Savannah Brand Story & Campaign Case Study
City with a pulse.
Rebrand a famous historical landmark as a vibrant living brand. Launch an energetic Downtown Savannah brand and marketing program that captures the musicality and motion of a living, historic city in the South, where art and life dance to their own beat.
Thriving in the economic downturn
Savannah is one of the most inspiring community revitalization stories in the country. Although there was a strong tourism presence, Downtown Savannah was struggling to attract locals and developers. In the past 40–50 years, Downtown went from a near-blighted area with about 10 percent business occupancy to one where national and local retailers as well as second and third-story residential properties make up more than half of the available property. Even with the renaissance that had occurred over the past several years, Downtown was not immune to the economic concerns impacting the nation. Even in the recession Downtown was starting to lose about one business a month. During this time it was more critical than ever that we, as citizens, remembered to spend our dollars close to home.
Downtown Savannah needed to attract businesses and locals to sustain and grow through the economic downturn. Not as many people were traveling and tourism revenue was down, so the city was looking to boost revenues by attracting locals back Downtown. The SDRA’s Marketing and Outreach Committee devised the Downtown Savannah Marketing Program with the focus of reintroducing locals, as well as day-trippers, developers, and entrepreneurs, to the city’s center as both a prosperous and attractive place to live, work, and play. “Downtown Savannah is undoubtedly the economic and cultural hub of the region,” said Lise Sundrla, Executive Director of the SDRA. “Everyone in Chatham County has a stake in seeing it prosper—a healthy, prosperous Downtown can generate revenues that benefit the whole community.” This is more than a retail focus, Downtown Savannah is the economic epicenter of this entire region. The SDRA’s job is to market the city and promote economic development, realizing if 6.8 million tourists visit the city a year, they should remind area residents of the things that make the Hostess City great. So, the SDRA spearheaded a campaign to bring locals back Downtown.
Challenges of location branding
Unlike product or company branding initiatives, branding a destination has an extra layer of challenges. You are not creating a new band you are trying to uncover the brand that already exists in the minds of locals. It isn’t what you say it is, it is what they say it is.The sum of what the market thinks and feels when they hear the brand name and it may be different for each person. It’s how they feel when they arrive at the destination’s website, experience brand communications, or see a commercial. It’s what they expect when they select one place over another. It isn’t created; it’s discovered. You are selling an experience not a product. This challenge made it hard to define a cohesive brand experience as it is so unique to everyone. The image the SCVB portrays is a Savannah stuck in the past. A city rich in heritage and history. But there is another Savannah brand too. It’s the one in the minds of the locals, the thousand personal Savannah’s that exist in the minds of its greater area residents and businesses. Another challenge was to develop a brand that would be complementary to and support other local entities like the chamber, visitors center, economic development councils, and government all reaching out with similar yet different agendas. It also needed to be an umbrella campaign to bolster the marketing efforts of each neighborhood—Ellis Square, Wright Square, the Design District, City Market, and River Walk. We looked at this as an opportunity to tap into the unique essence of a place that would connect these entities and translate it into a memorable experience for everyone.
