We created a fresh, uplifting brand expression to help re-position a refreshed, growing neighbourhood.

The Challenge

When the Strathcona Business Improvement Association contacted us, their goal was to alter the poor public perception of the neighborhood. Its reputation had been tarnished by ongoing negative press- a result of it being part of Vancouver’s downtown east side. So we had the very difficult task of finding an effective way to reshape the public’s impression of the area.

THE STRATEGY

Using proprietary research, we identified specific values and cultural aspects that the public would connect with. With this messaging hierarchy in place, we developed and promoted a new brand expression and brand spirit, anchored by the campaign line “Made in Strathcona”. A targeted media mix including radio, digital, and even colourful street banners in Strathcona highlighted the hip eateries, young micro breweries and renown manufacturers that make Strathcona their home. Together, they deflected the undeserved negativity and nurtured local pride.

 THE RESULTS

We educated greater Vancouver about the thriving businesses ‘making it’ in Strathcona, upgrading the neighbourhood’s perception and catching the eye of several Vancouver media outlets. Made in Strathcona earned over 15 million impressions from 30 different television, print, and digital media channels. We’re doubly proud of this result, as it is our neighbourhood too.

Deliverables

  • Marketing Plan
  • Consumer Research
  • Concept Development
  • Brand Positioning
  • Brand Identity
  • Website Design & Build
  • Print & Digital Collateral
  • Media Planning & Buying
  • Radio Advertisements
  • Social Media & Influencer Strategy
  • Content Strategy
  • Content Creation
  • Public Relations
  • Influencer Outreach & eDMs
  • Community Management

15,000,000
Impressions
12,000
Page views in just over 3 weeks
2
Creative awards
"I was most impressed with their determination to see the project succeed not only our standards but theirs, which arguably was higher than ours."
-Joji Kumagai, Executive Director,
Strathcona Business Improvement Association
Want to shift perceptions around your brand?

Resources

 

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