NEIGHBORS, TOGETHER MARKETING/OUTREACH PLAN

Transcription

1 NEIGHBORS, TOGETHER MARKETING/OUTREACH PLAN 2018

2 Neighbors, Together St. Stephen s Episcopal Church Better Middlebury Partnership Town Hall Theater Middlebury College Downtown Improvement District Commission Addison County Chamber of Commerce Town of Middlebury National Bank of Middlebury Addison Central School District Community Members at Large Neighbors, Together is a grassroots community action group comprised of representatives from a variety of businesses and organizations that works together to support economic, social and cultural vitality & accessibility throughout the construction project. 2

3 $75,000 Awarded by VTrans to the Town of Middlebury $40,000 USDA Grant with DIDC Match $115,000 Total to be spent in

4 Objectives Drive local business revenue with marketing and promotions Invest in the infrastructure needed to support Middlebury s business community throughout and beyond this project Evaluate the effectiveness of 2018 initiatives for future investments Increase vitality and promote stronger community partnerships 4

5 $115,000 5

6 SHOPPING REWARDS PROGRAM 6

7 Shopping Rewards Program Stamp for purchases of at least $10 at participating businesses Turn in your card after 10 stamps Receive $10 in Middlebury Money $20,000 Middlebury Money Rewards $4,000 Printing (Midd Money & Cards) $1,000 Marketing Total Cost = $25,000 7

8 $20,000 Middlebury Money rewards distributed $200,000 2,000 cards turned in at $100 spent per card $220,000 Total investment into the local economy 8

9 Shopping Rewards Program Timeline April May June + Beyond Generate the list of participating businesses Develop a name for the program Work out the program logistics with merchants, bank, etc. Order Midd Money Design and order print collateral Design marketing materials Launch the program Maintain regular communication with merchants and NBM to monitor the program s usability, success & rate of reward distribution 9

10 Shopping Rewards Program Measurements of Success Ongoing Participation & Merchant Support Participation and Rate of Reward Data to use in 2019/2020 Investment of $$ into the local economy 10

11 ADVERTISING CAMPAIGNS 11

12 #MiddHiddenGems (Digital) A campaign focused on spotlighting the hidden gems of Middlebury; those things that you may not have realized you can find locally. This will promote local shopping/dining as well as strengthen the tie between the local community and the businesses. Some of these products will be purchased to be given out as prizes for engaging in the social media campaign. We are planning for USDA funds to be used to cover the expenses of the digital marketing. May Summer Mid-Oct Assemble an Advertising/Marketing sub committee with volunteers to help with finding the hidden gems and posting on social media Engage merchants to participate using the hashtag Create routine posts (2-3 per week) & engagement opportunities for prizes Wrap up the campaign by Mid-October Use paid/free social media 12

13 Local Impact Campaign (Multi-Media) A multi-media (print, radio, social media) campaign emphasizing the impact shopping locally has in a community. This will be a positive, guilt-free campaign that strengthens the connections between locals and business owners and shows the breakdown of how dollars spent locally impact the economy directly. April May/June July/Aug Develop the campaign concept and design elements Run the multi-media campaign with 6-8 rotating ads (print/radio/social) Wrap up the campaign at the end of August Photography Reserve media placement 13

14 Promoting Middlebury Campaign (Print) A 2-page spread in Yankee Magazine promoting Middlebury (possibly with stay/dine/shop packages depending on business participation) to be published in the January 2019 issue. This will also highlight what makes Middlebury an ideal long weekend destination with ideas for what to do during your stay in town. It will be included in a special feature section called Winter in Vermont. August Sept/Oct November Assemble Stay/Dine/Shop packages with interested businesses Photography Professionally-designed ad Send ad to Yankee Magazine for January/February 2019 Issue 14

15 Advertising Campaigns Digital Marketing Campaign: #MiddHiddenGems Multi-Media Campaign: Local Impact Campaign Yankee Magazine: Promoting Middlebury #MiddHiddenGems Digital Advertising: $2,000 #MiddHiddenGems Rewards (purchased products) for Social Media Engagement: $2,000 Local Impact Digital Advertising: $2,000 Local Impact Print Advertising: $4,000 Local Impact Radio Advertising: $2,500 Promoting Middlebury Print Advertising: $5,000 Promoting Middlebury design/photography: $800 Promoting Middlebury Digital Advertising: $1,000 Total = $19,300 ($5,000 in digital marketing from USDA) 15

16 Advertising Campaigns Measurements of Success Participation in the digital marketing components Level or increased shopping/dining/hotel stays (data from businesses) Usage of promoted packages through Yankee Magazine Stronger connection between businesses and customers (anecdotal data) 16

17 MIDDLEBURY BROCHURE 17

18 Middlebury Brochure Similar to the brochure currently produced by the ACCC for towns of Bristol and Vergennes Featuring all dining & shopping (non-paid listings) Including other area highlights and wayfinding Distributed state-wide via PP&D brochure racks 10,000 copies printed and distributed in 2018 Design Work: $300 Printing: $1,700 Distribution: $1,700 Total = $3,700 18

19 Middlebury Brochure A brochure highlighting the shopping, dining and rec opportunities of Middlebury with free listings, short description, address and website. Will be distributed around the state in the brochure racks managed by PP&D. April May June + Beyond Work on the list of all Middlebury stores and restaurants Designer to create brochure for Middlebury Send to printer and coordinate with PP&D Chamber to manage quantities Edit design and reprint additional brochures as needed as funding allows 19

