When Allegra was hired by the City of San Gabriel to produce an economic development branding and marketing campaign, we knew it would be an uphill climb because the city desired national brand retailers to set up shop in their diverse city. Cities are finding themselves having to compete to attract the next Target, Starbucks or CVS to locate to their communities. The competition for these national retailers is pretty fierce and cities must have what they’re looking for or you can forget it. These retailers will go to the next city that has the perfect scenario for their business model. The City of San Gabriel is known for: their historic mission, being the birthplace of Los Angeles, the quaint playhouse district and over 60% of their population is Asian. Our job was to find the hidden jewels of this city and market the rich tapestry of the diverse population. We found that San Gabriel has highly ranked food establishments, luxury retailers and a global economy driven by Chinese tourism. Our mission was clear, no pun intended. We crafted key messaging, photographed iconic locations, designed impactful collateral materials, developed a robust social media program, designed internet website banners/sliders and told the story about this thriving city.
Since launching the We Thrive in San Gabriel campaign the city is negotiating with developers on new national branded hotels, new shopping centers are being constructed, newly constructed residential communities are opening, façade improvement grants are available for older areas and the City has received funding for major city-wide infrastructure in the millions of dollars. The city’s leadership is excited about the future. San Gabriel is now featured in foodie magazines and blogs, TripAdvisor, Yelp, Zagat and other media sources that drive regional, national and international tourism to their city.
The year-over-year results in our latest campaign are staggering:
• Brand Awareness Increase 40%
• Social Media Increase 75%
• 148% increase in web traffic
• We Thrive in San Gabriel took home a 2015 Los Angeles – American Marketing Association Award for a Public Sector Marketing Campaign
• We Thrive in San Gabriel received a Gold Marcom 2015 Award