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Old National Highway Corridor Branding and Marketing Strategy
City of College Park
Kwame Som-PimpongThe University of Georgia and Georgia Municipal Association
Monday, May 9, 2011
Discussion Topics
‣ Project Overview
‣ Situational Analysis
‣ Marketing Objectives
‣ Positioning
‣ Marketing Mix
‣ Strategy
‣ Evaluation Plan
Monday, May 9, 2011
Project Overview
‣ Rebrand and market Old National Highway as an international corridor through redevelopment initiatives.
OBJECTIVE SCOPE
‣ Develop marketing strategy that guides process of Old National Highway being known as an international corridor
‣ Concentrate on Old National Highway corridor within City of College Park city limits
Monday, May 9, 2011
Situational Analysis
‣ Background information and data leading to this planning effort
‣ SWOT: Strengths, Weaknesses, Opportunities, Threats
‣ Competition: Direct and Indirect
‣ Past or similar efforts: activities, results and lessons learned
Monday, May 9, 2011
Discussion Topics
‣ Project Overview
‣ Situational Analysis
‣ Marketing Objectives
‣ Positioning
‣ Marketing Mix
‣ Strategy
‣ Evaluation Plan
Monday, May 9, 2011
College Park Background
‣ College Park Population - 13,942
‣ Counties - Fulton and Clayton
‣ West and South of Hartsfield-Jackson Airport
‣ Major Highways - I-285 and I-85
SOURCE: GEORGIA MUNICIPAL ASSOCIATIONIMAGE: GOOGLE EARTH
Monday, May 9, 2011
Old National Highway Context
SOURCE: GOOGLE EARTH
‣ Study Area
- Northern Boundary - Sullivan Road
- Southern Boundary - Old Bill Cook Road
- Bisected by I-285/I-85
‣ Area Use
- Hotel
- Retail
- Restaurant
- Service
Monday, May 9, 2011
What led to this planning effort?
Monday, May 9, 2011
Old National Highway has unique strengths though it faces perception obstacles
‣ Strengths
- 65+ businesses owned by entrepreneurs from more than 20 countries
- Proximity to Hartsfield-Jackson International Airport
- Vibrant diverse community with strong international presence
- Strong presence of restaurants
‣ Weaknesses
- Public safety
- Quality of life
- Limited formal business education among small business owners
‣ Opportunities
- High volume of traffic along corridor and I-285/I-85
- Small business development of entrepreneurship at Old National Discount Mall
- Airport cities
‣ Threats
- Expansion of Hartsfield-Jackson International Terminal
- New development in unincorporated South Fulton County
- Camp Creek
Monday, May 9, 2011
Strengths
- Presence of 65 +businesses owned by entrepreneurs from more than 20 countries solidifies vibrant diverse nature of Old National Highway corridor
- Proximity to Hartsfield-Jackson International Airport makes corridor appealing for new trends in airport driven economic development
- Corridor has a wide range of authentic cuisine including the following: Southern, Caribbean, African
SOURCE: -GREG DICKERSON - DICKERSON REALTY SERVICES -GARY YOUNG - PROJECT MANAGER, CITY OF COLLEGE PARK DEPARTMENT OF ECONOMIC DEVELOPMENT -JOHN KASARDA - DEVELOPER OF AIRPORT CITY CONCEPT
Monday, May 9, 2011
Weaknesses
- Lack of cross-marketing between four levels of community within the corridor is evinced in lack of collaboration between the same groups
‣ Internationals
‣ Young Professionals
‣ Nightlife
‣ Daytime retail centers
- Quality of life concerns
‣ Crime
‣ Low aesthetics
‣ Lack of lot maintenance
‣ Lack of building maintenance
- Limited formal business education among small business owners
- Lack of marketing efforts between daytime and nighttime
- Disconnect between evening and daytime economies
Monday, May 9, 2011
Opportunities
- High volume of traffic along corridor and I-285/I-85
‣ Between Sullivan Road and Old Bill Cook Road - Annual Average Daily Traffic ~ 63,950
‣ I-85/I-285 passing under Old National Highway bridge - Annual Average Daily Traffic ~ 281,030
- Continued development of international entrepreneurship Old National Discount Mall
- Collaboration between young professionals, internationals, and baby boomers
- Potential to help small businesses along Old National corridor improve their business models and increase their sustainability along corridor
- Engaging Muslim community
