CAPITOL RIVERFRONT BID. Marketing Video

Transcription

1 CAPITOL RIVERFRONT BID Marketing Video

2 CAPITOL RIVERFRONT OVERVIEW The Capitol Riverfront is a 500 acre rapid growth neighborhood that is relatively new to the landscape of Washington, DC. In a city of 660,000 people and a region of over 6 million residents, the neighborhood had not achieved the name recognition and branding associated with more mature downtown environments. As a rapidly developing neighborhood with little name recognition, it was important for the Capitol Riverfront BID to tell its story with marketing strategies that can evolve as the neighborhood changes.

3 MARKETING VIDEO OVERVIEW The Capitol Riverfront marketing video is a representation of DC s fastest growing & most vibrant mixeduse community. The Capitol Riverfront BID began production of the marketing video in fall 2015 with leading motion time-lapse experts at District 7 Media LLC to enhance the branding & attraction of the neighborhood in various real estate markets, including office & residential.

4 WHY CREATE A MARKETING VIDEO? One management service provided by the Capitol Riverfront BID is the execution of marketing, branding, & public relations initiatives which attract residents, office tenants, & visitors to this new growth neighborhood. Video promotion has been proven as an impactful marketing tool, but the existing Capitol Riverfront marketing video was dated and did not convey the current growth & amenities of the neighborhood. The BID decided to create a new marketing video to reflect the dynamic energy of the Capitol Riverfront.

5 WHAT WILL THIS MARKETING VIDEO DO? Implement marketing & branding initiatives by presenting the Capitol Riverfront as a community that offers: A sense of place Convenience Vibrancy Accessibility Attract potential residents Increase office market leasing Support neighborhood stores & restaurants

6 THE CAPITOL RIVERFRONT STORY IS TOLD The two and a half minute marketing video depicts what the Capitol Riverfront looks like by highlighting the attractive amenities of this premier waterfront destination: Regional accessibility World-class dining Walkability & close proximity to the U.S. Capitol A high quality public realm Neighborhood retail Parks & open spaces 1.8 miles of beautiful riverfront Year-round events & entertainment that provide a sense of community A convenient lifestyle for all ages to enjoy

7 INNOVATION & CREATIVITY The marketing video conveys the exciting growth and development while telling a story of daily life in this mixed-use community. Upbeat music and active scenes of the video convey not only a neighborhood, but a lifestyle from sunrise to sunset. In essence, the video is a day and eveninglong snapshot into the vibrant life cycle of the Capitol Riverfront. Creative multi-axis motion time-lapse photography sequences are an innovative and compelling way to capture the Capitol Riverfront s vibrancy.

8 INNOVATION & CREATIVITY The use of super graphics incorporated into the footage was a more compelling and visually stimulating way to supply information to the viewer than the use of a voice-over narrator. By not using voice-over narrative, the video will stay current for a longer period of time and doesn t require ongoing updates. The use of lively music, highly animated time-lapse sequences, and colorful graphics allows all senses and attention of the viewer to be drawn to the video and the story that is being told.

9 PROJECT PARTICIPATION The production of this high-quality video involved filming a variety of features and amenities throughout the neighborhood. The liveliness of daily activity in the Capitol Riverfront allowed for a wave of community participation from those who were filmed in everyday situations. Filming would not have been possible without the dedicated participation of residential communities, restaurants, store and restaurant patrons, daily commuters, and visitors.

10 MARKETING VIDEO IMPLEMENTATION The Capitol Riverfront marketing video is showcased on the BID website and speaks in one voice on behalf of all neighborhood stakeholders. By marketing the entire neighborhood and its attributes, the video provides a platform that the development community uses when marketing individual or collective projects. The video serves as a valuable asset to the BID s digital marketing endeavors, including social media campaigns, which promote the neighborhood to residents, employees, and visitors.

11 ECONOMIC DEVELOPMENT IMPACT Since its first premiere at the Capitol Riverfront BID s Annual Meeting, the marketing video continues to shape viewers perceptions of this growing neighborhood in a positive way. Residential developers comment that the video is a valuable tool in the leasing of existing apartment units and projects currently under construction. Development marketing teams have utilized the video to add value to potential tenant presentations, and office buildings play the video on Capitol Riverfront building lobbies.

12 CAPITOL RIVERFRONT BID Marketing Video To view the marketing video, please click on the image.