The document outlines communications strategies and tactics used from 2007-2010 to build awareness and support for the Boston Innovation District. It began with major investments but faced challenges due to the economic recession. In 2010, a new approach was called for that was more deliberate and experimental. The strategies focused on drawing curiosity, creating emotional connections, and encouraging action through low-involvement persuasion tactics. Key tactics included meetings with local groups, targeted industry publications, and utilizing new and social media like blogs, Twitter and Tumblr to engage audiences and spread the message globally and locally. The conversation grew in a self-sustaining way and demand drove new real estate and economic opportunities in the district.

1. Building a Place and
a Community with
Digital Communications and
Social Networks

4. 2007 – 2010
Major investments with massive
frustration, the Great Recession,
pent up demand, and we were
old and stodgy;
until January 4, 2010.

5. “A new approach is called for on the waterfront – one that is both more
deliberate and more experimental... The massive expanse of the South Boston
waterfront, with its existing knowledge base, opportunity for growth, and world-
class infrastructure is ripe to produce world-class products and services” - Mayor
Thomas M. Menino
2

7. Fort Point Channel
Fan Pier/ Seaport
Boston
Marine Industrial
Park
Convention Center
Area
7
Four distinct
neighborhoods

9. Draw on Curiosity for Purposeful Interaction
Create an Emotional Connection
Encourage a Call to Action
Use low-involvement, transformational persuasion
tactics
Low-involvement: Low-risk, no cost activities or services.
Transformational: Intellectual stimulation or social approval (personal
recognition) to help bolster the brand attitude and communicate
information about the Innovation District for future opportunities.
Comm.
Plan
Because the City does not offer an
immediate, direct benefit, the strategy is
rooted in leveraging the theory of social
networks, inspiring influencers to become
brand ambassadors and mutually-
beneficial partners.

10. Comm.
Strategy &
Tactics
Immediate Communications Strategies:
Dare to be different
Be risky, humble, nimble, always have the last word, and say
“YES!” to everything.
This is not your grandmother’s city. In concert with the spirit
of the Innovation District, we must be as open and allow for
idea dialogue. Nimble, fast, responsive, provocative, and
imperfect are how we define ourselves.
Perception is Reality
Give people information by being the source that makes
and/or publishes the news.
Let’s face it, the more people know, the more accepting they
are. Give the public the information and they will respect the
effort and even join in the sentiment.
And we make the news. Good, bad or indifferent, we make it
and in order to control the message in today’s fast-paced,
instant-communication world, we need to be the ones
reporting it first, then the press as needed.

11. Positioning The Boston Innovation District is
poised to be on the forefront of the
Idea Revolution, and change the
way industries and economies of the
world thrive. A playground where
individuals and companies inspire
their ideas to define the direction of
the future. A place where we can all
make history.

15. New Media
Traditional Media
Independents (early and eternal entrepreneurs)
Developers
RE Professionals/Site Selectors
Foundations
Associations
Sector Leaders
Institutions
Global cluster groups
Investors
Target
Audiences
Financial
Influencers
Industry
Influencers
Social
Influencers

16. Change brand identity
Shift brand attitude and inspire investment.
Tactics
Met with key players (internally and externally) to
discuss the future opportunities and current
challenges.
High Involvement-Informational in person
(Seaport Square and Slideshare)
Developers
RE Professionals/Site Selectors
Foundations
Target
Audiences
Financial
Influencers

17. Change brand identity
Shift brand attitude and inspire collaboration and
ambassadorship.
Tactics
Met with local association leaders and universities to
discuss the vision and concept for the Innovation District
and potential future opportunities.
Targeted industry publications and international social
media channels.
Met with many international groups visiting Boston.
(PWC New Zealand)
Associations
Sector Leaders
Institutions
Global cluster groups
Target
Audiences
Industry
Influencers

18. Build brand awareness
No one comes. Introduce and inspire commitment to
the vision through experiences.
Tactics
Met with local entrepreneurship groups/leaders to
discuss the concept for the Innovation District and
potential future opportunities.
Determined their needs and responded.
(Buzzient/GreenTown Labs/Kirsner, Wired, & Rxn)
New Media
Traditional Media
Independents (early and eternal entrepreneurs)
Target
Audiences
Social
Influencers

19. Comm.
Strategy &
Tactics
Internal Communication
TBD
Develop Brand Guidelines soon
External Communication
There should be a tangible marketing/media packet soon.
The foundation for communications will be in new and social media - blog, Twitter, and by
participating in others’ channels/groups.
Twitter
Style and Tone
Smart, personal voice. Fun with appropriate punctuation
Be gracious, but modest. Don’t RT kind words, just thank people.
Community Building
Talk when you’ve got something to teach.
Follow the right people. More is not better.
Support others’ news/events.
Stay tuned in to what else is going on in the district. Listen x3.
Frequency and Dialogue
Conversations happen organically, but have the last word if possible.
@IDBoston will RT misc info not from partners not directly aligned with vision
RT with quote on applicable partner messages about events, etc in IDBoston
Tech/Syntax Support
Use robust system: HootSuite
Think about allowing more access to handle
Auto tweet blog post (weekly)
Use active links to more information all of the time.
Website: Original and Emotional
Publish original content on updates weekly via blog. Always better to communicate our original
information as opposed to mentions in other media outlets (press page).
Advance the emotional connection between the ID and our key audience to increase attachment and
participation.
Sustain and expand organic growth of the ID as an independent concept leading the future of
Boston.
Event pages to expand and connect the communities
Tumblr: Press & Posts
Set up Google Alert, add bookmark, thoroughly approve content, and publish. Be mindful of images
vs quotes and frequency of pushes to Twitter.

20. What Happened?
The conversation spread globally and hyper-locally.
Broad local discussions were combined with extreme vertical issues.
Perception became reality.
Demand drove opportunity in existing RE supply, which drove new RE
growth.
It became self-sustaining.
The emotional connection inspired collaborators to find ways to profit
and a community to create (and defend) a place.