Client

Upside Allentown

Upside Allentown is a Neighborhood Partnership Program (NPP) aimed at building on the momentum created by recent redevelopment efforts in downtown Allentown that will benefit the neighborhoods directly adjacent to downtown. We were called on when the program was named Center City Marketing Initiative to help with marketing strategy, branding, and eventually the deployment of a new identity and digital content.

Brief

Goal/Mission

To effectively promote and market the downtown Allentown community in the areas of housing, the arts, public perception and business investment

Target Demographic

Those inside and outside of Allentown including investors, homeowners, developers, community members, institutions and business owners

Geographical Location

Downtown Allentown districts

Scope

Branding

• We renamed Center City Marketing Initiative to Upside Allentown, developed a memorable logo, and defined a marketing strategy

Digital

• Multi-media, interactive and responsive website
• Video series focused on the key benefits of each downtown district
• “Faces of APD” video series focused on the personal experiences of officers and their insights and reflections on the community
• “Experience the Arts” video series exploring the various institutions and experiences they offer to the community
• Photography supporting housing, arts, community groups, perception, and businesses
• Total of 16 videos and over 200 photos

Social and Outbound Marketing

• Creation, design and management of social campaigns
• Creation and management of HTML e-mail database
tealmonster

upside

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