Branding Portland to Attract Creative Capital

Creative Portland

Jennifer Hutchins

Portland, ME

Project Dates:

ongoing

Tags

2013 CCX presenter, Civic Engagement, Leadership, Marketing, Policy, Workforce Development

Posted Date:

Jan 11, 2013

Agencies throughout the City of Portland have been collaborating over several months to collectively brand and promote the city as an attractive place for creative-minded professionals to live and work. Moving beyond the image of Maine as a tourist destination replete with lobsters and lighthouses, the City is implementing a workforce development strategy that targets people who value what makes Portland special, including the vibrant arts and cultural scene.

Project Goals

What were the project goals?

To develop a brand that would be utilized by the City and partnering agencies to attract skilled professionals, entrepreneurs and creatives. To build a collaborative relationship among related agencies to marshal and target resources.

Have they changed over time?

No.

Who are the project partners and stakeholders?

City of Portland Economic Development Division Creative Portland (lead) Portland Downtown District Greater Portland Convention and Visitor's Bureau Portland Regional Chamber

Project Specifics

How was the project implemented? What were the steps taken?

Formed an oversight committee Developed trust and common goals Worked with a brand consultant Conducted interviews with key stakeholders Reviewed recommendations by brand consultant Sought buy-in from Mayor and City Manager

Have they been refined over time?

Obstacles

What were your major obstacles?

Waiting for buy-in from city officials for legal reasons

Who or what was instrumental in overcoming these obstacles?

City staff, Creative Portland staff and pro-bono brand consultant

What top three suggestions would you give to others attempting a similar project?

Find a champion in City Hall Build relationships with related agencies around core need/goal Avoid design by committee by finding a unanimously respected, trusted consultant

Project Impact

How has this project contributed to creative community building?

This project has raised the legitimacy and profile of Creative Portland's value to the larger economic goals of the city, and hence an indirect recognition of the importance of the creative community in Portland's identity.

How did it achieve your original goals?

Still in progress. Time will tell. But, early impacts suggest that collective promotion by various partners will result in a unified message about the city and its attractiveness to creative-minded people.

Were there unexpected impacts?

Creative Economy

Upcoming Event

Branding Portland to Attract Creative Capital