We discovered there were many barriers to overcome in getting locals back Downtown. For the residents and businesses of Savannah, the Downtown is a great source of pride—particularly when friends and business associates come to town. Often when friends come to visit Downtown is the first place we take them to experience Savannah, but on a day-to-day basis many locals avoid Downtown. They forget what a gift it is to have such a walkable city with green spaces and diverse range of things to do. Just as many New Yorkers have never been to the Statue of Liberty nor a Broadway play, Savannahians don’t necessarily spend much time Downtown. They become complacent in the growing suburbs like Pooler, Southside, the Islands, Berwick, Richmond Hill, and Hinesville, or travel to other regional destinations like HHI, Charleston, and the Emerald Isles. Lack of interest stems from a number of obstacles. Perhaps “too many tourists”, “no parking”, “too out of the way” or as the SDRA has said, “they may just not know how much more there is.” Downtown Savannah has yet to reach its economic and cultural potential. The reason? Only 1.5% of the some $3 billion in retail sales generated by Greater Savannah residents are being captured by Downtown businesses. And, even more surprising, Downtown businesses are only capturing about 29% of purchases made by Downtown residents! That’s $233 million in Downtown resident retail purchases that are leaving Downtown to other shopping areas! The reality is, Downtown businesses are missing out on a huge chunk of sales dollars! With the current economy, it is more important than ever that we do everything we can to strengthen Downtown as the region’s economic engine. The goal was to develop a marketing campaign to increase awareness, foot traffic, and sales in Downtown Savannah by targeting the Greater Savannah residential market. To develop a Downtown image program of marketing, message, and media that will re-introduce Downtown to locals as well as day-trippers, developers, and business entrepreneurs as both a shopping destination and a wise investment for business.
Building on history
Savannah is a beautiful old city but behind her historic façades are vibrant, forward thinking residents and a progressive business community. The economic and cultural development of Savannah over just the last 30 years is one of the most inspiring community revitalization stories in the country. In 1950s, Savannah faced destruction, buildings torn down and parking garages put in their place. There was talk of destroying the squares completely and allowing traffic lanes through the center.The groundwork for the story was laid 50 years ago with the formation and efforts of the Savannah Historic Foundation and again, 40 years ago when their efforts resulted in Downtown Savannah officially being named a national historic landmark district, one of the largest in the country. But the architecture for this groundwork could not have imagined the rapid acceleration of a further inspired host of business, community, religious, cultural, governmental, and association efforts from all walks interested in advancing and shaping “their” Savannah, not the least of which includes SCAD’s swift and immeasurable impact in the last 30 years. In the mid-1980s the City of Savannah set the pace for revitalization of its declining central commercial core with the establishment of the Broughton Street Urban Redevelopment Area. Since that time appraised property values in the 12-block redevelopment area have increased from $38 million to more than $140 million.
Today, most of the historic district has been “restored” to it’s former glory. This redevelopment area boasts upper-story loft living, numerous fine retail, dining, fine arts, and lodging establishments, three theaters and a state of the art library for students of the Savannah College of Art and Design. It is home to the Savannah Film Festival, an international film festival hosted by SCAD that attracts notoriety and prestige. Over the past few years, national retail stores have joined the many local entrepreneurs, strengthening the vitality of the commercial district. This successful revitalization effort has also sparked a renaissance along Martin Luther King, Jr. Boulevard and Montgomery Street. Despite the restoration efforts, Savannah remained relatively unknown until 1994 when “The Book” was published that made Savannah one the most popular tourist destinations and revealed a side of Savannah people wanted to experience for themselves. As a result of the resurgence and flurry of activity, Downtown Savannah has seem the creation of a tourism industry, numerous Hollywood film productions, music and film festivals, and art galleries. Aesthetically, Downtown has attracted retail, hotels/lodging, restaurants, entertainment and other services catering to tourists and locals alike. Residential renovation projects abound as the historic district seems to capture blighted neighborhoods block by city block. City services and transportation have expanded. This area has grown tremendously over the past three years with more than $83 million in private investment for acquisitions and improvements, setting the stage for a vibrant renaissance.
Evolving into the future
A city center that Atlanta and plenty of other cities only dream about is the reality here. Downtown Savannah now teems with tourists, college students, and locals stroll past coffeehouses and restaurants in an eminently walkable urban environment. Chocolate shops sit side-by-side with art galleries, lively bars and boutiques, creating the type of seamless mixed-use environment that developers dream of manufacturing. The town once plagued with empty storefronts and lagging foot traffic just a decade ago is alive with tourists, a renewed focus on the “creative class”. Savannah College of Art and Design’s unorthodox growth strategy have led to a Downtown renaissance. Its pedestrian friendly Downtown, waterfront lure and historic charm, Savannah continues to cultivate a vibe that appeals to a wide variety of residents and tourists. The number of hotel rooms in Savannah has swelled to 4,000 in the last decade. A weekly farmers market has taken root in Forsyth Park, fostering a growing foodie community. Savannah is creating its own modern identity. It’s no longer Savannah 1733; it’s Savannah 2012. The number of city approvals required to modify the historic buildings in Downtown Savannah has almost doubled since 2009. It is the fastest growing port in the nation.
