As seen on the front page of the Detroit Free Press:
Suburbs try to brush up image
Facing tough competition, poor economy, downtowns get help luring more shoppers
December 26, 2007
BY CECIL ANGEL and GINA DAMRON
FREE PRESS STAFF WRITERS
They could see it in the drop in foot traffic on Main Street, in the dip in sales and in the rise of vacant stores and offices. The impact of the state's poor economy -- coupled with fierce competition from malls, big box stores and large shopping centers in other cities -- had many business owners worried. Downtown Northville was hurting, and the city's Downtown Development Authority knew it had to do something. So officials joined a growing number of downtowns across metro Detroit and the nation and hired a public relations firm to develop a marketing plan. Now, a year later, Northville has increased foot traffic, drawn new businesses and lifted the city's profile with a broad campaign that includes its own slogan: "Timeless ... with a twist." The campaign includes radio and print ads that urge people to spend the holidays in downtown Northville. "We knew we had to do more," said Lori Ward, executive director of the Northville DDA. "I wish we had started this relationship with the public relations and marketing firm years ago. "
Proof it works
Before the marketing campaign got under way in Northville, residents were surveyed about what they like best about their community. The Northville DDA hired Kim Rivera of New Moon Visions, a graphic design and advertising company, and Jeanne Micallef of IMJ Communications to develop a marketing plan for the community. Their "Timeless ... with a twist" slogan focuses on the city's blend of Victorian charm and family friendliness. The logo is based on a clock in the heart of downtown. Ward has said Northville DDA officials can already see the benefits from having "one unified message." Eight businesses have applied for licenses and more people are downtown since the campaign kicked off. Greg Presley, the DDA's chairman, said the marketing budget is expected to increase next year from $30,000 to $126,000 because of the success. Rivera credits community input and participation with helping the cause. "You just really have to listen and see what's going to appeal to your target audience," she said.
