Wilmington Downtown Dares to Change Its Name

Talk clearly defined the mission of Wilmington Downtown, Inc. through the development of a new name and visual brand. We positioned the economic development organization for immediate recognition and growth.

The name DARE (Downtown Area Revitalization Effort, Inc.) no longer reflected the organization's mission and was often confused with the national drug prevention program of the same name. A 16-question, in-person survey indicated that name DARE was ineffective. A marketing committee, of which Talk was a member, selected Wilmington Downtown as the new name. Talk created the tagline "It Works" to convey how both downtown and WDI work for area businesses. A new logo incorporated the riverfront and two iconic downtown landmarks with a simple type treatment. A new stationery package and market analysis brochure incorporated the new brand. A publicity campaign announced the new name and the organization's shift to focus on marketing, business recruitment and enhancements to the Central Business District. WDI's first annual "State of the City" address was launched to announce the new name, detail current and future projects and encourage citizens to support the group's mission. The name change was widely publicized by local media and generated substantial "buzz" among supporters, business leaders and elected officials. The State of the City address was well attended and publicized, and has become an annual event. Talk received a Sir Walter Raleigh Award from the Raleigh Public Relations Society for the WDI marketing analysis brochure and folder.