The City of Savannah is a dynamic, progressive, and internationally recognized for its artistic vibe. An eclectic and evolving city in the South, offering its inhabitants and visitors diverse culture, education, local restaurants, bars, boutiques, theaters, libraries, green spaces, outdoor markets, churches, and entertainment. Savannah is a living city not just a museum. Her historic city squares saved from the destruction of the civil war convey Southern charm with splashes of modernity and hip artistry. A vibrant and creative energy on the foundation of a bygone era. She will seduce you with her charms and no matter how far you roam she will hold a special place in your heart. People go to the Southside to buy select items. Or grab a bite to eat at a chain restaurant when they are in a hurry. They come Downtown for a complete experience. They shop, then they dine at local restaurants, grab drinks with friends at roof top bar, attend a concert or watch a theater production. They just need to be reminded. The challenge was to reflect the quirky and individualistic nature of Downtown while presenting a cohesive brand identity and provide an image that would work in a unified, flexible way, bringing together all the diverse programs, organizations, and events under one campaign.
Getting a pulse on the market
The campaign brand was shaped through a series of community and resident focus groups and revolves around personal experiences that illustrate the unique attributes of Downtown Savannah. We developed a comprehensive marketing strategy and actionable marketing plan to take Downtown into the future. Market research included stakeholder interviews, focus groups, workshops, and brand audits. We built the branding program based on the results of a thorough audit of the City of Savannah’s various identities and its long-term sustainability and strategic plans. The audit assessed public opinion and interviewed stakeholders who included local government officials, business owners, and community representatives. Fifteen focus groups comprised of over 100 people from all over Effingham County, The Landings, Southside, the Islands, Downtown residents, faith-based groups, and business organizations to get a pulse of what area residents think and feel about Downtown Savannah. We asked them about value as it relates to what the Savannah product is. We also collected input from more than 200 residents, business owners, and community and civic leaders.
Through these discussions we discovered that locals feel Savannah is an artistic and inspiring place. We learned that the uniqueness of Downtown is that it is a total sensory experience that always evokes an emotional response and is unique to everyone. The best of the 21st century in an 18th-century setting. The unique squares create green spaces or “pockets of quiet”. The small city blocks create an intimate and personal feeling that is walkable and perfect for exploring by foot, segue, taxi, trolley, boat, bike or vespa. The foliage and canopy of live oaks draped in Spanish moss envelope you. The diversity in art, architecture, and things to do and see is constantly evolving. Downtown is a dichotomy full of opposites old/new, progressive/historic, energy/calm. It is quirky and eclectic, sophisticated but not whitewashed the way Charleston feels, which gives it an authentic charm. Downtown has a feel good vibe that resonates to the rest of your life. It plays to your senses; it’s a complete experience.
MESSAGE MAP
Rebranding a historical landmark
How can Savannah re-energize locals and lure businesses Downtown to create sustainable value? By reinventing the idea of this historic city center, we transformed Downtown Savannah from the view as a museum of monuments and old buildings to that of “a living city.” It’s a never ending experience. The tagline lives out this idea “It never gets old.” An eclectic mix of old and new, unpretentious and laid back, full of interesting characters. Although well-known as a destination, the city had never really had an identity. The challenge was to reflect Savannah’s cool sophistication, capture the energy of the people, and provide the city with a unified, flexible, and energetic image. We needed to unite a disparate range of entities and neighborhoods. A brand is something that you both want to figure out and yet allow it to be as elastic as possible. It’s a balancing act to figure out the harmony and rhythm between the whole and its parts.
