Tenleytown Neighbors Association hired LivAlytix to develop a rebranding and revitalization campaign for the Tenleytown neighborhood in Washington DC. LivAlytix conducted research including surveys, focus groups, and census data analysis. They found that while Tenleytown has amenities, residents feel it lacks nightlife options and variety. LivAlytix recommends establishing a clear brand for Tenleytown, highlighting existing amenities, and developing events and partnerships to attract millennials and American University students to create a more vibrant community.

1. Tenleytown: Rebranding & Revitalization
Prepared for: Tenleytown Neighbors Association
Prepared by: LivAlytix
Team Members: Leah Jereb, Sarah Bishop, Chloe Chalakani, Ebony Bryant, and Hadley Sharp
April 22, 2015
!1
LIVALYTIX

2. EXECUTIVE SUMMARY
Tenleytown is the safe haven for the nightlife maven. For both the Washingtonian young professional and
homegrown DC family, Tenleytown provides a convenient way to access the excitement of Washington, DC, while
providing a safe, clean, and livable community for its residents.
Objective
Through extensive research and creative brainstorming, LivAlytix will deliver an effective rebranding and
neighborhood revitalization campaign to Tenleytown, complete with new community messaging, programming,
and events.
Solution
Through successful program implementation, Tenleytown will be rebranded and revitalized into the ideal
community for those who value a safe, amenity-filled neighborhood with easy access to the diverse
neighborhoods of Washington, DC.
Table of Contents
1. Executive Summary and Table of Contents, p. 2
2. Literature Review, p. 3
3. Competitive Lanscape, p. 4
4. Communications Audit, p. 5
5. Census Research, p. 6
6. Primary Research, p. 10
7. Recommendations & Tactics, p. 12
8. Strategic Messaging, p. 13
9. Evaluation, p. 14
!2
LIVALYTIX

3. LITERATURE REVIEW
Rebranding a Neighborhood
Beginning our research pursuit, we used secondary scholarly journals from American University to find what
people find the most attractive in various neighborhoods. Many of the findings state that in order to have an
attractive neighborhood, you must establish the neighborhood brand. In our primary research, many focus group
participants stated that, “there is a lack of certain types of facilities offered in the Tenleytown neighborhood.” This
may be a result of Tenleytown not developing an effective brand and key marketing strategy to let people know of
all of the industries that Tenleytown provides.
According to Eric Braun, author of “Putting City Branding Into Practice,” “City branding addresses all of the city’s
users, potential users and other stakeholders that are important for functioning of the cities.” One of the key steps
in rebranding a community is to create consistent messaging and communications. There must be a primary form
of communication that is cohesive with the secondary communication (Braun 262) . In Tenleytown’s case, a1
discrepancy between the primary communication and secondary communication can adversely affect the city
brand, making Tenleytown a comparatively undesirable neighborhood. To make communications efforts most
effective, they must be directed at a target audience. It is imperative that Tenleytown designates their target
audience, whether that is a specific demographic or the population overall.
Rebranding a community also involves developing a unique brand voice. According to Brian Crombie, author of
“Branding Cities and Clusters for Economic Development,” “A city brand gives a voice or a name to its culture and
social capital, the glue that defines and creates a cluster and brings a community together.”2
According to Crombie, in order to rebrand a city, competitive advantage is gained in the process of establishing:
• Design
• Infrastructure
• Basic services
• Attraction (entertainment and recreation) (Crombie 11).
While rebranding the Tenleytown neighborhood, Dinnie Keith, author of “Thinking About Place Branding: Ethics of
Concept,” believes a place’s brand image is likely to influence people’s decision in, “several activities including, but
not limited to, purchasing, investing, changing residence and traveling.” Rebranding Tenleytown will communicate3
to current or future residents everything Tenleytown has to offer.
Braun, Erik. "Putting City Branding into Practice." Journal of Brand Management 19.4 (2011): 257-67. Web.1
Crombie, Brian. "Branding Cities and Clusters for Economic Development." 1.20 (2011): n. pg.. Web.2
(Ed.), Keith Dinnie. "Thinking about Place Branding: Ethics of Concept." Place Branding and Public Diplomacy 7.3 (2011): 155-64. Web.3
!3
LIVALYTIX

