#SupportSpaCity Marketing Plan

Having a strong marketing strategy laid out from the beginning is a great way to ensure a successful campaign. Below is a marketing strategy that I, along with the Vice President of Economic Development, created for our #SupportSpaCity campaign

#SupportSpaCity Marketing Strategy:

 

Project goals:

Quickly get cash in the hands of local small businesses, give grocery relief to those who saw a loss or reduction of employment due to the pandemic. Show members and community that the Chamber is relevant and works hard for the business community.

Main marketing goal:

Let the general public know about the website, generate gift certificate sales for businesses

Main obstacle:

The COVID-19 pandemic forced many businesses to temporarily shutter their doors. The website had to be built quickly, and the news had to be delivered quickly.

Target audience:

Local businesses and community members

Non-paid media:

Front page story or press release published in the newspaper
TV spot on local news stations
Eblasts to Chamber members
Facebook/Instagram posts

Initial push:

Direct contact with local small businesses to inform them of the website, so they could sign up.

Send a press release to the local newspaper in order to get them to do a front-page article about the program. Send the press release to the Little Rock TV media as well.

Rewrite press release for email and social media. Post to Facebook/Instagram once a day, and send two eblast out the first week.

Eblasts:

One designated eblast per week and ad in the weekly email newsletter telling Chamber members to purchase gift certificates and share the website with others

Social media:

Daily Facebook/Instagram posts educating the public on the importance of purchasing gift certificates through the website and encouraging everyone to share

Newspaper ads:

One large ad on our full-page in-kind trade

Results:

Highly successful. We raised more than $80,000 in community relief. The program also showed Chamber members and community members alike that we work hard local business.