Brownfields Redevelopment  Toolbox

Step 4 - Implementation

STEP 4: Implementation (sub-directory)

Launch the Marketing Strategy

Implement the Marketing Plan  and Incentives

The Municipal Team should have developed a Brownfields Marketing Plan along with marketing materials and tools for deployment of the plan. The marketing plan should also include the financial incentives developed by the municipality (step 3), along with a listing of financing resources available to developers. 

There are several methods that the team can utilize to advertise the brownfields sites and promote economic development opportunities and growth within their municipality. 

Multi-Dimensional Media available to Market Sites Include:
  • Websites
    • Municipal
    • Private (realtors)
    • Not-for-profit (such as aboutREMEDIATION)
  • Newspapers
    • Local/Community
    • Regional
  • Magazines
    • Environmental
    • Real Estate
    • Municipal
  • Tours
    • Personalized for each developer
    • Group (developers and workshop/conference participants)
  • Conferences, Workshops, Seminars
    • Guest Speakers
    • Exhibitions
    • Transaction Workshops
  • Billboards
  • Television
  • Radio
Use focus groups to test your ideas on your marketing plan. You should know your product and your audience and have a strong idea of what media and advertising product will suit your needs. Develop the marketing plan into the capital and operating budget. 


Showcase Brownfield Properties and Community

Municipalities can work with several realtors to target specific properties. It is important that the team has researched the real estate company, broker and realtor (agent). One should acquire agents that have experience and knowledge of brownfield properties and the issues associated with them. Use referrals if possible, ask for references and follow up with these references. You should know the strengths and weaknesses of your agent(s) and their team. 

Municipalities have used a number of mechanisms to showcase the opportunities. Examples include:
  • Property profiles and property listings (descriptions, images, infrastructure, community and municipal benefits and attractions, etc.)
  • Preparation and distribution of property listings and profiles
  • Public announcements and meetings
  • Open houses
  • Newspaper announcements and advertisements
  • Online postings of the opportunities (municipal and realty websites)
  • Dedicated websites of “featured properties”
  • Signage in appropriate areas (billboards, banners and posters)
Involve the public throughout the planning process and implementation of the marketing plan.