1/28/05
Gotham Offers Comprehensive Downtown Renewal Marketing Strategy

Hickory, NC - For 15 years, Gotham has helped companies penetrate and establish new markets as well as increase sales in existing markets through comprehensive marketing, advertising and public relations expertise. Located in Hickory, North Carolina (population 38,000), Gotham works domestically and internationally with a diverse client base including government, healthcare and manufacturing.

In 2002, the firm was approached by members of the Hickory Downtown Development Association to produce a tenant recruitment brochure to fill the vacant stores in the downtown area. Due to stiff competition from big box stores, downtown Hickory suffered from years of declining shoppers, which led to retail tenant vacancy rates as high as 40%. The experts at Gotham recognized that a tenant recruitment tool would have been premature without proper strategic marketing planning and branding.

After intensive research involving local merchants, economic developers and other government officials, Gotham was able to provide the Downtown Development group with a five year marketing plan that provided a holistic approach to revitalizing the forgotten downtown area. City of Hickory officials were so enthusiastic about the creative marketing concepts within the plan, they added a full-time Executive Director to assist in the effort.

Upon completing the strategy, Gotham began crafting a brand for downtown Hickory. The Downtown Development Association was presented various naming options for the downtown area, a graphic brand, slogan and custom letterhead, envelope and business card combination to bring added professionalism to the DDA effort. Later, a custom brochure featuring local merchants was developed and distributed to local hotels, restaurants and Chambers of Commerce. Other ideas like art crawls, decorative banners, a farmer's market, outdoor dining on the square and a brewfest featuring the beers of brewers from the region have since been implemented with great success. The five year strategy Gotham provided features a number of additional creative concepts that will be employed over time.

In just two years since the Gotham strategy was implemented, Downtown Hickory boasts only a 5% vacancy rate. Demand for downtown property is so high that landlords have been able to increase rents and property values have ballooned. All this in the face of a local economy which has experienced double digit job losses due to its dependence on textiles and furniture.

Hickory Downtown Development Director, JR Steigerwald notes,”We have been following the strategic plan developed by Gotham, Inc. to the letter, with tremendous success.”

The branding and promotional efforts, coupled with a steady diet of positive press releases detailing grand openings, and shared, branded newspaper advertising have breathed new life into the area.

Long range plans for downtown Hickory include the creation of an international fair, earmarking the area as an historic district and application for Main Street designation. Today, the Hickory Downtown Development Association is following year three of the comprehensive marketing strategy composed by Gotham, Inc.

For a limited time Gotham, Inc. is offering this comprehensive five year strategy to interested Downtown’s across America for only $675. Included are a five year strategic plan to serve as a blueprint for successful downtown renewal and a number of creative concepts applicable to any small to midsized downtown. Representatives from Gotham are available to visit each downtown (for a fee) to customize the plan to a specific area.

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