branding strategy...commercial real estate, etc. veteran entrepreneurs, baby boomers 2nd career. •...
TRANSCRIPT
BARRE – ROCK SOLIDBRANDING STRATEGY
BRAND OVERVIEW• The Three Pillars of Growth
• New Residents• New Visitors• New Businesses
• Our Brand Strategy Is Focused On • Arts• Education• Outdoors• Entrepreneurs
• New Marketing Website With 3 Distinct Portals
CREATIVE STRATEGY
MEDIA STRATEGY
CAMPAIGN COMPONENTS
• Targeted Digital Advertising⁃ Pre-roll Video
⁃ Display Ads• Regional Radio
• Regional TV• Social Media and PR
NEW RESIDENTSTargeted Digital Ad Campaign
Focus:• Excellent Education Opportunities
• Dynamic Lifestyle• Solid Institutions
• Embracing Community• Growing Opportunity
TARGETING:• Individuals who are using Real Estate Websites
Searching for Residential Homes
• Geo-Targeted to Searches in VT, New England, and New York
• Sites Such As Zillow.com, Realtor.com, Trulia.com, etc.
VISITORSDigital Ad Campaign
Focus:• Barre As A Cultural Center
• Stone Arts, SPA, VGM, Opera House, Hope, History Center Galleries, Art Stroll, ROA
• A Top-Ranked Outdoor Destination
• Millstone Trails • Country Club of Barre • Thunder Road
• Dining & Entertainment
TARGETING• Individuals Who Have Been Researching Vacations in VT
& Other New England States: Hotels, Dining, Mountain Biking, Museums, Galleries, etc.
• Sites such as Trip Advisor, Hotels.com, Yelp & Open Table, VermontVacations.com, Vermont.com, Boston.com, Singletracks.com, NEMBA, Kingdom Trails, etc.
SPECIFIC SITES ADVERTISING• VermontVacation.com, Vermont.com
LIMITED REGIONAL RADIO• Seasonal Campaigns to Promote Shopping, Dining & Major
Events such as Heritage Festival or Holiday Shopping
ENTREPRENEURSDigital Ad Campaign
Focus:• Entrepreneurial Culture
• Welcoming Business Climate• Resources and Support - Wilson IP
• Affordable Real Estate Opportunities• Educated Workforce
TARGETING• Individuals Who Are Researching Starting A Business As Well As
Existing Businesses
• Specific Groups of Entrepreneurs:• Veterans Researching Becoming a Certified Veteran-Owned Business
• Sites such as NVF.com and VA.Gov's Veteran Entrepreneur Portal, Inc.com, etc.
• Baby Boomers looking to start a new career rather than retire• Sites such as SBA, SCORE, AARP & Entrepreneur.com
ADVERTISING ON SPECIFIC SITES• VT Business Magazine, VT Digger, Vermont COC,
WCAX.com, Mychamplainvalley.com
LIMITED TELEVISION• :15 “Bookends” on Local News 2-3 Times Per Year• Show How Barre Is Investing In Businesses Looking
To Start, Expand or Relocate
START-UP IMPLEMENTATION BUDGETCreative Marketing Materials and Production Package Price Proposed of $60,000 (TICO Discount of 100%)
• Web Site with Home Page and 3 Distinct landing pages targeted for New Residents, New Visitors and New Businesses - $20,000.
• Films for each landing site, estimated 16 films in total - $25,000• Photography for websites and presentations - $3,500• Digital Ads - $5,000• TV spots for business growth - $5,500• Radio spot - $1,000
START-UP IMPLEMENTATION BUDGET
Recommended Media Buys - 6 months to a Year. $50,000 to $120,000 ($100,000 recommended)
• New Residents 40% of total spend $2,000 to $3,000 a month• Digital advertising* targeted to 25-60 yr old demo specifically looking at
real estate sights, searching real estate and related subjects in VT and surrounding New England states & NY (job searches, “what’s it like to live in...”, etc.)
*Average cost is $10-15/1000 impressions for banners, depending on the platform. $20-30/1000 impressions for pre-roll and targeted video.
START-UP IMPLEMENTATION BUDGET
• Visitors 25% of total spend $12,500 to $25,000 • Allocate 55% Digital Advertising* using direct and re-targeting to 25-65 yr
old demo specifically looking at Vermont vacation and COC sights, searching resorts, vacations, recreation, arts, lodging, and related subjects in VT
• Allocate 25% to Specific Visitor Sites including VermontVacations.com, Vermont.com, VermontArtsCouncil.org, CreativeGround.org, mountain biking/trail sites, etc.
• Allocate 20% to Regional Radio: 10 days leading up to Heritage Festival, holiday shopping
START-UP IMPLEMENTATION BUDGET
• New Businesses 35% of total spend $ 1,500 to $2,500 a month • Allocate 37% for Digital Advertising* using direct and re-targeting to 25-65 yr old
demo specifically looking at entrepreneurial sites and searching for related information - starting a business, expanding a business, registering a business, commercial real estate, etc. Veteran entrepreneurs, baby boomers 2nd career.
• Allocate 23% on Vermont Business Magazine digital (web & e-news banners)
• Allocate 12% on vtdigger.com (18 weeks bronze level sponsor, or 9 weeks gold)
• Allocate 28% TV WCAX news for 2 weeks, 3 times/year (4 6p+ 4 early am+ 4 am/week)
FUNDRAISING• Three Strategies:
• Straight Ask to Businesses & Community Leaders for Contributions
• Sell Sponsorships on Our Website • Logos• Banners• Display Ads
• Public Buy-In• Request Funding from both Municipalities• Increase BADC Allocation
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