Longmont Downtown Development Authority Branding/Identity Project
Case Study
Background
The Longmont Downtown Development Authority (LDDA) came to CIG with a vision – a vision of Downtown Longmont as a bustling, energetic area where businesses thrive and customers flock. LDDA’s goal was to promote the lively downtown area as the premier shopping and entertainment destination in the region.
Client Challenge
LDDA’s challenge became CIG’s challenge. How could Downtown Longmont become more proactive in business development and retention? How could the area be positioned in the minds of area residents and consumers as a vibrant destination to enjoy arts, food, shopping and entertainment? How might this positioning help to ensure a healthy and vibrant downtown for years to come?
CIG Solution
Downtown Longmont needed a new identity – a fresh, modern image to convey the excitement and activity happening in this historic business district.
As the largest town and closest shopping and entertainment destination for the fast-growing northeast area of Colorado, Downtown Longmont is ideally situated just five minutes west of I-25 – the only north/south Interstate through the state. Because of this, LDDA needed to position themselves as the leading destination for arts, food, shopping and entertainment.
Initially, CIG conducted research to identify Downtown Longmont’s unique attributes and opportunities. What was it about downtown Longmont that would drive businesses and commerce to the area, resulting in a locale that patrons would want to frequent?
Based on our research findings, we designed a fresh, vibrant identity and tailored a plan that would strategically position Downtown Longmont as a destination not only for Longmont residents, but for Boulder, Carbon Valley and Loveland neighbors as well. The new identity and marketing campaign have helped to establish Downtown Longmont as the place to be for retail and entertainment-oriented businesses throughout the region. The plan provided creative marketing and communication strategies to communicate across the spectrum of geographic, demographic, socioeconomic and ethnic groups that comprise Downtown Longmont’s customer base.
By developing and implementing an extensive marketing and communications campaign with integrated communication strategies, CIG was able to position Downtown Longmont as the lively, vibrant and eclectic area that it has become. In the end, CIG provided LDDA with the marketing tools necessary to make consumers and potential new businesses take notice, and established Downtown Longmont as a center of pride for the community.
