“Enjoy the Heights”Revitalizing the Cahaba Heights Shopping Experience
Michael MusgroveNexusOne Consulting
Challenges Facing the HeightsImage
◦Logo/Branding◦Physical Presence◦Consistency
Marketing◦Promotions◦Online Presence
Merchant’s Association◦Membership/Participation◦Structure◦Dues Collection
Image UpdateUpdate logo
Signage
Landscaping
Creating a “buzz”
Image UpdateConsistency
◦Association info◦On-location marketing◦Web presence
CH
Image UpdatePhysical Presence
◦Entrance Immediate/distinct awareness First impression
◦Signage Pole banners throughout Fresh landscaping
Visibility Issues: The Heights Village Entrance
Visibility Issues: The Heights Village Entrance
Sign Positioning and Color Palette
Image Issues: No Identifiable Image
◦The Heights Village is missing an overall unique and recognizable image/sign
Entrance Not Distinct
Examples Comparable shopping center signs and images that create
an immediate sense of awareness and familiarity:
Traffic Flow
Traffic Flow
Demographics
Demographics
Demographics
Demographics
Demographics
Attracting Optimal Businesses
Cahaba Heights’ Niche◦ Personal Services◦ Retail
Such business may include: • Upscale Jewelry Stores• Photography Boutiques• Law Firm/Sole Practitioners• Boutiques offering high-end
clothing• Unique stores offering luxury
home décor items• Ethnic Restaurants
(ie. Mexican and Italian)
• Interior Design Consultants• Upscale Spas/Salons• Caterers • Bars• Sporting Goods Stores (i.e.
Hibbett or Academy Sports)• Architectural Firm
MarketingPromotions
◦Increase foot traffic and purchase◦Cross Promote with Family Events
Soccer Club, Lacrosse Association◦Organize CH events
Festivals Monthly chats/discussions Subject series
Design, art, literature, food/beverage Share shop owner knowledge on specific subject Increase interest and in turn purchase/patronage
MarketingOnline Presence
◦“Free” Advertising◦Website
Map Highlight all merchants Directions from interstate, highway
Blog Updates, news, relevant info Merchant and patron spotlights
MarketingOnline Presence
◦Social Media Facebook
Creates relationship with current/potential patrons
Allows for feedback, idea generation Some monitoring required
Twitter Micro-blog Instant access with smart phones, texts
MarketingOnline Presence
◦Navteq GPS, Mapping Services Creates points of interest
CahabaHeightsMerchant’sAssociation
Merchant’s AssociationCreate Structure
◦Elect annual positions◦Establish chain of command◦Simplify internal communication
Increase Membership◦Distribute brochure promoting
benefitsManage Dues
◦Annual, pro-rate◦PayPal Acceptance
Recommendations Entrance
◦ Better visibility and vibrant colors
Signage◦ Create image/awareness◦ Poll banners & free standings
Potential businesses◦ International restaurants, bars, sporting good stores
Marketing◦ Online marketing
Update website Increase involvement in social networking
◦ Promotions Cross promotions with family events Arts and culture promotions
ImplementationPhases to implementation
◦ Association Structure◦ Image Update◦ Branding Consistency
Physical/Online Website Promotional opportunities
Both cross promo and CH events
Questions?Detailed information featured in print report for your future reference
“Enjoy the Heights”at Cahaba Heights