Franklin County
The economic and cultural heart of the region. With Columbus as its hub, Franklin County presents unique opportunities for local businesses to grow, innovate, and reach diverse customer bases.
Why working with a local marketing consultant works
Navigating Franklin County’s fast-paced market requires sharp insights and flexible strategies. Bryn Mawr Strategy Partners helps businesses across Columbus and its suburbs:
• Differentiate from Competitors with creative, customer-focused campaigns.
• Reach Diverse Audiences using culturally aware and inclusive marketing.
• Maximize ROI with tailored digital advertising strategies to stand out in a saturated market.
With our local knowledge and marketing expertise, businesses of all sizes can thrive in this competitive and opportunity-rich environment.
Major economic areas
Downtown Columbus: A center for finance, government, and culture, where businesses face high competition but benefit from significant foot traffic.
Suburbs like Dublin, Worthington, and Grove City: These areas provide opportunities in affluent residential markets with a focus on family-oriented services and retail.
Easton and Polaris: Retail powerhouses drawing regional shoppers and tourism.
Unique challenges
• Competing in an oversaturated market with well-established brands.
• Rising costs of operations, including rent and advertising.
• Effectively reaching a diverse audience in terms of culture and income levels.
Why Franklin County adds a dynamic layer to the Central Ohio market
Economic Powerhouse: Franklin County is home to Columbus, one of the fastest-growing cities in the Midwest, with a booming economy driven by industries like technology, healthcare, finance, and retail. Small businesses in the area can benefit from a thriving market with strong consumer demand and access to valuable resources.
Diverse Demographics: The Columbus metro area boasts a highly diverse population with varied needs and preferences. Bryn Mawr Strategy Partners helps businesses tailor their messaging to resonate with this rich mix of customers, whether they’re targeting young professionals, families, or long-time residents.
Tech and Innovation Ecosystem: Franklin County’s growing technology sector, highlighted by startups and large employers like the Ohio State University and Battelle, creates opportunities for collaboration and innovation. We help businesses position themselves to compete or partner within this evolving ecosystem.
Tourism and Entertainment: From the bustling Short North Arts District to nationwide attractions like the Columbus Zoo and COSI, Franklin County draws visitors from all over. For small businesses in hospitality, retail, or local attractions, Bryn Mawr Strategy Partners can develop strategies to capitalize on this influx of customers.
Competitive landscape: a thriving and competitive market
Franklin County, anchored by Columbus, is the economic and cultural hub of Central Ohio. With its vibrant blend of urban sophistication, suburban growth, and diverse communities, it offers immense opportunities for businesses across various industries. However, the competitive landscape requires strategic planning and tailored marketing efforts to stand out.
Home Service Contractors
The booming real estate market in Franklin County fuels high demand for contractors in areas like construction, renovation, landscaping, and HVAC. However, competition from both local providers and national chains makes standing out a challenge.
The Marketing You Need | Search Engine Optimization (SEO) and Local Listings ensure that your business is visible to homeowners searching for services.
How We Help | We optimize your online presence with geo-targeted keywords, manage reviews, and ensure accurate listings on Google and other directories.
Personal and Self-Care Experts
Salons, spas, and wellness centers serve a diverse clientele, from affluent suburbanites in Dublin to young professionals in downtown Columbus. Standing out requires personalization and inclusivity.
The Marketing You Need | Social Media and Influencer Partnerships drive engagement and build a loyal customer base.
How We Help | We create tailored content calendars, run social media ads, and connect you with influencers who align with your brand.
Professional Services and Consultation
Accounting firms, legal practices, and consultancies face a crowded market. Success comes from establishing niche expertise and thought leadership.
The Marketing You Need | Content Marketing and Thought Leadership position you as a trusted authority.
How We Help | We develop high-quality blogs, LinkedIn articles, and email campaigns tailored to your target audience.
