Old Strathcona, Alberta
Challenge: Old Strathcona, also known as Whyte Ave, has been the cultural hub for the city of Edmonton for years. The idea of connecting to friends and family, food, healthy living, music and the arts is the core value of the Old Strathcona brand.
Old Strathcona wisely recognized the need to fine-tune and re-articulate their focus. Why is this necessary? Because no destination will stay successful without constant upgrading and polishing. Edmonton is home to thirteen business revitalization zone and most of these have seen Old Strathcona as the place to emulate. Many have done an outstanding job of making their district more successful.
Meanwhile, Old Strathcona has seen little in the way of investment in terms of beautification, orchestrated business mix, streetscape clean-up, and other basic objectives that make a place a successful destination for both local residents and visitors.
Solution: Over a three-four month period, the Old Srathcona Business Association (OSBA) embarked on Roger's Single Community Branding Program. They formed their Brand Development Committee, educated and reached out to the community, identified the markets they were hoping to attract, and developed their Branding, Product, and Marketing Action Plan.
The goal of their branding effort is to help people connect with each other, their history, their passions, the environment, and themselves. Thus the tag line “This is where Edmonton comes to celebrate the good things in life.”
They also want to make Old Strathcona an exciting and inclusive place to “hang out” and spend time during the day and early evening hours, with kids, with family, and with friends.