Place Branding
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PLACE BRANDING

The Congress Heights Place Branding Plan was developed by CHCTDC leaders with Jeanette Hanna of Trajectory Brands Inc., a firm that specializes in place-based identity building. The branding plan grew out of intensive community outreach including over 20 interviews with local business owners and influencers and five well attended community workshops with both residents and business owners.

Key themes that emerged from these consultations included:

The place branding program will work to promote Congress Heights as a unique destination to live, to work in and to visit. In addition to providing consumer marketing and communication activities, it will also focus on investor needs to communicate the benefits of opening businesses or living in the area. It will employ an integrated marketing strategy to include cultivating relationships with the media and PR outlets, build community partnerships in collaboration, and differentiate the Congress Heights brand among others.

Important ways to reinforce the community identity include ensuring that:

  • The Arena and St. Elizabeths are positively linked with Congress Heights in marketing e.g. St. Elizabeths Development in Congress Heights
  • Wayfinding and signage for highways, transit, GPS systems, historical trails etc. identify Congress Heights;
  • Ensure tourism maps (e.g. Where DC) and neighborhood profiles (e.g. Destination DC) include Congress Heights in their visitor guides.

The Congress Heights positioning as the “Soul of the City” is built on three fundamentals:

  • The Arena and St. Elizabeths are positively linked with Congress Heights in marketing e.g. St. Elizabeths Development in Congress Heights
  • Wayfinding and signage for highways, transit, GPS systems, historical trails etc. identify Congress Heights;
  • Ensure tourism maps (e.g. Where DC) and neighborhood profiles (e.g. Destination DC) include Congress Heights in their visitor guides.

The Congress Heights positioning as the “Soul of the City” is built on three fundamentals:

HEART & SOUL

• Its vibrant culture and heritage
• A center for African American entrepreneurship in DC

HOMETOWN PRIDE

• Home of unique DC assets (including the Arena, St. Elizabeth’s, parks, arts & culture facilities)

• Focus on youth development and education (43 schools including 9 charter schools, renowned Ballou marching band etc.)

GROWING TOGETHER

• Focused on inclusive growth
• Welcoming, engaged community

To carry out the brand marketing program, Congress Heights will focus on building a identity that’s based on the following attributes:

• Welcoming: Open/hospitable to visitors & all residents • Creative: Imaginative, original & resourceful
• Respectful: Inclusive, collaborative, mutually supportive • Spirited: Lively, full of vitality and confidence
• Entrepreneurial: Ingenuity in powering the local economy

The Partnership will proactively promote the community through specific strategies including digital marketing, social media and public relations.

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