building a brand and reputation for the borough

BUILDING A BRAND AND REPUTATION
FOR THE BOROUGH OF FORT LEE
Research Report - June 2, 2016
This document is confidential and proprietary
and is only intended and authorized to be viewed
by members of the Fort Lee Borough Council.
INTRODUCTION
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The Borough of Fort Lee has engaged the services of HarrisonRand for
the purposes of rebranding the image of the town to:
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Better reflect the new residential and retail development
that is planned
Increase visitation to the borough’s Business District and newly
opened business establishments by Fort Lee residents and
surrounding communities (including NYC)
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The objectives of this phase of the project are to establish a baseline
understanding of the current perceptions and beliefs about Fort Lee and
gain a deeper and richer understanding of Fort Lee from members of the
community, as well as residents from surrounding communities
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Additionally, we strive to gain insight as to how to best position Fort Lee,
setting up the future marketing campaigns for greatest success
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CONTENTS
Review of Methodology....................................................................................................3-5
Review of Findings from Strategic Workshop.......................................................6-10
SWOT analysis......................................................................................................................11
Objectives and summary debrief of focus groups..............................................12-20
Review of Fort Lee Brand Equity....................................................................................21
Image Mapping....................................................................................................................22
Discuss of Fort Lee Positioning Statement................................................................23
Next Steps in Campaign Development........................................................................24
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METHODOLOGY
COMPLETE:
Phase I: Qualitative Research
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Community Focus Groups
– Conducted on May 4, 2016 at Plaza Research
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Stakeholder Strategic Workshop
– Held on May 10, 2016 at Fort Lee Municipal offices
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METHODOLOGY
Focus Groups
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Two x 60 minute focus groups
– One group of Fort Lee residents
– One group of residents from surrounding communities:
Cliffside Park, Edgewater, Englewood, Leonia,
Palisades Park, Ridgefield
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Mix of men/women, mix of ages, various employment and income levels
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Fort Lee group was comprised of a representative sample of Fort Lee
residents including members of the Korean-American community,
small business owners, long time Fort Lee residents and newer arrivals
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METHODOLOGY
Strategic Workshop with Community Stakeholders:
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3 hour long breakfast workshop held at Fort Lee municipal offices
Attendees included community volunteers, small business owners and residents
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Attendees:
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Romina Luppino-Starace, Executive Director, Fort Lee Business District Alliance
Cheryl Westeyn, Superintendent of Recreation
Tom Meyers, Administrator, Cultural & Heritage Affairs
Anthony Clores, Member, Fort Lee Business District Alliance
Anthony Papavasiliou, It’s Greek to Me Restaurant
Kiky Kim, Kiky Jewelers
Debbie Minuto, Bing’s Bagels
Randi Raskin, Fort Lee Dog Walking
Paul Yoon, Korean-American Association of Fort Lee
Alan Keller, Youth Sports Representative
Abbey Braverman, Cyclebar
Marisa Kochnover, Cyclebar
Gina Curko, Seesaw
Eunju Hong, Korean-American Association of Fort Lee
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STRATEGIC WORKSHOP
Fort Lee Community Stakeholders - Findings
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Objectives for Branding Fort Lee:
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Change the perception of Fort Lee being dominated by
only one ethnicity
Increase visitation by residents from surrounding towns
Increase utilization of Fort Lee assets by current
Fort Lee residents
Create a more cohesive image for the town that can be
adopted and admired by all resident groups
Raise profile awareness regionally and beyond
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STRATEGIC WORKSHOP
Fort Lee Community Stakeholders - Findings
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Vision for the Future of Fort Lee:
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A borough where current residents will utilize a diverse selection
of businesses, services and community improvements
A town that mirrors the excitement and sophistication of Manhattan
A town that is inclusive of all
· To be known as a progressive center for community
involvement, cultural events and the perfect balance of
urban and suburban
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STRATEGIC WORKSHOP
Fort Lee Community Stakeholders - Findings
Perceived Target Audiences and their Needs and Desires:
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Current Fort Lee Residents
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Branding must reflect the high hopes for the future
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Need to see improvement in borough organization, keeping up with development
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Branding must strike the right balance of inclusion with the obvious change that
is happening in town
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May be unaware of the town’s services and offerings
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Younger New Parents
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Looking for the right balance of schools, recreation programs with housing
options and social activities
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More affordable option to NYC
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Easy commute to NYC
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Singles living outside Fort Lee
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More affordable option to NYC, easy commute
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Looking for local social activity (currently lacking in Fort Lee)
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Removed from NYC without feeling too distant
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Empty Nesters
