Houghton Downtown – History in the Making

Opportunity: The City of Houghton received a grant to have a marketing plan written.

Consumer Research

We started with research and surveys. 1500 community members responded to surveys with their perceptions and ideas for downtown.

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Strategy

Ideas for improving downtown were born, including business attraction priorities, attraction strategies and sign programs.

Brand Strategy & Logo Design

From consumer research we learned that the community believes Downtown Houghton has significant history, but they challenged us with the fact that they didn't necessarily feel it was important or unique. We created brand concepts and tested them. As a result, a great brand was born and the positioning statement "History in the Making" was created.

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Websites

An information-driven website was created as a destination point for events, business listings and tourist information.

Results

Downtown Houghton has its own identity and is Keweenaw’s vibrant hub for events and culture.

 

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