An engagement for Cahaba Heights, Alabama. The client wished to position themselves, via their merchant's association, in a better spot to compete with encroaching upscale developments.

1. “Enjoy the Heights”
Revitalizing the Cahaba Heights Shopping
Experience
Michael Musgrove
NexusOne Consulting

2. Challenges Facing the
Heights
 Image
◦ Logo/Branding
◦ Physical Presence
◦ Consistency
 Marketing
◦ Promotions
◦ Online Presence
 Merchant’s Association
◦ Membership/Participation
◦ Structure
◦ Dues Collection

3. Image Update
 Update logo
 Signage
 Landscaping
 Creating a “buzz”

4. Image Update
 Consistency
◦ Association info
◦ On-location marketing
◦ Web presence

5. Image Update
 Physical Presence
◦ Entrance
 Immediate/distinct awareness
 First impression
◦ Signage
 Pole banners throughout
 Fresh landscaping

6. Visibility Issues:
The Heights Village Entrance

7. Visibility Issues:
The Heights Village Entrance
 Sign Positioning and Color Palette

8. Image Issues:
 No Identifiable Image
◦ The Heights Village is missing an overall
unique and recognizable image/sign
 Entrance Not Distinct

9. Examples
 Comparable shopping center signs and images that create an
immediate sense of awareness and familiarity:

10. Traffic Flow

11. Traffic Flow

12. Demographics

13. Demographics

14. Demographics

15. Demographics

16. Demographics

17. Attracting Optimal Businesses
 Cahaba Heights’ Niche
◦ Personal Services
◦ Retail
 Such business may include:
• Upscale Jewelry Stores
• Photography Boutiques
• Law Firm/Sole Practitioners
• Boutiques offering high-end
clothing
• Unique stores offering luxury
home décor items
• Ethnic Restaurants
(ie. Mexican and Italian)
• Interior Design Consultants
• Upscale Spas/Salons
• Caterers
• Bars
• Sporting Goods Stores (i.e.
Hibbett or Academy Sports)
• Architectural Firm

18. Marketing
 Promotions
◦ Increase foot traffic and purchase
◦ Cross Promote with Family Events
 Soccer Club, Lacrosse Association
◦ Organize CH events
 Festivals
 Monthly chats/discussions
 Subject series
 Design, art, literature, food/beverage
 Share shop owner knowledge on specific subject
 Increase interest and in turn purchase/patronage

19. Marketing
 Online Presence
◦ “Free” Advertising
◦ Website
 Map
 Highlight all merchants
 Directions from interstate, highway
 Blog
 Updates, news, relevant info
 Merchant and patron spotlights

20. Marketing
 Online Presence
◦ Social Media
 Facebook
 Creates relationship with current/potential patrons
 Allows for feedback, idea generation
 Some monitoring required
 Twitter
 Micro-blog
 Instant access with smart phones, texts

21. Marketing
 Online Presence
◦ Navteq
 GPS, Mapping Services
 Creates points of interest

22. Merchant’s Association
 Create Structure
◦ Elect annual positions
◦ Establish chain of command
◦ Simplify internal communication
 Increase Membership
◦ Distribute brochure promoting benefits
 Manage Dues
◦ Annual, pro-rate
◦ PayPal Acceptance

23. Recommendations
 Entrance
◦ Better visibility and vibrant colors
 Signage
◦ Create image/awareness
◦ Poll banners & free standings
 Potential businesses
◦ International restaurants, bars, sporting good stores
 Marketing
◦ Online marketing
 Update website
 Increase involvement in social networking
◦ Promotions
 Cross promotions with family events
 Arts and culture promotions

24. Implementation
 Phases to implementation
◦ Association Structure
◦ Image Update
◦ Branding Consistency
 Physical/Online
 Website
 Promotional opportunities
 Both cross promo and CH events

25. Questions?
Detailed information featured in print report for
your future reference