The Greater Williamson Road Area Business Association (GWRABA) leads revitalization efforts along one ofRoanoke’s most diverse and culturally rich corridors. Despite its economic potential and unique identity, Williamson Road has long faced challenges tied to outdated perceptions, infrastructure concerns, and fragmented communication.
Amid the launch of the City ofRoanoke’s Envision Williamson Road pilot, GWRABA partnered with 5PointsCreative to develop and execute a comprehensive communications plan. The goal: align stakeholders, counter misinformation, and reshape how the communitysees—and supports—the corridor.
The result was a unified, strategic approach that increased engagement, improved public perception, and laid the groundwork for long-term revitalization.
The Solution
5Points Creative developed aresearch-driven, multi-layered communications strategy focused on clarity, consistency, and community engagement.
Research &Insights
- Conducted stakeholder outreach with residents, businesses, and partners
- Analyzed public sentiment and misinformation trends
- Reviewed successful revitalization models, including Orlando’s Edgewater Drive
- Identified key gaps in awareness, perception, and engagement
Strategic Planning
Defined Goals:
- Build awareness of the corridor’s potential
- Shift public perception
- Increase community engagement and participation
- Attract investment and business interest
- Strengthen partnerships and alignment
- Proactively address misinformation
Target Audiences:
- Residents and community members
- Business owners and investors
- City leadership and public partners
- Visitors and regional stakeholders
Core Strategy:
- Establish a unified voice and visual identity
- Position Williamson Road as a vibrant, multicultural destination
- Highlight its “international flavor”—home to 49 globally inspired businesses
Implementation
A coordinated, multi-channel rollout ensured consistent messaging and broad reach:
Branding & Messaging
- Developed cohesive messaging guidelines across all communications
- Introduced language designed to inform without inflaming (avoiding trigger terms)
- Emphasized opportunity, growth, and community identity
Digital & Media Strategy
- Social media campaigns to share updates and stories
- Targeted digital advertising to expand reach
- Media partnerships to amplify key messages and milestones
Community Engagement
- Hosted town halls and public meetings
- Activated ambassador networks to extend messaging organically
- Engaged local businesses as advocates and storytellers
On-the-Ground Activation
- Branded materials and collateral
- Cultural events celebrating the corridor’s diversity
- Direct outreach to stakeholders and partners
Crisis & Misinformation Response
- Rapid-response communication approach
- Transparent, data-backed messaging to address concerns
- Ongoing dialogue with community members
Results
Engagement & Awareness:
- Increased digital engagement across social and web platforms
- Higher attendance at public meetings and community events
- Expanded reach through media coverage and partnerships
Perception Shift:
- Measurable improvement in community sentiment
- Greater recognition of Williamson Road’s cultural and economic value
- Increased alignment among stakeholders
Business & Community Impact:
- Stronger participation from local businesses
- Increased interest from partners and potential investors
- Activation of ambassadors and community advocates
Foundation for Growth:
- Established a clear, unified narrative for the corridor
- Created scalable communication tools and frameworks
- Supported long-term success of the Envision Williamson Road initiative
This communications effort established a strong foundation for continued investment, engagement, and growth along Williamson Road—ensuring its story is not just told but believed.
