Creative Services Case Study
Background
Burlington, North Carolina, is a small town with a big history. Known primarily for its contributions to the railroad and the textile industries, it’s where nylons were invented and the lunar landing flag was made. But behind every bit of the city’s history is its people: a strongly-rooted community that built its city together. When it came time to forge a new vision for the future for their downtown, the city’s most engaged stakeholders joined forces to build an engaging campaign that would boost investment, enterprise and resident pride.
The Challenge:
The relocation of LabCorp, one of the city’s largest tenants, created a large property vacancy in the downtown area. The Burlington Downtown Corporation (BDC) saw this as an opportunity to rebrand, refocus and expand. The area was under-populated and had few restaurants and shops and little nightlife. A plan to bring new life and energy to downtown was launched, with the goal of making it a thriving city center again.
BKI worked hand in hand with the BDC’s newly-formed Brand Committee to find the voice of the community straight from the mouths of its residents. Input from business owners and community leaders was vital to crafting a heartfelt, relatable message that told the story of Burlington’s past, present and future.
The Campaign – “Get In”
After much research, long conversations and exploration in the heart of downtown, a single call-to-action rang out: “Get In.” This simple, straight to the point message spoke to the urgency and energy of the new Downtown Burlington vision while remaining memorable and shareable. It’s a warm welcome to any future investors; a gentle reminder to current residents to get involved; a bold statement to outsiders that the area was moving forward full speed ahead.
Additionally, the “Get In” tagline was endlessly adaptable for local businesses. The call to action could be personalized no matter who needed it: “Get In The Blend,” “Get In to Zack” and “Get In The Boutique” were just a few of the first applications of the message.
The Campaign – “Get In”
After much research, long conversations and exploration in the heart of downtown, a single call-to-action rang out: “Get In.” This simple, straight to the point message spoke to the urgency and energy of the new Downtown Burlington vision while remaining memorable and shareable. It’s a warm welcome to any future investors; a gentle reminder to current residents to get involved; a bold statement to outsiders that the area was moving forward full speed ahead.
Additionally, the “Get In” tagline was endlessly adaptable for local businesses. The call to action could be personalized no matter who needed it: “Get In The Blend,” “Get In to Zack” and “Get In The Boutique” were just a few of the first applications of the message.
The Execution
The brand launch event was packed. Locals flocked downtown to discover the city’s new look and vision, and the energy was palpable. The early stages of the campaign have been an overwhelming success. Excitement is at a high and economic investment is beginning to increase.
In order to capitalize on all the momentum and excitement generated by the launch, we also shot and edited an overview video. Featuring local businesses, residents and events, it gave viewers a personal look at all that was happening in downtown Burlington. It encouraged viewers to rethink their perceptions of the area, and highlighted the many new businesses — coffee shops, local breweries, antiques — that now dot the downtown streets.
The website not only serves as an introduction to someone wanting to visit the area, but also as a resource for someone wanting to live downtown. We designed a fully responsive site that includes listings of businesses, spaces to rent and available lots to build. It works as a destination resource and economic development tool.
The website not only serves as an introduction to someone wanting to visit the area, but also as a resource for someone wanting to live downtown. We designed a fully responsive site that includes listings of businesses, spaces to rent and available lots to build. It works as a destination resource and economic development tool.
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