The mission of the Springfield Avenue Partnership is: To facilitate a stable, diverse, friendly commercial district that provides for the needs of the local community, draws strength from the municipal amenities and brings new visitors into our district.
In 2017, a committee was formed to focus on branding and marketing for the district. With significant developments underway, as well as a growing influx of residents, it is an ideal time to define and truly own Springfield Avenue.
As a member of the Branding and Marketing Committee, I stepped up to develop a brand strategy and marketing plan that would offer a solid foundation for establishing a true identity and branding/marketing program.
My work included 3rd party research, a survey to the community, committee exercises, and ultimately a brand strategy and positioning that addressed 6 core facets of the business district brand. The brand strategy provided a foundation for the identity work done by Mike Lonardo and Philip VanDeusen, which resonated with the community at a public presentation. I continue to support efforts as-needed, including creating materials for a wine tasting fundraiser.