Americans have long had a love affair with retail. Shop ‘til you drop! But is being known for your shopping mall enough to differentiate you in the marketplace? Or does a reputation for big box retail, box you in from the consumer’s perspective? Consider the case of Lynnwood, Washington. Located at the convergence of the major thoroughfares of the greater Seattle area, Lynnwood has long been known as home to the Alderwood Mall and surrounding big box retail. Community leaders turned to North Star Destination Strategies to determine how best to refine this reputation in order to reach the city’s preferred future.
Research found that Lynnwood is a marketplace. But in a broader sense of the word. The community’s ideal location at the crossroads of two major interstates brings an influx of people from Canada and beyond. Clearly Lynnwood also is convenient and business friendly. But Lynnwood is more than just a commercial center, it is a marketplace of social and intellectual activity thanks to public gathering places and parks, unique restaurants, strong educational opportunities (including a topnotch community college) and cultural diversity.
“Some people were associating Lynnwood with the malls of the 70’s, with big hair and blue eye shadow,” explained Don McEachern, North Star CEO. “It was a matter of reframing and updating the conversation in a way that allows the community to leverage its greatest asset while at the same time broadening people’s perspectives on all the community has to offer. The brand makes it okay – even fun – for people to embrace a city that has grown up around a really great mall.”
The brand’s creative identity is anchored by the line “A Great Deal More”. The colorful, geometrically inspired logo is both a modern representation of a mall and a convergence or crossroads. Ads promote other community assets in the context of its varied retail strengths with headlines like “Think Outside the Bag” or “Economic Vitality, It’s in the Bag”. Integrated, design-focused marketing materials increase the impact, appeal and professionalism of communications.
Brand action ideas help to integrate the brand’s strategy and visual appeal into every corner of the community. A sampling:
- Partner with local realtors to connect buyers with dream homes. On websites, designate real estate agents as “personal home shoppers”. Develop a branded “A Great Deal More” label to place on For Sale signs.
- Offer visitors and residents a rewards card that allows users to collect points for shopping, dining, visiting attractions or staying overnight around town.
- Leverage the diversity and quality of Lynnwood’s many unique restaurants with a Great Deal More Dining app that allows users to get the name, place and rating for different kinds of restaurants.
- Produce branded shopping bags, tissue paper and wrapping paper for use by retailers.
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