Fuquay-Varina has the distinction of being a town formed by merging two communities. It has resulted in two delightful downtowns. It has also resulted in some challenges in building awareness in new residents and visitors about the location of the wide variety of retail, service businesses and restaurants in the historic core.
In the second phase of brand roll out, the community of Fuquay-Varina was engaged to provide feedback on a name for the area between the two districts. One-on-one meetings were held with business owners in the area, residents and elected officials. A presentation was given to all who were interested that explained the approach that Fuquay-Varina would adopt.
A map and banners were designed that clearly delineated the two distinct downtown districts and “The Link” area between them. New events were developed and branded to join the family. The banners and map allow visitors and residents to more easily navigate the historic core. Designating the area between as The Link has given marketing efforts for the businesses in that location a unique hook on which to build promotions.
In phase three, a plan will be developed for The Link which will help draw attention to business located in that area and to the possibility of new development.