Case Study: Made in Hopewell: Celebrating Local Makers & Manufacturing Strength
- Jill Vaughan
- Jun 29
- 3 min read
Updated: Jul 16
The Client
The Hopewell Downtown Partnership (HDP) is a nonprofit organization dedicated to the revitalization and economic development of downtown Hopewell, Virginia. Recognizing both its historic roots and future potential, HDP envisioned a bold initiative: to highlight Hopewell’s enduring legacy as a manufacturing hub while celebrating a new generation of local makers. To bring that vision to life, they turned to JLV Communications to help develop and execute “Made in Hopewell,” an integrated campaign and citywide event timed with National Manufacturing Day.
The Challenge
Although manufacturing remained a core component of Hopewell’s economy—contributing $2.6 billion annually and offering the city’s highest-paying and most stable jobs—several factory closures had left the community searching for renewed purpose. Local leaders began to see new promise in the form of a thriving “maker culture,” featuring everyone from artisan guitar builders to skincare creators.
HDP needed a communications partner to craft a narrative that honored Hopewell’s industrial strength while amplifying its creative, small-scale producers. The centerpiece of this effort would be a one-day conference and vendor fair—Made in Hopewell—that brought together large manufacturers, small makers, public leaders, and the broader community. JLV Communications was tasked with elevating this idea into a movement.
Our Approach
Event Strategy & Execution
JLV Communications led the planning and execution of the October 4, 2024, Made in Hopewell event from start to finish, including:
End-to-End Logistics: Managed setup, breakdown, and day-of coordination at two separate venues—one for the manufacturing conference and one for the vendor fair.
Curated Experiences: Coordinated with swag producers, caterers, and sponsors to ensure a high-quality experience for all attendees.
Key Relationships: Leveraged partnerships to recommend and secure speakers and VIP guests, resulting in capacity crowds and industry praise.
Crisis Management: Stepped in repeatedly to handle out-of-scope needs when the executive needed extra support, ensuring flawless execution.
Content Development
We built compelling editorial content to shape the campaign narrative and extend reach beyond the event itself:
Three Feature Stories:
Two profiles highlighting local makers’ craftsmanship and passion.
One longform story on the region’s manufacturing future, featuring a respected industry executive.
Op/Ed Placement: Drafted and secured placement of a powerful op/ed from the executive director outlining the vision behind Made in Hopewell and the community’s forward momentum.
Media & Social Campaign
Strategic Media Relations:
Developed and distributed a pre-event news release, event media advisory, and targeted media pitches.
Secured over a dozen media placements across regional print, digital, TV, and radio outlets.
Promoted the winners of the trade competition through a post-event news release.
Social Media Takeover:
Launched a 4-week campaign leading up to the event featuring behind-the-scenes video spotlights on local makers.
Provided live event coverage and post-event recaps to sustain engagement and drive website traffic.
The Results
The inaugural Made in Hopewell event exceeded expectations and has set the stage for an even larger follow-up in 2025.
Event Attendance:
Both the conference and vendor fair were at capacity, with widespread praise from large manufacturers and small artisan vendors alike.
Media Coverage:
Secured 12 regional media hits, including a coveted op/ed, TV feature, and multiple stories focused on artisan makers and the city’s manufacturing resurgence.
Digital & Social Impact:
Social campaign led to 85 new followers across HDP accounts and delivered 92% higher engagement than typical content.
Website saw record traffic in the week before and after the event, with custom editorial content achieving a 200% increase in click-throughs.
Client Feedback
“I've had the pleasure of working with JLV Communications on several projects—from economic investment guides to social media campaigns, op-eds, conferences, and trade shows; they do it all. If you want to generate a high level of press coverage for your efforts and offer a polished and professional product to your stakeholders, I highly recommend securing Jill and her network. She will listen to your vision and quietly assemble a team of experts to bring it to fruition with you. I would've been lost without their attention to detail and commitment.”
— Heather Lyne, Executive Director, Hopewell Downtown Partnership
This case study demonstrates how integrated communications—grounded in strategy, storytelling, and execution—can amplify local pride, activate community engagement, and position a city for long-term economic growth.
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