BROWN ACT: GOVERNMENT CODE 54950 (THE BROWN ACT) REQUIRES THAT A BRIEF DESCRIPTION OF EACH ITEM TO BE TRANSACTED

BE TRANSACTED OR DISCUSSED BE
POSTED AT LEAST 72 HOURS PRIOR TO A REGULAR MEETING. THE CORPORATION POSTS AGENDAS WITH THE CITY AT 1 FRANK H. OGAWA PLAZA, #101.
ACTION MAY NOT BE TAKEN ON ITEMS NOT POSTED ON THE AGENDA. COPIES OF THE AGENDA ARE AVAILABLE FROM THE DOWNTOWN OAKLAND
ASSOCIATION AT 388 19TH STREET, OAKLAND, CA 94612. MEETING FACILITIES ARE ACCESSIBLE TO PERSONS WITH DISABILITIES. IF YOU REQUIRE SPECIAL
ASSISTANCE TO PARTICIPATE IN THE MEETING, NOTIFY OUR OFFICE AT 510 238-1122 AT LEAST 48 HOURS PRIOR TO THE MEETING.

388 19th Street Oakland, California 94612
DOA Phone 510.238.1122 LMUDA Phone 510.452.4529 Fax 510.452.4530
info@downtownoakland.org www.downtownoakland.org
info@lakemerritt-uptown.org www.lakemerritt-uptown.org
Downtown Oakland Association/Lake Merritt-Uptown District Association
District Identity and Streetscape Improvement (D.I.S.I.) Committee Meeting
July 17, 2014 11:00 a.m. - CBD Conference Room - 388 19
th
Street

Agenda

1. Introductions
2. Public comment and announcements
3. Approval of the minutes of November 21, 2013 Meeting Action Item
4. Review of Brand Brief and Update on Strategic Planning Efforts
5. Approach to Sponsorships for 2014
6. Budget Review
7. Other
8. Adjournment


388 19th Street Oakland, California 94612
DOA Phone 510.238.1122 LMUDA Phone 510.452.4529 Fax 510.452.4530
info@downtownoakland.org www.downtownoakland.org
info@lakemerritt-uptown.org www.lakemerritt-uptown.org

Greater Broadway Corridor Brand Notes July 11, 2014

1
Oakland Greater Broadway Corridor Brand Notes & Preliminary Brand
Brief Outline
Primary Stakeholders
The collective efforts by joint CBDs will be to market and promote the greater downtown and
Broadway corridor to the following primary audiences:

1. Prospective property owners
2. Prospective Businesses
3. Current residents and businesses
4. Prospective visitors to the areas served by the three districts

Vision & Mission for Project
The current mission of a joint district funded and sponsored marketing campaign is to pool
resources and expertise to collectively market and promote the greater downtown corridor.
The current joint LMUDA /DTA and JLID has the advantage of serving a broad audience. While
the CBD marketing objectives are closely aligned with other organizations (Visit Oakland,
Oakland Chamber, the City) the three districts are in a unique position to lead this campaign.

The vision is that this joint campaign will not only serve to strengthen the district communities
but have a positive and measurable economic impact for the area and Oaklands image.

The following notes about the brand are in relationship to the Greater Broadway Corridor,
which is the placeholder term for the yet-to-be-named location that represents the general
boundary area of the three, contiguous greater downtown districts.

Brand Personality Describing the brand as you would a person
Casual, Open, Real, Adventurous, Active, Wise Also mentioned: Lively (for active) Edgy,
Original, Fun, Welcoming, Healthy & Inclusive

Brand Essence Notes Words associated with the brand at its most distilled level (needs
more work)
Oaklands Greater Broadway Corridor = Dynamic, opportunity, vibrant, creative, awesome,
open, heart

Brand Promise Notes Primary words associated with [desired] stakeholder brand
experience
Authenticity, Accessibility, Creativity, Momentum, Edge (Edginess) Also mentioned: Innovation
and Opportunity

Brand Voice The primary tone that the brand uses to speak to its audience
Unpretentious, Honest, Inclusive & Fun. Also: Fresh, Resourceful/Knowledgeable, In-Touch
[relevant]


Greater Broadway Corridor Brand Notes July 11, 2014

2

Positioning Notes What brand experience does the Greater Broadway Corridor provide
that can differentiate it from adjacent brands?

1. Unparalleled economic opportunity for stakeholders.
2. A diverse blend of urban lifestyle and culture.
3. Rich resources, including the arts, entertainment, and community.
4. A dynamic urban experience.

Brand Positioning Statement Draft
The Greater Broadway Corridor delivers vibrant urban lifestyle, authentic culture and
unparalleled business and entertainment opportunities for the people who work, live and visit
the heart of Oakland.


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