1. Old National Highway Corridor
Branding and Marketing Strategy
City of College Park
Kwame Som-Pimpong
The University of Georgia and Georgia Municipal Association
Monday, May 9, 2011
3. Project Overview
OBJECTIVE SCOPE
‣ Rebrand and market Old ‣ Develop marketing
National Highway as an strategy that guides
international corridor process of Old National
through redevelopment Highway being known
initiatives. as an international
corridor
‣ Concentrate on Old
National Highway
corridor within City of
College Park city limits
Monday, May 9, 2011
4. Situational Analysis
‣ Background information and data leading to this planning
effort
‣ SWOT: Strengths, Weaknesses, Opportunities, Threats
‣ Competition: Direct and Indirect
‣ Past or similar efforts: activities, results and lessons learned
Monday, May 9, 2011
6. College Park Background
‣ College Park Population
- 13,942
‣ Counties - Fulton and
Clayton
‣ West and South of
Hartsfield-Jackson
Airport
‣ Major Highways - I-285
and I-85
SOURCE: GEORGIA MUNICIPAL ASSOCIATION
IMAGE: GOOGLE EARTH
Monday, May 9, 2011
7. Old National Highway Context
‣ Study Area
- Northern Boundary - Sullivan
Road
- Southern Boundary - Old Bill
Cook Road
- Bisected by I-285/I-85
‣ Area Use
- Hotel
- Retail
- Restaurant
- Service
SOURCE: GOOGLE EARTH
Monday, May 9, 2011
8. What led to this planning effort?
Monday, May 9, 2011
9. Old National Highway has unique strengths though
it faces perception obstacles
‣ Strengths
- 65+ businesses owned by entrepreneurs from more than 20 countries
- Proximity to Hartsfield-Jackson International Airport
- Vibrant diverse community with strong international presence
- Strong presence of restaurants
‣ Weaknesses
- Public safety
- Quality of life
- Limited formal business education among small business owners
‣ Opportunities
- High volume of traffic along corridor and I-285/I-85
- Small business development of entrepreneurship at Old National Discount Mall
- Airport cities
‣ Threats
- Expansion of Hartsfield-Jackson International Terminal
- New development in unincorporated South Fulton County
- Camp Creek
Monday, May 9, 2011
10. Strengths
- Presence of 65 +businesses owned by entrepreneurs from
more than 20 countries solidifies vibrant diverse nature of Old
National Highway corridor
- Proximity to Hartsfield-Jackson International Airport makes
corridor appealing for new trends in airport driven economic
development
- Corridor has a wide range of authentic cuisine including the
following: Southern, Caribbean, African
SOURCE: -GREG DICKERSON - DICKERSON REALTY SERVICES
-GARY YOUNG - PROJECT MANAGER, CITY OF COLLEGE PARK DEPARTMENT OF ECONOMIC DEVELOPMENT
-JOHN KASARDA - DEVELOPER OF AIRPORT CITY CONCEPT
Monday, May 9, 2011
11. Weaknesses
- Lack of cross-marketing between four levels of community within
the corridor is evinced in lack of collaboration between the same
groups
‣ Internationals
‣ Young Professionals
‣ Nightlife
‣ Daytime retail centers
- Quality of life concerns
‣ Crime
‣ Low aesthetics
‣ Lack of lot maintenance
‣ Lack of building maintenance
- Limited formal business education among small business owners
- Lack of marketing efforts between daytime and nighttime
- Disconnect between evening and daytime economies
Monday, May 9, 2011
12. Opportunities
- High volume of traffic along corridor and I-285/I-85
‣ Between Sullivan Road and Old Bill Cook Road - Annual Average Daily
Traffic ~ 63,950
‣ I-85/I-285 passing under Old National Highway bridge - Annual
Average Daily Traffic ~ 281,030
- Continued development of international entrepreneurship Old National
Discount Mall
- Collaboration between young professionals, internationals, and baby
boomers
- Potential to help small businesses along Old National corridor improve
their business models and increase their sustainability along corridor
- Engaging Muslim community
- Growing of Muslim catering retail and restaurant
Monday, May 9, 2011
13. Expansion of Hartsfield-Jackson Airport is pushing
residential housing south
- Opening of international terminal to the east of Old
National Highway is creating another competition zone
on east side of airport
1960 1980 2000
IMAGES: TOMMY BUSH, COLLEGE PARK DEPARTMENT OF ENGINEERING
Monday, May 9, 2011
14. Increase in commercial development surrounding Old
National Highway corridor is drawing away attention
- Emergence of Old INTERNATIONAL TERMINAL
National
OLD NATIONAL HIGHWAY CORRIDOR
Marketplace in
unincorporated
South Fulton
- Camp Creek
Marketplace CAMP CREEK MARKETPLACE
located Northwest
of Old National
Highway Corridor
- Potential
emergence of
development to
cater to newly
developed
international
terminal
IMAGE: INLAND ATLANTIC DEVELOPMENT CORPORATION
