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MARKETING PLAN CASE STUDY <br />An example of how we used this approach for the Northwood <br />Business District in West Palm Beach. <br />This project began in 2006 with RMA staff as City of West Palm Beach <br />employees, but continues today. The City of West Palm Beach Community <br />Redevelopment Agency management is outsourced to RMA, therefore RMA <br />Marketing staff currently manage the marketing and branding initiatives in <br />this district. <br />Situation Analysis <br />In 2006 the Northwood area of West Palm Beach was a blighted, tired <br />business district referred to as “Northwood Business District”. When <br />the Marketing Team reviewed the options, it was clear that a complete <br />rebranding was needed as well as a comprehensive approach to marketing <br />the area as place to open a business. <br />Objectives <br />After conducting research, it was verified that a combination of branding, <br />marketing, events and business attraction efforts were needed but first the <br />“perception” of the area had to change. The research showed some folks <br />felt the area wasn’t safe enough which was a major deterrent to attracting <br />new businesses and customers. <br />Strategy <br />A combination of rebranding and marketing and promotional campaigns <br />helped reduce the negative perceptions of safety and at the same time the <br />area was marketed as a hot new district with reasonable rents to attract <br />new businesses. “Security Ambassadors” were hired to “assist” customers <br />who were new to the area. <br />Tactics <br />To attract new businesses “Broker” events were held to let the real estate <br />community know the area was an emerging district that was perfect <br />for eclectic, boutique type shops. To attract customers an “Art & Wine” <br />promenade drew thousands of people who were, for the first time, being <br />introduced to the area. These new visitors soon became regular patrons. <br />Evaluation <br />The Outcome – Over 130 new businesses have located to Northwood <br />Village (a quaint 9 block district) and over $3 million in renovations have <br />been completed on over 35 buildings, one at a time. Research showed the <br />negative perception of safety went from 48% down to 8%. The area is a <br />true success story. <br />102 | RMA | Tab 7 | Creative Ability | RFP No. 19-07-02