pmf 2013 | rally saint-louis
DESCRIPTION
Une association de citoyens de St-Louis (Missouri, USA) a eu l’idée de créer une plateforme de financement participatif et d’appels à projets pour améliorer la qualité de vie et l’image de la ville. Rapidement couronnée de succès, cette initiative est parvenue à rallier les acteurs institutionnels et les habitants ce qui a d’autant plus accru son efficacité.TRANSCRIPT
Présentations du Place Marketing Forum 2013 14 & 15 Octobre Centre des Congrès Aix
Aaron Perlut et Brian Cross Fondateurs et partenaires de Rally Saint-‐Louis
Co-‐dirigeants de l'agence Elasticity
14 Octobre 2013
Rally Saint-‐Louis A remarkable ini,a,ve of ci,zenship involvement through
web 2.0, to promote a city New Regional Marke6ng and Ci6zen engagement
Saint Louis Missouri
USA
Back
grou
nd
National Reputation Midwest if “flyover” country Rated one of the most violent cities in the US A city in decline
Low Self-‐Esteem “If I need _______, I need to go to another city.”
Attitudes Frustration “Nobody can get it right around here.”
Effect on the Region
Competitiveness of firms “How are you able to stay relevant?”
Recruiting and retention “I’m not moving to Saint Louis!”
Saint Louis Structure
Groups have limited Charter Economic Development Fill Hotel Rooms No overall brand stewardship
Groups have limited budget Citizens become jaded and lazy Feeling of “nothing we can do
about it”
Two Pronged Approach
Internal viewpoint on ourselves Ambassadors (pride building)
External viewpoint of Saint Louis Online search reputation
Internal Viewpoint
Digital Centerpiece Video speaks volumes
Social Media Public Relations
Mobile Paid Media
SEO
Internal Viewpoint
External Viewpoint
Search marketing Your brand isn’t what you say it is—it’s
what Google says it is Momentum
Constant new activity Put local people at the heart of the image Give practical ways to act and be involved
GET IN THE GAME RALLYSTL.ORG
GET IN THE GAME RALLYSTL.ORG
The Rally Saint Louis project is a first-‐of-‐its-‐kind crowdsourcing and crowdfunding pla7orm that generates ideas and uses funding from the region’s residents and then uses those ideas to help market a greater Saint Louis. It is an effort unlike anything ever aDempted, not just in the Saint Louis region, but across the U.S.
Rally Saint Louis Submit Ideas Vote for your Favorites Donate to the ones you think will make the biggest impact
on the region
Rally Saint Louis Categories
Marketing Beautification The Arts Sustainability Non Profit
Education Sports Entertainment Weird Other
Inspiration for Go-‐Forward The citizens of Detroit, MI Augment, not replace
Initial meetings with civic leaders
“When you’re buying the drinks, you can get away with more.”
Rally Saint Louis Innovation Combination of crowdsourcing and crowdfunding
Self-‐sustaining, renewable base of funding First that is geographically oriented
Non-‐profit status Connections and efficiencies at the budgeting stage
Grassroots based vs. centralized, traditional effort Movement marketing (become self-‐sustaining)
Democratized idea generation Built to be transferable to other cities and communities
Rally Saint Louis Innovation
Building a Movement
STRATEGIC CREATIVE
TRIANGULATE THE POWER OF GOOD
Break through the clutter to capture the mind.
Genuine and authentic cause marketing captures the heart.
.
SEARCH + SOCIAL + PR
Integration spreads the word Faster and more efficiently.
Building a Movement
Building a Movement Social media activity Public Relations Visible projects Traditional advertising Corporate partnerships
Mastercard
Branding a Movement The name: Rally
A rally is inherently optimistic, yet recognizes you are coming from behind
The mosaic “quilt” Inclusive and representative of the Saint Louis population
Brand voice “Get off your arch and do something!”
Results • Number of media placements: 78 placements, 15.8 million impression
• Ad equivalent value of media hits: $215,249
• Total Number of registered users: 7,646
• Total number of votes: 84244
• Total number of ideas submitted: 621
• Sample cities & countries that have participated on Rally beyond St. Louis: U.S.: Los Angeles,
San Francisco, New York City, Washington D.C., Dallas, Denver, Chicago, Boston, New Orleans,
Tampa, Miami, St. Paul, and more!
• Countries: China, UK, Germany, Canada, France, Japan, India, Russia, Brazil, Ukraine, Australia
• Traffic stats: 256,266 Visits 56,040 Unique Visitors
• Total amount pledged so far: $124,535
Results
Goal: $25,000
Raised: $33,649
Goal: $21,000
Raised: $23,117
Goal: $10,000
Raised: $10,330
Goal: $25,000
Raised: $25,000
Goal: $2,000
Raised: $2,000
Beyond the Numbers
Google search results
“There’s something going on here.”
International exposure
Utilization of the “crowd” beyond submitted ideas
Key Success Drivers Citizen Involvement Civic leader connections Corporate Partners Public Relations Exposure Keep driving traffic to the site
Crowdfunding and crowdsourcing only work with a crowd
Constructive Hindsight
Education of the citizens/mass market Legal and logistics
Credit card handling Corporate partners
Technical updates to keep current
TABLE RONDE ATTRACTIVITÉ, APPROCHE COLLABORATIVE ET CITOYENNETÉ
NEW PLACE MARKETING AND CITIZENSHIP
Alexandre Boucherot Associé Fondateur de Ulule,
leader européen du crowdfunding
Jean Pinard Directeur
Auvergne Nouveau Monde
Aaron Perlut Co fondateur et associé
Rally Saint-‐Louis
Brian Cross Co fondateur et associé
Rally Saint-‐Louis