4. COMPETITIVE LANDSCAPE
Assessing Other DC Neighborhoods
The District has many diverse and beautiful neighborhoods that can hardly be compared to one another. As it lies
on a prime piece of real estate between Georgetown, Dupont and Adams Morgan, Tenleytown has some stiff
competition. Approximately 16 minutes by bus from the Tenleytown center is Adams Morgan, a bustling hub of
activity. Adams Morgan appeals to families and students alike because of the variety of consumer options, from
fine dining to dive bars to boutiques and bookshops. For students, Adams Morgan is considered ideal because it
offers late-night venues, such as Tryst and The Diner, which cater to all ages.
Georgetown is also a competitive town for Tenleytown. Also a college town, Georgetown has a range of
destinations and activities for students. Georgetown boasts a beautiful waterfront, high end stores and
restaurants, as well as affordably priced shops and food establishments. While Georgetown has less of a nightlife
feel to it than Adams Morgan, it still draws in a large crowd of millennials and has a handful of late-night options.
The Georgetown Business Improvement District (BID) puts on town festivals and events such as Taste of
Georgetown, which showcases the unique food and beverage scene in the town, as well as the Georgetown
GLOW Event which highlights local businesses, window displays, and local artists’ installments.
Tenleytown has almost everything a consumer needs, but not much that consumers want or yearn for. The main
drag boasts a Whole Foods, Panera Bread, McDonald’s and The Container Store, among others. Tenleytown has
two to three additional sections which have bars and restaurants, such as Al Dente and Chef Geoff’s or 2 Amy’s
and Cactus Cantina, but most residents do not consider these areas to be the “main” Tenleytown. Despite these
food and beverage options, Tenley does not have a late-night option that students consider a viable option. Steak
and Egg and Domino’s are the only establishments open past 11pm.
!4
LIVALYTIX

5. COMMUNICATIONS AUDIT
Existing Tenleytown Communications
Efforts
A communications audit is an evaluation of an
organization's ability to send and share information,
and give feedback on information received. Some
communication tools are easy to locate, like Facebook
and Instagram, while others are more difficult, such as
Snapchat.
Facebook:
Tenleytown and Around
• 874 likes
Whole Foods Market Tenley
• 2,411 likes
Instagram:
@tenleytowndc
• 31 followers, 18 posts since September
@wfmtenley
• 213 followers, 244 posts
Twitter:
@WFMTenley
• 1,800 followers
@Tenleytown_DC
• 752 followers
Snapchat:
Existing Tenleytown Geotag that depicts the
Tenleytown radio tower, a green hill, and the word
“TENLEYTOWN” across the bottom of the screen.
Georgetown Communications Efforts
Website:
• georgetowndc.com
Georgetown DC on Facebook:
• 3,800 likes
@georgetowndc on Twitter:
• 8,500 followers
@officialgeorgetowndc on Instagram:
• 1,051 followers
!5
LIVALYTIX

6. CENSUS RESEARCH
Understanding the Community
LivAlytix broke Tenleytown down into four census tracts in order to more accurately capture the population of the
neighborhood.
Census Tract 8.01 (Area near Chef Geoff’s
on New Mexico Ave. NW)
In Numbers
Total Population: 6,517
Men: 3,168; 48.6%
Women: 3,349; 51.4%
Predominant Age Groups
18-24: 18.3%
25-44: 18%
45-54: 14.4%
55-64: 14.7%
Education
18-24
• 73.8% Some college or Associates
Over 25
• 49.8% Grad or Professional Degree
• 33.1% Bachelors Degree
Race
White: 81.9%
Black: 6.2%
Asian: 4.1%
Marital Status & Family Mix
Never Married: 37.9%
Married: 44.1%
Total Families: 1,526 (Children under 18 :647)
Housing
Owner occupied: 69.4%
Renter Occupied: 30.6%
Census Tract 9.01 (American University
Campus and Spring Valley)
In Numbers
Total Population: 7,560
Men: 43.8%
Women: 56.2%
Predominant Age Groups
5-17: 9.1%
18-24: 47.8%
25-44: 10.5%
45-54: 8.6%
Education
18-24
• 84.1% Some college or Associates
Over 25:
• 53.7% Grad or Professional Degree
• 31% Bachelors Degree
Race
White: 84%
Black: 8.6%
Asian: 3.8%
Some Other Race: 1.1%
!6
LIVALYTIX

