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Regional
Marketing & Branding Initiative
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2006-2008 |
Purpose of Initiative: The purpose of the Regional Branding
& Marketing Initiative is to Brand and Market the San Fernando Valley as a
vitally important and attractive region primarily through expanded use of the
“Valley of the Stars” campaign.
Mission: “To market the five-city San Fernando Valley region as a prime
location for businesses to grow and thrive, and an ideal place to live, work,
learn, play, and visit”.
Chair: Martha Diaz-Aszkenazy, San Fernando Sun
Staff: Bruce Ackerman, President and CEO
Top Priorities: Determine the best Marketing Strategy for promoting the
San Fernando Valley, and develop tools and techniques to implement Strategy.
Primary Goals:
1. Develop Top Quality Print and Digital Communication Tools
• Expand the Valley of the Stars website to provide
valuable content as the source for community
information and resources
• Develop Media Plan for promoting the Valley and
gaining national attention
• Sponsor San Fernando Valley publications like Views
and Visions
• Develop new programs that enhance our digital
communications capability
• Sponsor Visits and Valley of the Stars Visitors Guide
in cooperation with the San Fernando Valley
Conference & Visitors Bureau
• Update Videos and DVDs that tell the San Fernando
Valley story
2. Stage Programs and Promotions that Market the San Fernando Valley
• Design new Street Pole Banner campaign for “Valley of
the Stars” branding
• Customize Awareness Campaigns like the “Did You Know”
Factoids
• Coordination of program development and marketing
efforts with San Fernando Valley Conference
& Visitors Bureau
• Continue and expand beautification efforts like the
Gateways Projects
• Determine value of “Median Strip Monument”, “Sidewalk
Beautification”, and “Made in the Valley”
programs for marketing Valley of the Stars
3. Promote Community and Economic Alliance Events with High Profile Impact
for the Valley
• Continue branding the San Fernando Valley through Sponsored
and Official “Valley of the Stars”
Events
• Update User Guidelines and Media Kits for Official “Valley
of the Stars” Events
• Help promote Economic Alliance Events that call attention
to the Valley like the Economic Summit,
the Southern California Global Trade Summit, and
the “INFO Summits”
• Continue and expand Gala Dinner & Awards Ceremony
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Showcases:
Valley of the Stars Monument Project
Valley of the Stars Pole Banner Program
Valley of the Stars Gala Dinner & Awards Ceremony
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