Client
Year
Deliverables
Media Relations
Social Media
Content Development
Situation
Franco launched the campaign “Rethink Royal Oak” to help with messaging as the city embarked on a new development project to build a new city hall, police station, downtown park, private office building and 581-space parking deck.
Approach
We developed a four-step approach to communicating the large-scale development project, including:
- Positioning a new brand
- Generating support
- Building awareness
- Celebrating results
Results
The campaign created transparent and consistent communication between the City of Royal Oak, business owners, residents and visitors on the new development projects to minimize traffic congestion, improve understanding and satisfaction and maintain attendance to downtown businesses.
As a result, Franco helped conceptualize the RethinkRO brand to differentiate the project from other downtown developments. Our team also established RethinkRO.com and developed an official City of Royal Oak parking guide.
