The Great Escape
Cape Charles Main Street, Inc. is part of the Virginia Main Street Program, which is a preservation-based economic and community development program that follows the National Main Street Center’s Main Street Approach™.
Otto was charged with developing an integrated marketing campaign in concert with the initiative.
After reviewing all existing primary and secondary research, Otto facilitated a Community Marketing Charrette. We had nearly 50 attendees representing various segments of the community including hoteliers and innkeepers, retailers, restaurateurs, residents including seniors and young professionals. By the end of the day-long session, the group successfully agreed upon a brand promise, brand positioning, brand pillars and supporting attributes.
We went on to conduct one-on-one interviews with a cross section of the community.
From this we finalized Cape Charles’s Brand Architecture model. This work was translated to print and digital advertising, way-finding signage, promotional items and was deployed on the township’s new website.