The Revitalization of Bowling Green Kentucky’s Downtown
The city of Bowling Green, KY is undergoing expansive growth. Part of the growth strategy was the orchestration of a revitalization movement, specifically in the downtown vicinity. In order to garner the consumers’ and business community’s engagement in the effort, the city invested in the pepper group, ltd. (TPG) to develop a comprehensive brand communications plan for the area—–making Downtown B.G. a true destination for residents and tourists alike.
First, TPG leveraged data from a previously conducted feasibility study to garner further qualitative consumer insights from local businesses and residents. Focus groups were implemented to gain an understanding of what people desired in a “downtown B.G. experience—from retail to entertainment, from green space to dining options.
Based on those insights, several positioning alternatives coupled with branded identities were concepted and tested with various consumer audiences,leading to the final “City Center” branding approach. The logo is anchored by a stylist fountain graphic as there is equity in that graphic approach since the city has many historic and contemporary fountains and they are seen as “icons” unique to Bowling Green.
A cohesive marketing program was developed to support the roll out of the branding, including extensive press coverage and social media campaign. A web site is set to launch second quarter 2012.
The branding initiative worked to bring the community together in a rallying cry type of manner. They feel ownership in the process of developing City Center and are embracing it as it evolves.
Businesses continue to be attracted to the area and solicitation of new businesses to the area has been successful since the launch.
The next phase of the project is to develop a City Center way-finding system for the central downtown and surrounding areas.