so ________ .
A Marketing Campaign by Caroline Scalici
STRENGHTS: The area of Soho has many strengths that attract several each day. With its famous, detailed caste iron architecture and cobble stone streets the area has a charm unique to any other on the island of Manhattan. Throughout the years, Soho has attracted several for its art, from trendy galleries to street graffiti, which has caught the attention of several even all the way in Europe. In the current day, Soho appeals to several for its shopping, restaurants, and nightlife. Soho is the home to several famous fashion designers and rows of stylish commercial shops and boutiques. Hidden between displays of designer labels one can find charming restaurants, exclusive to the Soho neighborhood. Even after the sun goes down Soho maintains its allure through its nightlife, with many high-end bars and clubs that entertain the young demographic from all over the island.
WEAKNESSES: While Soho is a historic district in Manhattan, the neighborhood has lost much of its story to the overbearing designer retail stores and loft real estate. When many think of Soho, they are most likely to think of labels and a high-end lifestyle, without giving notice to the history behind the caste iron architecture, loft-style buildings, and social changes that took place on this one hundred acres. Alluring visitors with expensive shopping, dining, and real estate, this high cost can blind many visitors from the importance of the area while turning many off to the neighborhood. Furthermore, being characterized for its retail, Soho fails to provide historic attractions. Soho has seen several historic, influential changes that go unknown to the majority who visit, live, and work in the area each day.
OPPORTUNITIES: The weaknesses that hurt the area of Soho as being seen as a historic place to visit are also an opportunity to draw attention to the area. Within Soho lies many famous buildings, architecture, and art that tell the story of the several different changes this neighborhood went through. By marketing these unexplored areas that have fallen into the shadows of the present day retail, Sohoâ€™s story will establish the area as not only a destination for the elite but for those who love to travel, learn, and appreciate the
timelessness that has allowed Soho to rebuild itself several times in the past one hundred years.
THREATS: One of the biggest threats to tourists coming to Soho is the high cost and availability of hospitality. Real estate in Soho is one of the most expensive on the island with hotels charging very high over night fees. As a result, several visitors may be forced to stay outside of Soho, only venturing into the neighborhood for an afternoon of shopping or dining. Furthermore, currently there is not a museum or main tour service in the area. Those visiting will not be directed to important attractions or be told the history of the neighborhood. Lastly, one smaller but equally important threat is navigating Soho. Each street is named, rather than numbered, causing several who are not native to Manhattan to have trouble identifying the historic district and its boundaries by foot or by subway.
TARGET AUDIENCE: The main goal of this campaign is to preserve Soho and its history rather than continue its transformation into a commercialized, touristy area. A primary audience is the young and adventurous. This person is educated and interested in discovering a new, historic area on their own. They are attracted to a high-end lifestyle but also want to live or visit in a place that has a meaning. He or she is likely to notice the details, such as the cobblestones and ornate caste iron. Personal relationships and connections are important to this individual, attracting them to the exciting night life in the evenings and side streets in the neighborhood during the day. A secondary audience through this campaign would be middle aged and well traveled. This individual would come to Soho to learn the story and the history of the area. Soho is a neighborhood of firsts, such as the first red-light district and Singer machine, which excites this audience. He or she is well educated and more attracted to the area for its individuality than its high-end retail, contrasting from the current audience brought to Soho.
COMPETITION: Main competitors of Soho in the United States are areas such as Georgetown in Washington, D.C., and Charleston, South Carolina. Both of these areas
have unique, charming architecture and streets while appealing to many tourists with high-end boutiques, artistic displays, and dining. Additionally, areas such as Charleston also have a deep history that is made much more known to its audience. In New York City, areas such as the Lower East Side and the Upper West Side are competitors of Soho. Both of these areas are separated from the commercialized areas in New York with a similar charm and artistic population.
