THE REGENERATIVE PLACE Lizzy Campbell: Regenerative Marketer: Brand Strategy, Content Creation + Web Design

WHAT WILL THE REGENERATIVE PLACE BE?

A digital storytelling platform that brings people into regenerative work By inspiring their sense of what's possible and activating them into a path forward.

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Which people? People in the 'business of place' Built environment and sustainability practitioners, systems change, municipalities, placemakers, urban planners Those who want something more but are unclear on what that looks like or how to get there.

Meet Grace Building scientist in London 6 years into career Leading 3 projects worth 225M EUR Wants to be part of creating a better built environment but doesn't know how

Illuminating an inspiring path forward Inspired by potential Connected to one another Connected to nature Loving Curious Activated Playful

CONTENT

Culture The Work

People Place

Explainers (later)

Communication Bringing People In

PLACE AD-style open home videos welcoming people to a place Drone footage Storytelling explorations of a place's history, ecology, geography, habitat relating to building projects. Capturing some of what makes a place unique - the sense of humour, culture, the interesting minutiae that seems trivial but is really meaningful

People Personal Profiles All types of voices Relatable building professionals Community members Creatives Municipal representatives Suppliers Always asking 'what do they need to do their work and can The Regenerative Place help?'

The Work The stories of people and projects How did they come about The approach What systems are they impacting How did they get people onboard What worked/what didn't

Communication Looking at: theory of how we communicate and tell stories ethical marketing what it means to be developmental in our communication how do we 'get people on board'? inquiry methodologies for engagement, collaboration + cocreation

Culture Book, film, documentary, podcast reviews Use of art, music, movement Culturally rich digital experience

Explainers (later) Exploring regenerative thinking and practice in an accessible, engaging, digitally rich way. Relevant to the built environment Examples What does it mean to look at place as a whole? Pattern finding How do guilds work?

Bringing people in Small, curated section to help people take the next step in regenerative practice. Filtered by online or by location: Communities Courses Matchups + mentorships Events/groups

Calls-to-action across the site Invitations to get curious and explore more about relevant next steps. LBC What do people/projects need - to be hired, funding support, collaborators etc

OBTAINING THE CONTENT

Beginning

Build the website. Start with a person or a project that is regenerative in some way.

Ideation

Research Relationship building Content capture plan

Content capture

Take footage Capture stories

Content creation

Writing Editing Post-production Publishing

PUBLISH AND PROMOTION

regenerativeplace.com Focus on quality, not quantity and creating delight, interest, or meaning in people's day through distribution channels, rather than traditional marketing disruption.

Awareness Reach Engagement

Awareness Reach Engagement + connection

Video content host 5 mins+ SEO

Newsletter Owned channel

Cross-publication on other websites PR

MONETIZATION

Branded content

Sponsorships/Advertising

Shared content

EU Grants/funding

Content carefully co-created with an advertiser to maintain authenticity.

The Regenerative Place in partnership with...

Sell video and other content to companies I work with to capture their projects for their own businesses.

What I learned... THERE IS SO MUCH POSSIBILITY FOR SOMETHING TO EXIST IN THE BUILT ENVIRONMENT INDUSTRY THAT HELPS BUILT ENVIRONMENT PRACTITIONERS

Feel inspired, revived, and revitalised

Engage people who are on-the-fence with content that's relevant and interesting

Increase their understanding in creative ways

Develop ways to bring people 'into the work'

Create something people working in this space can feel proud of

Connect people and make them feel less alone

Bring the amazing work of built environment practitioners to life in beautiful, creative ways

Create a positive pathway forward that people can attach to

WHAT I NEED

Feedback

Does this help you? I would love to hear what you liked/didn't like about this project. Questions you had, opportunities you saw, problems you anticipate.

Reach

Ways to reach people through you, your networks, your partnerships, your companies.

EU funding advice You and your projects Sponsors/collaborator

Who to reach out to for sponsorships and partnerships and other types of collaborations

Thank you! Get in touch

[email protected]

"We are in a moment of creation and that is something that few generations get at this level." - Priya Parker