Overview
The new brand launch for Downtown Burbank will be thoughtful, progressive, and methodical, leveraging key seasonal events within the community to rollout new creative and messaging.

With many wonderful summer events upon us as we launch, including the Arts Festival, Burbank Car Classic, and Holiday Ice Rink, we have the perfect platforms to at first quietly, yet powerfully present the brand to the community.

As we move forward in the launch, the brand will become evermore present and we will fold in our digital marketing to complement the physical representations that appear throughout the neighborhood. We’ll also make sure we’re promoting Downtown Burbank when there isn’t so much happening, so that our community is always engaged.

The goal will be to naturally immerse stakeholders in the new brand, encourage engagement, and grab the attention of locals and visitors alike.
Celebrating the Past with Eyes on the Future
This rich history of safety through simplicity is seen in both new and old developments throughout the area, and it is an undeniable part of the community.

As Downtown Burbank embarks on 21st century initiatives intended to attract new consumers and businesses, and ultimately fuel new housing and business development, we must take that simple and safe soul and look outward in order to bring this urban neighborhood into consumers’ minds in a new way.

As the long-time headquarters for many of the world’s largest entertainment studios, this “Media Capital of the World” is now ready for a close-up!
Entertainment
With wonderful year-round events like Burbank Car Classic and the Arts Festival, Downtown Burbank is brimming with possibilities. Offering dining options for every palate and pocketbook, and big brand to boutique shopping, Downtown Burbank takes entertainment seriously.
The Best of Los Angeles at Your Fingertips
A few miles northeast of Hollywood, seconds from several major freeway arteries, public transit, and Hollywood Burbank Airport — it’s all right here!
A Destination in and of Itself
The dining and shopping offerings of Downtown Burbank combined with great hotels make it more than a place to land — it’s a true destination.

Phase 1: Brand Identity and Launch

Discovery & Market Research
With wonderful year-round events like Burbank Car Classic and the Arts Festival, Downtown Burbank is brimming with possibilities. Offering dining options for every palate and pocketbook, and big brand to boutique shopping, Downtown Burbank takes entertainment seriously.
Brand Identity Guide
With wonderful year-round events like Burbank Car Classic and the Arts Festival, Downtown Burbank is brimming with possibilities. Offering dining options for every palate and pocketbook, and big brand to boutique shopping, Downtown Burbank takes entertainment seriously.
Brand Identity Creation
The brand story was developed out of our completed discovery and research, and inspired the creation of a unique and meaningful brand identity. With an added splash of color, we breathe new life into a retro-inspired logotype that ties in with Burbank’s rich film history.


Brand Launch Strategy
The brand story was developed out of our completed discovery and research, and inspired the creation of a unique and meaningful brand identity. With an added splash of color, we breathe new life into a retro-inspired logotype that ties in with Burbank’s rich film history.


The Mark
Our brand identity is simultaneously bold and fun, and subconsciously connects viewers to the past, present, and future within moments of encountering the mark.

Phase 2: Social Media & Digital Marketing

Organic Social Media Content Calendar, Each month, we will create a social content calendar that showcases Downtown Burbank through its shopping, dining, upcoming events, and more. This calendar will promote brand awareness and recognition; establish our reputation as a prime destination; and connect with our audience in a fun and organic way.

