Sometimes, Richmond suffers from a lack of self-esteem that is self-perpetuating. By showing each other that we are proud to live here and do business here, we can help counter the effects of that esteem problem.
A community pride campaign might be as simple as a well-branded and memorable series of signs, buttons and posters that people could put in the front windows of their homes and businesses. It might express, "I'm proud to be in Richmond" or some similar sentiment. We don't need to ask anyone to wear a sandwich-board on the street corner...the simple act of many people expressing their pride is a great start.
Buttons and signs are fairly easy and inexpensive to produce, so perhaps the biggest initial task is coming up with a simple but catchy branding that people would be excited to display.