DKA puts Simsbury visitors on the right path.
When the Simsbury Main Street Partnership decided to overhaul their branding and promotional efforts, they turned to DKA. Simsbury Main Street Partnership, whose mission is to re-energize Simsbury’s traditional downtown, wanted to develop a unique brand identity and collateral program to promote local tourism through heritage, cultural and recreational activities. Simsbury Main Street Partnership is a small-town, grass roots organization that effectively leverages the energy of its many volunteers as well as local cultural and business organizations. The success of the organization rests on thoughtful planning and consensus building.
During the agency selection process, the Partnership described their prior promotional efforts as “confusing and cluttered.” Using our proprietary Creative Core process, DKA developed a comprehensive marketing program that clarified Simsbury’s distinctive selling points, and emphasized the unique features and amenities that appeal to visitors. DKA held multiple auditorium-style meetings to engage various populations in the process and seek input. Consequently, a broad selection of individuals and groups felt invested and involved in the town’s re-branding.
A new logo, tag line and aesthetically-rich collateral program was created to showcase Simsbury’s unique heritage, charm and outdoor adventure opportunities.
DKA subsequently participated in an open bid for the Simsbury Main Street Partnership website. Although Dornenburg was not the lowest bidder, we were awarded the project based on our agency’s proven ability to build consensus and the inclusive nature of our proposal.
For the website, we created short, medium and long-term goals. Short-term goals included evaluation of the site name, building consensus around anticipated uses of the site, and defining site parameters. Next DKA placed or created site content, then executed individual ads for member businesses. These ads, designed to change randomly as a viewer clicks through, give all members of the Partnership equal exposure on the site. The long-term goal was to train and transition responsibility for daily maintenance and calendar upgrades to volunteers.
DKA’s work was recognized as a significant contributor to Simsbury’s selection by The National Trust for Historic Preservation as one of just twelve Distinctive Destinations in America, 2010.