- Growing of Muslim catering retail and restaurant
Monday, May 9, 2011
Expansion of Hartsfield-Jackson Airport is pushing residential housing south
- Opening of international terminal to the east of Old National Highway is creating another competition zone on east side of airport
IMAGES: TOMMY BUSH, COLLEGE PARK DEPARTMENT OF ENGINEERING
1960 20001980
Monday, May 9, 2011
Increase in commercial development surrounding Old National Highway corridor is drawing away attention
- Emergence of Old National Marketplace in unincorporated South Fulton
- Camp Creek Marketplace located Northwest of Old National Highway Corridor
- Potential emergence of development to cater to newly developed international terminal
IMAGE: INLAND ATLANTIC DEVELOPMENT CORPORATION
INTERNATIONAL TERMINAL
OLD NATIONAL HIGHWAY CORRIDOR
CAMP CREEK MARKETPLACE
Monday, May 9, 2011
The city and community has invested in the development of the corridor
‣ Fulton County and City of College Park partnership on Livable Centers Initiative transit development study
- Assessed area between Sullivan Road and Godby Road
- Presented key areas for development that improved walkability of area and increased appeal
- Development of corridor is key to rebranding of corridor
‣ Old National Merchants Association multiple task force initiatives
- Aesthetics
- Small Business Development
- Economic Development
‣ Old National Improvements Grant Program (currently unfunded)
‣ Streetscapes and bus stop improvement projects that have been funded by Fulton and College Park
Monday, May 9, 2011
Livable Communities Initiative study made development recommendations
‣ Study tailored recommendations to three nodes along Old National Highway, two of which are in the scope of this project
- Sullivan Road recommended to be residential, mixed-use retail, and office space node
- Godby Road recommended to be entertainment and retail node
SOURCE: LIVABLE COMMUNITIES INITIATIVE STUDY
SULLIVAN ROAD
GODBY ROAD
Monday, May 9, 2011
Community and business groups coming together to clean up is an effective tool in managing Old National Highway brand
‣ Brings together community stakeholders
‣ Opportunity to display diversity of community
‣ Displays to developers the level of engagement present among community stakeholders
IMAGE: WSBTV 2 AND CITY OF COLLEGE PARK PRESS RELEASE
Monday, May 9, 2011
Discussion Topics
‣ Project Overview
‣ Situational Analysis
‣ Marketing Objectives
‣ Positioning
‣ Marketing Mix
‣ Strategy
‣ Evaluation Plan
Monday, May 9, 2011
Marketing Objectives and Goals
‣ Considerations for Objectives
- Attraction of desirable retail businesses
‣ In defining of desirable consider stakeholders along corridor: Internationals, Baby Boomers, Young Professionals
- Development of small businesses along corridor
- Retention of small business and larger retail stores
‣ Considerations for Goals
- What business models do we want to attract?
- What type of stores do we desire?
- How do we grow small businesses?
Monday, May 9, 2011
‣ Project Overview
‣ Situational Analysis
‣ Marketing Objectives
‣ Positioning
‣ Marketing Mix
‣ Strategy
‣ Evaluation Plan
Discussion Topics
Monday, May 9, 2011
Stakeholders want to effectively manage perception of Old National Corridor
‣ Push positive search results to top of online search tools by maintaining consistent stream of information about businesses and community events
- Publish press releases online regarding events along corridor
‣ Ribbon Cuttings
‣ Community Clean-up
- Website
- Newsletter
- Twitter profile
- Facebook page
- YouTube
Monday, May 9, 2011
‣ Project Overview
‣ Situational Analysis
‣ Marketing Objectives
‣ Positioning
‣ Marketing Mix
‣ Strategy
‣ Evaluation Plan
Discussion Topics
Monday, May 9, 2011
Marketing Mix for Old National Highway
‣ Product
- Old National Highway Corridor
‣ International
‣ Religious Groups
‣ Age Groups
‣ Art Community
‣ Promotion
- Social Media
- Traditional Media
- Infrastructure
Monday, May 9, 2011
Social Media is an effective tool in reaching young professionals and technology-savvy developers
- Microblogging and social networking website on which users post and receive 140 character tweet messages.
