“Enjoy the Heights”Revitalizing the Cahaba Heights Shopping Experience

Michael MusgroveNexusOne Consulting

Challenges Facing the HeightsImage

◦Logo/Branding◦Physical Presence◦Consistency

Marketing◦Promotions◦Online Presence

Merchant’s Association◦Membership/Participation◦Structure◦Dues Collection

Image UpdateUpdate logo

Signage

Landscaping

Creating a “buzz”

Image UpdateConsistency

◦Association info◦On-location marketing◦Web presence

CH

Image UpdatePhysical Presence

◦Entrance Immediate/distinct awareness First impression

◦Signage Pole banners throughout Fresh landscaping

Visibility Issues: The Heights Village Entrance

Visibility Issues: The Heights Village Entrance

Sign Positioning and Color Palette

Image Issues: No Identifiable Image

◦The Heights Village is missing an overall unique and recognizable image/sign

Entrance Not Distinct

Examples Comparable shopping center signs and images that create

an immediate sense of awareness and familiarity:

Traffic Flow

Traffic Flow

Demographics

Demographics

Demographics

Demographics

Demographics

Attracting Optimal Businesses

Cahaba Heights’ Niche◦ Personal Services◦ Retail

Such business may include: • Upscale Jewelry Stores• Photography Boutiques• Law Firm/Sole Practitioners• Boutiques offering high-end

clothing• Unique stores offering luxury

home décor items• Ethnic Restaurants

(ie. Mexican and Italian)

• Interior Design Consultants• Upscale Spas/Salons• Caterers • Bars• Sporting Goods Stores (i.e.

Hibbett or Academy Sports)• Architectural Firm

MarketingPromotions

◦Increase foot traffic and purchase◦Cross Promote with Family Events

Soccer Club, Lacrosse Association◦Organize CH events

Festivals Monthly chats/discussions Subject series

Design, art, literature, food/beverage Share shop owner knowledge on specific subject Increase interest and in turn purchase/patronage

MarketingOnline Presence

◦“Free” Advertising◦Website

Map Highlight all merchants Directions from interstate, highway

Blog Updates, news, relevant info Merchant and patron spotlights

MarketingOnline Presence

◦Social Media Facebook

Creates relationship with current/potential patrons

Allows for feedback, idea generation Some monitoring required

Twitter Micro-blog Instant access with smart phones, texts

MarketingOnline Presence

◦Navteq GPS, Mapping Services Creates points of interest

CahabaHeightsMerchant’sAssociation

Merchant’s AssociationCreate Structure

◦Elect annual positions◦Establish chain of command◦Simplify internal communication

Increase Membership◦Distribute brochure promoting

benefitsManage Dues

◦Annual, pro-rate◦PayPal Acceptance

Recommendations Entrance

◦ Better visibility and vibrant colors

Signage◦ Create image/awareness◦ Poll banners & free standings

Potential businesses◦ International restaurants, bars, sporting good stores

Marketing◦ Online marketing

Update website Increase involvement in social networking

◦ Promotions Cross promotions with family events Arts and culture promotions

ImplementationPhases to implementation

◦ Association Structure◦ Image Update◦ Branding Consistency

Physical/Online Website Promotional opportunities

Both cross promo and CH events

Questions?Detailed information featured in print report for your future reference

“Enjoy the Heights”at Cahaba Heights