Dundalk

Rewriting the Story on a Community Worth Discovering.

THE GOAL

Dundalk had a perception problem.

 

One cultivated over decades, though locals knew the community had far more to offer than its reputation suggested. Partnering with the Dundalk Renaissance Corporation, we developed a brand strong enough to attract new residents and investors to a community ready to share what it had all along.

Every major local media outlet ran at least one POSITIVE STORY about Dundalk in the first six months. A ground-breaking  accomplishment for the community.

THE challenge

Dundalk is a classic suburban Baltimore community of 26 neighborhoods, much of it surrounded by water and public greenspace with many waterfront properties. Convenient downtown and rich in history, it was once a vital economic hub as home to a Bethlehem Steel foundry and a GM automobile plant. But decades of economic and social struggle had left the community with a stubborn image problem, one that caused young families to pass it over despite its genuine appeal.

The tens of thousands of people who call Dundalk home knew something outsiders didn’t. We were there to help them share it.

Dundalk brand launch news media clips
Dundalk marketing plan coverpage

The solutions

Partnering with the Dundalk Renaissance Corporation (DRC), we developed a new brand grounded in community research and shaped by the people who live there.
  • Conducted market research, focus groups and community surveys with local stakeholders to hear new perspectives and uncover Dundalk’s unique assets.
  • Developed the brand identity Dundalk. Live the Unexpected.
  • Built UnexpectedDundalk.com, a dynamic website with custom photography showcasing the community’s neighborhoods and homebuyer programs.
  • Wrote a comprehensive marketing plan for DRC staff implementation.
  • Developed and produced the inaugural Dundalk Housing Fair and Neighborhood Tours.
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the impact

The new brand landed with immediate impact and kept building momentum.
  • Brand launch event drew over 125 guests and dignitaries.
  • Every major local media outlet ran at least one positive Dundalk story in the first six months.
  • The Dundalk Housing Fair became the largest event of its kind in Baltimore County and continues today.
  • Website visits, social media engagement and event attendance increased exponentially.