Overview
As part of Downtown Niagara Falls’ transition from Queen Street Niagara to Downtown Niagara Falls, I assisted on the brand, data and digital strategy behind the change.
Audience and search data showed that “Downtown Niagara Falls” was clearer, more recognizable and better aligned with how people looked for the area. I helped translate that insight into a new website and business directory designed around the needs of more than 100 downtown businesses.
I cleaned and reorganized business data, collected missing information and helped create a platform where visitors could easily discover places to shop, dine, visit and access services downtown. The new website increased traffic by 40% and received approximately 6,000 views each week.
Roles
Marketing and Communications Manager
My Process
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1. using data to guide the rebrand
The team reviewed available data and audience behaviour to support a name that was clearer, more relevant and more likely to connect with residents, visitors and prospective businesses.
The new identity allowed us to market the area as a complete downtown destination rather than limiting its image to Queen Street alone.
2. rebuilding the business database
Our team cleaned, organized and merged existing records into a centralized database, resolving outdated, incomplete and duplicated information. We also collected new business details to ensure the website accurately reflected what was available downtown.
This database became the foundation for the new business directory and made it easier to maintain consistent information across the website and future marketing campaigns.
3. building the directory
The directory required more than transferring information into a new website. I contacted downtown business owners directly to confirm their details, collect missing information and ensure each listing accurately represented what they offered.
I manually built and updated more than 100 business profiles, organizing details such as descriptions, contact information, website links, social media accounts and business categories. This hands-on process created a more complete and reliable directory while giving each business its own space within the new Downtown Niagara Falls platform.
4. creating ongoing visiblity
My team and I developed photos, videos and business-focused content for the BIA’s social media channels and website, showcasing the people, products and experiences available downtown. I directed the videographer and social media coordinator by selecting businesses to feature, setting content priorities and guiding how each story should be presented. This turned the BIA’s website and social media channels into ongoing promotional tools for local businesses.
the outcome
The move from Queen Street Niagara to Downtown Niagara Falls was based on how people understood and searched for the area. The redesigned website increased traffic by 40% and generated approximately 6,000 views each week.
More than 100 downtown businesses gained a dedicated presence within a centralized marketing platform, making it easier for residents and visitors to discover what the area offered.
The rebrand also gave the BIA a clearer and more recognizable identity to support business marketing, events, tourism and future economic-development initiatives under the broader Downtown Niagara Falls name.
SKILLS AQUIRED
Brand Strategy
Used audience and search insights to support the transition from Queen Street Niagara to the clearer and more recognizable Downtown Niagara Falls identity.
Business Marketing
Created ongoing digital visibility for local businesses through directory listings, business-focused content and downtown promotional campaigns.
Website Strategy
Helped redesign the website around business discovery, making it easier for users to explore more than 100 downtown businesses.
User Experience
Organized business information around how residents and visitors searched for places to shop, dine, visit and access services.
Data Management
Cleaned, merged and reorganized business records to create an accurate centralized database for the new website and directory.
Digital Performance
Contributed to a 40% increase in website traffic and approximately 6,000 weekly views through a clearer brand and more useful digital platform.