10 Aug Case Study: Revitalizing Business Morale in Downtown Development
Background:
A local Community Redevelopment Agency (CRA) was in the process of revitalizing its downtown area, aiming to attract new businesses and enhance the economic landscape. However, despite the intended benefits of the redevelopment, local business owners experienced frustration and discouragement due to bureaucratic delays, lack of communication, and a perceived absence of support from the city and CRA
The Challenge:
Business owners felt disconnected from city leadership and the CRA, leading to a decline in morale. The core issues included:
- Delays in permit approvals and inefficiencies within the building department.
- Slow general processes that prolonged building timelines and disrupted business operations.
- A lack of visible support from the city and CRA, exacerbated by leadership transitions.
- Minimal engagement from city officials, making business owners feel that the city was not invested in their success.
Solutions Implemented:
To address these challenges, the CRA and the city, in partnership with Design Moves Marketing, initiated several strategic efforts to rebuild trust and improve communication with local businesses:
- Personal Engagement & Visibility:
- City and CRA representatives began conducting door-to-door visits to meet business owners personally, creating a sense of familiarity and open dialogue.
- Efforts were made to ensure business owners could put a face to a name, fostering stronger relationships between officials and the local business community.
- Increased Business Promotion & Recognition:
- A dedicated initiative, recommended by Design Moves Marketing, to highlight local businesses on social media, ensuring they received recognition for their contributions to the downtown area.
- Shared media features across city and CRA platforms whenever businesses were mentioned in the news, amplifying their visibility and boosting morale.
- Economic Development Outreach:
- A new Economic Development Director was appointed to actively engage with potential new businesses, providing guidance and assistance in navigating the setup process.
- Design Moves Marketing proposed and executed social media campaigns with calls to action, encouraging businesses to book time with the Economic Development Department for consultations, networking, and growth opportunities. Economic Development then created a link to book around their schedule instead of spending too much time coordinating schedules through email.
- Clear messaging such as “Looking to move your business to this city?” and “Have questions about your business? We’re here to help!” were used to generate leads and inquiries.
- Community Engagement & Collaboration:
- Downtown business meetings were restructured to be more inclusive and engaging, with a push to increase attendance and encourage local businesses to contribute ideas and concerns.
- A dedicated Facebook group was created and monitored by the CRA/Economic Development Department, serving as a hub for business-related discussions, updates, and problem-solving. Design Moves Marketing provided recommendations on best practices for engagement and content strategies within the group.
Results & Impact:
- Business owners reported feeling more heard and supported by city leadership.
- Increased participation in business meetings and stronger collaboration between businesses and city officials.
- Positive reception of social media initiatives, leading to higher engagement and new business leads.
- Faster resolution of business-related issues through direct communication and streamlined processes.
- A revitalized sense of community and optimism for downtown development.
Sometimes it’s not always digital communications…
By prioritizing direct engagement, clear communication, and proactive support, the CRA and city successfully rebuilt trust with the local business community. The initiatives not only improved business morale but also fostered a more collaborative environment for long-term downtown growth and sustainability. Moving forward, these strategies will continue to serve as a model for maintaining strong relationships between the city and its business owners.