Buy Local Currituck Marketing Plan

Transcription

Y
U L
A
BLOCRITUCK
UR
C
Marketing Plan
EXECUTIVE SUMMARY
In these tough economic times, Currituck County is exploring ways to help its local
businesses and residents as much as possible to survive and thrive.
The County is concerned with its residents’ quality of life, community spirit and decline in
tax revenue. Because the Currituck County Tourism Department is the recipient of over $3
million a year in hotel and restaurant tax revenue, it’s ideally suited to create and fund a
campaign to stimulate the local economy.
The campaign is a partnership among Currituck Tourism, Currituck County Department of
Economic Development and the Currituck Chamber of Commerce.
The Currituck County
Buy Local Campaign
will include all
businesses that are
physically located
within the County.
The Currituck County Board of Commissioners has embraced the Buy Local concept and
provided funding for the program.
The central concept is a Buy Local Campaign.
Similar campaigns in other US cities have shown that Buy Local campaigns leverage the
pride of a community to gain momentum and change consumer habits.
A Buy Local Campaign is a movement to educate local residents and businesses to join a
cause, reaching out to their community to educate their neighbors, retailers, professionals
and restaurant operators about the many benefits of buying local.
Some of the “buy local” campaigns organized across the country focus on promoting
purchases from “independent businesses” as opposed to chains and franchises.
The Currituck County Buy Local Campaign will include all businesses (independents and
chains) that are physically located within the County.
Understanding that some goods and services are not available in the County, there will be
a focus on educating residents, through the website and other channels, about the many
goods and services that ARE available and ask them to consider making their purchases
here.
The main reason to Buy Local is simple.
Primarily, buying local re-circulates income within a community and returns increased
tax revenue. A Buy Local Campaign helps ensure real estate values are maintained and
businesses thrive. It helps maintain local businesses that help support the tourism
industry. In addition, when money is earned at local businesses, that business tends to
donate to the infrastructure that keeps a community strong – little league teams, the local
food bank, animal rescue shelters and more.
The campaign has been branded and has a logo.
The county will heavily advertise the program in order to educate local residents and
businesses on Buy Local benefits.
Like most Buy Local campaigns, it is estimated that it will go “viral.” In subsequent years,
advertising costs will be reduced. The County will pay an employee to manage the
BUY LOCAL CURRITUCK CAMPAIGN
Marketing Plan / Draft 04-06-11
Page 1
program, and he/she will be located at the Welcome Center in Moyock
with access to other tourism staff for support. The program manager
will look to gain local businesses as members. There will be no cost for
membership. The program manager will manage the website, Buy Local
promotional materials, and manage social media.
Launch strategies
Public relations will
also be utilized along
with third party
endorsement to
garner interest and
engagement.
Whenever possible, local vendors have been selected in keeping with the philosophy
of Buying Local. The launch date is expected to be in Summer, 2011. Promotional items
will include a comprehensive website detailing a list of local businesses, a kit for local
businesses to use for signage and point-of-purchase materials, rubber stamps (Thanks for
Buying Local) and opportunities to promote discounts on the website. The website will
later feature short webisodes – testimonials of County residents and businesses on the
success of the campaign.
The campaign will be announced through TV ads, a presence at local fairs and events,
speaking at Chamber meetings and through a program with the Chamber staff. The
Economic Development team will also help promote Buy Local at meetings they host or
attend.
Social media will be utilitzed for its speed and cost effective ability to connect with people.
Initially Facebook, Twitter, LinkedIn and YouTube will be the primary media. Later other
social media may be used. To gain interest, a photo contest of Currituck County will be
promoted on Facebook, with prizes offered quarterly.
Seasonal retail times will be maximized with digital e-broadcasts and e-newsletter content
to remind residents to consider buying local first for Valentine’s Day, Easter, Christmas, etc.
The Buy Local Campaign will also begin a Restaurant Week initiative. This has been popular
in other cities. Local restaurants will offer a prix fixe price for both lunch and dinner for a
week. This too will be promoted on the Buy Local channels.
To create buzz, guerrilla marketing tactics will be employed.
Ideas like coasters in restaurants with a fun Buy Local slogan, removable clings on
businesses’ windows and in restaurant bathrooms, bumper stickers, and more. Public
relations will also be utilized along with third party endorsement to garner interest and
engagement.
It will be important to benchmark and track success.
