Overview
Led digital marketing and business-visibility initiatives supporting Downtown Niagara Falls’ transition from Queen Street Niagara to a clearer downtown identity. Audience and search insights informed the rebrand, while a redesigned website and business directory created a centralized discovery platform for more than 100 local businesses.
I cleaned and reorganized business data, built and maintained directory profiles, and directed ongoing content supporting the new platform. Website traffic increased 40%, reaching approximately 6,000 views per week.
Role
Marketing Communications Manager
Approach
I combined audience insights, business data, and digital marketing to support the rebrand and build a stronger online presence for downtown businesses. The work moved from research and data cleanup through website development, directory management, and ongoing promotion.
1. using audience 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Our team cleaned, organized and merged existing records into a centralized database, resolving outdated, incomplete and duplicated information.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. launching the 100+ business 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. driving ongoing digital visibility
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.
outcome
The redesigned digital platform increased website traffic by 40%, generated approximately 6,000 weekly views, and gave more than 100 businesses a dedicated presence within a centralized downtown marketing platform.
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.
Capabilities Demonstrated
digital marketing 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 engagement
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.
audience insights
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.
performance analytics
Contributed to a 40% increase in website traffic and approximately 6,000 weekly views through a clearer brand and more useful digital platform.