Case Studies

CITY REVITALIZES IMAGE TO DRIVE MAJOR ECONOMIC IMPACT

A city’s revitalization efforts propel revenues and max out venues.

  • Needed to change long-held opinions about a city held by its toughest audience— the people who live in and around it

  • The public put its money where its new perception was—right back into the newly revived city


Project: Awareness Campaign, Branding

Industry: City Government

Issue: Multi-million-dollar redevelopment will fail without revamped image

The City of Portsmouth was undergoing a critical development period, but realized that without a rebranded image and some repositioning that its multi-million dollar redevelopment was going to fail. This development included the construction of the Renaissance Hotel and Waterfront Conference Center, NTELOS Pavilion at Harbor Center and the new Virginia Sports Hall of Fame.

Portsmouth turned to Seventh Point to help develop the necessary communications and promotional strategies that would build awareness and drive the traffic they needed to make their redevelopment a success.

Insight: The public must recognize significant, positive change

Seventh Point knew that Portsmouth suffered from a poor reputation. The city was perceived as stagnant and unsafe.

Seventh Point understood that revitalization efforts would not succeed in attracting customers unless the public understood that Portsmouth had changed. The public needed to regard the city as safe and clean and recognize the benefits of urban gentrification provided by the new venues that were under construction.

Implementation: Re-brand collateral to sing city’s praises and to leverage all ad dollars

  • First the team created efficiencies by combining individual stand-alone collateral pieces into a comprehensive attractions brochure that delivered on the messages above

  • Next Seventh Point developed an interlocking budget tracking system to measure those efficiencies

  • The team developed an “inside-out” approach to marketing that leveraged dollars spent by other destinations within the region to the benefit of Portsmouth

  • To create a new Portsmouth “brand,” Seventh Point improved the quality of all advertising materials and developed consistent graphic standards across all communications

Impact: Revenues skyrocket, reviews are stunning and major venues reach capacity

  • Seventh Point’s advertising and publicity efforts generated an extremely positive, renewed image of Portsmouth—evidenced by amplified public engagement

  • Newly completed NTELOS pavilion opened to a sold-out season; the Virginia Sports Hall of Fame opened to rave reviews

  • Located on the lively and revitalized waterfront, Portsmouth Renaissance Hotel received—and continues to receive—outstanding traveler reviews

  • Efforts to promote Portsmouth’s Children’s Museum generated a 79 percent increase in attendance and a 91 percent increase in revenue

  • Seventh Point turned a $600 public relations investment into $16,000 of publicity value for the “Civil Rights Movement in Virginia” exhibit at an area gallery



About Seventh Point

Seventh Point offers media, marketing and advertising to mid-sized to large organizations and challenger brands. Providing big-thinking strategy, with personalized customer service. Clients receive more leads that are better qualified with analytics that provide insights to what’s actually working for their bottom-line.

Contact us or call Ted Rooke at (757) 473-8152 for your own customized media plan.