Other Buy Local organizations do not focus on tracking as it is nearly impossible to do.
However, staff will review web traffic, Twitter and Facebook followers, YouTube views, and
LinkedIn group followers. County sales tax, gasoline tax and other tax remittances will
be tracked against previous years to determine the impact of the Buy Local Campaign.
A satisfaction and awareness survey may be conducted periodically by a professional
research firm.
The long term goal is to have the Buy Local Campaign go viral, lessen advertising
costs and have the Chamber take it over while Currituck County prospers and thrives.
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WHAT IS A BUY LOCAL CAMPAIGN?
A Buy Local campaign is a movement to educate local residents and
businsses to join a cause and to reach out to their community and educate
their fellow neighbors, retailers, restaurant owners and others about the many benefits of
buying local.
A Buy Local campaign
is a movement to
educate locals.
Primarily, it re-circulates income within a community and returns increased tax revenue. A
Buy Local Campaign helps ensure real estate values are maintained and businesses thrive.
It helps maintain local businesses and supports the tourism industry. In addition, when
money is earned at local businesses, these businesses tend to donate to the infrastructure
(little league teams, the local food bank, animal rescue shelter, etc.) that keeps a
community strong.
There is also the “green” factor. When people buy local instead of out of county or
online, the item doesn’t travel as far (no shipping), so there is less carbon footprint. Local
purchases often require less packaging. Similarly, shoppers and diners burn less gas
driving to shop locally versus out-of-county.
Source: Thinking Outside the Box. The Urban Conservancy in partnership with Civil Economics and Grand Rapids
Local Works. Civil Economics 2008
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The Buy Local Campaign is about creating awareness to get people to
join the cause and help revive the local economy by shopping at their
friends’ and neighbors’ stores. It’s about encouraging local residents to
buy their products and food and use local services. In turn, these locallyowned and operated businesses will continually pump hard-earned dollars back into the
local economy by way of taxes, payrolls and purchases. Remittances from the state for
sales, gas and other taxes will increase. This means more money for schools, services, law
enforcement, emergency services, and new jobs in our community.
A Buy Local campaign asks residents and businesses, both large and small, to act and
be socially responsible.
It’s about encouraging
local residents to buy
their products and
food and use local
services.
The campaign acknowledges that not all goods and services are available locally. People
lack choice in some cases; however, many dining and most grocery, service and fuel
purchases are available within the County. They should “think local” whenever possible.
Some Facts:*
• Small businesses employ just over half of all U.S. workers.
• Small businesses create more than half of the nonfarm private gross domestic
product (GDP).
• Locally-owned and operated businesses create higher-paying jobs for you and
your neighbors.
The chart below illustrates how much is re-circulated in the community for every dollar
spent at a local franchise or independent versus spenting online or outside the county.
*Sources: U.S. Chamber of Commerce
– Small Business Nation; Civic
Economics – Andersonville Study of
Retail Economics. Civic Economics
– San Francisco Report on Retail
Diversity. U.S. Dept. of Commerce,
Bureau of the Census, Buy Local
Berkeley. Independentwestand.org
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Both large and small cities and counties have Buy Local campaigns. Some
focus only on independently owned businesses while others focus on
buying local produce. One of the initial Buy Local campaigns was started
in Austin Texas. It is entitled Keep it Weird, as a means of promoting the
individuality and character of a locale that keeps their independent and one-of-a-kind
businesses. Below are a sample of campaign names and logos.
The 3/50 project is a movement that encourages local people to select three local
businesses and spend $50 monthly at each of them.
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TARGET GROUP
The target group for the Buy Local Currituck campaign includes businesses
and residents of all ages and genders.
• Currituck County has a population of 25,305 / 9,813 households.*
• Average household size is three
• Labor force is 12,491
• 14% of the population has post secondary education
• 2009 per capita income = $23,364
The resident group splits into four geographic categories.
Moyock Area
Grandy Area
About a third of the County
residents live in the Moyock
area near the North CarolinaVirginia border and the City of
Chesapeake. These people are
likely to work, shop and dine
in the Hampton Roads area.
They live in detached homes in
subdivision communities, and
are a mix of white collar, middle
management, blue collar and
professional.
The Grandy area, in the center
of the Hwy. 168 corridor, is
home to an older population (50
years+). The majority of these
residents are homemakers,
farmers, contractors, watermen
and other assorted blue collar
occupations. There are some
small business owners within
this group that own retail or
service related businesses. A
new Ace Hardware is opening
early in 2011.
