B2 Communications worked with Ybor City Development Corp., which is the economic development arm that administer two community redevelopment areas (CRAs) for Ybor City, Tampa’s Historic Landmark District. During the five-year contract term, B2 Communications successfully changed the public sentiment from negative (crime, danger, nightlife) to positive (festivals, food/restaurants and family-friendly fun). It worked – the district is a thriving area with hundreds of new apartments and sought-after business district.
To accomplish this, B2 Communications worked closely with YCDC’s leadership to refine the district’s messaging, reposition its brand and enhance its visibility. The target market was selected as women who lived within a 50-mile radius of Ybor City. This target market was chosen as women typically serve as the family decision-maker for weekend plans.
Solution
A key focus was securing high-impact media placements in the Tampa Bay region. Multiple segments appeared on Fox 13’s “Charley’s World” to highlight new restaurants and businesses. One of the best clips was a multi-page Sunday spread titled “Ybor Rising,” which chronicled the promising changes that were now apparent in the district.
Once the public perception started to shift, B2 Communications worked to support initiatives to bring residential components and additional employers to the district.
Beyond media relations, B2 identified an opportunity to restart Ybor Legend, the district’s quarterly newsletter. The printed versions were distributed to CRA members, City Council members, key City administrators and business owners in Ybor City. An email version was sent through the City of Tampa’s servers to more than 20,000 residents and visitors.
B2 also created the first Facebook page for any Tampa CRA. It grew organically to more than 10,000 “likes” in a three-year period and served as a model for other Tampa CRAs and City departments. Eventually, the page was folded into the City of Tampa’s overall Facebook page.
Additionally, B2 developed a comprehensive marketing and communications plan that included limited advertising through billboards, print ads and digital ads.
Success
- Changed public perception: Successfully changed the tone of media coverage from majority negative (crime, danger) to overwhelmingly positive (festivals, food/restaurants and family-friendly fun).
- Increased brand awareness: Regular content updates and adding SEO components boosted website traffic from 1,000 visitor per month to nearly 20,000 visitors per month.
- Created brand values: Worked with Board and subcommittees to understand Ybor City’s value propositions and brought them to life in campaigns.
- Activated key stakeholder group: Created campaigns that relied on support and involvement from businesses located in Ybor City.
Like many economic development initiatives, it can take years to see the full impact of the campaigns. Since 2015, Ybor City’s residential units have increased dramatically with at least 3 new multifamily complexes. Its office vacancy rate also remains low, showing the district is a desirable office location.