Monday, May 9, 2011
15. The city and community has invested in the
development of the corridor
‣ Fulton County and City of College Park partnership on Livable Centers Initiative
transit development study
- Assessed area between Sullivan Road and Godby Road
- Presented key areas for development that improved walkability of area and
increased appeal
- Development of corridor is key to rebranding of corridor
‣ Old National Merchants Association multiple task force initiatives
- Aesthetics
- Small Business Development
- Economic Development
‣ Old National Improvements Grant Program (currently unfunded)
‣ Streetscapes and bus stop improvement projects that have been funded by
Fulton and College Park
Monday, May 9, 2011
16. Livable Communities Initiative study made development
recommendations
‣ Study tailored SULLIVAN ROAD
recommendations to three
nodes along Old National
Highway, two of which are in
the scope of this project
- Sullivan Road recommended
to be residential, mixed-use
retail, and office space node GODBY ROAD
- Godby Road recommended
to be entertainment and
retail node
SOURCE: LIVABLE COMMUNITIES INITIATIVE STUDY
Monday, May 9, 2011
17. Community and business groups coming together to
clean up is an effective tool in managing Old National
Highway brand
‣ Brings together community stakeholders
‣ Opportunity to display diversity of community
‣ Displays to developers the level of engagement present
among community stakeholders
IMAGE: WSBTV 2 AND CITY OF COLLEGE PARK PRESS RELEASE
Monday, May 9, 2011
19. Marketing Objectives and Goals
‣ Considerations for Objectives
- Attraction of desirable retail businesses
‣ In defining of desirable consider stakeholders along
corridor: Internationals, Baby Boomers, Young
Professionals
- Development of small businesses along corridor
- Retention of small business and larger retail stores
‣ Considerations for Goals
- What business models do we want to attract?
- What type of stores do we desire?
- How do we grow small businesses?
Monday, May 9, 2011
21. Stakeholders want to effectively manage perception of
Old National Corridor
‣ Push positive search results to top of online search tools by
maintaining consistent stream of information about businesses
and community events
- Publish press releases online regarding events along corridor
‣ Ribbon Cuttings
‣ Community Clean-up
- Website
- Newsletter
- Twitter profile
- Facebook page
- YouTube
Monday, May 9, 2011
23. Marketing Mix for Old National Highway
‣ Product
- Old National Highway Corridor
‣ International
‣ Religious Groups
‣ Age Groups
‣ Art Community
‣ Promotion
- Social Media
- Traditional Media
- Infrastructure
Monday, May 9, 2011
24. Social Media is an effective tool in reaching young
professionals and technology-savvy developers
‣ Twitter
- Microblogging and social networking website on which
users post and receive 140 character tweet messages.
‣ YouTube
- Video-sharing website on which users post videos and
interact with other users on site
‣ Facebook
- Social networking website that enables users to interact
with each other through video, photo, and messaging by
leveraging personal profiles, company and group pages,
chat, email, and messaging
Monday, May 9, 2011
25. Twitter
‣ Reaches a diverse
audience
‣ Serves as a feedback
tool
‣ Little to no cost
associated with tool
Monday, May 9, 2011
26. Facebook
‣ Reaches audience
similar to Twitter
audience
‣ Ability to embed
videos and
pictures adds a
level of connection
Monday, May 9, 2011
27. YouTube
‣ Creates television-like experience for viewer
‣ Contributes to richness of information dispersion
‣ Enables the viewer to put a face to a brand like the Old
National Highway corridor
Monday, May 9, 2011
28. Traditional media channels are effective tools in
reaching developers and long-time residents
- Local print media
- Economic development and real estate print media
- College Park Government Television Cable TV-23
- Fulton County Government Television
Monday, May 9, 2011
29. Physical Infrastructure can establish the brand of the
Old National Highway corridor
‣ Gwinnett Place
Community
Improvement District
leverages signage to
brand the Pleasant
Hill Road corridor in
Gwinnett County
Monday, May 9, 2011
33. Key Stakeholders
- City of College Park
- Fulton County
‣ Department of Economic Development
- Old National Merchant’s Association
- South Fulton Chamber of Commerce
- Airport Area Chamber of Commerce
- Old National Area Resident’s Union
- Business owners who have businesses along corridor
- Developers who have built along corridor
‣ There are a multitude of organizations, and these are the ones
with which I was able to interact during my project
