DEAR DETROIT — Rise & Grind —

January 2016

DEAR DETROIT — Rise & Grind —

AGENDA

CHALLENGE GOALS RESEARCH KEY INSIGHT

PROMISE EXECUTIONS MEDIA PLANS

CONCLUSION

DETERMINE A UNIFIED VOICE FOR THE CITY OF DETROIT

IMPROVE THE SOCIAL MEDIA

FOR THE CITY OF DETROIT

THE CHALLENGE

2017 2016

INCREASE SOCIAL FOLLOWING BY

GOALS

1,975 4,735 2,163

7,000 7,000 60,000

METHODOLOGYPRIMARY

RESEARCHSECONDARY RESEARCH

DETROIT’S LEGACY: THE LAND OF OPPORTUNITIES

HOWEVER, THE SOCIAL MEDIA DOES NOT REFLECT THIS

FOLLOWERS/LIKES CONTENT

1,975

4,735

2,163

Basic updates that gives Detroiters what they need but maybe not what they want

Repeated content from

Twitter

Photos around the city from a singular

perspective

LACK OF DIVERSE INFO

DETROIT IS FALLING BEHIND OTHER CITIES ON SOCIAL

LACK OF UPDATED PERSPECTIVES

LACK OF PROPER BRAND & LACK OF CONSISTENCY

LACK OF DIVERSE

INFORMATION

OUR SOCIAL IS UNINTENTIONALLY WIDENING THE DIVIDE

LACK OF UPDATED

PERSPECTIVES

40% DON’T HAVE WIFI IN THEIR HOMES

PEOPLE ARE DISTRACTED BY THE

SHINY AND NEW

TODAY DETROIT IS THE LAND OF THE DISENFRANCHISED

NEW BUSINESSES ARE TAKING ADVANTAGE OF THE CITY BUT NOT IT’S

PEOPLE

70% of Detroit Jobs Held By Commuters

30% of Detroit jobs

held by Detroiters

YOUNG ACHIEVERS

WHO MAKES UP DETROIT BY THE NUMBERS

MAIN STREAM FAMILIES

SUSTAINING FAMILIES

25-44 35-54 <55

$37,332 $36,282 $27,536

1.9 Million

2.1 Million

1.8 Million

AGE

INCOME

HOUSEHOLDS IN THE U.S.

SELF-STARTERS, NEW COMERS

WHAT DO THESE DETROITERS LOOK LIKE

CURRENT RESIDENTS

DIVERSE FAMILY MIX

Young College Graduates

Diverse Single Parents

Mixed populace of Hispanics, Asian, African-American

singles and families

Returning Detroiters

Ethnically Diverse

Most economically challenged

Commercial based mom

and pop shops

First Generation Americans

Strive to improve their lower

middle class

WHAT CONNECTS DETROITERS?

A MUTUAL LOVE FOR THE CITY“Dear Detroit, focus

on your own culture. Focus on the children

and instilling their legacy, their history

into them”

“Dear Detroit, hold on to your

communities. Do whatever you can to hold on to and build

your legacy”

“Dear Detroit, don’t be scared of change but please

keep your soul, embrace musical

legacy” Drake Phifer, VP of Marketing at Real Times Media

Asia Hamilton, small business owner

Olayami Dabl’s, MBAD African Bead Museum Artist

THE KEY INSIGHT

Detroiters know they’re

stakeholders in building the next great

American City but they need a vehicle to enable their growth

THE PROMISE

The city of Detroit provides a platform for the citizens to connect

and be heard

CREATIVE CONCEPT & EXECUTIONS

DEAR DETROIT includes all citizens to

rebuild their city

MANDATORIES

Branding Interacting Curating

#DEARDETROIT

DEARDETROIT.LOVE

MICROSITE

ON SITE ACTIVATIONS

INSTAGRAM TAKEOVER

DMOJI COMPETITION

SPIRIT HUBS

SIT ON IT DETROIT

NEIGHBORHOOD ASSOCIATIONSPARTNERSHIPS WITH:

A CAMPAIGN THAT IMMEDIATELY DRIVES IMPACT

MEDIA PLAN

MEDIA PLAN

Dear Detroit