Rebranding and Relaunching a Historic Community

The Challenge
This classic suburban Baltimore community of 26 neighborhoods had long been the focus of negative attention in the region. Once a vital hub of economic activity for Maryland, as the home of a Bethlehem Steel foundry and GM automobile manufacturing plant, the community has struggled in recent decades, but thousands of people still choose to live in Dundalk and take great pride in doing so.

The Process
Working with the DRC we undertook the considerable task of re-branding the community. Our first order of business was to convene a branding committee of local stakeholders and begin the process of understanding the rich history of Dundalk, while appealing to younger prospective residents actively looking in today’s real estate market.

The Solutions
Through market research, focus groups and community surveys we identified key assets in the community that became the cornerstone of a new campaign to positively influence perceptions. We created the new brand identity “Dundalk. Live the Unexpected.” and built a dynamic new website to showcase the community and attract new residents UnexpectedDundalk.com.

We wrote the comprehensive marketing plan that is now actively being implemented by DRC staff, and created the concept of the Dundalk Housing Fair and Neighborhoods Tours and assisted in producing the inaugural event.

The Outcomes
Initial success was measured by the strong attendance of the brand launch event that attracted of over 125 guests and dignitaries, and the overwhelming positive media coverage that was generated as a result. Every significant local media outlet featured at least one positive story on Dundalk in the first 6 months – a ground-breaking accomplishment for this community.

Project Details

Client: Dundalk Renaissance Corporation

Goals: Positively influence perceptions of Dundalk and attract new residents to rent, purchase a home or invest in the community.

Results: Increased interest and participation across the board – from website visits, social media engagement and event attendance. Dundalk is quickly growing as a residential destination community.

Media Links