image campaign status report - watch muskegon · image campaign status report in 2015, community...
TRANSCRIPT
Image Campaign Status Report In 2015, community partners rallied together to launch Watch Muskegon, a three-year campaign to improve the overall image of Muskegon. Midway through the campaign, a perception research study was completed and data shows our efforts are working! As we continue to focus on our three pillars of Education, Beautification, and Marketing, we’d like to share how the Watch Muskegon campaign has made an impact throughout Muskegon County and beyond.
Community Image Campaign
Marketing
Destination Events
Branding Message
Social Media Management
Advertising & Marketing Plan
Partner Stakeholder Opportunities
Beautification
Corridor Beautification Plan
Targeted Beautification
Projects – In Action
Wayfinding System
Education
Muskegon STAR!
Muskegon In Focus
FAM Tours
Realtors Promoting Muskegon
BEFORE
AFTER
• Created and implemented a Muskegon County ambassadorship program known as Muskegon STAR!
• Certified over 900 Muskegon STARS!
• Started a program pilot which included three Muskegon Area Schools resulting in 80 Muskegon STAR! Students.
• Launching Muskegon STAR! Student program to ALL schools within the Muskegon Area Intermediate School District (MAISD) in 2018.
• Worked with the MAISD to promote the Muskegon Area Promise.
• Partnered with the Career Tech Center, Muskegon Community College, and Baker College to promote local education.
• Helped to promote the Muskegon In Focus leadership program.
• Hosted a Media Day Tour.
• Participated in familiarization tours, community engagement tours, educational seminars, speaking engagements, and more.
• Collaborated with Rapid Growth Media to feature On The Ground editorial highlighting positive news stories happening throughout Muskegon County.
• Created multiple cleanup projects along Sherman Blvd., including curb enhancements on a 1.5-mile stretch from Seaway Dr. to Getty St.
• Began an implementation strategy for gateway features along Sherman Blvd. from US-31 to Lake Michigan.
• Identified multiple locations for pocket parks on Sherman Blvd. and began the approval process.
• Facilitated an Adopt-a-Lot Program.
• Added permanent trash receptacles in locations with significant foot traffic and debris.
• Worked with organizations to clean up blighted properties.
• Painted fencing along Sherman Blvd.
• Researched and drafted a proposal for an anti-litter campaign.
• Created relationships with municipalities, local residents, and businesses along Sherman Blvd. to implement change.
• Established and launched well-known brand messaging.
• Placed over 50 billboards, 5,000 radio ads, and 50,000 TV commercials throughout West Michigan.
• Printed and distributed thousands of promotional items including apparel, stickers, yard signs, poster, banners, and more.
• Utilized the Watch Muskegon website and Google AdWords for online marketing.
• Generated a significant amount of positive news stories and interviews through various mediums.
• Launched #ThisIsMuskegon photo contest resulting in over 3,000 active participants for the month of July 2017.
• Utilized social media to promote events, positive stories, local businesses, and more.
• Increased Facebook likes to over 10,000.
• Hosted multiple events and participated in numerous presentations.
Community Image Campaign
Marketing
Destination Events
Branding Message
Social Media Management
Advertising & Marketing Plan
Partner Stakeholder Opportunities
Beautification
Corridor Beautification Plan
Targeted Beautification
Projects – In Action
Wayfinding System
Education
Muskegon STAR!
Muskegon In Focus
FAM Tours
Realtors Promoting Muskegon
Community Image Campaign
Marketing
Destination Events
Branding Message
Social Media Management
Advertising & Marketing Plan
Partner Stakeholder Opportunities
Beautification
Corridor Beautification Plan
Targeted Beautification
Projects – In Action
Wayfinding System
Education
Muskegon STAR!
Muskegon In Focus
FAM Tours
Realtors Promoting Muskegon
Community Image Campaign
Marketing
Destination Events
Branding Message
Social Media Management
Advertising & Marketing Plan
Partner Stakeholder Opportunities
Beautification
Corridor Beautification Plan
Targeted Beautification
Projects – In Action
Wayfinding System
Education
Muskegon STAR!
Muskegon In Focus
FAM Tours
Realtors Promoting Muskegon
Change is Happening!
April 2017 Perception Research and Results study data provided by ISR Avenue. Complete results are available via: http://watchmuskegon.com/wp-content/uploads/2017/05/Watch-Muskegon-Perceptions-Study-v.F-For-Website.pdf
95%
38%Compared to results collected in 2014, Muskegon-area residents have an improved view of Muskegon.
The most positive comments about the area tend to focus on things related to:
• The Lakeshore
• Recreation
Muskegon County’s greatest points of difference appear to be its natural amenities (beaches, parks, lakes), as well as cultural amenities and diversity.
Overall, the most memorable placements of the campaign have been:
• Billboards
• MLiveIn the eyes of West Michigan residents, the Muskegon area has improved the past 10 years in a number of categories including:
• Options for eating out
• Availability of attractive festivals and events
• Overall qualities as a vacation destination
We would like to see the momentum continue. The Watch Muskegon campaign is comprised of several local businesses and individuals throughout Muskegon County and is funded 100% by private donations. The “US” in WATCH US GO is everyone, and anyone can be part of the positive change!
If you are interested in seeing the campaign continue an additional three years, please visit www.watchmuskegon.com/donate.
watchmuskegon.com #ThisIsMuskegon
CONTEST WINNER
#ThisIsMuskegonPHOTO CONTEST
of Muskegon residents and
of respondents throughout West Michigan
...recall seeing or hearing messages related to this campaign.
What’s Next?
500%
More than
increase in web traffic compared to July 2016.
Thousands of photo contest entries
across Facebook & Instagram.
Fifteen finalists and
thousands of dollars
in prizes.