Marketing Committee Meeting
June 21, 2022
Introductions
Coming Soon…
Roundtable Check In
Thoughts/Comments about brand or event marketing?
What are you hearing on the street about downtown? Any concerns? Good news?
Have you traveled anywhere and seen any cool ideas (posters, wayfinding, events, etc.)?
Recap / Takeaways
May 14-17, 2022.
Emerging Leaders Fellowship (ELF)
Class of 2022
NY Trip.
Outdoor Dining Activations
A New York State Supreme Court judge is halting plans for a zoning change that would pave the way for permanent outdoor dining in New York City.
Some neighbors formed a coalition and filed a lawsuit claiming the city didn’t follow the correct steps required by law.
This doesn’t change things for existing structures, which can remain in place through the end of 2022.
There are guidelines for temporary outdoor dining and the city continues to work on permanent rules including enforcement, cost and location guidelines.
Pedestrian Plazas / Street Barricades
Signage / Wayfinding
Streetscape / Beautification
DEI work:
Rethinking Public Spaces
Misc. Takeaways
Street Fight: An empowering road map for rethinking, reinvigorating, and redesigning our cities, from a pioneer in the movement for safer, more livable streets. (Ordered)
Downtown Denver Partnership: Staff back in person full time for over a year. Mass resignations / turnover rate.
Downtown San Jose: Block by Block Management. Super hands on. Helps bridge the gap between teams. Dir of Ops: attends meetings, one on one weekly meetings, etc.
Springboard data analyzed daily in Times Square and Meatpacking District they look at year over year trends.
NYC Street Vending / Pot: Putting the cart before the horse. Enforcement issues.
Larisa Ortiz: Commercial District Neighborhood Assessment (Terri has rubric) - Measures four categories that are crucial to commercial district health; Admin Management Capacity / Physical Environment / Business Environment / Marketing and Demographic Data.
Times Square Alliance: Community First Pilot Program (Housing first emphasis.)
Figure out how to solve adaptive challenges: Adaptive challenges are volatile, unpredictable, complex and ambiguous in nature. Solutions to this type of challenge usually require people to learn new ways of doing things, change their attitudes, values and norms and adopt an experimental mind-set.
Adapt Goleman Leadership Style
Don’t wait for permission / ask for forgiveness.
“New York State legalized marijuana last September, and although the law allows for personal possession of up to three ounces of cannabis, regulations for sales have not yet been adopted.”
Millionaire “food truck” vendor that is operating ‘illegally’ in Jackson Heights. Loud music / parked illegally / in front of brick and mortar restaurant.
Words of Wisdom / Takeaways (Quotes ) - Tom Harris / Times Square Alliance
Shape the change you want.
It’s amazing what you can accomplish if no one wants to take credit.
If you are just doing what the person before you did, you are not leading, you are managing.
Control your narrative.
Don’t bring the city a problem without also offering a solution.
Be an adaptive leader - the leader that is needed in the moment.
Know who you are working with and how they lead - adapt your approach to the person.
Don’t tear down a stadium without first building a new one.
Don’t forget: Politicians work for us - the people. They should do what ‘we’ (community) want/need and not try to push their own agendas.
Place management professionals drive significant change in every major metropolitan area in North America in an industry that is growing rapidly around the globe. IDA members are involved in all segments of city center management (planning, leadership, communications and marketing, economic development and policy and advocacy) and in all types of organizations (nonprofit, government and business). They develop tools and strategies to address a broad range of issues impacting how people live, work and play in cities. - IDA (https://downtown.org/about-the-industry/)
Follow Recommendations
35
Campaign Line
35
Working on a strategy right now to focus a lot of attention to the brand campaign in August during Happiness Happens Month!
https://nationaltoday.com/happiness-happens-month/#faqs
Ideas? Suggestions?
Digital Highlights:
Top Performing Tactic: Display Online - has brought in 3,694 clicks for a CTR of 0.21% - far above the benchmark of 0.12%
Native Display remains above the 0.40% benchmark, which is great!
Geo-Fenced Mobile has recorded a total of 1,034 location visits so far! (through 6/13)
CTV has a VCR of 98.44%, which is higher than the benchmark of 90%.
Social Boost is almost double the benchmark of 0.24% at 0.51%.
The Paid creative currently has higher engagement compared to the Organic creative.
Social Highlights:
We are seeing consistent improvement in CTRs week-over-week
Week of June 6's CTR increased to 1.23% compared to the week prior (17% increase) and brought in 191 landing page views. This is above our agency benchmark of 0.90%
The general benchmark is $1.72, so it is great seeing the campaign's CPC almost 3x below this as this is showing the efficiency of the campaign.
Top Performing Ad Set: General Population (has brought in 633 landing page views)
Top Performing Creative: General-Carousel (has brought in 564 landing page views)
Shop-Carousel has moved up to one of the top performing creatives with 64 landing page views
Adults in Boulder County with an interest in music / concerts: 123,220
2019: Ages 21+, interested in music or live entertainment within a 17 mile radius of 80304: 100,000 / 1,245 hits
Ad Plan (Camera):
Friday Mags:
July 8, 15
Half Page:
July 17
Full Page:
July 10
Post It (double sided):
July 10
Sliding Billboard:
July 11,19
DDM:
July 9 (Adults 25+. Shopping habits > high ticket items AND interest > entertainment or arts & crafts AND $70k+ HHI in 40 mile radius of 80020= 184,944.
Roundtable Check In
Thoughts/Comments about brand or event marketing?
What are you hearing on the street about downtown? Any concerns? Good news?
Have you traveled anywhere and seen any cool ideas (posters, wayfinding, events, etc.)?
Events
CTO Leads:
2021: 6500 leads
2022: (3510 leads through May)
Top Requested States/Geographies:
TX
Colorado
International
Florida
Illinois
California
NY has fallen down a bit to be surpassed by Missouri, Ohio and Wisconsin.
The State of the American Traveler in June 2022
Overall, 86 percent of American travelers expect to travel in the next 12 months and the typical traveler expects to take 3 leisure trips in this period. Americans continue to show an increasing desire to venture further again, with 28.4% planning to travel internationally this year. Over 63% say they have a strong degree of openness to learning about new travel experiences and destinations to visit.
April
May