‣ YouTube
- Video-sharing website on which users post videos and interact with other users on site
- Social networking website that enables users to interact with each other through video, photo, and messaging by leveraging personal profiles, company and group pages, chat, email, and messaging
Monday, May 9, 2011
‣ Reaches a diverse audience
‣ Serves as a feedback tool
‣ Little to no cost associated with tool
Monday, May 9, 2011
‣ Reaches audience similar to Twitter audience
‣ Ability to embed videos and pictures adds a level of connection
Monday, May 9, 2011
YouTube
‣ Creates television-like experience for viewer
‣ Contributes to richness of information dispersion
‣ Enables the viewer to put a face to a brand like the Old National Highway corridor
Monday, May 9, 2011
Traditional media channels are effective tools in reaching developers and long-time residents
- Local print media
- Economic development and real estate print media
- College Park Government Television Cable TV-23
- Fulton County Government Television
Monday, May 9, 2011
Physical Infrastructure can establish the brand of the Old National Highway corridor
‣ Gwinnett Place Community Improvement District leverages signage to brand the Pleasant Hill Road corridor in Gwinnett County
Monday, May 9, 2011
Gwinnett Place Intersection Signage
Monday, May 9, 2011
Gwinnett Place Light Pole Signage
Monday, May 9, 2011
‣ Project Overview
‣ Situational Analysis
‣ Marketing Objectives
‣ Positioning
‣ Marketing Mix
‣ Strategy
‣ Evaluation Plan
Discussion Topics
Monday, May 9, 2011
Key Stakeholders
- City of College Park
- Fulton County
‣ Department of Economic Development
- Old National Merchant’s Association
- South Fulton Chamber of Commerce
- Airport Area Chamber of Commerce
- Old National Area Resident’s Union
- Business owners who have businesses along corridor
- Developers who have built along corridor
‣ There are a multitude of organizations, and these are the ones with which I was able to interact during my project
Monday, May 9, 2011
‣ Stage 1 - Social Media Rollout (Project Owner: Manager of Old National Merchants Association communications)
- Enhance Old National Merchant Association’s Twitter feed and Facebook profile
- Create YouTube channel for Old National Merchant Association
- Enhance College Park Twitter, Facebook
- Launch College Park YouTube channel
‣ Stage 2 - Traditional Media Rollout (Project Owner: City of College Park Communications and City of College Park Economic Development)
- Secure space in local print media
- Obtain space in economic development and real estate print media
- Acquire Old National Highway-focused airtime on Fulton County public television
‣ Stage 3 - Engage Stakeholders (Project Owner: City of College Park Economic Development Team)
- Conduct “burning plan” sessions with community and current businesses
- Pitch Old National Highway to developers and prospective companies at trade shows
‣ Stage 4 - Physical Infrastructure Rollout (Project Owner: City of College Park Economic Development)
- Use physical signage to highlight Old National Highway corridor
Strategy
Monday, May 9, 2011
Old National Highway Twitter Feed Recommendations
‣ Essential to update regularly
‣ Conduct Twitter searches to identify College Park area residents
‣ Engage individuals and organizations located in College Park area
‣ Engage economic development organizations and business associations like those listed on next slide
Monday, May 9, 2011
Old National Merchants Association Facebook Page Recommendations
‣ Important to update regularly
‣ Post photos from new business ribbon cuttings and community clean-up sessions
‣ Post articles that impact Old National Highway and comment on that impact
Monday, May 9, 2011
Old National Highway YouTube Page Recommendations
‣ Create YouTube Channel
- Upload footage of Old National Community Clean-Up events
- Upload footage of new business ribbon cuttings
- Upload progress updates on Old National Economic Development Task Force
- Highlight stakeholders along corridor
‣ Provide virtual tours of businesses along corridor
‣ Upload interviews with business owners along corridor
‣ Upload interviews with property owners along corridor
Monday, May 9, 2011
College Park Twitter Recommendations
‣ Include 140 character bio
- Proposal: “Official Twitter source for City of College Park”
‣ Include link to City of College Park website
‣ Engage followers by re-tweeting their posts and commenting on them as well
‣ Post updates about events along Old National Highway
‣ Link to College Park’s Facebook page
Monday, May 9, 2011
Key Twitter Accounts
‣ Georgia Department of Economic Development - @gdecd
‣ Gwinnett Village Community Improvement District - @gvcid
‣ Gwinnett County Chamber of Commerce - @gwinnettchamber
‣ Gwinnett Place Community Improvement District - @gpcid
‣ Fulton County Government Television - @fgtv
Monday, May 9, 2011
College Park Facebook Recommendations
‣ Engaging Twitter users and providing links to Facebook page on Twitter feed will increase number of Facebook followers
‣ Facebook profile has great content and further extending coverage of Old National Highway would increase quality of content
- Posting photos and video from ribbon cuttings
- Posting interviews with small business owners
- Posting footage from other events like the Old National Clean-up days
Monday, May 9, 2011
College Park YouTube Recommendations
‣ Consider transferring videos uploaded to Vimeo to a YouTube channel due to greater potential exposure to viewers
- In 2 years, the Gwinnett Chamber of Commerce has attracted 11,000 viewers compared to College Park attracting 30 viewers to its Vimeo channel
- College Park Vimeo: http://vimeo.com/collegeparkga