Source: Currituck Economic
Development website 2009 stats
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Carova Beach/Corolla
The Carova Beach/Corolla area
of Currituck County caters
primarily to the seasonal
residents and tourists. Because
of geography, this group can
see themselves isolated from
the rest of Currituck County and
absorbed in their immediate
environment.
Knotts Island
Knotts Island is a small enclave
of retirees from other areas
and long standing residents.
The long standing residents are
often farmers and tradespeople.
There is a general store and one
restaurant. The only connection
to the rest of the County is by
ferry. The highway runs from
the Island to Virginia Beach.
Buying Local for these residents
is difficult.
Media Usage
• TV usage – basic cable and network, satellite TV.
• Some newspaper readership, particularly in areas with individuals over 50 years old.
• Strong internet usage. Google, Yahoo, Bing.
• Younger population have embraced social media (i.e. blogs, Facebook, YouTube,
Twitter).
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SWOT ANALYSIS
Strengths:
Strong local buying power
Support neighbors
Unique products
Access
Short gas travel distance (greener practice)
Community re-investment
Accountability of locals = good service
Costs nothing to participate
Jobs
Weaknesses:
Limited merchandise/services
Hours are limited
No mall or downtown experience
No public transportation
Not always competitively priced
Opportunities:
Leverage local buying power
Long term growth/keep jobs here
More inventory
Maintain and grow community
Revitalization
Leverage
Threats:
Big boxes out of county
Online shopping
More focus on global economy vs. national
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COMPETITIVE SET
The competitive set is strong and varies by geographic region of Currituck County.
1.Internet/online shopping
2. Big boxes outside of Currituck County (Walmart, malls, Farm Fresh)
3. Convenience shopping out of Currituck Couinty near work or other venues
4. Dining options in Chesapeake/Hampton Roads or Dare County
Competitive considerations by region:
• Moyock & Central County area shops in Chesapeake/Elizabeth City
• Grandy & South area shops Dare County/Kitty Hawk
• Knotts Island shops in Virginia Beach/Hampton Roads
• Carova Beach/Corolla shops in Dare County/ Elizabeth City
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DEFINING THE BRAND
A brand is a promise and a commitment to an experience. Companies and
products that focus communication on their brand attributes without defining their brand
personality have difficulty in emerging from the competitive set or connecting with a
target audience. Prospects are likely to perceive them as being the same as all the others.
Brands cannot be defined merely by their attributes, since attributes are easily neutralized
as competing companies offer the same or similar products or services and consumers
move from one product or service to another.
Consumer/prospects
generally don’t
remember what
they know about
something. Instead,
they remember
their feelings/
emotions while in the
experience of using
the brand.
To position a service or product effectively in the mind of the consumer requires a
solid articulation and promotion of the brand’s personality and core values. Consumer/
prospects generally don’t remember what they know about something. Instead they
remember their feelings/emotions while in the experience of using the brand. One or more
points of differentiation must be identified.
The goal is for prospects to have a positive and unique relationship with the Buy Local
Currituck brand and to ensure that it relates to the Currituck brand overall.
Currituck County Brand Triangle
The Brand Triangle is a means to define a brand. It outlines the personality, attributes and
ultimately the core values.
The Personality of the brand is an important aspect of this process because it defines tone
and helps identify what will resonate with the target audience.
The Attributes are factual statements referring to the physical elements of the product or
service.
The Core Value is an integrated compilation of both the attributes and the personality and
is crafted to provide a single statement that defines the brand to its core.
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The Buy Local Currituck Brand
Currituck County
Buy Local Campaign
The unique selling
proposition is defined
as a statement
comprised of one or
two key attributes/
values that an entity
offers that are unique
and different from its
competitors.
Personality
Attributes
Leader
Adaptable
Sustainable
Wise/Smart
Responsible
Simple
Enthusiastic
Non-threatening
Free
New/Old Idea
Official
Results Oriented
Economically Beneficial
Inclusive
Cooperative Initiative
Recirculation of $
Eco Friendly
User Friendly
Core Values
Keeping local businesses in business
Positioning Statement
Buy Local is an awareness campaign to educate and motivate
Currituck County residents and businesses to first consider purchasing goods and services
in the County for the greater economic and social good of the community.
