Melrose Plaza

THE OVERVIEW: Melrose Plaza is an inspiring and innovate project spearheaded by Goodwill Industries of the Valleys that will help end the food desert in Northwest Roanoke. Help residents achieve their fullest potential.
Improve the quality of life for residents and create a new sense of community pride.

THE CHALLENGE: We were also given the honor of helping to create the new Melrose Plaza brand and website, all of which was designed, created, and launched in under 14 days. Not our standard timeline, but when clients are in need, we find a way. We then turned our focus toward public relations, community engagement, growing brand equity, and social media activation. We are also heavily engaged with the development wayfinding for interior and exterior signage and interior brand building.

THE RESULT: Building a new brand overnight is always challenging, but initial indicators show great promise. Since the launch, Melrose social channels’ engagement rate increased 5.87%. Our groundbreaking Facebook post achieved nearly 2,000 impressions and a reach of 1,340. Instagram engagement rate increased 17%.