Savannah is a unique city unlike any other, based around an original design of squares where residential and commercial elements interact everyday. It’s artistic, inspiring, quirky, and eclectic. There is a unique sense of belonging and connection. Savannah is one of the oldest cities in the U.S. yet is a city that is full of movement, keeping the best parts of her past and incorporating modern experiences and opportunities of today. Similar to the way Rome has grown up around its historic sites, Savannah is also an interesting blend of old history with current, modern life moving around it. It has character, charm, walkability, and above all quirkiness. One focus group member described it as, “Downtown has a vibe. It’s a feel good vibe.” “Even though it’s beautiful and serene looking, Downtown has an underpinning—an underlying pulse, rhythm, beat.” It’s a living city not just a museum that features cool trendy bars, restaurants, boutiques, museums, events, churches, homes, businesses, and of course interesting characters.
We positioned Savannah as more than just a historic district, it is a total sensory experience, full of energy, playing differently to everyone. From shops to bars, cafes to theaters, restaurants to events, Savannah is an experience you can taste, touch, smell, hear, see, and feel. And it is constantly evolving and changing, adapting and improving. In Savannah, you never know what kind of experience you will have, but you know it will be inspiring. It is a thriving cultural destination that offers an experience unique to everyone who is seduced by her charms. We successfully repositioned Savannah to take advantage of its unique heritage, artistic vibe, diverse culture and energy. It isn’t dead, it’s alive, moving, energetic, and full of life. It's a “city with a pulse.”
INSPIRATION
An understated brand mark
Known officially as the “Historic District” this psychologically ties to the often troubling past and image of a city stuck in time. To overcome this perception and support the new positioning we developed the brand around the name “Downtown Savannah” which is the common phrase locals actually use when coming Downtown. Each part of the city has its own designation—Southside, Midtown, the Islands, Pooler, Ardsley, etc. Everyone simply knows the historic district as Downtown. Since we are targeting and speaking to locals we developed a very simple mark to represent what everyone already calls Downtown Savannah. Although everyone has their own unique experience Downtown, everything is held together physically by the backdrop of the squares, the foliage, the city blocks, the architecture, the river and Forsyth Park.
We kept the logo simple, building off of the iconic shape of Forsyth park. We made it very simple to almost feel as if the mark had always been there and not to detract from the message in the marketing. Instead of using the SDRA organization logo that many people are not familiar with we wanted to use a designation that belonged to everyone. We didn't want it to seem like we were promoting an organization we wanted to promote a Downtown that belongs to everyone. Developed in a more subtle way to look both classic yet modern. It is an understated word mark that seems natural and like it has always been there while also being refined and modern. As an icon, it is immediately recognizable by its rectangular shape mirroring the iconic shape of Forsyth Park.
LOGO DEVELOPMENT
Brand Story: music as a metaphor
Savannah is a true rags to riches story, but today it’s also a love story. A love Savannahians have for their beautiful city. While many Southern towns are perceived as closed and clique-y, Savannah is neither. She is laid-back, sultry and sassy Savannah, a vibrant city of picturesque plazas, stately Spanish moss, and mouthwatering cuisine. She has quirky Southern charm and is alive with energy. The Book eloquently captured some of the unusual characters that Savannah is known for as well as some of our strange social traditions. These are just some of what make Savannah so special. Walking Downtown has the feel of a walkable European town. This includes unique hanging signs and graphics that identify stores. Downtown is an authentic urban area that uniquely transcends the typical appeal of any other place that simply provides things to do and see. Savannah weaves a sensory tapestry of artistry, surrealism and romance in a timeless experience. Inspired by the concept of music —art, energy, vibe, movement and senses—where every day it plays differently as the energy plays itself out before your very eyes. World-class restaurants, vibrant bars, charming shops, relaxing green spaces, intriguing galleries, diverse entertainment create a charming experience. Only in Downtown Savannah.
