Businesses Are Open – Main Message in Downtown BIA Marketing Campaign

ThoroldBIA_July2020_Pattison_billboard_

“Businesses Are Open!” This is the key message coupled with a “#ShopThorold” hashtag in a Historic Downtown Thorold marketing campaign to support local merchants during the Front Street Revitalization.  The first phase of the communications and marketing campaign produced for the Thorold Business Improvement Area by Divine Media will run from June to September 2020.  The integrated media campaign has been strategically designed to support the downtown merchants during the Front Street construction project.

In December, a new campaign with a revitalized strategy would start with a fresh plan.

Starting in June, you will see the following points emphasized in the Historic Downtown Thorold media messaging.

  • Businesses are open – retail stores, restaurants, offices, services, clinics
  • Free parking in municipal lots for all customers
  • Sidewalks are open  
  • Shop local –  Downtown merchants are pleased to serve, and appreciate your support
    Let’s use these hashtags when posting related Thorold news and events on social media
    #shopthorold, #eatthorold, #healthcarethorold, #historicdowntownthorold
  • We’re working together to build a better downtown

The media mix combines the synergies of sight and sound, in print, online, and on radio with the following components:

SIGNAGE & OUTDOOR BILLBOARDS

Thorold BIA Chair, Serge Carpino joins Santino Perri, Impact Promotions and BIA executive member, to point out the main message in the city-wide signage; BUSINESSES ARE OPEN!

Signage created by Santino Perri at Impact Promotions will capture attention with super roadside boards, 4 feet x 8 feet, placed in high traffic intersections across the city. 

A 3-month campaign on the Pattison network will also create high frequency of exposure on the streets with posters in Thorold and St. Catharines. Look for the billboards coming soon on Pine Street as well as Merritt Street.

RADIO ADVERTISING

A Traffic / Weather Report sponsorship on 91.7 Giant FM will pump up market reach for the Thorold BIA message with daily frequency, Monday to Sunday.  The radio commercial voiced by Chuck LaFleur highlights Historic Downtown Thorold’s revitalization.  Coverage will saturate the Niagara Region and extend the Historic Downtown Thorold brand across Southern Ontario on the number one classic rock station.

POST CARDS / DIRECT MAIL

Targeted households in newer communities in Thorold will receive monthly post cards from the Thorold BIA merchants.  The extra-large, 2-sided, colour post cards to be produced by Print Three Thorold will employ Canada Post for the Admail in targeted areas such as Thorold West, Rolling Meadows and other newer sections in the city.

DIGITAL MARKETING

Digital marketing will push the Thorold BIA message online.  Google remarketing ads will reconnect with people browsing online who visited the BIA website. Additionally, a social media calendar will be used to schedule frequent posts with updates on what’s happening in the Thorold BIA.  Look for the Thorold BIA news on Facebook, Instagram, and Twitter.  Facebook paid ads will be placed to help boost exposure for the Thorold BIA during the revitalization project.

In Part 2 of the campaign, other media and merchants will work their way into the mix as the momentum grows in Historic Downtown Thorold.  As we say here, “we’re all working together for a better downtown.”  Stay tuned and go to ThoroldBIA.com

About Paul Carfagnini 252 Articles
Helping my clients grow their business with customized integrated media campaigns is what I do with a passion as a marketing consultant in Niagara. Exclusive options for a Niagara media plan include Intrigue Media video advertising on our community TVs; event marketing such as the Niagara Health Expo; as well as the My Thorold newsletter and online directory. As a Niagara-based media consultant, my proven track record includes experience in radio advertising, print ads, social media, video advertising, Internet marketing, public relations, and direct sales. As a communications specialist, my work has consistently produced results in radio, Internet, print and electronic media, event marketing, and community relations, along with advertising sales experience.