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Downsizing
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They have money to spend and want quality offerings and amenities
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STRATEGIC WORKSHOP
Fort Lee Community Stakeholders - Findings
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Key Assets:
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Centralized location (minutes from NYC as well as a regional hub)
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Variety of neighborhoods and housing options
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Authentic restaurants
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Strong community involvement and leadership
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Unique holder of an authentic motion picture history, unknown to many
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George Washington Bridge and NYC views
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Robust recreation programs for youth and seniors
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Perception as a safe town
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Revolutionary War history
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Established neighborhoods with individual identities
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STRATEGIC WORKSHOP
Fort Lee Community Stakeholders - Findings
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Issues:
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Identified as a predominantly Korean/Asian town, diversity in town is lost under
this misperception
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Self-fulfilling prophecy; the more it is perceived as Asian only, the more new diverse
businesses stay away and the more Asian themed businesses move in to rent commercial space
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No central marketing initiatives until now
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Businesses in town not working together toward a common goal
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Construction boom blamed for traffic snarls
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Lack of parking, overly aggressive ticketing and lack of enforcement of local parking regulations,
created to help residents
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Language barriers create communication stumbling blocks. The borough needs involvement to improve
communication between resident groups
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Public and private (UBER, etc.) transportation options between Fort Lee and NYC
not well publicized
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STRENGTHS
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Variety of housing options from The Modern apartments to
single family houses
Active and energetic community/government involvement
Known as a safe city
Excellent community recreation programs for all ages
Solid schools, with large new investments being made
Reliable public transit system with access around Fort Lee
as well as into NYC
Motion picture and production history and investment into
future growth in this category
Palisades Interstate Park system, and creation of more
green space
Investments on Main Street aesthetics
Cultural diversity
Investments for additional parking
OPPORTUNITIES
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Proximity to NYC allows for greater co-marketing
opportunities
Target audience proclivity for social media
Partner with State of New Jersey Parks Department on a
Palisades Interstate Park system program
WEAKNESSES
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Lack of centralized marketing support for area businesses
Issues with parking and policing of parking regulations
Planned development has not been explained sufficiently to
community members leading to suspicion that traffic
patterns and other potential pitfalls may likely occur
THREATS
Edgewater:
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Siphoning off shoppers/diners with better variety of
offerings and easier access to parking
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Younger, hipper vibe in town
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Ferry service
Englewood:
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More of a “Main Street” feel
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Walkable, more retail, nightlife, good restaurants
Hoboken:
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Cool nightlife, exciting
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Quality business offerings
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Younger vibe
Other external threats:
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Removal of state tax incentive for
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filming/production companies
OBJECTIVES OF THE FOCUS GROUPS
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Understanding the current perceptions and beliefs of Fort Lee
by residents (new and long-standing), as well as residents from
surrounding towns.
Uncover the emotional resonance respondents have with the city.
Provide the foundational information for the ideal positioning of Fort Lee.
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Sample of questions:
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How do you think Fort Lee is doing? Does it feel successful?
What, in your opinion, is the city’s greatest asset?
What do you feel is the city’s greatest weakness?
What are the trends you have observed in other towns?
Do you feel Fort Lee is currently aligned with these trends?
What are the current needs/desires from visitors coming to this area?
How well do you feel Fort Lee does in fulfilling those needs?
Who do you consider Fort Lee’s core target audience?
If you had three words to describe Fort Lee what would they be?
If you were in charge of Fort Lee, what do you think you would like to do?
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FOCUS GROUP FINDINGS
Current Residents | “Cautiously Optimistic”
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The respondents who currently live in Fort Lee had
mixed reactions to the development that they see
happening all around them.
For some it seems a bit unplanned and the
development is unbridled.
“It feels like a massive money grab”
“Hopefully they will put some of the revenue
from development into the school system”
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Others see this as a welcome natural progression
in the town’s evolution.
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The proximity to NYC is the town’s greatest asset
for them and many see the new development as a
way to capitalize on its location.
“Not enough schools, not planned properly”
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After 40 years of seeing the prime location where
The Modern is built going unused there is a
natural skepticism that they will have a positive
result.
