Digital Media and the Branding of Downtowns: Strategies for New Business Development Using Paid, Owned and Earned Media November, 2013 | Page 6

Raleigh
The state capitol, downtown Raleigh’s identity was driven largely by its association with government
until recent years. Visitors quipped that the district shut down at 5pm when state workers went home.
Today, the district is thriving. From 2011 to 2012, 38 street-level businesses opened their doors
downtown. During the same time, 27 vacant storefronts were filled and the Downtown Raleigh Alliance
reported a revenue increase of 11% in food and drink establishments.
Downtown Raleigh leaders explain that two
events helped transform the district: the 2006 reopening of Fayetteville Street to traffic (the
central “Main Street”, the corridor was closed to
vehicles for decades and used as a pedestrian
mall) and the 2008 opening of the Raleigh
Convention Center.
Two larger companies have also moved to
downtown Raleigh in recent months. In 2013,
software maker, Red Hat moved its headquarters
and approximately 500 high-paying jobs to a
building formerly used by an energy provider. In
The Raleigh Convention Center is credited in part with
boosting the downtown district’s turnaround.
2012, Citrix announced plans to move its
headquarters to an empty brick warehouse
downtown. The technology company is renovating the space now and plans to hire more than 300
people over the next three to four years.
Downtown Raleigh is home to new startups, some of which are products of HQ Raleigh, an incubator of
sorts that aims to provide working space and networking opportunities for entrepreneurs. The American
Underground, which already has a successful track record in nearby downtown Durham, is opening a
downtown Raleigh office in late 2013.
Allyson Sutton, communications and events manager for startup incubator, HQ Raleigh, attended high
school and college in the region before landing a job downtown. She says the difference is noticeable:
“A lot of locals and city officials have done a great job putting more of a focus on that creative
community downtown and bringing living spaces to the downtown area,” she said. “I think 10 years ago
there was more of a focus on suburban lifestyle, and now you see condos and townhouses and
apartments popping up every other block downtown.”
BEGIN WITH BRANDING
Let’s begin by discussing branding. Before you can craft a communication strategy, you need to
determine exactly what you want to be known for. A downtown community’s message is more
important than its medium. Simply stated, a community’s brand is the embodiment of what people

Page 6