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Case History

The City of Orlando Community Venues

From the rubble of the 2008 recession, Orlando’s Community Venues project is now a model program of community engagement, investment, and revenue that other cities are clamoring to follow. For the past six and a half years, Wyche & Associates has been the City’s go-to expert in communicating this vital message of economic sustainability, historic opportunity and diversity, and long term revenue potential.

Dr. Phillips Performing Arts Center
Goals

The Goals:

To design and build three world-class Community Venues (Amway Center, the Dr. Phillips Center for the Performing Arts and the Orlando Citrus Bowl)

To solidify Orlando’s long-standing premier destination status as well as one of the nation’s leaders in job creation and preferred business environment

To design, employ and build the Venues projects -- following the BLUEPRINT for the highest participation in history of local minority and women-owned business enterprises (MWBEs) and a population of historically disadvantaged workers (Parramore residents, ex-offenders, and the homeless) Specifically, the goals of the BLUEPRINT were for a 24 percent total participation of MWBE firms (18 percent minority-owned, 6 percent to women-owned companies).

SUCCESS

for our Agency:

Proof that experienced, targeted branding WILL overcome negative public perception, cynical media, and even a nationwide recession

Nothing beats true stories of personal redemption as Wyche & Associates successfully placed more than 100 profiles of BLUEPRINT applicants who literally went from homeless to success in local media including magazines, television and newspapers

Social media is most effective when it’s combined with a timely, specific message; oversaturation of a generic message is far less impactful

Facetime is as important as Facebook, as proven by the overflow crowds at job fairs, community meetings and press conferences

A steady stream of targeted, proactive communication is the best offense to a potential crises

Ribbon Cutting Worker Our Mayor

The Opposition:

Public-private relationships and government initiatives that promote diversity are not always perceived as profitable nor practical. Many Floridians were skeptical about spending revenue during hard economic times

Residents and businesses in the historically black and economically disadvantaged Parramore neighborhood, which boasts the Citrus Bowl, the Amway Center in its backyard, were wary of programs that could lead to more financial disappointments and unfulfilled promises

Our Mission:

Wyche & Associates was chosen to promote the inestimable economic advantages of building the Community Venues using the BLUEPRINT plan to generate interest and excitement among business leaders, residents, and the local media

Our task was to cut through the clutter of negative and misleading information by effectively taking the City’s message directly to the community with both traditional and innovative branding

Our message was to support the Mayor and the City Commission with a message that could be embraced both emotionally and realistically given the recession, previous public-private attempts, and media cynics

Our Methods:

Our first task was to ensure a clean message of economic revitalization as it pertained to business owners, workforce, Parramore residents, and Orlando itself. Specific branding language became popular parlance as Wyche & Associates was successful in communicating how the BLUEPRINT program could be pro-business and pro-community at the same time.

Wyche & Associates used an interdisciplinary blend of media tools, including newsletters, press releases, social media, neighborhood and press events, public hearings and community meetings, to effectively and impressively relay our Client’s message to a sometimes wary public.

We brought in pastors and other community and business leaders, a highly credible and important group to Parramore residents, for job fairs, community meetings, and other public forums.

We humanized the BLUEPRINT program with more than a hundred character profiles that were printed in various print mediums, including general, Hispanic, and African-American newspapers. These true stories of incredible challenges and hardships that were overcome thanks to the opportunity of the BLUEPRINT program were as impactful as they were inspiring.

We created web content, videos, e-newsletters, brochures, community flyers, speeches, and other collateral that was specifically targeted to its demographic audience: businesses wanted to know about streamlined processes, workers wanted to know about employment, residents wanted to know how the construction would impact their homes and neighborhood.

Citrus Bowl