District Marketing

 

District Marketing

Building Community Through Communication

Places are brands too—from streets and districts to neighborhoods and city blocks. They all have to be built, and solid branding contributes as much to an area’s foundational strength as the concrete on which it sits. Propaganda Labs creates custom communications that draw people in, connect businesses, generate revenue and foster local pride for community destinations.

Strategic district marketing is a relatively niche and novel concept. It’s abstract. It’s complex. And most of all, it’s hard to do. But when others shied away from the challenge, we got in the trenches, forged relationships and figured out how to make things happen. That’s just our M.O., and as a result, we now have category expertise that nobody else can touch.

The Bluebird District

Colfax Cleans Up Real Good


We “get” district marketing because we built our own neighborhood from the ground up. The Bluebird District on East Colfax is our home, and the businesses here were siloed and suffering due to low individual marketing budgets. Our strategy? We launched a unique shared marketing initiative to harness their combined power. We teamed up with the Colfax Marathon (an event established in 2006 to promote economic and civic engagement along Colfax Ave.) to create advertising, collateral, a website and a discount card that showcased the best of “America’s Longest Street.” Our efforts not only raised area awareness, but also elevated the Colfax Marathon to a nationally recognized name in urban racing.

The Bottom Line

  • Commercial successes include 84 business stakeholders and a vacancy rate under 3%.
  • Propaganda-led neighborhood events now attract 1,000+ participants each year.
  • Engagement efforts grew Colfax Marathon participation from less than 4,500 runners in 2010 to 17,000+ runners in 2014.
  • The Bluebird District was named a pilot district for then-Mayor Hickenlooper’s Neighborhood Marketing Initiative.
  • The Bluebird Business Improvement District formed as a result of the new strategy and now works to actively continue district improvement.

These boys done real good
~Rosco




BuCu West

Business Meets Culture

 
The Morrison Road Development Association already had an outreach program for local businesses. What they didn’t have was a way to energize and deliver their message. Propaganda Labs changed that by coining a new identity and brand strategy the district could really rally behind. Based on the concept of business + culture, we called it BuCu West and brought it to life through grassroots coordination. Our team got out there, on the ground, and collected data, produced marketing tools, spearheaded social media efforts and devised custom solutions that created big change for this community.

The Bottom Line

  • Our cohesive brand assets created a sense of community and connection among local businesses.
  • Physical and digital business directories and maps help define the district with reinvigorated relevance.
  • The Morrison Road Development Association embraced the new BuCu West identity and successfully maintains it with our continued partnership and support.

These boys done real good
~Rosco



The Boulevard at Jefferson Park

Plans, Action and Everything In Between


Welcome to where diverse district stakeholders and a vision for the future collide. So goes the story of our work with the Federal Boulevard Business Improvement District—a unique client with the need for a united identity and actionable game plans that could inspire continuous change. To find common ground between the neighborhood’s multiple groups, we polled opinions, spoke to local businesses, organized town hall workshops and coordinated with key community leaders to craft a brand that all invested parties could be proud of: The Boulevard at Jefferson Park.

The Bottom Line

  • Our one-year and three-year marketing plans provided critical blueprints for future brand success.
  • The destination-focused identity bridged the gap between community members and businesses.
  • Structured group discussions and opinion polling techniques empowered disparate groups to voice their goals and viewpoints.

These boys done real good
~Rosco