Unique Selling Proposition (USP):
Identifying the Key Point of Difference
From the brand triangle, we are then able to identify a unique selling proposition.
The unique selling proposition is defined as a statement comprised of one or two key
attributes/values that an entity offers that are unique and different from its competitors. It
basically distills the key attributes into a simple statement.
The USP helps the sales and marketing/public relations teams to easily communicate what
is being offered and how it is special and unique.
The USP also helps the creative team grasp the bottom line idea that needs to be
communicated through the creative execution of promotional material like logos,
brochures, a web site and other visual materials.
The Buy Local Currituck point of difference is that:
Buy Local Currituck is an awareness campaign to educate and motivate
Currituck County residents and businesses to first consider purchasing goods and
services in the County for the greater economic and social good of the community.
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THE NAME & LOGO
The name for the campaign was carefully selected. It needs to be selfevident, empowering, action oriented and simple. It was agreed to keep it simply BUY
LOCAL CURRITUCK.
“Buy Local” is an action oriented statement and “Currituck” explains where. Since there are
many tourists who visit Currituck, we don’t want them to mistakenly think that they should
buy local at home. The goal is to target residents and business owners locally in Currituck.
While developing the logo, staff felt it was important to use the words “Buy Local”
and “Currituck.” The image designed using high contrast so that it will be visible on
signs, posters, window clings, etc. In addition, the colors chosen - blue and green - are
compatible with the Currituck County Economic Development logo.
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THE PROGRAM
The Buy Local Program will operate as follows:
Criteria for Inclusion:
Any business physically located and operated within Currituck County is eligible to join.
The Buy Local Currituck managers will have the right to determine if a business is a bona
fide Currituck business, i.e. some businesses have post office boxes in Currituck but are
not actually located in Currituck. In the best interest of Currituck businesses, only those
businesses who officially operate in Currituck County will be included.
The current Currituck Tourism website has a list of most businesses in the County. These
will be automatically included in the program and on the Buy Local Currituck website. An
online application will be available for those businesses not currently on the site. Approved
applicants will be posted within 48 hours.
Governance:
The Buy Local Currituck campaign will be managed and controlled by the Currituck County
Director of Tourism, Diane Nordstrom, and Judy Vassar, Visitor Relations Coordinator.
Headquarters are located at the Moyock Welcome Center, 106 Caratoke Highway, Moyock,
NC, 27958. (252) 435-2938.
How it Works:
Any local business can join for free and may have a free listing on the website. All
promotions and coordination will be funded and managed by Currituck County Tourism.
The Currituck County Economic Development Department and Currituck Chamber of
Commerce will assist with program operations.
A downloadable kit will be available online to all participants that will include:
• An easy-to-print Buy Local Currituck window sign
• A digital logo in color and black & white for merchants to use on their website or any other promotional items.
• A rubber stamp will be available for sale that says “Thank you for Buying Local.” This can be used on invoices, statements, envelopes, etc.
• The website will also include an area to submit promotions. The Currituck County Tourism staff will review and post on the website under the Buy Local Promotions section. The staff will remove promotions when they reach their expiration date.
Tracking:
It is very difficult to determine a specific metric to track success. A count of businesses will
be one indicator – the more in business the better. Total tax revenue will also be taken
into consideration as an indication of success. The program will also consider a poll in
year two that asks residents and businesses how they think the program is working. The
unemployment rate will also be considered.
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Contest
Residents and businesses are encouraged to first consider a local business product or
service before making a purchase out-of-county or online.
Contests will be developed to encourage residents to buy local. Incentives will awarded
quaterly.
Prizes may include items or services provided by local merchants or perhaps monetary
prizes.
Website:
A comprehensive website that describes the Buy Local campaign with facts and
information will go live when the Buy Local Currituck campaign launches. It will list and
link to all businesses for easy access, allow for a promotions component to advertise
specials to residents, and will link to a social media presence such as Facebook and Twitter.
The site will provide a kit of materials for local businesses to get involved.
Shopping Bag
To promote the Buy Local Currituck campaign, a specially designed, reusable shopping bag
will be created. These will be given to residents at community events. Other promotional
items (e.g. pens) will also be given.
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Feedback from other Buy Local organizations
As part of the research process, staff spoke with other organizations to
learn how to best promote and educate residents and businesses about the benefits. The
feedback is as follows:
Keep Louisville Weird
As part of the research
process Buy Local
Currituck spoke with
other organizations
to learn how to
best promote and
educate residents and
businesses about the
benefits.