“Hopefully it won’t be all high-end just
bringing more traffic and not much
for current residents”
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FOCUS GROUP FINDINGS
Non-Residents | “Untapped Potential”
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The respondents who do not currently live in Fort
Lee feel that there is a potential to create an
urban/suburban hybrid that Fort Lee is uniquely
positioned to capitalize upon.
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Non-residents do not hold as much of the nostalgia
for Fort Lee as current residents described.
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For non-residents, there are enough small towns
and tightly knit communities all around Fort Lee
(mostly where they lived). Where Fort Lee has the
greatest potential is in becoming more of a new
kind of urban center for Bergen County.
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Non-residents also saw the skyscrapers being built
more as a source of pride for Fort Lee. They
described this as creating a new skyline to mirror
that of NYC.
“The new development can be
the Rockefeller Center for Fort Lee”
“Fort Lee is growing up, not out”
“It can be a twin city with New York,
like Minneapolis and St Paul”
“New development brings prestige to Fort Lee”
“Bringing the bling back to Fort Lee”
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FOCUS GROUP FINDINGS
Korean F.U.B.U. (For Us By Us )
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A prevailing opinion for both the resident and nonresident groups is the perception that Fort Lee has
an insular Korean community that does not
integrate with the rest of the town.
“Something cool would be a high-end
Korean Spa and Sauna in Fort Lee”
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The idea of a large Korean business community is
not an issue; however, the respondents want to
see more of a variety of businesses that felt
welcoming to non-Koreans.
“I think there should be more than
just banks and nail salons”
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The Korean-Americans represented in the group
from Fort Lee believed more communication could
help bridge the divide between residents. They also
felt there was not nearly enough variety in the
types of businesses in town to suit their needs
either.
“Main Street needs a better variety of stores
to attract people to come and walk around.
There is no reason to go there now because
it is mostly Korean shops for Koreans”
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FOCUS GROUP FINDINGS
Main Street, Shopping Center or Something Else…
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Currently the respondents described Fort Lee as a
town you “drive through” to get to somewhere else.
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Main Street in Fort Lee does not provide a
decent enough variety of business types or
adequate parking to warrant a trip through
traffic to visit these establishments.
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Shopping centers in Englewood and City Place in
Edgewater are more convenient, have better
variety and allow for a walking experience that
makes these towns more of a destination.
The respondents were able to articulate how Fort
Lee could take the best aspects of “The City” along
with what they liked about Edgewater and create
unique, interesting and exciting destination
shopping experiences.
“Fort Lee needs to be more pedestrian.
The new shops that are being built should
include a walkway as well as Main Street”
“They could have made a ‘funky’ downtown
but instead they went high end”
“New development could provide shopping
and dining but also a gathering place
where residents could walk and enjoy
the views and outdoors”
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FOCUS GROUP FINDINGS
Own Who You Are
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Fort Lee has no clear identity right now. It is a blank
sheet of paper. Just being known as having a large
Korean presence is not an identity. The respondents
struggled to describe the current Fort Lee; they were
forced to bring up images of the past.
“Fort Lee is a ‘Pre-City’ - not quite a big city
but has energy and diversity like a city”
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The opportunity still exists, (even though those who
want less development may say it’s too late) to create
a clear image for Fort Lee. This is according to the
respondents who see the development and
revitalization of Fort Lee as progress and not punishment.
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“The Bridge” and ‘The Views” are both authentic
aspects of Fort Lee’s image for these respondents.
Utilizing them more and building assets around them
made sense and felt true.
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Incorporating Fort Lee’s historic film history into its
future plans was a positive step for these respondents.
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Also, bringing the Palisades Interstate Park system into the
forefront of what Fort Lee can be known for was adding a
valuable layer to the borough, making it more multi-dimensional.
Not just urban and not only suburban, but something new
and balanced.
“Fort Lee is going through a
period of instability”
“Fort Lee is a growing gateway to ‘The City’ ”
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FOCUS GROUP FINDINGS
Pivotal Moment in Fort Lee History
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The respondents in both groups recognized change
was happening and just as it happened historically
throughout Fort Lee’s history, it is happening
again.
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From the time Fort Lee was known as a film center,
a town with a large Mafia presence and now a
Korean American center, Fort Lee is evolving to
suit the needs and desires of the people who want
to take advantage of the proximity to NYC, relative
affordability and a different quality of life that
mixes suburban and urban.
“Everyone wants to live in Fort Lee,
there is a lot of action”
“There is a natural evolution, but
right now there is no clarity.
Is it urban, is it a commuter town?”
