An example of "destination branding", the South Clinton Merchants Association wanted to increase the public’s awareness of this Rochester, NY neighborhood’s retail and commercial opportunities, in an effort to attract visitors and new businesses. Background South Clinton Avenue, located in proximity to Rochester’s hip Southwedge neighborhood, is an internationally di- verse area where you’ll find specialty shops featuring items from all around the world, sitting side-by-side with services you need every day. Challenge Our client, the South Clinton Merchants Association (SCMA) – whose mission is to promote a strong business environment that in turn supports a healthy and vibrant neighborhood – wanted to increase the public’s awareness of the neighborhood’s retail & commercial

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