“Keep Louisville Weird” started as a grassroots organization in 2005 in Louisville, Kentucky.
It began after a long standing and unique bookstore sold out to Borders. Local shop
keepers decided that the ‘mallification’ of America needed to stop and that independent
retailers provided the personality and sense of place that major national retailers did not.
Louisville developed the program from Austin, Texas, who had been using the slogan
for a few years prior. The goal continues to promote the idea that locals should think
about spending their dollars locally at independently-owned unique stores, services and
restaurants before shopping from ‘big box’ retailers.
The organization today has 360 members who each pay $100 a year. A full-time, paid
employee runs the organization and promotes initiatives on their website, through social
media, PR, e-newsletters, meetings, and events. The first year of the campaign did require a
substantial amount of advertising dollars to achieve awareness.
They have not yet determined a means to track success but are thinking of a paid survey.
Buy Local Raleigh
Buy Local Raleigh launched in 2009. The public is still learning and becoming more
interested and involved. This organization operates with a $100 membership fee which
many small and new businesses have been hesitant to embrace because of the recession.
Those who enrolled almost always renew.
One of the obstacles has been that there are other competing Buy Local groups in Raleigh.
One focuses solely on buying from independently-owned stores/services but national
chains have embraced Buy Local because it helps them. The Buy Local national chain stores
are very coupon oriented and have daily blogs about weekly store specials. When used
with a coupon, it can translate into a free to no cost item which the smaller independent
businesses can’t compete against.
The economy is also a challenge – the majority of members that do not renew say is not
because they didn’t find value, but because they had to close their doors. Even groups like
Chambers of Commerce are a challenge because they have the marketing dollars, large
staff and well-known name. Buy Local feels like they compete with them.
Buy Local Raleigh has one staff person; the rest are volunteers. They are very grass roots
and there are no plans to change that part of the movement.
Currently they measure success by member count and fees. They range anywhere from
6-11 new members a month and host two to three large events per year. Their growth rate
at the end of 2010 was 30%. They now have people asking how to join. They are trying to
put together a long term sustainability marketing plan.
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APPROACH TO INTEGRATED MARKETING
The consumer decision model reflects the stages involved in the
purchasing process. Recognizing that awareness drives knowledge, knowledge drives
image which ultimately affects choice, the Buy Local Currituck brand marketing will focus
on increasing awareness and knowledge of the new brand among targeted audiences.
The consumer decision making model is useful in that it provides guidelines on how and
when to release information. For instance, print ads should only provide awareness and
some information or knowledge. The Internet and marketing materials can provide indepth information and details.
To begin introducing a product with a comprehensive explanation will not allow the
product or service to stand out with a basic single message that resonates with the
prospect. Securing the desired brand position will build long term market advantage and
is achieved by promoting key messages in the appropriate media at key times.
Client Decision Model
awareness
knowledge
relationship
choice/
conversion
satisfaction
sale
belief
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advocacy
SYNERGY
To successfully launch a brand, all disciplines must be synergistic.
The Web strategy must be in alignment with the print campaign, the media and public
relations plans must be shared, and a dedicated team with an account manager must act
as brand stewards to ensure consistency in all communications.
outdoor
Web
site
stationery
suite
presentations
&
communications
e-broadcast/
blog
BRAND
public
relations
banners
corporate
culture
print
sales
approach
guerilla
broadcast
TV/radio
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CREATIVE STRATEGY
It is our hope that the Buy Local Currituck campaign will be easily
understood and communicated broadly throughout the community in a relatively short
timeframe. The campaign benefits will be communicated through a combination of new
and traditional media. With most other out of market Buy Local campaigns, word-of-mouth
or viral marketing also plays a major role in its success.
The Buy Local Currituck campaign appeals to the audience’s sense of pride. The Currituck
community is close knit and unique. Once they understand the premise of what the Buy
Local campaign can do for them and for the community, it should be embraced.
The Buy Local
Currituck campaign
appeals to the
audience’s sense of
pride.
The most effective campaigns are very simple. They communicate only one aspect and
benefit allowing the individual to engage further on either online or in traditional media to
learn more about the product or service.
For instance, the iPod was first introduced with one simple line. “The iPod - 1000 songs in
your pocket.”
