PR & Marketing Plan

//PR & Marketing Plan
PR & Marketing Plan 2017-01-25T15:17:16+00:00

Executive Summary

Each year, through the budget planning process, the District adopts a marketing, business and economic development project work plan and budget. After adoption of the project work plan and budget, a strategic communications plan is developed.

The strategic objective of this plan is to ensure increased public awareness of District projects, both ongoing and those that are planned. A secondary objective is to increase brand awareness of District activities to the property and business owners, elected officials and key stakeholders and the general public as we implement and plan new projects. Lastly, we act as positive change agents for property and business owners by interfacing with them to ensure the efficacy of our District efforts, and to develop or modify ongoing programs and projects to meet owner needs when appropriate.

The marketing, business and economic development committee meets monthly, or as needed, to receive reports and review the project work and tactics plan to provide feedback and make recommendations for adjustments to the plan as may be needed. Attachment A is a schedule of the outreach strategy by medium and audience type.

Plan Objectives

  1. Brand and promote the District as a place to live, work, entertain, shop, and do business: This objective is to publicize the District as a business and consumer-friendly destination for investment, relocation, and entertainment.
  2. Be an information and education resource: Through our resources, the District will continue to grow our base of information and content available and relevant to:
    a. Our established local business relationships and community,
    b. Developers and independent parties interested in doing business within the district, and
    c. Our elected officials, key strategic partners, community members and the general public.
  3. Educate the public and business communities on District projects and programs: This objective is focused on educating our community about the programs and plans associated with the District. The messages used clearly communicate that the District is a safe, clean, green community where investments can grow. The tactics intended for this objective are to publicize and continue a nurturing-style of education throughout the year that explains the programs being implemented and their on-going progress. These programs represent the growth of our brand and branding efforts.

Programs

Billboard and Outdoor Media
(In support of objectives: 1, 2, and 3)

The focus of the 2016 billboard campaign markets to the business entrepreneur by informing them of the changing demographic of Spring Branch, which indicates growing income, population and housing values.

MEDIUM: Outdoor print.

TIMELINE: Messages changed out 3 times per year.

Radio Campaign
(In support of objectives: 1, 2, and 3)

The focus of the 2016 radio campaign markets to the business entrepreneur by informing them of the changing demographic of Spring Branch, which indicates growing income, population and housing values. This effort complements the billboard campaign.

MEDIUM: On air.

TIMELINE: See radio schedule.

Print and On-line Medias
(In support of objectives: 1, 2, and 3)

Print and on-line banner ads are a recommended part of the overall marketing outreach program. Publications recommended by our media planner currently include consideration for both print and on-line ads in Houston Business Journal and Houstonia. These ads as developed will also focus on business entrepreneurs by informing them of the changing demographic of Spring Branch which indicates growing income, population and housing values. This effort complements the billboard campaign.

MEDIUM: Print and on-line.

TIMELINE: See media planning schedule.

Press and Media Outreach
(In support of objectives: 1, 2, and 3)

Press releases and delivering content to the media is just another way to inform the community and businesses about programs, activities and development within the District. Press releases should be issued as deemed necessary for each event and updates on District programs. Major releases are to be targeted and focused at Houston media (e.g. Houston Chronicle, CultureMap, Houstonia, Swamplot, HBJ, Reddit as well as select bloggers). Stories of interest (business/owner- or district-oriented) should be pitched to city, regional and national press/publications, serving to promote development and interest in the district. Some releases are targeted for digital distribution across no- and low-cost distribution services and a paid service on a case-by-case basis. For major releases, a physical copy is mailed to targeted journalists and publications and follow-ups are done accordingly.

MEDIUM: Mailed, digital, e-mailed.

TIMELINE: As needed or required.

Business Ambassador (BA) Program
(In support of objectives: 1, 2, and 3)

The BA meets with members of the storefront business community face-to-face to build a better relationship and share and gather information. The BA is a localized endeavor that complements a BRER Program. The business visits are used to deliver newsletters and other materials and are also an opportunity to inform the businesses on the services the District has to offer and how this might assist in helping businesses increase sales, marketing more effectively, etc…This also helps build a better database of contacts for email and mailings. The visits are also used as a way to gather community news and updates to be used in our various Medias.

MEDIUM: This is an in-person physical visit with physical collateral.

TIMELINE: Goal: 80 businesses per month visited.

Presentations at Civic and Community Meetings
(In support of objectives: 1, 2, and 3)

There are various meetings/events that take place within the District and surrounding areas. The District can support these events with attendance when possible and when there is an opportunity to build greater brand and project awareness/recognition; meet and capture contact information for community members, and/or educate them on the District’s programs and initiatives.

MEDIUM: This is an in-person physical visit with physical collateral.

TIMELINE: As needed or required.

District and Community Events

Events in the community help drive traffic and increase exposure for the District businesses. They also help brand the District and showcase the great amenities available in the District for owners, residents, and businesses. The District currently hosts Multi-Family Public Safety events and an Annual Holiday Social and is a lead sponsor of the HWCOC Economic Development summit and the Annual Zest in the West event and a supporter of the Teacher of the Year events.

MEDIUM: This is an in-person physical visit with physical collateral.

TIMELINE: As noted above.

Printed and Electronic Newsletters/Reports
(In support of objectives: 1, 2, and 3)

The printed newsletter is mailed to property owners to inform them of programs and projects in the District, meeting times, and plans for future programs. This is a good general education piece with specific reports related to the District. It is also distributed to businesses via staff visits and the Business Ambassador Program. Our e-newsletters are created monthly and emailed to the businesses and the public.

MEDIUM: Mailed, digital, e-mailed, and in person distribution.

TIMELINE: Three printed newsletters per year and monthly e-news.

Printed Postcard Campaign
(In support of objectives: 1, 2, and 3)

Postcards allow the District to maintain a consistent touch with a physical marketing piece. The postcard is used to inform businesses on District services and drive traffic to the website. The postcards typically encourage signing up for electronic news from the District in order to gather additional email addresses and grow the database as well as increase brand awareness.

MEDIUM: The postcards are delivered via mail to area businesses in order to deliver a physical piece that gathers attention and supplements electronic correspondence and other community exposure.

TIMELINE: Monthly or as needed.

Additional Printed Marketing Materials

The District also creates flyers, economic development and real estate brochures, public safety materials, power point presentations and other marketing materials as needed.

Web and Social Media

Content creation and Distribution (Web Strategy and Traffic Plan)
(In support of objectives: 1, 2, and 3)

The District website is a hub of information that encompasses information about the community and businesses within the District. Utilizing every means available for creating and documenting relevant content remains the chief focus for the website. Aside from fulfilling the overall plan objectives, additional goals for this content include reputation management and capturing search traffic by generating highly relevant content for searchers seeking information about the District and area businesses.

Distribution channels are to include:

  • Website posts
  • Website events calendar
  • Website interactive map
  • Website pages
  • Press releases
  • Community partners
  • and supported by
    • Facebook
    • Twitter
    • Email communications
    • Printed materials

    Content Creators are to be: Staff, professional writers and a Social Media Strategist.