Présentations  du  Place  Marketing  Forum  2013  14  &  15  Octobre  Centre  des  Congrès  Aix    

Aaron  Perlut  et  Brian  Cross    Fondateurs  et  partenaires  de  Rally  Saint-­‐Louis  

Co-­‐dirigeants  de  l'agence  Elasticity  

14  Octobre  2013    

Rally  Saint-­‐Louis  A  remarkable  ini,a,ve  of  ci,zenship  involvement  through  

web  2.0,  to  promote  a  city  New  Regional  Marke6ng  and  Ci6zen  engagement  

Saint  Louis  Missouri  

USA  

Back

grou

nd  

 National  Reputation   Midwest  if  “flyover”  country    Rated  one  of  the  most  violent  cities  in  the  US    A  city  in  decline  

 Low  Self-­‐Esteem    “If  I  need  _______,  I  need  to  go  to  another  city.”  

 Attitudes    Frustration    “Nobody  can  get  it  right  around  here.”  

Effect  on  the  Region  

 Competitiveness  of  firms   “How  are  you  able  to  stay  relevant?”  

 Recruiting  and  retention   “I’m  not  moving  to  Saint  Louis!”  

Saint  Louis  Structure  

 Groups  have  limited  Charter    Economic  Development    Fill  Hotel  Rooms    No  overall  brand  stewardship  

 Groups  have  limited  budget   Citizens  become  jaded  and  lazy   Feeling  of  “nothing  we  can  do  

about  it”  

Two  Pronged  Approach  

 Internal  viewpoint  on  ourselves   Ambassadors  (pride  building)  

 External  viewpoint  of  Saint  Louis   Online  search  reputation  

Internal  Viewpoint  

  Digital  Centerpiece    Video  speaks  volumes  

  Social  Media    Public  Relations  

  Mobile    Paid  Media  

  SEO  

Internal  Viewpoint  

External  Viewpoint  

 Search  marketing    Your  brand  isn’t  what  you  say  it  is—it’s  

what  Google  says  it  is   Momentum  

  Constant  new  activity   Put  local  people  at  the  heart  of  the  image   Give  practical  ways  to  act  and  be  involved  

GET IN THE GAME RALLYSTL.ORG

GET IN THE GAME RALLYSTL.ORG

The  Rally  Saint  Louis  project  is  a  first-­‐of-­‐its-­‐kind  crowdsourcing  and  crowdfunding  pla7orm  that  generates  ideas  and  uses  funding  from  the  region’s  residents  and  then  uses  those  ideas  to  help  market  a  greater  Saint  Louis.    It  is  an  effort  unlike  anything  ever  aDempted,  not  just  in  the  Saint  Louis  region,  but  across  the  U.S.  

Rally  Saint  Louis   Submit  Ideas   Vote  for  your  Favorites   Donate  to  the  ones  you  think  will  make  the  biggest  impact  

on  the  region  

Rally  Saint  Louis  Categories  

 Marketing   Beautification   The  Arts   Sustainability   Non  Profit  

 Education   Sports   Entertainment   Weird   Other  

Inspiration  for  Go-­‐Forward   The  citizens  of  Detroit,  MI     Augment,  not  replace  

  Initial  meetings  with  civic  leaders  

 “When  you’re  buying  the  drinks,  you  can  get  away  with  more.”  

Rally  Saint  Louis  Innovation   Combination  of  crowdsourcing  and  crowdfunding  

  Self-­‐sustaining,  renewable  base  of  funding   First  that  is  geographically  oriented  

 Non-­‐profit  status   Connections  and  efficiencies  at  the  budgeting  stage  

 Grassroots  based  vs.  centralized,  traditional  effort   Movement  marketing  (become  self-­‐sustaining)  

 Democratized  idea  generation   Built  to  be  transferable  to  other  cities  and  communities  

Rally  Saint  Louis  Innovation  

Building  a  Movement  

STRATEGIC CREATIVE

TRIANGULATE THE POWER OF GOOD

Break through the clutter to capture the mind.

Genuine and authentic cause marketing captures the heart.

.

SEARCH + SOCIAL + PR

Integration spreads the word Faster and more efficiently.

Building  a  Movement  

Building  a  Movement   Social  media  activity   Public  Relations   Visible  projects   Traditional  advertising   Corporate  partnerships  

 Mastercard  

Branding  a  Movement   The  name:  Rally  

  A  rally  is  inherently  optimistic,  yet  recognizes  you  are  coming  from  behind  

 The  mosaic  “quilt”    Inclusive  and  representative  of  the  Saint  Louis  population  

 Brand  voice    “Get  off  your  arch  and  do  something!”  

Results  •  Number  of  media  placements:  78  placements,  15.8  million  impression    

•  Ad  equivalent  value  of  media  hits:    $215,249  

•  Total  Number  of  registered  users:  7,646  

•  Total  number  of  votes:  84244  

•  Total  number  of  ideas  submitted:  621  

•  Sample  cities  &  countries  that  have  participated  on  Rally  beyond  St.  Louis:  U.S.:  Los  Angeles,  

San  Francisco,  New  York  City,  Washington  D.C.,  Dallas,  Denver,  Chicago,  Boston,  New  Orleans,  

Tampa,  Miami,  St.  Paul,  and  more!  

•  Countries:  China,  UK,  Germany,  Canada,  France,  Japan,  India,  Russia,  Brazil,  Ukraine,  Australia    

•  Traffic  stats:    256,266  Visits  56,040  Unique  Visitors  

•  Total  amount  pledged  so  far:    $124,535    

Results  

Goal: $25,000

Raised: $33,649

Goal: $21,000

Raised: $23,117

Goal: $10,000

Raised: $10,330

Goal: $25,000

Raised: $25,000

Goal: $2,000

Raised: $2,000

Beyond  the  Numbers  

 Google  search  results  

 “There’s  something  going  on  here.”  

 International  exposure  

 Utilization  of  the  “crowd”  beyond  submitted  ideas  

Key  Success  Drivers   Citizen  Involvement   Civic  leader  connections   Corporate  Partners   Public  Relations  Exposure   Keep  driving  traffic  to  the  site  

  Crowdfunding  and  crowdsourcing  only  work  with  a  crowd  

Constructive  Hindsight  

 Education  of  the  citizens/mass  market   Legal  and  logistics  

 Credit  card  handling   Corporate  partners  

 Technical  updates  to  keep  current  

TABLE  RONDE  ATTRACTIVITÉ,  APPROCHE  COLLABORATIVE  ET  CITOYENNETÉ  

NEW  PLACE  MARKETING  AND  CITIZENSHIP  

Alexandre  Boucherot  Associé  Fondateur  de  Ulule,  

leader  européen  du  crowdfunding  

Jean  Pinard  Directeur    

Auvergne  Nouveau  Monde    

Aaron  Perlut  Co  fondateur  et  associé  

Rally  Saint-­‐Louis  

Brian  Cross  Co  fondateur  et  associé  

Rally  Saint-­‐Louis