Digital Paid Campaign Conceptualization & Development
The team will determine which channels to activate for Downtown Burbank in order to achieve optimal digital KPIs while meeting identified business goals. We will determine where each piece of creative is served and create qualified delivery parameters for all campaigns.
Social Media Community Management
Community management plays a significant role in the retention of stakeholders, who are more likely to be involved in genuine brand interactions. Giving our brand a real personality through consistent engagement will bring Downtown Burbank to life in the digital space.
Creation of Digital Ads & Messaging
Build aesthetically-pleasing assets, such as images or videos, that resonate with our target audience. By creating thumb-stopping content with creative messaging and a clear call-to-action, we will captivate our audience to build brand awareness and drive engagement.
E-Newsletter Template / Re-Engagement Messaging
A refreshed e-newsletter template will be created to introduce the brand rollout and to announce new and exciting things happening in Downtown Burbank. The first e-newsletter will function as a re-engagement campaign to ignite that spark in the relationship with our current list of subscribers. We want to inspire our audience and provide clear calls-to-action that leave subscribers wanting more.
Splash Page (Microsite)
A splash page will be created using the new brand voice and aesthetic in order to create anticipation for the forthcoming full website experience and, most importantly, generate email optins for future communications via Mailchimp integration. A social campaign will complement the splash page launch.
Electronic Visitor & Dining Guide
This electronic guide will serve as a comprehensive directory of Downtown Burbank for all visitors. By refreshing the guide with new brand colors and elements, and integrating a fun, interactive user experience, visitors will be excited to visit Downtown for all of their shopping and dining needs.
Monthly Digital Analytics Reporting
In addition to monitoring changes to metrics on a daily basis and will generate monthly digital analytic reports to effectively compare month-to-month engagement. This monthly analysis will allow us to focus on the long-term strategy, while not losing sight of short-term activity.
Building a Foundation
for Consumer Insights
Performing a detailed, four-step process designed to yield rich data and analytics that allow us to pivot quickly if necessary, and create actionable audience insights which will inform future campaigns.

👋 Segment Audiences
Establish “umbrella”
segments and target
personas based on discovery
exercises, internal research,
and provided owned / CRM
data.

🧠 Assign Audiences
Assign audiences and
personas to digital channels in
order to generate a
personalized messaging
experience for all marketing
touchpoints.

🎯 Platform-Specific Targeting
Determine how to recreate targeted
audiences within individual ad
channels and social platforms using
their unique targeting parameters
and segmentation tools.

⚡️ Messaging & Assets
Identify the messaging points
and all associated creative assets
(ex. images, video, audio, etc.)
that will be funneled to each
persona through each channel.

Creative with a Purpose
Connected creative and messaging that both inform and engage will help us position Downtown Burbank in a meaningful way to make our audience remember the destination and want to return.

By providing compelling communication from the moment people enter the area (or are considering a visit), we will accomplish the following:

• Improve the overall experience
• Increase interest in Downtown Burbank
• Increase business interest
• Encourage consumer advocacy
• Increase brand awareness
• Increase visits and revenue

The goal is to connect with consumers and inform them that Downtown Burbank offers premier entertainment, shopping, and dining options that provide everything they need for a great
experience.

Paid Social Campaigns
By creating a hyper-targeted social campaign which unifies paid and promoted content with Downtown Burbank’s organic presence across the world’s largest social communities, Anyone™ will engage relevant audiences based on age, location, interests, and behaviors.
Facebook Ad Network
Target relevant audiences with tailored messaging through video, news feed, display, and Messenger ads. Facebook’s Audience Network will deliver.
Instagram & IGTV
With 71% of its users under age 35, Instagram will be crucial in reaching the younger target demo. Our messaging will reach highly-engaged local audiences via photos, videos, stories, and carousel ads.
Twitter
By finding audiences who are discussing topics related to Burbank or buzzing around relevant hashtags, Anyone™ will target niche exchanges and promote tweets in order to heighten engagement.
Local Leisure

Business

Tourism

Location: Burbank, CA +25 miles

Target: Families, Singles

Why: Locals from Southern California who are looking for a walkable and entertaining environment.

Location: Local, National, Global

Target: Local commerce & Businesses

Why: Business professionals that may visit for lunch or dinner meetings who can be converted to frequent visitors.

Location: National & International Travelers

Target: Families, Singles

Why: Visitors looking for a destination that they can stay in, and easily connect from, while visiting SoCal.

