Need

The Venango County Economic Development Authority (VCEDA) was in danger of losing an state grant they intended to use as an incentive to entice businesses to become tenants at historic property which was still midway through renovations. The VCEDA needed a strategy, tools, and tactics for creating awareness of the property and the grant incentive.

Approach

Bull Moose begin the engagement with a market analysis of the city and the region which included understanding the mix of service, retail, entertainment, and hospitality businesses in the downtown. Nearby amenities and infrastructure were also evaluated to ultimately identify key businesses by type that would best thrive in that location. The building’s history became the focal point in building a brand identity for the property and elevating its perceived value. 

Outcome

The final strategy proposed changing the name to 100 Seneca at Cornplanter Square which helped reduce confusion as to the property’s name. This was brought to life through a logo, tagline, a new website and relevant social media channels. Paid media was employed targeting specific business categories identified above in the approach. This was combined with organic social media content and email marketing with project updates, local history, and incentive programs to inform local stakeholders, create awareness, and identify possible leads. 

Since the launch of this strategy and multi-channel campaign, an anchor tenant has committed to the property and the project has received new, addition grant funding to continue the adaptive reuse project.

Note: As of December 2024, we are currently working on a brand refresh and revamped website.