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Serving Associations and DDAs and Their Members

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Serving Associations and DDAs and Their Members

Situation

When our clients are groups serving members of their own, a partnership with Siren can benefit their brand as well as the brands of their members. This is especially true for Downtown Development Authorities (DDAs) and membership associations who partner with Siren. 

Through strategic communication, Siren supports organizations and can extend that support to members of the organization. This includes defining a brand and its audiences and building a strategy to connect them; utilizing earned media relations and social media strategy that involves content development, deployment, and community management; and additional integrated communication methods like email marketing and advertising. 

Such clients have included the Michigan Association of CPAs (MICAP), the Community Economic Development Association of Michigan (CEDAM), and the Royal Oak DDA. The Royal Oak DDA, for example, has more than 250 members including restaurants, shops, medical offices, and higher education institutions. As our client, the Royal Oak DDA sought communications services that would position Royal Oak’s downtown district as the ideal community to live, work, and play with its members as premier destinations within the district. 

Strategy

Serving an overarching brand and members of that brand can be a large undertaking, but it is one we have honed our process to uniquely serve. Our strategic communication approach uncovers value propositions, unique brand elements, and audience segments; develops key messaging; and builds and deploys strategic communication plans to meaningfully engage with the audiences that matter for the organization’s brand and the members it serves. 

Results

The implementation of our model focusing on strategic communication to benefit clients and their members yielded significant outcomes from 2020 to 2024 for the Royal Oak DDA:

  • Reaching a collective audience of 1.4B
  • Earning 751 media mentions across radio, online news, and television.
  • Supporting more than 250 local businesses through integrated communication  
  • Facilitating broader community engagement and awareness of initiatives and opportunities
  • Growing Royal Oak’s Instagram to a following of over 11,700 in the first two year of partnership 
Client:

Royal Oak Downtown Development Authority

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