DWNTWN MUNCIE
We built it. And, boy, did they come.
In 2013, downtown Muncie was in need of a rejuvenation. Its streets were empty, buildings vacant. To spark a hustle and bustle in the city’s epicenter, Muncie Downtown Development Partnership turned to Intersection.
So, what would it take for DWNTWN to attract a number of crowds and businesses? Well, a lot.
Intersection knew success would only come from reversing DWNTWN’s existing reputation among community members and developing a solution that would sustain—and grow—over time.
The first step? A total brand refresh, complete with a new logo, revamped messaging, and a 180 on visual style. Intersection transformed DWNTWN from an outdated has-been to a modern front-runner, leveraging Munsonians’ pride of place to generate a brand supported by nostalgia and emotional pull.
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But, as Intersection is quick to acknowledge, a brand is nothing without strategy. We went to work creating a strategic, long-term marketing campaign that would propel DWNTWN forward and breathe new life into the city center. Utilizing a cross-platform approach, the campaign captured and built on the tenacious Muncie spirit, resulting in a community of advocates who live, work, and play DWNTWN.
And we didn’t stop there. As DWNTWN evolved, so too did the campaign. New iterations of the campaign have launched every few years, helping to maintain DWNTWN’s momentum while guiding its next chapter.
The Original Muncie rallied the troops within Muncie to take pride in their DWNTWN. Then, The Next Muncie asked those troops to become visionaries for what DWNTWN could be. A few years later, with DWNTWN completely rejuvenated and ready to face the world, Embrace the Original welcomed people from the surrounding region to explore the new heart of Muncie.
A CAMPAIGN THAT GROWS WITH THE MOVEMENT
2013–2014
2015–2016
2017–2018
2019–NOW
In just a few short years, Intersection catapulted the once-blighted DWNTWN into a thriving hub of activity.
Backed by Intersection’s strong brand strategy, DWNTWN has seen a huge economic spark of growth, welcoming 63 new businesses and generating more than 200 jobs. Today, DWNTWN’s residential occupancy is 98% full, and commercial buildings and properties are 84% full. Each year, DWNTWN also welcomes thousands of community members during its 40+ days of events.
Thanks to Intersection’s branding and marketing leadership, DWNTWN has become a prominent place in Muncie that brings people together and inspires community pride.
Adapting for the needs of a growing movement
Ensuring optimal growth year after year, Intersection has adapted the DWNTWN brand into several miniature campaigns as needed. In 2016, we launched Meet the Originals, an ode to those who live, work, and play DWNTWN, to connect members of the community and generate a strong network of brand advocates. In 2020, in response to the COVID-19 pandemic, Intersection created two campaigns to support small business DWNTWN: United & Ignited rallied the community together to lift spirits and fundraise for grants to support local businesses that were affected by the pandemic, and Redefining Typical celebrated the ingenuity many businesses demonstrated in adapting to “new norms.”
MEET THE ORIGINALS
Developed as a way to say “thank you” to those who make The Original Muncie thrive, this campaign gave an authentic look at the people building the culture DWNTWN. Nearly 150 DWNTWN Originals joined in the action, demonstrating a passion for the community and reinvigorating pride in the city.
UNITED & IGNITED
To support local businesses that were affected by COVID-19, we helped MDDP launch a crowdfunding campaign to raise $25,000 in emergency relief grants. This campaign became more about crowdfunding, though—it also became a community-building campaign that brought everyone together in a dark time.
REDEFINING TYPICAL
When the going gets tough, DWNTWN gets tougher. This campaign highlighted the many ways people who live, work, and play DWNTWN adapted to the ever-changing times. Ultimately, the campaign served as an encouraging boost for the community to keep pushing forward.