand essence internally and externally • Maintain brand consistency throughout all future Sustainability Summits Sustainable Cleveland: Invest, Grow, Enjoy!

  22. Recommendations of Branding Themes • Seek out and create local examples of the brand mantra: • Invest: Make an investment in your future with Cleveland’s highly ranked universities. Investin your health and well-being with the award-winning Cleveland Clinic. • Grow: Grow with the city as we embark on new challenges – planting local gardens and building new infrastructure. • Enjoy: Enjoyour beautiful lake, our lush Metroparks, our Cleveland sports teams, and our local foods. Sustainable Cleveland: Invest, Grow, Enjoy!

  23. Recommendations of Branding Themes • Develop a consistent communication strategy for all stakeholders • Brand Mantra – Invest, Grow, Enjoy • Common website for all initiatives • Regular communications and updates of activities and achievements

  24. Recommendations of Branding Themes • Maintain brand consistency throughout all future Sustainability Summits • Complete high visibility projects to showcase Cleveland’s commitment to a green economy and sustainability • Wind power on Lake Erie • New casino built to LEED Platinum standards showcasing Green Building technologies and alternative energy use • Solar PV modules installed on Cleveland Clinic sites • Place signage at widely attended city events (i.e. Holiday Tree lighting) stating: “Sustainable Cleveland: Invest, Grow, Enjoy!”

  25. Recommendations of Branding Themes • Tie in events with local sports teams or conventions: • Sustainable Cleveland Promotional event at Cavaliers, Browns and Indians games • “Green the Q” and “Sustain the Stadium” projects to improve energy efficiency, recycling, waste reduction. • IX Center: Sponsor the ‘Cleveland Sustainability Tradeshow’. Showcase new green technologies and products for home and office. • Work with land management: • Sponsor a public garden on vacant land. • Place logo and motto on seed packages “Sustainable Cleveland: Invest, Grow, Enjoy!”

  26. Recommendations of Branding Themes • Work with schools to educate future leaders on the benefits of Sustainability: • Have a ‘wear green’ day and incorporate it with Green Energy Ohio’s annual ‘Solar Tour’. Allow school kids to take field trips to the local ‘Solar Tour’ sites so that they can learn about renewable energy and see it in action. • Sponsor a “Recycling Challenge” among city school districts to see who can recycle the most in a month. Incorporate educational materials on the benefits of recycling so that the students can see the results of their efforts in real world terms.

  27. THANK YOU!

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