UNIQUE SELLING POINT: The unique selling point for Soho is that it truly is unique as a neighborhood and to each and every person than any other area in New York City. Over the past two hundred years, Soho has been an area for the affluent Dutch, Hells Hundred Acres, the first red light district, The Caste Iron District, and an esteemed plot for retail and real estate. Between each evolution Soho almost faced destruction. The hundred acres has fostered several lifestyles and characters who each were attracted to the area to pursue a different life journey. Today Soho is an escape from the city. Rows of commercial retail line each street, but the buildings, art, and cobblestones still reflect the older Soho charm.
BRAND PERSONALITY: As the slogan suggests, it would not do justice to Soho to define its character in a few words. The area, however, does have its own strong personality for being authentic, confident, and resilient. Sohoâ€™s resilience and confidence has allowed the area to develop into the historic district that it is today. The neighborhood is home to the greatest collection of caste iron, invented to protect against fires that once threatened this region. The iron was then employed to make vault ceilings, large windows, and ornate decorations holding up factories, studios, and later exclusive real estate. Additionally, Soho has endured through several changes. As a training ground in the Civil War, an area of crime and destruction during the Industrial Revolution, a red light district, and an area threatened to be destroyed to build LoMex, a super highway, Sohoâ€™s resilience and confidence allowed the neighborhood to transition from these events. With its unique architecture, lifestyle, and story, Soho is an authentic neighborhood. The area is charming and intriguing for its realness, enticing many to leave the hectic Time Square and 5th Avenue with this comforting personality.
BRAND VALUES: The main values of Soho are to better yourself by inspiring creativity and new experiences. When immersing them self in Soho, once is enticed by the fashion, the architecture, and the art around them. These aesthetic elements and details challenge this audience to be creative either artistically or in their career. Today Soho is the home to several Public Relations and Design companies, each of which center themselves in the heart of this creative energy. Furthermore, Soho inspires each visitor to experience new things. With several unique forms of art, music, and cuisine, your are challenged to step outside of your element and appreciate all walks of life and entertainment. The same person can enjoy an art gallery and street graffiti while another can value both a Five Star Restaurant and a street vendor. With these two core values, Soho is a place that values new ideas and appreciation for both the bigger and the smaller things in life.
BRAND AS A PERSON: If Soho was a person, its own story would be demonstrated through the life of Eric Clapton. This famous musician was noticed early in his career, enticing several agents, other recording artists, and fans from across the world with his unique style. Towards its own beginning, Soho was also quickly discovered by the elite, housing the famous Astors and the Bayard family estate. As Claptonâ€™s career as a musician began to take off and Soho met its next inhabitants, both began a series of down falls and reincarnations. Clapton became a drug abuser, beginning a long struggle that would damage both his career and his image. Similarly, crime and brothels turned Soho into a red light district, seen as dangerous and almost unlivable. As Clapton faced a threat against his life and Soho faced a threat against its own existence during LoMex, both fought back and reemerged stronger than before. While Soho today is characterized by several different artistic styles, Clapton has succeeded in several styles of music, from blues to jazz and rock and roll. Today both Clapton and Soho have historical importance to America with many details of their past exhibited through their present musical style and appearance.
BRAND FLAG: The color of this Soho brand is saffron. Saffron, a dark orange, almost red shade is unique and meaningful much like the area itself. Combining both hues of China red and orange, the color saffron symbolizes passion and desire while also being
vibrant and demanding of attention. This color is distinctive and unlike red or blue can rely complete separate meanings to different cultures and individuals. In saffron, this brand effectively communicates its individual significance and exclusivity.
SLOGAN: With the logo: so ________. Soho, one word is not already prescribed to define this great area. The neighborhood has faced many lives itself and has served a diverse population. The artists, rather than the government or a neighborhood council, are what made this area thrive through their own love of innovation and creativity. The audience of this campaign can experience the historic district with the same freedom as the artists, defining what fits their own relationship with Soho.
LOGO: The logo for this brand, used as a watermark for each page in this campaign proposal, is a decorative piece of caste iron with saffron glowing from the center. The caste iron in the logo relates to the caste iron architecture, which is a main symbol of Soho. The saffron ties in the main color of this campaign and gives the logo an enticing image, communicating the brand.
