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Category: Government

WR-Martin assists a local government, the Town of Fletcher, with Economic Development recruiting and promotion for Fletcher Town Center

background

The Town of Fletcher owns a 49-acre tract adjacent to its Town Hall facility and is working to develop the site – called Fletcher Town Center – into a mixed-use, downtown-style destination as way to bring desirable amenities and services to the Town, its residents, and visitors.

The vision of the downtown district is aimed at providing a centralized location for the community to gather, shop, and dine, as well as provide a tourism and economic development outlet for this small town, which is uniquely positioned along a high-traveled corridor, situated between two major Western North Carolina tourist cities (Asheville and Hendersonville). The Town is interested in educational, residential, institutional, and retail uses for the site in an effort to provide an economic draw and improve the quality of life for residents of this quaint town.

The Town of Fletcher initially embarked on marketing the site to developers through a Request for Proposal process, but when the economy went into a recession, the project got placed on hold. After the economy began to recover, the Town revived the effort. Since several years had passed since the initial process began, the Town needed a creative solution to revive the marketability and visibility of this high-potential site.

solution

Because of WR-Martin’s extensive background in assisting local governments with economic development efforts, the Town tasked our team with the following objectives:

  • Assistance in reintroducing the site to a tailored list of mixed-use developers
  • Increasing the visibility of the site through a new online presence
  • Promote the marketability of the site through this new online presence and through reaching out to developers.

WR-Martin began this process by creating a target market database consisting of local, statewide, regional, and national mixed-use developers that had experience with sites similar to Fletcher’s. The project team them crafted a tailored message targeted to mixed-use developers introducing the site and its availability and key features. The team is personally following up with high-potential developers through phone calls to further foster interest in the site.

Additionally, WR-Martin assisted with sourcing a website developer to create a dedicated landing page for Fletcher Town Center, www.fletchertowncenter.org, with the goal that developers could explore the site via the website to learn more information. The team facilitated the overall website creation– including content, downloads, and imagery management – and managed the SEO process with the developer. FletcherTownCenter.org currently displays relevant information about the site, including the overall vision, key site features, and informational downloads. Once tenants begin to fill the site, the Town plans to revamp the website into a key marketing tool to highlight the key site elements.

result

WR-Martin managed and oversaw the development of a new website, FletcherTownCenter.org, which was created and launched as an economic development tool to appeal to developers through strategic Search Engine Optimization techniques and relevant site information. The website went live prior to the distribution of the developer package; this allowed for a reference in the letter to encourage developers to the website to review and download additional information, such as the master site plan, traffic count data, local demographics, and more.

Screenshot 2016-01-04 14.28.36

Within one week of mailing the information packets, a developer local to the Western North Carolina region contacted the Town Manager to set up an appointment to discuss the site. WR-Martin is currently following up with high-potential developers to schedule appointments with the Town.