Monday, May 9, 2011
34. Strategy
‣ Stage 1 - Social Media Rollout (Project Owner: Manager of Old National Merchants Association
communications)
- Enhance Old National Merchant Association’s Twitter feed and Facebook profile
- Create YouTube channel for Old National Merchant Association
- Enhance College Park Twitter, Facebook
- Launch College Park YouTube channel
‣ Stage 2 - Traditional Media Rollout (Project Owner: City of College Park Communications and
City of College Park Economic Development)
- Secure space in local print media
- Obtain space in economic development and real estate print media
- Acquire Old National Highway-focused airtime on Fulton County public television
‣ Stage 3 - Engage Stakeholders (Project Owner: City of College Park Economic Development
Team)
- Conduct “burning plan” sessions with community and current businesses
- Pitch Old National Highway to developers and prospective companies at trade shows
‣ Stage 4 - Physical Infrastructure Rollout (Project Owner: City of College Park Economic
Development)
- Use physical signage to highlight Old National Highway corridor
Monday, May 9, 2011
35. Old National Highway Twitter Feed Recommendations
‣ Essential to update
regularly
‣ Conduct Twitter searches
to identify College Park
area residents
‣ Engage individuals and
organizations located in
College Park area
‣ Engage economic
development
organizations and
business associations like
those listed on next slide
Monday, May 9, 2011
36. Old National Merchants Association Facebook Page
Recommendations
‣ Important to update
regularly
‣ Post photos from new
business ribbon
cuttings and
community clean-up
sessions
‣ Post articles that
impact Old National
Highway and comment
on that impact
Monday, May 9, 2011
37. Old National Highway YouTube Page Recommendations
‣ Create YouTube Channel
- Upload footage of Old National Community Clean-Up
events
- Upload footage of new business ribbon cuttings
- Upload progress updates on Old National Economic
Development Task Force
- Highlight stakeholders along corridor
‣ Provide virtual tours of businesses along corridor
‣ Upload interviews with business owners along corridor
‣ Upload interviews with property owners along corridor
Monday, May 9, 2011
38. College Park Twitter Recommendations
‣ Include 140 character bio
- Proposal: “Official
Twitter source for City
of College Park”
‣ Include link to City of
College Park website
‣ Engage followers by re-
tweeting their posts and
commenting on them as
well
‣ Post updates about
events along Old National
Highway
‣ Link to College Park’s
Facebook page
Monday, May 9, 2011
39. Key Twitter Accounts
‣ Georgia Department of Economic Development -
@gdecd
‣ Gwinnett Village Community Improvement District -
@gvcid
‣ Gwinnett County Chamber of Commerce -
@gwinnettchamber
‣ Gwinnett Place Community Improvement District -
@gpcid
‣ Fulton County Government Television - @fgtv
Monday, May 9, 2011
40. College Park Facebook Recommendations
‣ Engaging Twitter users and providing links to Facebook
page on Twitter feed will increase number of Facebook
followers
‣ Facebook profile has great content and further extending
coverage of Old National Highway would increase quality
of content
- Posting photos and video from ribbon cuttings
- Posting interviews with small business owners
- Posting footage from other events like the Old National
Clean-up days
Monday, May 9, 2011
41. College Park YouTube Recommendations
‣ Consider transferring videos uploaded to Vimeo to a YouTube channel
due to greater potential exposure to viewers
- In 2 years, the Gwinnett Chamber of Commerce has attracted 11,000
viewers compared to College Park attracting 30 viewers to its Vimeo
channel
- College Park Vimeo: http://vimeo.com/collegeparkga
- Gwinnett Chamber of Commerce YouTube: http://
www.youtube.com/user/TheGwinnettChamber
‣ Consider collaborating with Old National Merchants association in
highlighting organizations along the corridor and posting video content
to channel
Monday, May 9, 2011
42. Strategy
‣ Stage 1 - Social Media Rollout (Project Owner: Manager of Old National Merchants Association
communications)
- Enhance Old National Merchant Association’s Twitter feed and Facebook profile
- Create YouTube channel for Old National Merchant Association
- Enhance College Park Twitter, Facebook
- Launch College Park YouTube channel
‣ Stage 2 - Traditional Media Rollout (Project Owner: City of College Park Communications and City
of College Park Economic Development)
- Secure space in local print media
- Obtain space in economic development and real estate print media
- Acquire Old National Highway-focused airtime on College Park and Fulton County public
