Community Brand Development & Marketing Implementation.
Mt. Oliver is a unique borough in southwestern Pennsylvania, founded in 1892. Despite being an independently governed borough, it is completely surrounded by the City of Pittsburgh. Due to its proximity to the city and its ongoing transformation of business and residential districts, the Borough is an up-and-coming neighborhood in southwestern Pennsylvania
With the success of the Mt. Oliver rebranding and website development, TrailBlaze was retained to further steward the new brand by managing marketing, communications, and logistics support for community events and activities.
Amidst the hilly terrain of Mt. Oliver Borough in Western PA, a tale of civic revitalization has unfolded. The hiring of a borough manager and strategic partnerships, coupled with tactical support from the Neighborhood Partnership Program, marked a renaissance within the borough. This renewal manifested through expanding businesses, active community engagement, and substantial corporate investments.
However, this renaissance necessitated a new identity, one that mirrored the “new” Mt. Oliver—a narrative that traversed its identity, online presence, and administrative workflows. The challenge: to convey this emerging narrative comprehensively, resonating with stakeholders old and new.
In search of guidance, Mt. Oliver turned to TrailBlaze, recognizing their strength in creating narratives that bridge past and future. TrailBlaze was entrusted not only with crafting an encompassing brand identity but also with shaping the language, processes, and structural aspects. The aim was twofold: to strike a chord with both philanthropic and private investors, while harmonizing with diverse populations including BIPOC, disabled individuals, and veterans.
TrailBlaze started the branding journey off with a meticulous exploration of the borough’s ecosystem. TrailBlaze’s human-centered design approach facilitated a deep dive into the borough’s essence, steering its message towards alignment with audience expectations. This exploration spanned the borough’s unique attributes and the demands of its diverse community, thereby igniting the spark for a new brand narrative.
TrailBlaze’s expertise breathed new life into Mt. Oliver’s brand, forging a verbal identity and content style guide. These foundational pillars laid the groundwork for engaging communication. The core focus was sustainability: not just in rejuvenating physical spaces, but in fostering a sense of responsibility among new homeowners and long-time residents. This narrative wove the story of empowerment—of metamorphosing tenants into proprietors, of instilling residents with pride for ownership and a sense of belonging.
The revitalized brand was more than an emblem; it became a conduit for interaction. TrailBlaze facilitated its deployment across various mediums, orchestrating fundraising events, launching annual appeal campaigns, refining website interfaces, and crafting compelling communications. The strategic arc didn’t stop at the initial launch; it extended into the future, nurturing lasting relationships with donors, partners, and volunteers. Collaborations with fellow nonprofits solidified the bonds of shared purpose, amplifying the impact of each home revitalized.
Through the ever-unfolding narrative, Mt. Oliver Borough transformed. The revitalized brand represented more than just a borough; it epitomized transformation, resilience, and community. As the landscape evolved, so did the narrative—seamlessly aligning the past with the promise of a vibrant future.
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TrailBlaze believes actions and opportunities that create equity are critical to developing a society without division. Vibrant communities develop more efficiently and sustainably when division is acknowledged and reduced. We offer this perspective in every project we do.