Three pieces of content to promote a neighborhood.
As long-time Kingston and Hudson Valley residents, we've always seen Midtown Kingston as a glass half-full kind of place. There are huge anchor buildings like Kingston's High School, City Hall, two hospitals and the YMCA here, as well as numerous repurposed factories that can affordably host creative businesses and artists. There are lots of unique and beloved eateries, a movement to make the streets more bicycle and pedestrian friendly, and community-based organizations that are intent on ensuring that the area evolves responsibly and respectfully.
Negative voices were drowning out the positive signs in Midtown Kingston, and there were no digestible, accessible resources or articles that could counteract it. One of our clients was Diane, a homeowner looking to sell her beautiful Victorian house on Downs Street; potential buyers were backing away because they heard bad things about the neighborhood. Another client was Crossfield Management (owner of the Shirt, Brush & Pajama Factories in Midtown Kingston); there was a lack of understanding in the community on the impact that their tenants have on the economy.
What we did
The Real Estate Listing
Diane reached out to us with a simple request: help her sell her home while promoting Midtown Kingston. There were many small articles and bits of information about good things going on Midtown Kingston, but there was never put in one place. We did lots of research, and decided to make a list-style article with a custom map that mashed up some of the city's most interesting new assets in one attractive image. We used Facebook targeting to ensure the article was seen by local people interested in real estate or art, or who were visiting the area from far away.
The post is titled "5 Reasons to Move to Midtown Kingston Right Now"
Since opening about a decade ago, the Shirt, Brush and Pajama Factories have always had dozens of tenants and live/work residents. While there have been many news articles about Mike Piazza (the owner) and his work to repurpose the buildings, they always painted an incomplete picture. No one was really sure what sorts of businesses and artists were in the buildings, or what kind of impact they were having. We also wanted to place the buildings in a timeline of Midtown Kingston's gradual evolution.
To convey this information, we did some social media and news research and put the information in an infographic format with custom illustrations. We also used a blog post to talk about some notable examples of the factory's tenants. The post was called "How a New Creative Economy is Being Built in Kingston's Old Factories."
For fun, we also made a blog post that highlighted ten of our favorite Midtown Kingston eateries. We intentionally included a wide variety of places to ensure that people could not only celebrate the things they already liked, but could discover something new. The post was titled "Ten Midtown Kingston Foods That Are Fueling Our Economy."
Together, these three articles and the bicycle map were positively reacted to, commented on, or shared via Facebook and Instagram over 1,000 times. Thousands more read the articles, and tens of thousands saw the headlines and links in their news feeds. We were able to engage both local people and organizations and people learning about Kingston for the first time. And most importantly, Diane's house sold!