“Fort Lee is not a ‘destination,’ there is no
reason to even spend a whole day
in Fort Lee, much less overnight”
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FORT LEE RESIDENTS
FRIENDLY
CENTRAL
METROPOLIS
WEALTHY
BUSY
CONVENIENT FAST SAFE
DIVERSE MADNESS
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NON-FORT LEE RESIDENTS
CITY BRIDGE
HISTORIC
HOLLYWOOD
TRAFFIC CONSTRUCTION
DETOURS
CONGESTED
MODERN
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FORT LEE BRAND EQUITY
TO
NE
FAMILIAR WITH A TWIST
BALANCED
FAMILY ORIENTED
ENVIABLE
THRIVING, NOT
DESTITUTE
PER
SO
NA
ENERGETIC
LI
T
CREATIVE
MOTIVATED
IN
PRESENT
SAFE STREETS AND
SOLID SCHOOLS
DEEP ROOTS KEEP
IT GROUNDED
VIBRANT
OPTIMISTIC
VISIONARY
BIRTHPLACE OF
MOTION PICTURE
INDUSTRY
STRONG
KOREAN PRESENCE
FISCAL STABILITY,
SECURITY
”A PRE CITY”
NYC’S BEDROOM
SMALL TOWN
IS LONG GONE
AFFORDABLE - SMART
NEW PARKING
BUILT
MAIN STREET
IMPROVEMENTS
GEORGE
WASHINGTON
BRIDGE
“BRIDGEGATE”
HIRAM'S VS.
CALLAHAN'S
UP-MARKET
FRIENDLY
FAC
T
S/
IC
O
DIVERSITY LENDS
TO ENRICHING
LIFESTYLE
ESSENCE
INCLUSIV
E
ERINGS
OFF
ESTABLISHED
COMMUNITY,
NOT PIONEERING
NOSTALGIC
PROG
RE
SS
AUTHENTICITY IN
NEIGHBORHOODS
DEDICATED
CO
R
FS
ELIE
S/B
TH
RU
/T
NS
ACCESS TO NYC
EVOLVING
OW
E KN
TH
S
LUE
VA
PLANNED NEW
DEVELOPMENT:
THE MODERN AND
HUDSON LIGHTS
NEW THEATER AND
FILM CENTER
NEW PARKS AND GREEN SPACES
NEAR MAJOR
TRANSPORTATION:
GWB, TRAINS, BUSES
FITS
ENE
EB
IBL
NG
TA
E BENEFITS
NGIBL
A
T
IN
FAMILY ORIENTED
AUTHENTIC CUISINE
VIEWS
CONFIDENT
TAKES MEASURED STEPS
E
PROACTIVE
GOVERNMENT
COMMUNITY
INVOLVEMENT
AUTHENTIC
HOUSING AT
ALL LEVELS
E
IV
NEW PLANS GIVE
A COSMOPOLITAN
ENERGY
FRENETIC
Y
MULTI-CULTURAL
REPRESENTATION,
SOPHISTICATION
PROXIMITY TO NYC,
WITH AFFORDABILITY
ACCESS TO
KEY HIGHWAYS
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IMAGE MAPPING
Urban Diveristy / Energy
NEW YORK CITY
ELIZABETH, NJ
BROOKLYN HEIGHTS
HOBOKEN, NJ
Less Easy
Commute
NYC
Easy
Commute
NYC
FORT LEE, NJ
MORRISTOWN, NJ
EDGEWATER, NJ
ENGLEWOOD, NJ
Suburban Convenience /
Quality of life
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FORT LEE POSITIONING STATEMENT
For those in the know, Fort Lee, NJ is redefining
city living for the NYC region and beyond.
A prime location, Fort Lee allows you to enjoy an established, safe community
with all the cutting-edge amenities you would expect from a borough
undergoing a metamorphosis into a glistening metropolis.
Unlike other cities’ revitalizations, Fort Lee has seen to build upon its
solid community and incorporate its neighborhoods with stunning
new developments. This creates the perfect balance of convenience
and quality of life with the dynamic buzz of pride and progress.
Fort Lee is remaking what it means to be an urbanite with
respect, intelligence and a pioneering spirit of adventure.
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NEXT STEPS
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Presentation to Steering Committee
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Presentation to Community Committee
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Approval of Phases Three and Four
This document is confidential and proprietary
and is only intended and authorized to be viewed
by members of the Fort Lee Borough Council.
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