TechTown

Driving traffic and engagement for customer-centric businesses

 

Challenge:

The SWOT City at TechTown is a customized support program for brick-and-mortar small businesses in Detroit neighborhoods. The team works with professionals to provide one-on-one assistance to help launch, stabilize, and grow local businesses and strengthen neighborhood commercial districts. With Michigan’s road construction season in full effect, several businesses on Livernois, Grand River and Southwest Detroit were heavily affected. The main challenge entailed the execution of a marketing strategy to continue to attract customers due to difficulties to access various business in all three areas.

Solution:

In collaborating with TechTown, Grandmont Rosedale Development Corporation and the Detroit Economic Development Corporation to provide business owners with key marketing takeaways during these difficult times, Blended Collective was brought on to meet with eight business at each one of the three locations, 24 businesses total, to discuss digital marketing strategies to create and implement in an effort to attract customers and drive engagement. Marketing suggestions were tailored to the type of businesses such as Beauty, Clothing, Food and Beverage and Professional Services.

Results:

In providing marketing advice, solutions included items such as consolidating multiple social media pages on the same platform and redirecting traffic to the main page, directing traffic to the business website for regular updates on service offerings, exclusive marketing offerings through campaigns or content strategies during the construction season to attract existing and new customers, create online business listings, and more. For consulting sessions with the Spanish-speaking businesses, a TechTown SWOT City Portfolio Manager was present to provide translations to the businesses onsite as needed. The businesses were able to continue working with their City Portfolio Manager post-consulting sessions to implement the suggested marketing techniques.

“It helped reassure me in what I was already doing and gave me new ways to expand my marketing.”

– Lindsay Marr, Owner of Town Hall Caffé

More Case Studies