The ads did not seek to explain what an MP3 player was or how it worked – just that it was
a new technology that was small and played more songs than any other device at the time.
The consumers became interested and researched the product online and the device went
viral.
The concept behind the Buy Local Currituck campaign is to promote the greater good of a
Buy Local campaign and how it re-energizes a community, generating money and pride for
economic and social sustainability and growth. The campaign will focus on how spending
locally brings as much as 68% of each dollar back into the community and how that
positively impacts the greater good of Currituck County.
Awareness is the priority for year one. Public relations initiatives and the website can
explain more about the tangible benefits of the program such as:
• How ‘green’ it is
• How it will recirculate money within the County
• How it will generate additional tax revenue
• How local businesses contribute to community organizations
• Local business owners and employees are your friends, families and neighbors.
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PROGRAM PLANS
WEBSITE
Audience:Mass
Quantity: Comprehensive and robust website with content management system, downloadable information.
The internet is also
a cost effective way
to reach the target
audience and provides
flexible messaging.
Cost:$8,925
Timing:Immediate with revisions ongoing
The role of the Internet cannot be understated. Nearly six in 10 adults (58%) research
online a product or service and 24% will post comments online in a forum or review site.*
The Internet is also a cost effective way to reach the target audience and provides flexible
messaging. Content can be changed instantaneously and inexpensively. The site works as
both a general information tool for those who know where it is as well as a solicitation tool
for those who find it through organic search.
The sharing of product and service information also coincides with increasing use of
social networking sites, with 46% of Americans reporting the use of Internet sites such as
Facebook or LinkedIn.
Who is conducting research online for product or service information?**
• Men and women conduct online product research at similar rates.
• Online adults who are ages 65 and older do significantly less online product research than those in the 30-49 and 50-64 age groups.
• Internet users in higher-income brackets do more online research than those in lower-income brackets.
• Online Americans who speak English do more online product research than those who are Spanish speakers.
• There is no significant difference in online product researching among rural, suburban and urban Internet-using adults.
*Who Uses the Web from Pew
Research Center’s Internet &
American Life Project. September
29, 2010
• Some 83% of broadband users report doing online product research, compared with 67% of non-broadband users.
** Source: Pew Research Center
September 29, 2010.
Page 19
In keeping with the Buy Local Currituck ideals, a local vendor has been
selected to build the site. VBL Technologies will develop the site with the
latest and most relevant program languages to ensure optimal organic
search engine optimization on the top search engines – Google, Yahoo,
Bing. (Please note a website always needs updated information and programming to
ensure that it is widely used and easy to find on the top three search engines)
The site will also
provide important
research, links
to the Chamber,
Currituck Economic
Development and
any other relevant
business alliances.
Links can help with
organic search engine
optimization.
The site will provide a comprehensive overview on the philosophy of Buy Local Currituck
and also list local businesses and services. To further illustrate the benefits of the
campaign, local testimonials will be used on the site. The Buy Local Currituck campaign
managers will seek individuals who are participating and post their photo and a quote
from them on the website. Third party endorsement from the community will provide the
kind of advocacy required to encourage the movement to go viral.
The website will allow local businesses to download a Buy Local Currituck toolkit that
will be comprised of a Buy Local Currituck sign for their window – an 8 ½” x 11” sign that
they can print on any desktop computer printer. The site will also provide digital artwork
for their website or printing needs. All member businesses will be asked to include
Buy Local Currituck on their own websites, advertisements, invoices, signs and other
communications.
The site will have a news and promotions component that allows members to post their
latest offers and sales. It will have an online form that members can e-mail to the Buy Local
Project Coordinator, Judy Vassar, at the Moyock Welcome Center. Judy will review and then
post/remove promotions as per their specific dates.
The website will also link to social media outlets: Facebook, Twitter, YouTube, Vimeo and
Digg. Connecting multiple social platforms and a hub from the brand website can help
funnel consumers throughout the network.
The site will have a content management system for easy additions and revisions. Content
management systems can be a cost effective and timely way to allow for minor copy and
photo/graphics revisions.
If budget permits, the site will also show short 30-second webisodes of local businesses
who have success stories to tell.
The site will also provide important research, links to the Chamber, Currituck Economic
Development and any other relevant business alliances. Links can help with organic search
engine optimization.
