Like Franklin, Rochester was among New Hampshire’s old mill cities that was aiming to lift itself out of economic doldrums, beginning with a new vision to recreate its image and economy. But it needed a hand to get started.

“We are usually the first face of UNH that comes in and works with a community,” says Molly Donovan, Extension’s community economic development state specialist.

Rochester took part in the First Impressions program in 2016, created by Extension’s Community Economic Development. The program pairs similar communities and representatives from each to evaluate and exchange ideas for the other’s downtown. The process helps towns and cities learn about their assets and opportunities and empowers leaders and volunteers to put improvement plans into action.

Soon, a volunteer committee reimagined the Rochester’s approach to branding and marketing itself, and its vision for economic and cultural development. City leaders and volunteers recognized the charm of Rochester’s historic downtown and the value of its proximity to natural areas and outdoor recreation. They enrolled in UNH Extension’s Main Street Academy program, where they learned from leading experts about strategies, financing tools, grants and other resources for projects that would have been too expensive for the city to take on alone.