Technical Services and Consultation
As a regional innovation hub, Columbus demands cutting-edge expertise from tech consultancies serving startups and corporations.
The Marketing You Need | Account-Based Marketing (ABM) ensures direct and personalized outreach to key clients.
How We Help | We craft tailored ABM campaigns, develop targeted content, and streamline your sales process with precise targeting.
Bars and Live Entertainment Hangouts
Franklin County’s nightlife thrives in districts like Short North and the Arena District. Bars and venues must create unique experiences to stand out in a saturated market.
The Marketing You Need | Event Promotions and Social Media Ads build excitement and draw in customers.
How We Help | We design attention-grabbing ads, manage event promotion platforms, and help you craft a social media buzz.
Restaurants, Cafes, and Specialty Food Shops
From food trucks to fine dining, Columbus’s diverse food scene attracts discerning diners. Businesses must navigate tight margins while maintaining relevance with trends like sustainability and plant-based menus.
The Marketing You Need | Reputation Management and Loyalty Programs encourage repeat business.
How We Help | We manage online reviews, create engaging email campaigns, and implement digital loyalty programs.
Retail Shops
Retail spans high-end boutiques at Easton to independent stores in Clintonville. Brick-and-mortar shops must emphasize experience to compete with e-commerce.
The Marketing You Need | Experiential Marketing and Community Events create memorable in-store experiences.
How We Help | We organize and promote community-focused events that strengthen your connection with local shoppers.
Physical Wellness Services
Gyms, yoga studios, and fitness centers compete in a health-conscious market. Niche services and digital engagement are key differentiators.
The Marketing You Need | Video Marketing and Membership Promotions draw in new members and retain existing ones.
How We Help | We create compelling video content, design promotions, and target ads to fitness enthusiasts.
Healthcare Providers
With institutions like OhioHealth and Nationwide Children’s Hospital, Franklin County is a healthcare hub. Private practices must balance patient care with strong marketing to stay competitive.
The Marketing You Need | Patient Education Campaigns build trust and encourage bookings.
How We Help | We develop patient-centered educational content and HIPAA-compliant campaigns.
Community and Philanthropic Resources
Nonprofits and community organizations face intense competition for funding and engagement.
The Marketing You Need | Storytelling and Donor Engagement connect emotionally with audiences.
• How We Help | We craft compelling narratives, design donor-focused campaigns, and enhance your fundraising efforts.
Local Government Agencies and Services
Public agencies must ensure transparency and accessibility to build trust with Franklin County residents.
The Marketing You Need | Public Awareness Campaigns highlight key services and programs.
How We Help | We create educational content, newsletters, and campaigns to improve engagement.
Family Farms and Event Venues
Franklin County farms and venues attract both locals and visitors for events and seasonal activities.
The Marketing You Need | Seasonal Campaigns and Targeted Ads bring in customers for specific events.
How We Help | We design campaigns tied to seasonal offerings and optimize your venue’s visibility online.
Family-Friendly Activities and Destinations
Destinations like COSI and the Columbus Zoo thrive by offering affordable, engaging experiences.
The Marketing You Need | Collaborative Promotions and Email Campaigns increase awareness among parents and schools.
How We Help | We manage co-branded promotions and design campaigns tailored to families.
Artists, Creators, and Makers
Franklin County’s thriving arts scene supports creators through local markets and e-commerce.
The Marketing You Need | E-Commerce Optimization and Event Participation showcase talent and drive sales.
How We Help | We optimize online stores and help you find the best opportunities for local exposure.
Pet Care and Services
Pet grooming, boarding, and specialty shops are growing alongside increasing pet ownership.
The Marketing You Need | Referral Programs and Social Media Engagement build trust with pet owners.
How We Help | We design referral programs and engaging campaigns that connect with animal lovers.
Understanding Franklin County Consumers
Columbus, the largest city in Ohio, is a vibrant and diverse consumer market driven by its dynamic population and evolving trends. To effectively market to Columbus residents, understanding their demographics, psychographics, and behaviors is crucial. Here’s a breakdown of key insights tailored to businesses serving this area.
