2016 IDA AWARDS: MARKETING & COMMUNICATION. DOWNTOWNBOCA C o m e E a r l y, S t a y L a t e

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1 D O W N T O W N BOCAC o m e E a r l y, S t a y L a t e 2016 IDA AWARDS: MARKETING & COMMUNICATION

2 Come Early, Stay Late The Boca Raton Community Redevelopment Agency (CRA) has a vision for Downtown Boca where residents, businesses and visitors engage in a vibrant and happening destination. and enjoy all that downtown has to offer. In an effort to communicate this to Boca Raton locals, visitors, consumers and downtown businesses, a A place to come early, stay late broad marketing and promotion campaign was implemented. The campaign reinforces Downtown Boca s attractions and appeal through website enhancements, blogs, digital marketing, street lamp banners, maps, print ads and merchant outreach. The result is a successful branding of Downtown Boca that inspires, drives visitation and in turn, spurs economic vitality.

3 Marketing & Promotion Campaign Downtown Boca s Come Early, Stay Late campaign targeted residents, visitors, and downtown businesses highlighting the many unique attractions and experiences that make time spent in the downtown district hip, fun and memorable. A strong branding element, vibrant creative, and consistent messaging across various mediums were key factors in the conceptualization and execution of the campaign. The result was a positive branding of Downtown Boca that inspires visitation and activity, and also leaves a lasting impression that resonates with all target audiences. The campaign included a variety of executions, some of which were new endeavors for the CRA, and some were previously utilized but vastly updated to align with the new branding elements. Website: DowntownBoca.org Blog NEW Newsletter NEW Street Lamp Banners Downtown Brochure/Map NEW Brand Ads Merchant Marketing Kit NEW

4 DowntownBoca.org Website enhancements that increase viewership, provide inspiration and the information to act on it. A detailed online guide to what s happening in Downtown Boca. NEW! Website Improvements Easier usability Expanded business directories More inviting design Weekly specials Expanded homepage event listings Addition of the Boca Buzz Blog section Revenue generating advertising

5 Boca Buzz Blog on DowntownBoca.org Blog posts that provide new perspectives and greater detail on experiencing Downtown Boca. Plus valuable merchant integration through mentions and guest blog posts. NEW! An extension of the main website 18 blog posts in past year 65+ downtown business/attraction mentions 4 guest blogs written by downtown businesses

6 enewsletter Monthly communication further promoting downtown happenings and events, new business openings, downtown news stories, and public meetings to residents and visitors. NEW! Eblasted 1x/month 28% increase in subscribers over past year 35% avg. open rate 21% avg. click rate

7 Downtown Street Lamp Banners Inspiring creative that both physically defines the downtown district, and reinforces the variety of attractions and experiences Downtown Boca has to offer.

8 Downtown Street Lamp Banners 250 total banners 14 different designs in 7 different colors, each highlighting a specific activity 3 different sizes geared to pedestrian and vehicular traffic 24 x x x 60

9 Downtown Brochure and Map A physical guide to Downtown Boca, showcasing things to do, places to see, where to park and who to contact. NEW! Distribution City Hall Welcome Center Libraries Community Centers Residential Buildings Boca Chamber Area Hotels

10 Brand Ads Inspiring ads that feature Downtown Boca s appeal shopping, dining, culture, living, working, history, playing and target broad audiences. The brand ads have run in local and regional publications, targeting a variety of audiences (families, young urbanites, and cultured boomers ). Mizner s Dream (Official publication of the Boca Raton Resort & Club) City & Shore Boca Chamber Annual Guide Boca Raton Observer Boca Raton Mayor s Ball Commemorative Journal The Recreator The New York Times (regional edition)

11 Merchant Marketing Packet This new packet works to educate new and existing businesses on the CRA s marketing efforts and outreach that support downtown merchants. NEW! Personally delivered to hundreds of new and existing businesses in past year

12 Merchant Marketing Packet Targeted sell sheets introducing the CRA, highlighting specific website and social media opportunities, providing local business resources, and Downtown Marketing Forum information.