City = Brand
As a special report in the June 14, 2007 issue of Business Week, writer Tom Lowry discusses how New York City Major Michael R. Bloomberg applies brand management techniques to New York City:
- New York City = Corporation
- Citizen = Customers
- Sanitation workers, police officers, clearks, deputy commissioners = Talent
- Major = Chief Executive
- NYC & Co. = a not-for-profit entity consisted of three existing operations
- Annual marketing budget = tripled = $22 million USD
- George Fertitta = Brand management for Coca-Cola (KO), Perry Ellis (PERY), Walt Disney = NYC brand management lead
- NYC & Co.'s goal = lure 50 million visitors a year by 2015
- Branch offices around the world = Presence in 14 cities, with new offices set to open in Seoul, Tokyo and Shanghai in coming months
- 311 = 24-hour customer-service
- Cost of 311 Startup = $25 million USD
- Number of 311 Calls = 49 million since 2003
- Number of 311 Round-the-clock call takers = 370
- 311 Call data-mining = 1 million less 911 traffic = Inspections for excessive noise up 94% = rodent exterminations up 36%
- City Hall meeting rooms glass doors = better and faster communication
- Presentations = Easy-to-follow charts and tables
- Semiannual mayor's management report of yesteryears = >1,000 pages in 3 printed volumes
- Semiannual mayor's management report under Bloomberg's reign = 186 pages, available online, includes many more features than before, including neighborhood data + five-year trends that allow New Yorkers to compare past and present
- City Plans + Budget = fully accessible on the city's Web site with specific agency's overhead costs (e.g. pensions + legal claims)
- Katherine Olivier = ex-Bloomberg global radio and television operations = executive from the city's Office of Film, Theater + Broadcasting
- Within a month of Katherine Olivier's arrival, her 22 employees had new Dell (DELL) flat-screens, and production companies were able to file for permits online
- 15% tax credit to film + tv produtions that complete at least 75% of their stage work in the city = generated $2.4 billion in new business = 10,000 new jobs since 2005
- Dedicated team of 33 police offers to ease shots in the city = B2B = microcosm of what Bloomberg wanted to do for the entire city
- Efficiency in city's film office = maps + diagrams + suggestions of where to shoot during one-on-one meetings with folks in the office
Business Week / 2007-06-14T11:51-4:00 / Bloomberg: The CEO Mayor / How New York's Mike Bloomberg is creating a new model for public service that places pragmatism before politics
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