WelcomeHomeDearborn Campaign LIVE WORK PLAY
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1 WelcomeHomeDearborn Campaign
2 Target Audience Young professionals Empty nesters
3 Campaign Focus Attract homebuyers to Dearborn sell more homes! Keep current homeowners in Dearborn Build pride among residents about where we LIVE, WORK, PLAY! Provide valuable marketing tools that extend beyond the life of the campaign. Produce measurable results.
4 Key Messages Ideal central location Superior city services and amenities Excellent housing values Attractive well maintained neighborhoods Safe place to live Friendly community spirit Innovative school programs
5 Website
6 Mayor s State of the City address Website VIP Media Event On posters at Expos Why I Love Dearborn! Contest/Testimonials Posters strategically placed at City facilities Cable TV commercials
7 Introduction of Media Campaign Hosted VIP Event for stakeholders, sponsors, media and others
8 Media - Pole Banners 200 pole banners placed throughout Dearborn Banners sponsored by key stakeholders City of Dearborn DABOR Dearborn Public Schools UofM Dearborn HFCC MemberFocus Credit Union
9 Media - Rooftop Signage at Village Plaza
10 Media Outdoor Billboards Rotated 7 outdoor billboards in Dearborn and Dearborn Heights and 2 billboards on Southfield Freeway & I million total gross impressions
11 Media - Newspapers Targeted print ads in Dearborn, Dearborn Heights, Downriver, Wayne and Livingston Counties along with relocation guides, real estate sections and Crain s Detroit Business Online ads with corresponding newspapers 2 million total gross impressions
12 Media - Radio 600 commercials aired on three partner radio stations over eight weeks with additional on-air mentions, banner ads, Mayoral interviews and promotional appearances with station personalities 400 live traffic mentions on 18 radio stations 8 million total gross impressions
13 Media - Television Aired 884 commercials on Comcast cable for premium targeted networks over 11 weeks including Dearborn, Dearborn Heights and Downriver 100 promotional mentions on Food Network in Dearborn and Dearborn Heights 1 million online impressions on three TV station websites (ClickOnDetroit, MyFoxDetroit, WXYZ.com) Univision 2 Mundo Detroit segments about Dearborn
14 22,878 unique visitors since website launch (Dec 07) Top 4 pages visited from homepage: for sale, testimonials, jobs and neighborhoods 3,745 enews subscribers Distributed 7 enews to subscribers Conducted two poll survey questions Weekly updates Website Overview
15 Website Poll Results
16 Developed brochure distributed to: City of Dearborn WDDDA EDDDA Dearborn Chamber Dearborn Public Schools HFCC UofM-Dearborn DABOR Oakwood Hospital Severstal Hyatt Regency Century 21 Koll Development Other key stakeholders Public Relations/ Marketing Collateral
17 Public Relations/ Grassroots Marketing Homecoming Did You Know? contest Why I Love Dearborn Sweepstakes Window clings/gas card giveaway Presentations to key stakeholder groups including neighborhood associations VIP Media Event
18 Public Relations/ Grassroots Marketing Hosted exhibits at Dearborn Chamber of Commerce Business Recognition Luncheon, City Employee Expo and Community Expo for The Big Open House Social Media: MySpace, FaceBook, LinkedIn, Twitter enews communications Targeted website links to WelcomeHomeDearborn.com (City of Dearborn, HFCC, DABOR, DPS, DCC)
19 Public Relations/ Marketing Outreach Provided media support for The Big Open House Ongoing news releases
20 Big Open House Results Fox 2 news coverage - 5pm & 10pm news (No other city in the four county area received coverage) Dearborn had the most open houses of any city (85 official Big Open House homes; total of nearly 200 open houses) Some open houses attracted 50 or more people DABOR Realtors responded positively towards the campaign and The Big Open House 83% of those surveyed at the Big Open House were aware of WelcomeHomeDearborn.com
21 Video A 9 minute video was created to showcase Dearborn Featured testimonials from current homeowners along with an overview of Dearborn s many amenities Ran on the website and City of Dearborn Public Television, distributed in press kits and to key stakeholders, currently airs On Demand through Comcast
22 Telephone Survey A&K Research conducted telephone interviews with 400 Dearborn households in June 2008 Survey helped measure advertising awareness and satisfaction with Dearborn as a place to live
23 Telephone Survey 47% of Dearborn residents surveyed were aware of the WelcomeHomeDearborn advertising Satisfaction with Dearborn as a place to live was significantly higher among residents who were aware of the WelcomeHomeDearborn campaign; 60% were very satisfied 75% of Dearborn residents indicated they would recommend a friend or family member move to Dearborn
24 Hot Off the Press Renaissance Awards 2 Awards - Electronic and Digital Communication Web Site - Interactive Media Design Web Site Design
25 Wrap up Event A gift for you
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