By Sharon McCormick
When North Miami’s CRA decided to focus on the reinvention of its downtown, they reached out to RMA to help them take the first critical step – to develop a comprehensive strategic marketing plan. Our plan, which was recently accepted by the CRA Board, taps into Downtown NoMi’s authentic character and the strategies outlined will put the city in the spotlight as a destination for great food, live music and eclectic art. Capitalizing on the existing assets and recognizing the great opportunities, Downtown NoMi is positioned to be “The Savory Soulful Destination”.
Top recording artists already know that North Miami has South Florida’s largest cluster of recording studios, including some of the finest in the country. Our plan is to capitalize on that industry reputation and expand that theme throughout the downtown.
Our vision reimagines NoMi as a thriving downtown, reviving the area’s reputation, and attracting new performance venues and musicians to fill them. And while the rhythm of NoMi will be set to music, we see growth in many other areas. With an array of new and established restaurants, the strategy will focus on building the city’s foodie reputation while celebrating its arts and mid-century design gallery cluster. There are more than a dozen art and furniture galleries located in an area that have been branded NoMAD, for the North Miami Art District. These owners have united, creating a strong community presence.
With a myriad of strategies and objectives established in the plan focusing on attracting new target businesses, retaining existing businesses and enhancing the visitor experience, the CRA is ready to seek downtown stakeholder buy-in and launch the first campaign. Highlighting each of the segments, the campaign To NoMi is to Love Me, will feature downtown business owners in 3 categories, food, music and retail/services using the descriptive words Tasteful, Rhythmic, Eccentric. Real business owners will be photographed and featured on marketing collateral such as a downtown walkers guide and banners that will decorate light poles throughout the area.
As a team, we love this aspect of our process because it allows us to showcase the often undiscovered or overlooked assets in a downtown and capitalize on an area’s authenticity to position it for new energy, excitement and growth.