A contest will be held to help promote the concept and allow a means for tracking success
via total revenue measurements. It will be included on the home page, linking to further
information, rules and regulations on another page within the site.
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Below is a proposed site map for the architecture of the site.
Traffic Reports
Google Analytic traffic reports will be provided monthly to track visitor counts, most visited
pages, paths through site, top exit pages, popular search terms, time on site, referring sites
and other relevant information.
Traffic reports will provide valuable information to maximize the website.
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SOCIAL MEDIA – VIRAL BUZZ
Audience:Mass
Quantity:Facebook/Twitter/ YouTube/Imgur/Vimeo/Digg/Flickr/Wikipedia
Cost:TBD
Timing:Immediate
Examples of popular
social media sites
include: Facebook,
Twitter, Flickr, Linked
In, Vimeo, Imgur,
YouTube, Foursquare,
Digg, My Space, Reddit,
and Stumbleupon.
Social media is not a fad. It is the biggest economic and social shift since the Industrial
Revolution. With that said, it is not a magic bullet. It has had a mystique about it because it
is new and different but social media, like any other medium, is not appropriate for every
product/service or target group.
By social media, we mean sites that allow users to opt in and both listen and speak.
Examples of popular social media sites include: Facebook, Twitter, Flickr, Linked In, Vimeo,
Imgur, YouTube, Foursquare, Digg, My Space, Reddit, and Stumbleupon.
This plan will focus on a select few to maximize our own resources and to only target the
most popular.
The most popular sites relevant to our goals and target group is Facebook, Twitter,
LinkedIn, and possibly Foursquare.
Consider these facts:*
• In 2010, Generation Y (30-50 yrs) outnumbered Baby Boomers.
• 96% of Generation Y has joined a social media network.
• 1 in 8 US marriages last year met on social media.
• While it took radio 38 years to earn 50 million users, it only took Facebook nine months to generate 100 million users.
• The fastest growing segment on Facebook is women 55-65 yrs old.
• If Facebook were a country, it would be the fourth largest in the world behind China, India and the US.
• Yet China’s QZone social network has 300 million followers.
• YouTube can now be considered the second largest search engine after Google with over 100 million videos.
• Ashton Kutcher and Ellen Degeneres have more Twitter followers than the combined populations of Ireland, Norway and Panama.
• 80% of Twitter activity is on mobile devices.
Source: Marketing Genius, Did You
Know? Fall 2009.
• Generation Y and Z prefer texting to email.
• 70% of all 18-34 yr olds have watched TV on the web.
• 25% of Americans watched a video on their phone last year.
• Wikipeida has over 13 million articles.
• 78% of consumers trust peer recommendations over advertising.
Page 22
• The number of text messages sent daily exceed the world’s population.
• Newspaper circulation is down seven million over 25 years but online readership is up 30 million in the same time period.
• All technology information doubles every 2 years
Social media reaches
18 to 55-year-olds,
with women 55 years+
as the fastest growing
segment. Businesses
are adopting it as a
cost effective means
of communicating
with prospects and
gathering insights.
Is Social Media appropriate for Buy Local Currituck, and which are the most
appropriate to meet our goals?
The research below shows that social media is mass. While more individuals in urban
areas use it than rural, it is still a major means of communication. Social media reaches 18
to 55-year-olds, with women 55 years+ as the fastest growing segment. Businesses are
adopting it as a cost effective means of communicating with prospects and gathering
insights.
User Profile of Social Media*
• Among internet users, there are only small differences by gender, race and age in the likelihood of posting online product reviews.
• Among internet users, those with college degree(38%) are more likely than those with a high school diploma or less (27%) to post product reviews online.
• Among internet users, those in the higher income brackets are more likely than those in lower income brackets to post product reviews .
• English-speaking online adults are more inclined than Spanish-speaking adults to post product comments online.
• Fewer rural adults post product or service comments than do suburban or urban adults.
• And a significantly higher percentage of adults with broadband report posting comments than do those without broadband.
*Source: Pew Research
Page 23
The most popular social media sites of 2010, by age, were:
Please note that MySpace has had a 41% decrease in users since April 2010.
1 square = 1% of the demographic**
*Source: Huffington Post Technology March 24,
2011
**Source: FLowtown.com April 9, 2010
Page 24
The most popular sites by income level in 2010 were:
1 square = 1% of the demographic*
For social media to be effective, your brand should:
• Speak to the majority of social media users (18-55yrs).