television
‣ Stage 3 - Engage Stakeholders (Project Owner: City of College Park Economic Development Team)
- Conduct “burning plan” sessions with community and current businesses
- Pitch Old National Highway to developers and prospective companies at trade shows
‣ Stage 4 - Physical Infrastructure Rollout (Project Owner: City of College Park Economic
Development)
- Use physical signage to highlight Old National Highway corridor
Monday, May 9, 2011
43. Local Print Media Recommendations
‣ Local Print Media
- Highlight businesses along corridor and include brief
interview transcripts
- Provide monthly calendar of events happening along corridor
‣ Economic Development and Real Estate Print Media
- Publish interviews with developers and property owners
along corridor highlighting potential of corridor
- Publish photos of current gray-field sites and sketches of
future desired development on those sites
‣ Fulton County Public Television
- Air tours and interviews with businesses, developers, and
property owners
Monday, May 9, 2011
44. Strategy
‣ Stage 1 - Social Media Rollout (Project Owner: Manager of Old National Merchants Association
communications)
- Enhance Old National Merchant Association’s Twitter feed and Facebook profile
- Create YouTube channel for Old National Merchant Association
- Enhance College Park Twitter, Facebook
- Launch College Park YouTube channel
‣ Stage 2 - Traditional Media Rollout (Project Owner: City of College Park Communications and
City of College Park Economic Development)
- Secure space in local print media
- Obtain space in economic development and real estate print media
- Acquire Old National Highway-focused airtime on Fulton County public television
‣ Stage 3 - Engage Stakeholders (Project Owner: City of College Park Economic Development
Team)
- Conduct “burning plan” sessions with community and current businesses
- Pitch Old National Highway to developers and prospective companies at trade shows
‣ Stage 4 - Physical Infrastructure Rollout (Project Owner: City of College Park Economic
Development)
- Use physical signage to highlight Old National Highway corridor
Monday, May 9, 2011
45. Stakeholder Engagement Recommendations
‣ Burning Plan Sessions
- Present plans for marketing the corridor before town
hall-like audience and secure feedback to modify and
improve strategy
- Presents opportunity to bring together various
stakeholders in efforts to foster greater collaboration
‣ Trade Shows
- Presents opportunity for face-to-face interaction with
developers regarding the development of the four gray-
field sites
Monday, May 9, 2011
46. Strategy
‣ Stage 1 - Social Media Rollout (Project Owner: Manager of Old National Merchants Association
communications)
- Improve Old National Merchant Association’s Twitter feed and Facebook profile
- Create YouTube channel for Old National Merchant Association
- Enhance College Park Twitter, Facebook
- Launch College Park YouTube channel
‣ Stage 2 - Traditional Media Rollout (Project Owner: City of College Park Communications and
City of College Park Economic Development)
- Secure space in local print media
- Obtain space in economic development and real estate print media
- Acquire Old National Highway-focused airtime on Fulton County public television
‣ Stage 3 - Engage Stakeholders (Project Owner: City of College Park Economic Development
Team)
- Conduct “burning plan” sessions with community and current businesses
- Pitch Old National Highway to developers and prospective companies at trade shows
‣ Stage 4 - Physical Infrastructure Rollout (Project Owner: City of College Park Economic
Development)
- Use physical signage to highlight Old National Highway corridor
Monday, May 9, 2011
47. Physical Infrastructure Signage
‣ Consider installing free-standing signage
- Key signage nodes
‣ Sullivan Road
‣ Old Bill Cook Road
‣ Ramps connecting I-285 to Old National Highway
‣ Consider attaching signage to intersection lighting
- Key nodes
‣ Godby Road
‣ Old Bill Cook Road
‣ Sullivan Road
Monday, May 9, 2011
49. Performance Metrics
‣ Purpose
- To ensure that Old National Highway corridor stakeholders are
effectively managing corridor’s image
‣ Short-Term Metrics (1 Month - 1 Year) -> Reviewed monthly
- Number of connections on Twitter and Facebook
- Number of views on YouTube
- Position of online presence in Google searches
- Qualitative feedback from readers of print and television media
- Qualitative feedback from trade show attendance
‣ Long-Term Metrics (1 Year - 5 Years) -> Reviewed quarterly
- Number of proposals submitted for gray-field sites
- Number of new development projects launched along corridor
Monday, May 9, 2011
