P-18 Growth Potential of Berrien Springs: Two Points of View
Presentation Abstract
This study analyzes the complexity of a small community such as Berrien Springs, as it searches for economic growth through a new branding campaign. The Oronoko Township, the Village of Berrien Springs, and the Berrien Center Township joined forces to rebrand the area and encourage economic development in a targeted, more effective way. The purpose of this research project is to identify opportunities to revitalize the mid-section of Berrien County through branding, and to identify potential economic clusters that can capitalize of current resources in the area. The team analyzed trends in population, shopping patterns, and current businesses, along with conducting a survey in the community that represents the different segments of the population. Recommendations are given based on the findings, highlighting the types of businesses the residents want to see in their community.
Keywords: branding, economic development, small to medium-sized businesses
P-18 Growth Potential of Berrien Springs: Two Points of View
This study analyzes the complexity of a small community such as Berrien Springs, as it searches for economic growth through a new branding campaign. The Oronoko Township, the Village of Berrien Springs, and the Berrien Center Township joined forces to rebrand the area and encourage economic development in a targeted, more effective way. The purpose of this research project is to identify opportunities to revitalize the mid-section of Berrien County through branding, and to identify potential economic clusters that can capitalize of current resources in the area. The team analyzed trends in population, shopping patterns, and current businesses, along with conducting a survey in the community that represents the different segments of the population. Recommendations are given based on the findings, highlighting the types of businesses the residents want to see in their community.
Keywords: branding, economic development, small to medium-sized businesses