Located in the heart of San Francisco’s downtown cultural, convention and shopping district, Yerba Buena Gardens (YBG) offers Bay Area and international visitors a one-of-a-kind experience as the only vibrant, green and ever-changing open space.
Recognized as one of the top 30 park sites in the US, YBG features award-winning architecture and renowned galleries, museums, cafes, restaurants and theaters all cradled by landscaped lawns, public art, the Dr. Martin Luther King Jr. Memorial, and the Yerba Buena Center for the Arts.
A transformation from neglect to community pride.
What was once a parking lot in a derelict neighborhood, YBG has been transformed over the last 20 years from neglect to a model of urban renewal and community pride. Today, Yerba Buena Gardens attracts over 2.5 million local and international visitors and is the perfect place to play, dine, shop or just relax.
YBG just launched their new website and blog which was designed to be a rich information repository and educational resource for visitors, tenants and neighboring businesses. This rich new online property addressed a number of strategic goals for YBG including:
- Make it clear why Bay Area residents and tourists should visit or attend an event
- Increase and enhance community outreach, support and engagement
- Provide a primary visitor information and outreach vehicle
- Develop and support measurable metrics for engagement and use
Making the complex simple for more attraction.
The new site was also intended to present the many experiences that visitors should expect when they come to YBG.
To simplify and clarify this value, YBG engaged TeamworksCom to develop a new brand positioning and tagline which was integrated into the site and other marketing communications.
The tagline, Yerba Buena Gardens | At the Cultural Heart of San Francisco, expresses in a few select words all that YBG offers. It also integrates the concepts of a green environment, ever-changing events, and the proximity to the highest concentration of museums and cultural centers in the US.
Mary McCue, Managing Director of Yerba Buena Gardens added:
“We faced a number of challenges in developing a new website for Yerba Buena Gardens. As this great community resource has matured, our online presence was not reflective of all that YBG offered.
As a result, our message and how we were presenting our value to visitors, our tenants and community partners was really unclear and out of date.
“TeamworksCom helped us define our value in a way that was simple, powerful and inspiring. Their structured process for breaking down our challenges and developing a phased approach to a website solution got us to the place we needed to be. Our visitors, tenants and partners are thrilled with the result!”
The new website, blog and open-source content management system was also designed, developed and produced by TeamworksCom (Teamworks Communications, Inc.). TeamworksCom develops brand strategy, engineers content to express customer value and creates integrated online and content marketing solutions to help organizations succeed.
Paul Pruneau, President of Teamworks Communications, Inc., had this to say about the new Yerba Buena Gardens brand positioning and website.
“We appreciate the unique opportunity to work with Yerba Buena Gardens and the partnership we’ve developed with the entire team. This very special San Francisco destination attracts thousands of Bay Area and international visitors every year. But more importantly, as a cherished public asset, it fosters community pride while enhancing the quality and value of the city.
YBG has been consistently recognized over the last 20 years as the “poster child” of how to do urban public space and programming right. We look forward to helping YBG continue their success with the launch of this new website that will support their visitor attraction and education efforts.”
Time to take your brand to the next level?
Would you like to improve the content, visibility and performance of your website with a solution that’s optimized for search, integrates with all of your social channels and provides the opportunity to position your brand as a thought leader through a Content Marketing program?
Just contact Paul Pruneau at Teamworks Communications, Inc. to learn more.