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In this strategy, marketing recommendations are organized within two topics. The first topic, <br />“external marketing,” provides recommendations related to La Porte’s push to draw its target <br />audiences into the city. The second topic, “internal marketing,” offers the City and its partners <br />recommendations for bolstering collaboration and building widespread community awareness <br />of positive development. <br />Accomplishing this goal will require participation and support of many organizations in La <br />Porte in addition to City government. Within each strategy, Avalanche Consulting has listed <br />tactics required for implementation. <br />Strategy 2.1: Organize and launch an external marketing campaign. <br />Tactic 2.1.1: Develop and adopt a marketing plan based on the recommendations of this <br />Strategic Plan. <br />The City’s marketing capacity must improve if it is to achieve its long term vision. The purpose <br />of Goal 2 is to provide La Porte with a framework for engaging in an economic <br />development marketing campaign. The following tactics outline the core principles of the <br />marketing plan. <br />Tactic 2.1.2: Brand and market the downtown district. <br />In concert with the Master Plan, the City should package the entire <br />downtown district within a single brand identity. Naming the area will go a <br />long way toward creating a sense of place. The downtown district would <br />include the geography defined within the Master Plan and all of the <br />amenities within. <br />The specific name should incorporate aspects of La Porte that are well known outside of the <br />city and have universal appeal. We recommend the City adopt “Historic Sylvan Beach” as <br />the umbrella brand, and adapt that brand to each specific amenity. This concept is <br />illustrated below: <br />27 <br />Forward La Porte Economic Development Strategic Plan I 2009-2013 <br /> <br />