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City of San Leandro Receives Crystal Eagle Achievement Award for Marketing and Communications from the California Downtown Association The Marketing and Communication award recognizes imaginative and innovative marketing projects that promote and/or enhance the image or economic vitality of a downtown, business district or economic development programs. An overview of the City's application follows: In 2008, the City of San Leandro initiated an innovative and creative visual campaign targeting retail recruitment, specifically focusing on retailers, restaurants, and the brokerage community. This campaign was implemented to overcome an inaccurate perception that the trade area does not draw the consumers targeted by upscale lifestyle retailers. Through an aggressive marketing campaign, Downtown San Leandro is overcoming this stereotype and convincing retailers and restaurants that Downtown is a prime destination for dining, shopping and entertainment. Designed with the help of Main Street Property Services, Inc. of Lafayette, California, this unique marketing campaign, titled "I am San Leandro," has put Downtown San Leandro on the map. Strategically coordinated with the city's infrastructure improvements to create a more pedestrian-friendly environment, branding efforts to clearly identify Downtown San Leandro as a third place, and the creation of a highly successful farmers' market to bring people to Downtown San Leandro in the evening, this campaign has brought attention to the exciting developments transforming Downtown San Leandro and continues to promote the present retail opportunities that are available. The "I am San Leandro" campaign is a series of creative marketing pieces featuring real people from the San Leandro community taking an active role in the revitalization of their downtown. What makes the campaign unique is its authenticity as those who live and work in San Leandro are sharing demographic information and their desire for additional services with potential retailers. This aggressive campaign proves to retailers, restaurants and the brokerage community that Downtown San Leandro is the new place to be! The campaign takes advantage of many of today's marketing outlets, such as direct mail, the web, a presence at ICSC and other guerrilla marketing tactics, but with a creative twist to set it apart from any other. Each distinct piece has played an important role in the promotion of Downtown San Leandro and continues to leave a lasting impression on those who have received it. Some have even become collector's items.