Demographics
Population Size: Columbus has a population of approximately 920,000, making it one of the fastest-growing cities in the Midwest.
Age Distribution:
Young Professionals (25-34): A significant portion of Columbus residents falls into this demographic, drawn by the city’s tech jobs and thriving startup scene.
Families: Suburban areas like Dublin, Worthington, and Hilliard are home to growing families seeking excellent schools and family-friendly amenities.
Retirees: While smaller in percentage, older residents often value healthcare access and quiet communities.
Diversity: Columbus is a melting pot with growing immigrant populations, especially Somali, Bhutanese, and Latino communities, contributing to its cultural and culinary richness.
Income Levels: While the median household income is approximately $60,000, Columbus exhibits wide income diversity, creating opportunities to market both premium and budget-friendly services.
Psychographics
Columbus consumers are diverse in their values and lifestyles, influenced by the city’s culture, tech economy, and strong community focus:
Tech-Savvy: With a robust tech presence, Columbus consumers embrace digital platforms for shopping, socializing, and entertainment. They expect seamless digital interactions, from mobile-friendly websites to online booking.
Community-Oriented: Residents value local businesses and community engagement. Brands that emphasize their Columbus roots and support local causes often gain strong customer loyalty.
Health-Conscious: The city’s residents prioritize wellness, as seen in the popularity of yoga studios, gyms, and plant-based dining options.
Behaviors and Preferences
Dining and Food Preferences: Columbus has a strong food culture, with a mix of upscale restaurants, food trucks, and specialty shops. Consumers frequently explore local and international cuisines and value fresh, locally-sourced ingredients.
Shopping Trends:
• Columbus shoppers enjoy a blend of experiences, from premium shopping at Easton Town Center to independent boutiques in Short North.
• Sustainability and ethical sourcing are becoming increasingly important, especially among younger buyers.
Entertainment Choices:
• Residents enjoy live music, festivals, and cultural events. Venues like Nationwide Arena and local theaters are highly frequented.
• Family-friendly attractions like COSI and the Columbus Zoo are popular with parents.
Digital Habits: Columbus consumers frequently rely on social media for product discovery and trust online reviews before making purchasing decisions.
Work and Study Preferences: With institutions like The Ohio State University, the city attracts students and educators, creating demand for services like affordable housing, tech repairs, and flexible dining options.
Expectations of Businesses
Transparency and Authenticity: Columbus consumers value honesty and are more likely to support brands with clear values and missions.
Personalization: Tailored experiences, whether in marketing or customer service, resonate strongly.
Convenience: Businesses offering convenient online booking, delivery, or payment options are favored.
Engagement: Active social media engagement and community participation are important to gain visibility and trust.
Industry-Specific Insights
Home Services: Customers expect easy online appointment scheduling, clear pricing, and strong reviews.
Personal and Self-Care: Unique offerings like non-invasive treatments or eco-friendly products perform well in this trend-conscious market.
Bars and Restaurants: Columbus diners are adventurous but loyal to businesses that offer memorable dining experiences.
Retail: Unique, locally made items draw attention, especially in the Short North and downtown areas.
Healthcare and Wellness: Patients appreciate informative, patient-centered marketing that educates and builds trust.
How Bryn Mawr Strategy Partners Can Help
To navigate Columbus’s diverse and competitive market:
• Audience Insights: We provide a deep dive into Columbus-specific demographics and psychographics to tailor your approach.
• Digital Marketing Expertise: We create data-driven campaigns that meet consumers where they are—online.
• Branding and Positioning: Whether you’re a local favorite or a new arrival, we craft branding strategies that resonate with Columbus values.
• Community Engagement: Our strategies ensure your business connects with the community through events, partnerships, and storytelling.
Let us help your business thrive in this exciting and opportunity-filled market!