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New Rochelle Continues To Develop A City 'Brand'

NEW ROCHELLE, N.Y. – With New Rochelle set to undergo a radical downtown redevelopment in the coming years, city officials continue to develop its “brand” to attract both future businesses and residents to set up shop locally.

Things are set to change in New Rochelle as city officials prepare for a downtown redevelopment.

Things are set to change in New Rochelle as city officials prepare for a downtown redevelopment.

Photo Credit: North Star Destination Strategies

After accepting input from hundreds of residents through a survey that was administered by North Star Destination Strategies, the consultants helping officials build the brand have suggested a strategic brand platform, specific to New Rochelle, that emphasizes its history, culture and prime location near Manhattan.

The brand is designed to attract “those seeking their ideal, any ideal,” as officials look to mold “New York’s next great place.” The platform stresses the 30 minute commute to “the heart of Manhattan and everywhere within reach,” while noting that New Rochelle has “a heritage of originality, refreshed perspectives and a culture of inclusion.”

“Keep in mind that this is not a slogan or pitch aimed at any external audience, but rather an internal statement that can be used to ensure that marketing efforts reflect a consistent message and theme,” Mayor Noam Bramson said.

According to the results of the survey, which asked homeowners what makes New Rochelle a unique area, and where the city can be improved, locals “have something of an inferiority complex, with residents assuming that external perceptions of the city are much more negative than they really are.”

“One of the best places to find that figurative nugget of marketing gold is in the hearts and minds of the people who call New Rochelle home,” Don McEachern, North Star chief executive officer, stated. “To learn what makes a community special, you have to go to the people who spend more than just their money and time there. You have to go to the people who spend their lives there.”

Additionally, the survey also found that New Rochelle is average, in the middle of the pack, when it comes to things such as cost of living and public safety. The city is also considered a “much better place to live than to do business.”

“With data collection completed, the creative stage of this process now begins,” Bramson said. “(Next is) devising a marketing campaign that is at once honest and inspirational, that can distinguish New Rochelle from competitors, and that can be utilized flexibly with different audiences and across different platforms.”

 

 

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