Promenade Masson is a major commercial district in Rosemont–La Petite-Patrie. Rich in history and local roots, it stands out for its commercial diversity and neighborhood atmosphere. However, to ensure its sustainability and enhance its attractiveness, the SDC Promenade Masson aims to clarify its brand positioning and better structure its development. The objective is to assert a strong and distinctive identity that reflects the unique character of the district and meets the expectations of local customers and visitors.
We conducted a detailed study of Promenade Masson’s characteristics to identify its strengths and the challenges it faces. This analysis revealed a district combining tradition and modernity, benefiting from a varied commercial offering and a dynamic event calendar. Its attractiveness is based on a welcoming environment that appeals to both residents and visitors.
In parallel, a comparative analysis with other Montreal commercial districts helped position Promenade Masson within its competitive ecosystem. This approach highlighted its differentiating elements as well as optimization opportunities to strengthen its market position.
The analysis of target customer segments combined quantitative and qualitative data to understand consumer habits and expectations. This study highlighted a loyal local customer base, attached to the neighborhood’s identity and local businesses, but also development opportunities to attract new visitors through a better-structured offering and a strong brand image.
This information is essential to guide the SDC’s actions and ensure a better alignment between the commercial offering and the needs of different customer segments.
To go beyond a simple marketing analysis, we explored brand archetypes to define a strong and coherent identity. This approach allows Promenade Masson to develop a distinctive personality, aligned with the neighborhood’s values and the expectations of target customer segments.
Promenade Masson thus positions itself as a welcoming, dynamic, and inspiring district, where people and the neighborhood experience are at the heart of its commercial identity. This focus directly influences the communication and strategic actions implemented by the SDC.
The defined brand identity translates into concrete initiatives in terms of communication and urban development. It is essential that marketing campaigns, events, and district enhancement actions are consistent with this image. Particular attention is paid to how Promenade Masson interacts with its customer segments, both in terms of on-site experience and digital and promotional communications.
The success of a positioning relies on the commitment of those who bring the district to life daily. That is why we implemented a collaborative approach involving merchants, residents, and local partners. Through strategic workshops, we ensured that the project’s vision is based on on-the-ground realities, meets the expectations of local stakeholders, and generates strong buy-in.
This approach ensures that Promenade Masson’s identity is not just an abstract concept, but a lived reality activated by all stakeholders.
Based on the analyses conducted, we developed a strategic framework enabling the SDC Promenade Masson to guide its initiatives and increase its attractiveness. This framework includes detailed recommendations on actions to be taken to enhance the district’s notoriety and structure its development coherently.
A detailed action plan has been defined to guide the SDC’s efforts and ensure the progressive implementation of strategic initiatives. This plan includes targeted actions in terms of communication, development, and revitalization of the district, with a clear timeline to evaluate progress and adjust initiatives based on market developments.
With this asserted positioning, the SDC Promenade Masson has a clear and mobilizing vision to guide its actions and maximize the district’s attractiveness. The in-depth analysis of distinctive attributes, the study of customer segments and competition, the exploration of brand archetypes, and the involvement of stakeholders have enabled the structuring of a coherent and relevant strategy.
Thanks to this approach, Promenade Masson is better prepared to meet its market challenges and pursue its development on solid foundations. The actions implemented allow for structuring Promenade Masson’s identity, expanding its attractiveness, and consolidating its role within the Montreal commercial landscape.
