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TRANSCRIPT
Main Street Promotion
About Me
Travis Brown Tactical Projects Leader at Rokusek
6+ years as Executive Director for The
District in Quincy, IL
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What We’ll Cover
• What is Promotion
• Communicating Authentically
• Communicating Effectively
• Events
• Main Street and Current Events
Before we get started
• Political Tensions
• COVID
Promotion means selling the image and
promise of Main Street to all prospects. By
marketing the district’s unique characteristics
to shoppers, investors, new businesses, and
visitors, an effective promotion strategy
forges a positive image through advertising,
retail promotional activity, special events, and
marketing campaigns carried out by local
volunteers.
The job of the Promotion Committee is to
promote downtown as the center
of commerce, culture, and community life for
residents and visitors alike.
Main Street Promotion
Travis’ Definition:
The way we communicate and
interact with people.
Main Street Promotion
Main Street Communication
• Needs to be on brand • Needs to be authentic • Needs to be effective
Communicating On Brand
Merriam-Webster defines brand as “a class of goods identified by
name as the product of a single firm or manufacturer”
More than just your product, website, or messaging. It is
EVERYTHING about your organization.
What elements effect your brand?
• Logo • Business Cards • Emails • Website • Social Media • Office Signage • Ads • Voicemail/Phone Answering • Community Involvement
How do you identify your brand?• Know your history
• Know your customers
• Know your community
• Talk to visitors!!
Communicating Authentically
Wherever and Whatever you are communicating, it
needs to be authentic. If you aren’t sincere and genuine
people will tune you out.
Content is King!!
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” - Bill Gates
Communicating Authentically
Quick Test:
If someone took your business card (or Facebook post,
website, tweet, insta story, etc) and showed it to a stranger
who was standing in the middle of your downtown, would
that business card look like it belonged there?
Communicating Effectively
Even if you are authentic…
How do you know if it is effective?
Creating a Plan• Plan the work, work the plan
• Be Specific
• Use all the appropriate channels
• Share the Responsibility
• Include Transformational Strategies
How do you tell Your story?• What digital communications are you using?
• Website • Social Media • Emails
• What print communications are you using? • Logo • Brochures • Business Cards • Signage
• How do you talk about your organization? • What’s your elevator pitch? • What’s your voicemail sound like?
Setting Goals
• How many followers?
• How many likes?
• How many sales?
• How are you tracking your ROI?
Who are you attracting?
• DO NOT say you are for everyone
• Who is your target demographic?
• How are you marketing each other?
Creating a Plan• Quarterly Themes • Monthly Topics • Weekly Touch Points • Include as much as you can
• Website Updates • Blogs • Vlogs / Videos • Social Media • Speaking Engagements • Emails / Newsletters • Direct Mailing • In-Store Promotions
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Test, Test, Test• Try different types of content to see
what works for YOU
• Especially for larger events or things you are going to be paying for ads, test the ads • Headlines • Thumbnails • First :10 • Editing
Communicating Through Current Events
• Be clear and concise
• Be a resource
• It’s okay to not have all
the answers
Downtown Happy Hour
Main Street America
Planning for RecoveryMain Street Forward
Virginia Main Street
Communicating Through Current Events
• Be clear and concise
• Be a resource
• It’s okay to not have all
the answers
Events• Big part of Promotion
• Will be extremely important as we get back to large gatherings • Both Financially &
Community Needs
• Should connect with your brand…don’t just do them because you’ve always done them!
in every bag!
September13, 14, & 15
What do you think will be your biggest challenges moving forward?
Promotion In & After COVID-19
• Be a reliable source of information
• Promote Your Businesses
• Can you make up for lost time/events/revenue?
