Doing something great in Akron

March 4, 2010

Branding for Cities by Andrew Stevens

Akron, Ohio has long been known as the “Rubber Capital of the World” but as it contends with the decline in its traditional industry and diversification of its economy through the knowledge sector, it has turned to the branding of its individual neighbourhoods. Key here is the launch of the new University Park branding campaign for the 50-block neighborhood in and around the University of Akron. Many state colleges already possess a distinct unit of local administration to house their student body but Akron has sought to carve out a quarter of the city as its new academic hub under the aegis of the University Park Alliance, a coalition of the university, the city council and other local partners.

The press release for the new campaign follows:

University Park Alliance (UPA) today unveiled a new University Park marketing campaign designed to increase interest and investment in the neighborhood. “Do Something Great Today,” the new tagline, is the centerpiece of a powerful new program that will deï¬ï¿½ne and promote the unique University Park experience. The new campaign was introduced to a sold-out crowd attending UPA’s Urban Innovators Speaker Series Presentation at the historic Andrew Jackson House in University Park.

UPA led the development of the University Park marketing initiative over the course of more than a year, drawing critical input and support from a broad-based taskforce comprised of representatives of UPA partner organizations and other top marketing professionals. The brand development process involved extensive research and testing with key target audiences including current neighborhood residents, business and real estate development representatives, and young professionals.

Feedback from task force members and all audiences drew a common conclusion: University Park boasts a unique and impressive array of urban, entertainment, cultural, educational and recreational experiences that should attract investors, residents and visitors alike.

“University Park offers the best of urban vibrancy and authenticity,” says UPA Executive Director Ken Stapleton. “Millennial knowledge workers, the talent that drives today’s economic development, have a strong preference for urban environments like University Park that are diverse, walkable and bikeable, offer an active lifestyle and the opportunity to see and be seen. University Park is a unique neighborhood, so it deserves an unique identity.”

UA President Dr. Luis Proenza says, “By working strategically to promote the University Park neighborhood, we can attract and retain key talent to generate more economic development for Akron and Northeast Ohio.”

A fresh graphic identity builds on the neighborhood’s inspiring assets and includes a new logo comprised of colorful orbiting circles designed to evoke distinctive qualities of the University Park neighborhood including diversity, creativity and sustainability. A completely new website at upakron.com uses the new neighborhood identity to express University Park’s fun, energy and opportunities to enjoy, contribute, and live a green lifestyle. Up to date listings of hundreds of free events, area businesses, community volunteer opportunities, and housing opportunities are among fresh content available for current and prospective residents, businesses, and other investors. A new University Park brochure will also be used by UPA to attract new neighborhood investment and residents, and will be available to other organizations interested in promoting University Park as one of the region’s most vibrant urban communities. Over the next year, residents and visitors will see manifestations of the new identity in street banners, window decals and a resident community card.

Akron-based firm Derby Brand Advertising served as UPA’s creative partner on the project and introduced the brand concept and supporting graphic design. The new University Park website architecture and navigation was developed by The Karcher Group.

“We only deepen our competitive advantage when we creatively design and market ourselves in the way UPA is. Job retention and creation are critical; as we grow and energize these parts of our community, we can hold onto the talent we have and exert a pull on others to come here.”
- Don Plusquellic, Akron Mayor

To read the blogpost, click here

Welcome to Akron’s ‘new’ neighborhood – Akron Beacon Journal
Neighborhood brand – Akron Beacon Journal