7. Marital Status & Family Mix
Never Married: 61.6%
Married: 31.7%
Total Families: 1,080; Avg Size: 2.93
Housing
Owner Occupied: 80.7%
Renter Occupied:19.3%
Census Tract 10.01 (AU Park & Nebraska
Avenue NW)
In Numbers
Total Population: 8,074
Men: 47.6%
Women:52.4%
Predominant Age Groups:
5-17: 15.9%
18-24: 11.5%
25-44: 24.8%
45-54: 13.2%
55-64: 12.7%
Education
18-24:
• 63.8% Some college or Associates
• 21.6% Bachelors Degree or higher
Over 25:
• 59.2% Grad or Professional Degree
• 28.8% Bachelors Degree
Race
White: 85%
Asian: 5.2%
Black: 1.7%
Two or more races: 8.1%
Marital Status & Family Mix
Never Married: 32.4%
Married: 51.9%
Total Families: 2,018 Avg Size:3.03
Housing
Owner Occupied: 78.3%
Renter Occupied: 21.7%
Census Tract 10.2 (The Berkshire
Apartments and Greenbriar Apartments
area)
In Numbers
Total Population: 3,299
Men: 40%
Women:60%
Predominant Age Groups:
18-24: 31.3%
• 80% Some college or Associates
• 15.2% Bachelors Degree or Higher
25-44: 39.9%
45-54: 9.4%
55-64: 5.8%
Education:
18-24
• 80% Some college or Associates
• 15.2% Bachelors Degree or Higher
Over 25:
• 55.3% Grad or Professional Degree
• 22.9% Bachelors Degree
!7
LIVALYTIX

8. Race
White: 80.6%
Asian: 10.9%
Black: 6.5%
Two or more races: 2%
Marital Status & Family Mix
Never Married: 67.4%
Married: 25.2%
Total Families: 424; Avg Size: 2.57
Housing
Owner Occupied: 42.8%
Renter Occupied:57.2%
PRIMARY RESEARCH
Methodology
LivAlytix conducted both quantitative and qualitative research to assess the sentiment associated with Tenleytown,
the perceived qualities of the neighborhood, and where there could be room for improvement. LivAlytix released an
online survey to gather results and also conducted a focus group, man on the street interviews, and neighborhood
site visits.
Key Findings
Through our proprietary research methods, LivAlytix came across the following findings related to perceptions of
Tenleytown and potential areas for growth:
Tenleytown is NOT a “Nightlife Hotspot”
Out of 53 Respondents, 100% of survey responses answered “No.”
Tenley has amenities but no fun
75% of respondents said Tenleytown is well equipped with Amenities
Survey respondents and Focus Group Participants both put Bars and Clubs as important parts of nightlife and
things that are completely lacking from Tenleytown
“Boring” and lack of “clubs and bars” were mentioned most in relation to Tenley
Variety is highly valued
Focus Group Participants put variety as a top quality of their favorite neighborhoods.
Participants appreciated “independent stores”, “restaurants”, “more types of people.” and felt that there is “more
to do than just eat and go home” in other neighborhoods.
!8
LIVALYTIX