20 Middlebury Brochure Measurements of Success 10K brochures taken from racks throughout the state Level or increased shopping/dining/hotel stays (data from businesses) 20

21 EXPERIENCEMIDDLEBURY.COM 21

22 ExperienceMiddlebury.com Website Fully integrated community calendar (linked to ACCC, Addison Independent, Middlebury College, etc.) Featuring all dining & shopping (non-paid listings) Including other area highlights and parking Corresponding app with easy to find parking instructions Web/App Design Work: $33,400 RFP Advertising: $600 Marketing Site/App: $1,000 Total = $35,000 (USDA Grant) 22

23 ExperienceMiddlebury.com Website A revitalization of the ExperienceMiddlebury.com website to focus on listings of businesses, things to do in Middlebury with a community calendar that integrates with the various other calendars in town and a corresponding app with parking/wayfinding info. March April May-Aug Develop an RFP for the scope of work Advertising the RFP Assemble content, photography, etc. Review the proposals Make a recommendation to the Selectboard based on the town s purchasing policy Hire someone to execute the design and technical elements of the site/app Web subcommittee to work closely with the designer on content, design, photography, calendar capabilities Launch site/app as soon as completed Promote new site/app 23

24 ExperienceMiddlebury.com Website Measurements of Success Google Analytics Data showing increased usage of site Google Analytics Data showing click-throughs Download rates of App Usage (and usability) of community calendar 24

25 SIGNAGE 25

26 Signage Visually engaging signage for wayfinding and parking Work with town manager and depts on placement Professional Design: $500 Sign Printing and Install: $5,000 Total = $5,500 26

27 Signage March April May Work with town on placement Design and get printed Install signage 27

28 Signage Measurements of Success Increased usage of further away parking lots Anecdotal evidence of sign function and effectiveness 28

29 BEAUTIFICATION 29

30 Beautification Flower boxes with plantings around downtown Work with DPW/town manager and merchants on placement Maintenance of plants Public Art project on Triangle Park fence Flower Boxes & Flowers: $2,500 Maintenance: $1,000 Public Art Materials and Installation: $2,000 Total = $5,500 30

31 Beautification April May Summer + Beyond Source flowers and flower boxes, order Work with town on placement & maintenance schedule Boxes installed, flowers planted Begin maintenance Regular maintenance In the fall, replace with small trees (?) 31

32 Beautification Measurements of Success More aesthetically pleasing Achievable maintenance schedule 32

33 SPECIAL EVENTS: Midd Summer Music & Movies Summer Block Party 33

34 Midd Summer Music & Movies Originally an idea generated by the Neighbors Together Community Forums, the event series features an outdoor concert or movie projected onto a large outdoor screen on Wednesday evenings throughout the summer. March/April May Summer Develop the schedule, start choosing music/movies & get permission to use park Approach sponsors Purchase insurance coverage Design and print marketing collateral Place advertising & community calendars Coordinate additional elements: facepainting, games, food trucks, etc. Host events, plan for rain-dates 34

35 Summer Block Party A community block party on the closed-off streets of Downtown Middlebury, featuring live music, shopping promotions, prizes & giveaways, games, activities and food. We will coordinate with the businesses to remain open later in the evening. May/June July August Coordinate any necessary event permits and insurance & event specifics with other orgs Work with Jim to set date according to construction needs Design print collateral, online marketing Place ads, distribute posters Coordinate final event logistics Host the event Communicate date to businesses 35

36 Special Events Midd Summer Music & Movies Series Summer Block Party (Music & Movies) Purchase of PA System: $300 (Movies & Music) Purchase of Projector: $350 Midd Summer Movies and Music Marketing: $1000 Purchase of Stage (both events, plus others): $5,000 Summer Block Party Entertainment: $800 Summer Block Party Marketing: $850 Summer Block Party Insurance: $200 Summer Block Party Prizes: $2,000 Total = $10,500 36

37 Special Events Measurements of Success Awareness of the events within the community Participation of businesses Attendance at the events Willingness of other organizations, businesses to participate 37

38 ADMINISTRATION 38

39 Administration A paid Project Manager to ensure accountability for execution and completion of proposed work within the presented budget and timeline Neighbors Together supports BMP Marketing Director Karen Duguay in this role Approximately an additional 10 hours/week at $20.00/hour Total = $10,000 39

40 $115,000 40

41 Looking Ahead Tax-Free Periods Neighbors Together would like to pursue the idea of a sales tax-free period or periods during Research into the feasibility of that will begin in Free Delivery Can businesses compete more directly with online retail giants like Amazon if we can offer a similar free delivery service for items purchased online/phone from Middlebury businesses? We want to get a sense of who might participate and how much it would cost in 2018/2019 for Middlebury as Conference Host Neighbors Together would like to research ways to attract conferences hosted in Vermont. Public Wi-Fi We would like to research the possibility of public wi-fi in Middlebury, bringing any info found back to the selectboard for their direction/consideration. Tourism Neighbors Together wants to find more opportunities to market Middlebury to a tourist audience and explore co-op marketing opportunities with businesses and other organizations. Flash Sales We want to begin exploring the idea of flash sales for local businesses and get a sense of who would be interested in participating. Coordinated for 2019 and

42 Thanks! Any questions? 42