We captured the idea of the energy downtown through the brand story of “city with a pulse.” It’s not just a historic landmark of monuments and cemeteries its a living, thriving, and pulsing city. Music was selected as the vehicle to convey the idea of energy and emotion of the downtown experience. Downtown Savannah awakens you like great music; it evokes an emotional response. It’s a personal story that plays to everyone differently each and every time you come Downtown. Just as different types of music have different rhythms and beats that speak to different types of people, Savannah has different rhythms that speak to each individual, providing a custom tailored, fulfilling experience for every taste. From peaceful quiet pockets, to hip coffee houses, just the right mix of national and one of a kind local shops, fresh local cuisine to world class restaurants. It is a city that speaks to diversity and variety. Challenge in branding a destination is providing consistency while allowing great flexibility to appeal to broad audience and be organic enough to continually evolve and grow with the city itself. Based on this driving idea, we developed a strategic, integrated branding program.
ART DIRECTION
Campaign: My Savannah Is…
A comprehensive media plan was developed for this cross-platform campaign that included targeted print media, network television, radio, digital, and viral media. A monthly TV show will feature guest hosts out on the streets of Downtown highlighting businesses and events and giving tips and information on things such as parking and the city's Downtown DOT transit system. Communication objective was to showcase the diverse range of experiences Downtown by telling personal stories of local residents and lure locals to come back Downtown. The campaign's goal was to create greater awareness among city residents and potential investors of Downtown Savannah's attributes in order to foster economic growth for all of Chatham County. People will pay extra, stay longer, and spend more on food and merchandise when they're moved emotionally by the story they're experiencing. They will then go and tell their friends, sometimes immediately, selling the brand to others. Our goal was to turn locals into viral marketers.
The marketing campaign was developed around the idea of each person’s personal experience or story Downtown. We developed the campaign concept “My Savannah Is…” to tap into everyone’s personal Savannah, capturing this personal energy and vibe of Downtown and reminding residents to shop, dine and experience Savannah. Downtown Savannah’s stories center around unique experiences with friends and family. Each marketing piece was developed around a narrative of a complete experience downtown, incorporating dining, shopping, outdoors, events, and art galleries. Bright photography suggests not a historical landmark but a modern city alive with people. Lifestyle photography that is narrative and experiential featuring real locals enjoying each other’s company. We strategically selected and featured real local residents in the campaign; people having real excursions in the city. These individuals and local celebrities allow people to relate to the energy of Downtown and each person's love. It elicits an emotional connection between locals and the unique environment of Downtown. The backdrop is the amazing green spaces, walkable squares, local establishments and diverse modes of transportation. It communicates the energy of this special place. In the future, we can extend the stories to feature a diverse range of subject matter and the art style to suit different messages and musical tastes of the audience.
At the heart of the new design, is energy manifested as immediately recognizable and as multifaceted as the city itself. A celebration of diversity and personal interpretation that is both future-proof and iconic. A flexible identity that plays across each application. Color palette is vibrant, energetic and artistic like the city itself. The energy driven design incorporates swirling lines and quirky circles and dots alluding to the idea of an abstract visual of music. They move, pulse and beat across the page and screen in a whimsical style. Bright and happy colors that communicate energy. Each touch point features a different color combination further communicating the idea that Savannah plays differently to each person. Hand-lettered signage was utilized in each ad to add the personal charm of this walkable city. Each print ad focuses on a different individual’s sensory experience for example “My Savannah is Fresh”. In each ad a sensory word is utilized to describe each individuals experience downtown. Sensory words are utilized from each of the five senses but extend past the normal associations. The Fresh ad focuses on a single girl’s story and her experience downtown. She loves to be Downtown and see all of the new sights and sounds of Downtown. All the new clothing options and trends, buy fresh fruit and seafood. In the Fresh ad the copy not only describes fresh food but other fresh new options Downtown. The copy reads “It’s a treat for your senses. Just baked bread. Fragrant flowers. Trendy boutiques. Come Downtown for a fresh look.”