9. Students want late night options
“Late night options” are highly valued among respondents
“Tenley is more catered to families”
Adams Morgan, Dupont Circle, Georgetown, and Friendship Heights are favorite neighborhoods and
considered “Nightlife Hotspots.”
Tenleytown can be considered highly livable due to its convenience of amenities and transportation
accessibility.
Tenleytown received high ratings in these areas:
• Affordability 59%
• Accessibility 83%
• Car Friendly 78%
• Cleanliness 67%
RECOMMENDATIONS & TACTICS
Implementing Change
LivAlytix recommends that Tenleytown uses the following strategies and tactics to position itself as a safe place to
live with key amenities and easy access to the rest of the city:
Strategies and Tactics
1. Establish the boundaries of Tenleytown and create a consistent brand for the neighborhood.
• Create outdoor signage to incorporate on light posts around Tenleytown and establish what areas actually
constitute Tenleytown.
• Create new website complete with history, vendor information, news, and events.
• Revive Tenleytown Facebook page as a key media source for neighborhood news and happenings by using
targeted messaging and high quality videos.
• Develop Tenleytown Facebook page to feature pictures and news from vendors, retailers, and restaurants in
the Tenleytown area.
• Create signage in the Tenleytown metro station that says “Welcome Home” in order to brand Tenley as the
ideal, comfy, safe neighborhood.
!9
LIVALYTIX

10. 2. Showcase the many amenities that make it convenient to live in Tenleytown.
• Create informational vignettes on social media featuring some of the amenities and vendors there with nice
photos and informational blurbs posted on Tenleytown social media.
• On Tenleytown website, develop interactive store and vendor page that contains information about stores,
restaurants, and other amenities in Tenleytown that provides important info to residents and visitors.
3. Highlight existing vendors and events that appeal to resident millennials for recreational and social
functions.
• Plan and execute events like “Tenley Fest” or “Taste of Tenleytown,” food and entertainment neighborhood
festivals that brings together the restaurants of Tenley with local musical and visual artists.
• Showcase nightlife venues in Tenleytown on social media and on website, including special offers associated
with the bars.
• Promote summer concerts at Fort Reno Park with social media posts and one direct mailing at the
beginning of the summer and another towards the middle with a concert line-up.
4. Strengthen relationship between American University and Tenleytown.
• Help Tenleytown vendors and bars develop special promotions, exclusively for the American University
community.
• Encourage bars and nightlife venues in Tenleytown to emphasize their “convenient” location for students
who may not want to get on the metro.
• Plan and implement “Network with your Neighbors” event for professionals who live in Tenleytown to
network with American University students who are aspiring young professionals.
• Coordinate direct emailing to American University community of a monthly digest of upcoming Tenleytown
events and special promotions.
!10
LIVALYTIX

11. STRATEGIC MESSAGING
Communicating the Tenleytown Brand
The following messaging will be used for different tactical purposes, including the overall branding of Tenleytown,
for event promotion, and for direct marketing to both Tenleytown residents and American University students.
In Tenleytown/Overall Branding
The Safe Haven for the Nightlife Maven
Welcome Home –– Tenleytown
Directed at Tenleytown Residents
Raise Your Kids. Raise a Glass.
The Happiest of Hours are Closest to Home.
Build Your Nest then Take Flight: Tenleytown is the
ideal place to raise a family and easily access
Washington, DC.
Directed at American University Students
The Happiest of Hours are Closest to Home.
Build Your Nest and Take Flight: Tenleytown is the AU
Eagle’s Portal to the City.
Event-Specific Titles and Messaging
Network with Your Neighbors
Tenley Fest
Taste of Tenleytown
!11
LIVALYTIX

12. EVALUATION
Evaluating Success
Our metrics for campaign success include:
• Increased number of hits on website to 500 people to distribute news on events and news
• Maximize usage of Facebook for 1,000 likes within the first four weeks
• Heightened media awareness of facilities by featuring pictures which will increase awareness to 2,000
people
• Established a welcome home for a Tenleytown sign to create a brand
• Tenley Fest occurred with 500+ attendants
• Raised awareness of Tenleytown nightlife facilities
• Increase the attendances at the Fort Reno Park concert series to 600 people per show
• Set-up special offer promotion of American University students at the local Tenleytown bars of 100
attendants
• Have more communication through news releases and ongoing text e-mail that informs American University
students of special promotions of the Tenleytown area
• A turnout of 200 students and 200 working professionals in the Tenleytown area at Network with Your
Neighbors
!12
LIVALYTIX