historic downtown plano association
The Historic Downtown Plano Association was a merchant organization facing incredible change. The 150-year old historic neighborhood was embarking on a new direction set by city council and other stakeholders to become a thriving arts district. The goal of this transition was to galvanize local arts groups and to create an exciting cultural destination that would attract new businesses and tourism. The new course for the district required a comprehensive rebranding and marketing strategy that honored heritage, promoted the arts, raised marketing exposure for the area, and increased foot traffic into the local retail.
Successfully shifting the community's identity required the placemaking and programming experience of the Lot Thirty Two team. Right away the Agency identified the most critical items to tackle first -- develop brand guidelines, establish one marketing voice, and create pulse programming. The Agency worked with the client and other key influencers to develop a brand consistency built around the Downtown Plano Arts District versus the myriad of other monikers for the neighborhood. The next task was consolidating the numerous social accounts and duplicate marketing channels established by other entities under one brand manager at the Association in order to control the messaging for the arts district. The third major task was creating programming touch points throughout the year instead of the two festivals the Association held in the spring and fall. New programming concepts that were designed and executed by Lot Thirty Two included a monthly art and wine walk, a free summer movies series for families, an outdoor long-table food and wine event, and a public art mural campaign.
Brand Strategy | Placemaking Programming | Event Management | Digital Marketing