| CLIENT: MidTown, Cleveland, Inc.
OBJECTIVES: MidTown Cleveland, Inc., an economic development organization responsible for revitalizing a once-neglected stretch of downtown, faced selective loyalty among older stakeholders and sparse membership among younger businesses. Their messaging and communication tools were inconsistent and failed to convey the dynamic character and rugged attraction of the Midtown area. They needed to build a new sense of ownership in the MidTown "brand".
STRATEGIES: Following extensive staff interviews, surveys of nearly 800 area businesses, and an honest, comprehensive assessment of the limitations and possibilities, we discovered that many area businesses were unfamiliar with MidTown Cleveland's role, or were disinterested because the existing brand had little perceived value to them. Our strategy centered on building partnerships with area businesses and repositioning MidTown Cleveland as a valuable ally, working hard to help businesses prosper.
RESULTS: We developed powerful messaging and a visual brand through collateral materials and a rich, user-centered Web site that reflected what truly makes MidTown Cleveland an invaluable resource. We helped build excitement around a dynamic vision, communicated the many benefits of membership and aggressively positioned MidTown Cleveland for sustained growth. |
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INDUSTRIES:
TACTICS:
- Strategic Messaging
- Brandmark
- Identity System
- Standards and Guidelines
- Web and Multimedia
- Corporate Collateral
- Brochures and Sales Kits
- Recruitment Materials
- Member Newsletter
- Annual Reports
- Event Branding
- Signage Systems
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