Cascade Charter Township’s Downtown Development Authority is introducing The District, a new designation designed to promote shopping, dining and activities within the DDA’s business sectors.
The new identity rollout comes after more than six months of work with marketing agency Q+M to find ways to promote and brand Cascade’s downtown areas, which includes the Village, the Interchange Area, the 28th Street Corridor and Centennial Park. This effort began by collecting stakeholder feedback via phone and in-person interviews, as well as a resident survey, which received 442 responses.
Results found that residents and stakeholders feel that Cascade has much to offer within its District and is moving in a positive direction, but lacks a strong identity and active promotion of its assets within The District.
“The responses we received were overwhelmingly positive, identifying the Township as a great place to live, work, recreate and shop,” said Sandra Korhorn, economic development and DDA director. “However, many participants noted the lack of identity as an issue that creates major challenges when trying to promote and engage the community.
“Cascade is a fantastic place, but we are challenged in the fact that we don’t have a traditional downtown. Our goal with these efforts is to significantly enhance recognition and engagement, while embracing our area’s already-established environment.”
Upon several considerations offered by Q+M, the DDA Board selected a logo and brand to visually unify each area within The District. Following a simple but upbeat concept, the logo provides a color-coded approach to identifying the different areas and activities – working, shopping, playing and dining – within The District quickly and easily.
Additionally, the board also opted to immediately pursue four recommendations offered by Q+M, including the development of:
• The District Business Guide – The Business Guide will feature businesses, activities and events in The District for residents and visitors alike. These guides will be available at businesses and worksites as well as area hotels and sports facilities.
• Email and print newsletter templates – The DDA will be developing and sending out an eNewsletter containing information about events and updates, as well as featured businesses. The print template will be used as a section within Cascade Charter Township’s main print newsletter, which is released quarterly.
• MadeinCascade.org microsite – Once live, the microsite will serve as a central hub to highlight and showcase the businesses and activities happening within The District. Further, an online directory will be hosted on the site, as well as a news and blog page designed to highlight the stories of businesses within the District.
• Photo database – Utilizing existing resources available to the Township, the DDA plans to build a photo library containing images of events, activities and businesses within The District for use in all promotions and content, including the Business Guide, newsletters, the microsite and on the Township’s social media channels.