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Downtown Fort Collins

Downtown Fort Collins

Rebranding, redesigning and revitalizing the legendary downtown destination

We were contracted by the Downtown Business Association, a 30-year old non-profit 501(c)(6) in Fort Collins, Colorado, to manage their rebranding and marketing efforts. We helped to guide them from concept to completion, leading them into a new era of prosperity in the digital age. Here's the outcome.

Challenge

Help the Downtown Fort Collins Business Association develop a new brand identity and establish a digital footprint which conveys their diverse and vibrant Downtown.

Solution

Formulate a brand strategy will convey the vibrance and diversity of Downtown by meeting with stakeholders, business owners and focus groups.

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Rebranding

Discovering the spirit of Downtown Fort Collins

The first order of business was a comprehensive rebranding starting with a discovery phase. This 3 week long process took us inside the organization to learn it's mission and vision, exploring Downtown Fort Collins itself. Visiting the shops and stops, explored alleys and meeting with business owners one-by-one to truly get a feel for the Downtown's spirit. The discovery process subsequently led to us to the realization that the very name of the organization needed to change. "Fort Fun, Inc" with its unofficial public facing identity "The D.B.A." was officially renamed "Downtown Fort Collins Business Association" with the State of Colorado, which went hand-in-hand with a brand new identity system and brand tagline.

The highly flexible identity system was developed to support the multifaceted and dynamic nature of the organization. The new visual identity supported the brand's new tagline "The Best of the New West".

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Website & CMS Development

After the overwhelming positive reaction and success of the rebranding, I was tasked with designing and developing a new website experience for the 100s of thousands of visitors to Downtown Fort Collins and it's events each year. Once again, I started with a detailed research phase, assessing the current analytics, deficiencies and needs for the organization, as well as developed a long term vision, where the ultimate goal was creating a hub for all-things Downtown but also transform it into revenue generating website for the association.

"Increase in traffic directly impacted the revenue generated not only by the organization in the form of valuable sponsorships vital to support the organization to the tune of $500,000 a year."

The website consists of nearly 250 unique business profiles, a comprehensive event calendar featuring 100 days of "featured" events hosted by the organization, as well as, nearly 500 events created and managed by the business members of Downtown Fort Collins.By the end of this project, we had created a native advertising system and digital advertising platform. Thus giving the very businesses and sponsors of Downtown Fort Collins the opportunity to purchase digital ads and market directly to a highly engaged audience.

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Within its first year, the relaunched website generated an increase of 166% in organic web traffic and after 3 years up over 350%, seeing over 1 million unique visitors each year. This increase in traffic directly impacted the revenue generated not only by the organization in the form of valuable sponsorships vital to support the organization to the tune of $500,000 a year, but more importantly raised awareness to the nearly 250 business members of the Downtown Fort Collins Business Association.

"Social media strategy efforts were rewarded by gaining nearly 30,000 new facebook followers without running a single paid ad campaign."

Additionally, from 2011 to 2014, social media strategy efforts were rewarded by gaining nearly 30,000 new facebook followers without running a single paid ad campaign. The collective project has ushered in a new digital era for this humble, but effective non-profit.

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SCOPE OF WORK

DISCOVERY & STRATEGY SERVICES

  • Baseline Evaluation
  • Research & Focus Groups
  • Opportunity Analysis
  • Branding Strategy
  • Experience Strategy
  • Monetization Strategy
  • Strategic Planning
  • Production Planning

BRANDING SERVICES

  • Branding Strategy
  • Visual Identity and Assets
  • Collateral
  • Marketing Materials
  • Brand Launch
  • Brand Behavior
  • Brand Guidelines
  • Naming
  • Copywriting
  • Content Strategy and Production
  • Marketing Materials

INTERFACE DESIGN

  • Content Strategy and Production
  • Wireframing and Prototyping
  • UI Kit
  • Visual Design

DEVELOPMENT SERVICES

  • Front-end Development
  • CMS Development
  • Support and Maintenance