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Promoting a Positive Community Image This is a category of actions that involves projecting a positive communit-, image throughout the region. Actions within this category include publicizing the Citv's existim: strengths. such as its relatively affordable housing stock. its central location. and its communiry amenities. including the marina. Actions within this category will also involve demonstrating the City's progress in addressing perceived problems. such as crime. Action 4.13: San Leandro Marketing Program Image and perception have a great influence on communities' ability to attract and retain desirable economic activities. The purpose of this program is to promote San Leandro's assets to both businesses and residents who are located within the region. Primar\ components of this program should include positive media coverage. residential image - building. and special events/promotions. A fourth component. targeted outreach �to business recruitment targets, is discussed in the business attraction section of the Sustaining Economic Growth chapter. Overall. the City spends relatively little on these types of programs. It is important to note that a concerted and coordinated effort must be made in order for the City to realize the full benefits of a marketing program. This will likely require spending more money than has been spent in the past on these types of efforts: with the goal of generating broad awareness throughout the region of the opportunities San Leandro offers for businesses and residents. • Positive Media Coverage. The Ciry currently has a public relations contract with a private firm. which has been relatively inactive recently. The Ciry should reviev, this part of the program. and seek to gain increased exposure in the regional media in order to raise its profile. and the profile of local businesses. within the greater Bay Area. At the same time. the City should also ensure that existing residents and businesses are made aware of positive steps that the City is taking to address issues of local concern such as school quality and public safety. • Residential Image -Building. Outreach recommendations for the City's residential image include developing and distributing information useful to residential Realtors. such as a City map showing neighborhoods and indicating school attendance areas. parks. and shopping areas and b� conducting outreach to Realtors in nearby communities to increase awareness of the housing opportunities available in San Leandro. emphasizing value compared to other locations. In cooperation with local Realtors. the City could organize a periodic broker tour of the Cit},, including visits to a range of neighborhoods and available homes with a full spectrum of prices. During the tour. representatives could provide information about local schools. vouth programs and other public services. shopping areas. etc.