Bowling Green City Center

The team leveraged data from a previously conducted feasibility study to gather more qualitative consumer insights from local businesses and residents.  Focus groups were conducted to understand what people desired in a downtown experience, from retail to entertainment, green spaces to dining options.

Based on that insight, several positioning alternatives and branded identities were conceived and tested with numerous consumer audiences, leading to the final “City Center” branding approach. A logo anchored by a stylish fountain graphic was created to connect with the community. The city has many historical and contemporary fountains, seen as icons unique to Bowling Green.

Next, a cohesive marketing program was developed to support the rollout of the branding, including extensive press coverage and a social media campaign developed exclusively by in.Mode.  This culminated in bringing the community together in a cohesive, creative, and engaging manner as the entire city and surrounding area embraced the revitalization of its beloved downtown.

PR and social media programs have attracted attention since their rollout. In the years since these programs were instituted, thousands of impressions, followers, and subscribers are kept apprised of City Center via consistent press outreach and social media posts on various channels.

After 10+ years of strategic positioning and marketing/PR execution, downtown Bowling Green, Kentucky, is now officially referred to as ‘City Center’ and is truly a destination for residents and tourists alike. Additionally, because of this success, new businesses are continually attracted to the area, and soliciting new companies and organizations to the city has been a significant success and key to the city’s growth.