Print media lays the foundation for the look and feel. Advertising, interactive and new media were utilized to increase awareness. In TV, this concept is music driven to evoke an overall sensory and emotional response, conveying the idea that downtown has an underlying pulse, rhythm and beat. A brand as rich and textured as Savannah requires television…sight, sound, motion. We had a local musician develop two unique soundtracks to accompany each TV spot. We partnered with Spyhop Productions and Paragon Design to create two 30’ spots for the “My Savannah” campaign—“Wonderful Day” and “Twilight”. Energy is transformed into a unique visual language for the campaign building on the musical graphics from the print campaign and bringing them to life in time with the music. It’s a personal and sensory experience of our very own Downtown, and feature among other residents local Savannahian Stephanie Edwards of American Idol. The campaign reveals the sites and sounds of Savannah, the variety of things to do, places to go, variety of restaurants and entertainment, people to meet and experiences to have that they can't experience anywhere else. The final stage was implementation: developing comprehensive guidelines and artwork to help manage the rollout of the new identity. This covers the flexible logo system, color palette, typography, imagery (photography and illustration), tone of voice, design principles, templates, and applications.
CAMPAIGN NARRATIVE SYSTEM
CAMPAIGN PRINT
CAMPAIGN OUTDOOR
CONCEPT DEVELOPMENT
TV SPOT / TWILIGHT / LAUNCH SPOT 30'
TV SPOT / WONDERFUL DAY / LAUNCH SPOT 30'
CONCEPT STORYBOARDS
BEHIND THE SCENES
Revitalized city center
Complementary to the Savannah Area Convention and Visitors Bureau tourism and convention driven efforts, the campaign increased awareness, foot traffic and sales in Downtown Savannah by targeting the Greater Savannah residential market. The result is an energetic destination brand that moves and pulses across all touch points. It taps into the existing Savannah brand that is a personal brand in the hearts and minds of locals. We tapped into the emotion of everyone’s personal Savannah. The energetic vibe has sparked dynamic growth and creative developments Downtown. Savannah has seen a rapid acceleration of business and community efforts in this landmark historic district over the last few years. As a result of the resurgence, Downtown Savannah has seen the creation of a tourism industry, numerous Hollywood film productions, music and film festivals, and art galleries. In 2010 the Rock ’n’ Roll Marathon selected Savannah as a new host city. Aesthetically, downtown has attracted retail, hotels/lodging, restaurants, entertainment venues. Urban brands have moved in on Broughton street like Marc Jacobs and Urban Outfitters, bringing a sophistication to this Southern City. 2011 renovation was completed on restoring one of the missing squares turning Ellis Square into an outdoor entertainment space. The campaign helped to revitalize and elevate downtown as an economic epicenter for the entire region.
Downtown Savannah has become a valuable, revenue-producing asset to the community. Urban Innovation success story combining retail, residential and commercial offerings in one unique destination which is the heartbeat of the Coastal Empire. SDRA’s advocacy role Downtown has helped build up Broughton from the blighted landscape that plagued Downtown just a few decades ago. While most downtown’s have become rundown. Savannah has seen a revitalization and rebirth. Broughton street and MLK have been completely revitalized. Renovated Ellis Square and a new underground quad-level parking deck. Downtown water association hosts art night on Saturdays and first Saturday fireworks. Forsyth Park has been completely restored. A Pavilion and Amphitheater host movies in the park and music in the park monthly. The park is also host to a weekly farmers market. The city is energetic and thriving. 2013 the St. Patrick’s Day celebration Downtown was the largest celebration in the city’s history. The “My Savannah Is” cross-platform campaign won “best of show” Gold Addy 2010 and a silver Addy for Cinematography.
