Public Relations To generate media coverage for the corridor within the greater DC/ Maryland/Virginia and beyond, which is important when building awareness with business developers, it is recommended that the county retain and use a public relations firm to cultivate and place stories about the corridor and its growth plans with local and national news media outlets.
brand awareness and to share information on the program, not to create a forum for comments or complaints. • Website - Capitol Way/Central Avenue-Metro Blue Line specific v Information website with updates and new information about the area’s development v Link to Metro schedule
• This alternative is less costly than developing television/radio ads and is more effective in attaining awareness as the segments are “third party” endorsements of the county’s development efforts.
v Link to Redskin’s schedule
• Story lines could include:
v Contact page with separate links for residents, visitors and developers
v Announcement of the new brand and its rationale v Launch events v Announcement of new development plans/projects v Ground Breaking Ceremonies v Grand Openings for new businesses and services
v Link to Facebook page
v Have link from advertising QR code scans for mobile devices • Facebook v Develop a Facebook page for the Capitol Way/Central Avenue-Metro Blue Line that visitors can “like” but where they cannot post comments.
• The initial launch PR program should be maintained for 12 to 18 months in order to build critical mass awareness with the media and the public.
v Share Facebook page links for existing/planned businesses, sports teams, etc. that are located within the development area.
Social Media
v Post pictures from events, new business openings, etc.
Social media can be a positive way to share information and maintain awareness with stakeholders. However, if not done properly or not maintained, it can do more harm than good. The initial goal of social media for the Capitol Way/Central Avenue-Metro Blue Line is to build 18
BRANDING STUDY Central Avenue-Metro Blue Line Corridor TOD Implementation Project
v Have link from advertising QR code scans for mobile devices • Social media can be a positive way to share information and maintain awareness with stakeholders; however, if not done properly or not maintained it can do more harm than good.