Audience Capture &
Segmentation

Geo-Targeting
Indicated here is a geo-targeting heatmap based on budget allocation per region. As we monitor performance, these allocations may be pivoted.
Profile Targeting
• Location
• Demographics
• Age
• Gender
• Income
• Education
• Family Status
• Career Level
• Interests
• Online Behavior
• Connections

Digital Marketing

Logos displayed at the bottom of each quarter indicate new channels that will launch in support of seasonal advertising initiatives. Previous channels from preceding months will carry over month-overmonth and pivot messaging as needed.

☀️ Summer Milestones
• Community management begins
• Content calendars launch
• Email newsletter creative refresh
• Splash page launches
• Social campaign for email opt-ins
• Influencer campaign

Short-Run Social Campaigns
• Downtown Burbank Car Classic
• Burbank Comedy Festival
• Starlight Bowl Concert Series

🍁 Fall Milestones
• New website launches
• Paid marketing campaigns launch
• Re-engagement email campaign
• Influencer campaign

Short-Run Social Campaigns
• Burbank International Film Fest

❄️ Winter Milestones
• Content discovery platforms
launch to funnel traffic into blog*
• Paid video campaigns launch via
YouTube
•Waze promoted pins launch
• Influencer campaign

Short-Run Social Campaigns
• Burbank Wine Walk

🌼 Spring Milestones
• Spotify campaign launches to support Summer events
• Paid video campaigns launch via
YouTube
• Influencer campaign

Short-Run Social Campaigns
• Downtown Burbank Arts Festival

Phase 3: Print Marketing

Light Pole Banners
Eye-catching light pole banners are a great way to introduce the new brand and they create a visually cohesive element to city streets. They can also be leveraged to showcase upcoming community events.
Holiday Light Pole Banners
The holidays are an especially opportune time to utilize light pole banners, as they contribute to the overall holiday decorations and added vibrancy to city streets. Holiday banners will maintain the brand’s design elements and incorporate a holiday color-theme.

Murals
Branded murals are integral to the landscape of Downtown Burbank. We will approach them with a sense of inclusivity, strong visual statements, and an awareness of context. Murals will bring a thoughtful spark of joy and delight to the community as a whole.
Creation of Print Ads & Messaging
Build aesthetically-pleasing assets, such as images or videos, that resonate with our target audience. By creating thumb-stopping content with creative messaging and a clear call-to-action, we will captivate our audience to build brand awareness and drive engagement.

Wayfinding & Promotional Signage
Effective wayfinding and promotional signage will usher visitors seamlessly through Downtown Burbank so there is never confusion. Our wayfinding will include messaging that not only shows people the way around town, it will credit Downtown Burbank for providing it to the community whenever possible.
Print Strategy & Placement
Similar to our digital strategy, print ads will also be informed by our target personas. Anyone™ will thoroughly research demographics, circulation, and placement when considering publication options. This will maximize the impressions of our ads and increase visibility.

Phase 4: Website Design, Coding, & Maintenance
Site Architecture
A site architecture diagram will be generated to outline the hierarchy of pages within the website and dictate the navigation structure. This sitemap will: • Define and organize every page of your website • Sort pages from most broad to most defined • Keep your entire design, development, and SEO team on track.
Site Development
All website page designs will be programmed and coded, thus converting the comps into “live” site pages within the Wordpress dev environment. All pages will be built with fullyresponsive elements, adhering perfectly to desktop, mobile, and tablet. The programming phase will include content population, booking API integration, and extensive Q/A.

Wireframe Design
Website wireframes will be submitted in the form of simple black and white layouts intended to convey the specific size and placement of page elements, site features, conversion areas, and navigation for the site.
Stage Link
Once the website is on a stage or temporary server, Anyone™ will submit a private link for review and approval.

Homepage & Interior Page Design
Once approved, we will use the wireframes as a foundation to design all site pages, forms, and landing experiences. This will be the phase that incorporates all brand colors, typography, imagery, and iconography.

Site Approval & Launch
Once the stage link is approved, we will migrate the site to its permanent server, redirect all registered domains, and perform final QA on all pages.