- Gwinnett Chamber of Commerce YouTube: http://www.youtube.com/user/TheGwinnettChamber
‣ Consider collaborating with Old National Merchants association in highlighting organizations along the corridor and posting video content to channel
Monday, May 9, 2011
‣ Stage 1 - Social Media Rollout (Project Owner: Manager of Old National Merchants Association communications)
- Enhance Old National Merchant Association’s Twitter feed and Facebook profile
- Create YouTube channel for Old National Merchant Association
- Enhance College Park Twitter, Facebook
- Launch College Park YouTube channel
‣ Stage 2 - Traditional Media Rollout (Project Owner: City of College Park Communications and City of College Park Economic Development)
- Secure space in local print media
- Obtain space in economic development and real estate print media
- Acquire Old National Highway-focused airtime on College Park and Fulton County public television
‣ Stage 3 - Engage Stakeholders (Project Owner: City of College Park Economic Development Team)
- Conduct “burning plan” sessions with community and current businesses
- Pitch Old National Highway to developers and prospective companies at trade shows
‣ Stage 4 - Physical Infrastructure Rollout (Project Owner: City of College Park Economic Development)
- Use physical signage to highlight Old National Highway corridor
Strategy
Monday, May 9, 2011
Local Print Media Recommendations
‣ Local Print Media
- Highlight businesses along corridor and include brief interview transcripts
- Provide monthly calendar of events happening along corridor
‣ Economic Development and Real Estate Print Media
- Publish interviews with developers and property owners along corridor highlighting potential of corridor
- Publish photos of current gray-field sites and sketches of future desired development on those sites
‣ Fulton County Public Television
- Air tours and interviews with businesses, developers, and property owners
Monday, May 9, 2011
‣ Stage 1 - Social Media Rollout (Project Owner: Manager of Old National Merchants Association communications)
- Enhance Old National Merchant Association’s Twitter feed and Facebook profile
- Create YouTube channel for Old National Merchant Association
- Enhance College Park Twitter, Facebook
- Launch College Park YouTube channel
‣ Stage 2 - Traditional Media Rollout (Project Owner: City of College Park Communications and City of College Park Economic Development)
- Secure space in local print media
- Obtain space in economic development and real estate print media
- Acquire Old National Highway-focused airtime on Fulton County public television
‣ Stage 3 - Engage Stakeholders (Project Owner: City of College Park Economic Development Team)
- Conduct “burning plan” sessions with community and current businesses
- Pitch Old National Highway to developers and prospective companies at trade shows
‣ Stage 4 - Physical Infrastructure Rollout (Project Owner: City of College Park Economic Development)
- Use physical signage to highlight Old National Highway corridor
Strategy
Monday, May 9, 2011
Stakeholder Engagement Recommendations
‣ Burning Plan Sessions
- Present plans for marketing the corridor before town hall-like audience and secure feedback to modify and improve strategy
- Presents opportunity to bring together various stakeholders in efforts to foster greater collaboration
‣ Trade Shows
- Presents opportunity for face-to-face interaction with developers regarding the development of the four gray-field sites
Monday, May 9, 2011
‣ Stage 1 - Social Media Rollout (Project Owner: Manager of Old National Merchants Association communications)
- Improve Old National Merchant Association’s Twitter feed and Facebook profile
- Create YouTube channel for Old National Merchant Association
- Enhance College Park Twitter, Facebook
- Launch College Park YouTube channel
‣ Stage 2 - Traditional Media Rollout (Project Owner: City of College Park Communications and City of College Park Economic Development)
- Secure space in local print media
- Obtain space in economic development and real estate print media
- Acquire Old National Highway-focused airtime on Fulton County public television
‣ Stage 3 - Engage Stakeholders (Project Owner: City of College Park Economic Development Team)
- Conduct “burning plan” sessions with community and current businesses
- Pitch Old National Highway to developers and prospective companies at trade shows
‣ Stage 4 - Physical Infrastructure Rollout (Project Owner: City of College Park Economic Development)
- Use physical signage to highlight Old National Highway corridor
Strategy
Monday, May 9, 2011
Physical Infrastructure Signage
‣ Consider installing free-standing signage
- Key signage nodes
‣ Sullivan Road
‣ Old Bill Cook Road
‣ Ramps connecting I-285 to Old National Highway
‣ Consider attaching signage to intersection lighting
- Key nodes
‣ Godby Road
‣ Old Bill Cook Road
‣ Sullivan Road
Monday, May 9, 2011
Discussion Topics
‣ Project Overview
‣ Situational Analysis
‣ Marketing Objectives
‣ Positioning
‣ Marketing Mix
‣ Strategy
‣ Evaluation Plan
Monday, May 9, 2011
Performance Metrics
‣ Purpose
- To ensure that Old National Highway corridor stakeholders are effectively managing corridor’s image
‣ Short-Term Metrics (1 Month - 1 Year) -> Reviewed monthly
- Number of connections on Twitter and Facebook
- Number of views on YouTube
- Position of online presence in Google searches
- Qualitative feedback from readers of print and television media
- Qualitative feedback from trade show attendance
‣ Long-Term Metrics (1 Year - 5 Years) -> Reviewed quarterly
- Number of proposals submitted for gray-field sites
- Number of new development projects launched along corridor
Monday, May 9, 2011
