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City of Broken Arrow
Overview
The City of Broken Arrow is a thriving, affluent suburb of Tulsa, Oklahoma, but after spending millions of dollars renovating its downtown “Rose District,” the city actually saw sales tax revenue decrease by nearly 25 percent over four years. With most of its retail located in the heart of the city, locals on the outskirts of the city found it easier to hop on the interstate and drive into Tulsa for major purchases or holiday shopping. The City realized it wasn’t a lack of amenities keeping residents shopping elsewhere, it was simply a lack of understanding. After engaging in a competitive bid process, the City of Broken Arrow’s city leaders voted unanimously to bring Ghost onboard as their partner and consultant, rather than a traditional public relations firm. To help us flex our research and strategic planning capabilities, we brought in our friends at Anglin PR.
Live Site
https://www.backtoba.com/
How We Helped
Ghost created and distributed an online survey, collected more than 2,000 responses from Broken Arrow residents and merchants, audited Broken Arrow’s existing social media channels and looked for insights about who’s paying attention. We recognized that Broken Arrow citizens are proud, fiercely independent and committed to doing things “their way,” so our narrative hook was simple: When you spend money elsewhere, you’re neglecting the very services – like roads, police and firefighters – that make your city great. These takeaways informed our strategy.
