A New Identity for “Our Next Keller” Campaign
The Keller Auditorium, a historic cultural landmark in downtown Portland, is at a crossroads: renovation or replacement. With its rich history and significance, many community members and organizations feel that renovating the Keller will better serve the city's cultural and economic needs. The campaign aims to secure City Council approval for the renovation by showcasing broad community support and the numerous benefits of preserving this iconic venue.
Problem
The primary challenge is to counter competing proposals advocating for a new auditorium at locations like Portland State University (PSU). These proposals have their own supporters and financial backers, making the decision contentious. Additionally, some community members and media narratives view the Keller as a symbol of "old Portland," potentially hindering efforts to gather widespread support.
Solution
The "Our Next Keller" campaign centers on crafting an emotionally resonant communication strategy to build excitement and support for the renovation. We focused on developing a strong campaign brand and identity, with a dedicated website serving as the central hub for information, resources, and community engagement. The site features profiles of endorsers, campaign updates, and compelling storytelling elements to drive the message home.
Results
The renovation proposal received the strongest public support among the three options, with 66% of registered voters favoring The Keller. Public testimony and endorsements from numerous organizations underscore the project's broad backing. Additionally, 89% believe The Keller is an important asset for downtown, and 80% think it makes more sense to preserve and improve The Keller.