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Marketing New Haven
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Business New Haven
8/9/1999
By: BNH
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The city of New Haven has embarked upon a new effort to market itself. Actually, the powers-that-be have yet to decide whether the marketing campaign will be for the city itself, or for the "region."
(That thorny political debate alone is certain to delay the process. To forestall endless redundant debate, somebody ought to remind the decision-makers that the "region" is doing just fine, thank you; the last thing it needs is bureaucrat-driven marketing assistance. The city, on the other hand, needs all the help it can get.)
To this end, a consultant, Sandy Hillman, from Baltimore has been hired by a consortium of the city, the chamber (through something called the Regional Leadership Council, comprising CEOs of the area's largest companies) and Yale to tell us all what to do.
Fine, we say. Any attempt to get the word out about how great this place is better than no attempt, which is pretty much what we've had over the last half-dozen years. And if somebody from Baltimore can tell us how best to do it, we'll be first in line to kiss her ring.
What makes us wary is that this process is driven by non-marketers: the city, the chamber and Yale (which is putting up $500,000, and will want commensurate control over the process).
"Non-marketers"? Let history judge. The city and chamber led us down this road before, resulting in the marketing-by-committee "City Lights, New England Sights" abomination. And is Yale a good marketer? Well, nowhere in the world is the university held in lower esteem than right here at home.
That's not to say New Haven doesn't have plenty of crack marketing minds. To show them off, we've asked a number of them to submit marketing outlines for New Haven which we will publish in the September 6 Business New Haven. We've even invited them to submit examples of potential advertising campaigns for our readers' edification and, we hope, to stimulate discussion.
Beyond the local advertising and marketing community, what about the major corporate community, whose marketing whizzes face million-dollar choices almost daily - and must choose wisely or face grave consequences?
Subway Sandwiches was on the ropes until its marketing people decided to emphasize healthy, low-fat menu offerings as a selling proposition. Other area companies such as Bic and Pilot Pen of America are, at their core, marketing companies which must sell brand identity and loyalty to differentiate their low-cost commodity offerings.
They and others like them have proven they know what they're talking about when it comes to marketing just about anything. Why haven't they been brought into the equation?
In the hands of experts, "marketing" New Haven ought to be a no-brainer. Think of it: a rich history of invention. Yale. Culture unmatched in a city of this size. A glorious architectural legacy. Parks. Scads of smart, creative people. And oh, yes - that pizza.
We invite any and all readers to participate in this process by forwarding your ideas for marketing New Haven - or even "greater" New Haven. The best submissions will be published in our September 6 issue. Deadline is August 23 at 5 p.m.
You know where to find us.
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