ADVERTISING PLACEMENT: 1. This campaign will challenge the present artists in Soho to demonstrate the art and talent that makes up Sohoâ€™s past and present uniqueness. As Soho today is known for its prominent retailers, this campaign will challenge several prominent designers to design one exclusive piece that represents one time period or artistic movement during Sohoâ€™s history. For example, Donna Karan may design an elaborate gown with elements relating to decorative caste iron. These pieces will then serve as powerful symbols in the campaign, portraying the history, individuality, and current hold in a major creative industry. After completion, these pieces will be displayed on mannequins down the streets of Soho and will appear in advertisements in fashion and travel magazines, online, and in news coverage on ABC News and NYC TV. A rooftop event will then be held in Soho to auction off these pieces to the public, in an advertising technique unique to the brand much like the neighborhood to the island of Manhattan.
2. Throughout this campaign, the logo so________. Soho. will appear all over Soho and Manhattan. Advertisements will be in subway stations, on banners, on the New York Times online headline, and on coffee cups and bakery sleeves, causing curiosity as those who pass by can draw in their own adjective to complete the logo. For this campaign I distributed cards with the logo to people that I met while in Soho. I asked each to fill in the word they would use to describe the area and take a picture with the card. These photos, as shown in the attached flyer, will be used for all marketing materials. Through the website maintained by this campaign, outlined below, a word blitz will also allow an online audience to submit their word. The words will automatically become bigger as they grow in popularity and change in color from light orange into deep red to represent their connotation. 3. The main goal of this campaign is to promote Soho and its story rather than cause the area to become a commercialized tourist attraction. Soho’s strengths include its fashion, dining, and real estate, which will each be promoted through appropriate channels in the media. Through the History Channel, each piece created by the fashion designers will be covered in an exclusive story that tells the historical inspiration behind each. The Food Network would also be invited to Soho to cook with some of the neighborhood’s most popular chefs and to try the area’s high-scale restaurants. Finally, HGTV will partner with the Soho brand, with its next dream home give away featuring a Soho loft. This will draw attention to Soho’s loft living and prized real estate, allowing the Soho brand to benefit from HGTV’s large audience and media exposure.
ADDED VALUE: The future of media is technology. In support of this campaign and Soho as a historic district, an in-depth and interactive Internet site and application, sodigitalsoho.com, will be developed exclusively for the area. Major features of the website and application are outlined below. o Main pages on the website will outline top boutiques, restaurants, and bars in Soho. Each will have photographs, a live public blog to review each location, a dress code, and a built in GPS to direct each user entering the site via the
application. Additionally, once each location is clicked, a cover story will appear about the brand, the owner, and the business’s own history in Soho. o A timeline on the site will educate the viewer on Soho’s multifaceted history. Each time period will relate to each fashion piece created during the campaign, with a corresponding story behind the piece’s inspiration. Along with the timeline, users will be able to use an interactive map, showing what stood on each plot of land from its first settlement by the Dutch until today. For example, when using this map users can go back in time, seeing a brothel located where a present day high-end spa and Starbucks are now located and even an old Presbyterian grave yard that once stood where Trump’s Hotel is today. o Another interactive feature will allow users to upload photographs of Soho to the spot on the map that it was taken. This will allow the public to participate in this site and see the different experiences each visitor may have in each location. o A “Meet Your Neighbors” interactive feature will allow users to click on celebrity’s lofts and tour the inside. The page will then link the user to a Sim’slike application where they can design their own loft and a blog maintained by celebrities who live currently in the Soho neighborhood. o Through the webpage the user will also be provided with weekly cover stories on individuals and businesses in Soho, recipes from Soho restaurants, and art and fashion updates originating out of the neighborhood. This website not online promotes the Soho brand but is interactive and informational. The site will allow Soho to be marketed for its history and its story, maintaining the brand values and personality that make Soho a unique historic district to New York City.