• Appeal to the psychographic that is social media savvy.
*Source: Flowtown.com April 9, 2010
• Provide postings that are engaging.
• Respond to postings in a timely manner with a singular voice that is brand congruent.
Page 25
Not all products and services can be considered engaging and therefore
should expect limited social media interaction. For instance, a container
shipping company might struggle with attracting users whereas Disney
and Harley Davidson have social media followings because of their mass
appeal and suitability to conversation about their product/service. However, a shipping
container company could use Twitter effectively to post immediate real time news and
direct clients to it as a resource.
For instance, Facebook pages such as “No gas tomorrow” or “Vote for Betty White to be
on Saturday Night Live” can go viral very quickly. They have mass appeal, speak to the
psychographic and are authentic and engaging. Buy Local Currituck has a similar appeal.
Social media should
be regarded as a
public relations tool
because of its ability
to communicate: both
listen and speak.
Our recommendation is to begin with four media:
1.Facebook (Fan Page)
2.Twitter
3.LinkedIn (Group)
4.YouTube
Social media is a powerful tool, but because it is a free tool and did not exist six years ago,
many organizations do not know how to maximize it. They believe that a technologyproficient individual should manage it.
Social media should be regarded as a public relations tool because of its ability to
communicate: both listen and speak.
To most effectively manage the Buy Local Currituck social media campaign, we
recommend crafting messages for a three-month schedule of postings, but review the
social media sites at least three times a day for incoming messages and postings.
Social media is as much about listening as it is speaking. An empowered responsible
individual should manage correspondence back to those posting mis-information, critical
comments or asking questions. Social media should be handled by a public relations
person, not a ‘techy’. A regular monthly reporting process on number of posts, number of
followers, and specific issues addressed should be provided.
Page 26
Facebook
For this initiative, a Fan Page will be created instead of the typical Friend
Page. Fan pages allow for custom Facebook applications and additions such as deals,
photos and more. A Fan Page works much the same way as a Facebook Friend Page,
allowing fans to add pictures and post comments on the ‘wall’ which in turn posts on
followers’ “walls.”
The goal of our Facebook page is to solicit new fans/members of Buy Local Currituck and
to encourage dialogue.
A Fan Page works
much the same way
as a Facebook Friend
Page, allowing fans to
add pictures and post
comments on the ‘wall’
which in turn posts on
followers’ “walls.”
The most important components for a successful Facebook Fan Page is for it to be:
• Engaging and interactive
• Provide fresh content weekly
• Respond quickly and authentically to the brand
• Download applications that allow for deals pages
• Use a contest to encourage participation
Below is an example of a custom Facebook Fan page. The left column is a toolbar providing
options for discussions, posting photos/videos, posting discounts and events.
Example: Facebook Wall
Page 27
Example: Facebook Discussions
Contest on Facebook
To encourage participation, Buy Local managers will host a contest on the Facebook Page,
following all applicable rules and regulations.
The contest will vary. One such contest may involve followers posting photos of their
favorite local businesses with brief testimonials.
The Buy Local Currituck website, as well as all other communications, will include a Twitter
and Facebook link so that individuals can exchange ideas and get the latest information.
Page 28
Twitter
On Twitter, anyone can read, write and share messages of up to 140
characters. These messages, or Tweets, are public and available to anyone interested in
them. Twitter users subscribe to your messages by following your account. Followers
receive every one of your messages in their timeline and a feed of all the accounts they
have subscribed to.
Messages are quick to write, easy to read, public, opted-in, and accessible anywhere.
This provides the Buy Local Currituck campaign with a powerful, real-time way of
communicating.
On Twitter, anyone
can read, write and
share messages of
up to 140 characters.
These messages, or
Tweets, are public and
available to anyone
interested in them.
Twitter can be good for businesses because it can be used to share information, gather
market intelligence, insights, and build relationships with people who care about local
products and services.
Twitter also allows permits customizable backgrounds which allows for a branded user
experience. Twitter is becoming a central communications medium for companies like Dell
who want to announce their latest support questions and issues.
How Twitter Works
Mention
Once you’ve signed up and chosen a Twitter username, you and others can mention an
account in your Tweets by preceding it with the @ symbol, eg: “Glad your shipment arrived
@janesmith!”
Retweet
When you see a Tweet by another user that you want to share, click Retweet below it to
forward it to your followers instantly.
Message
If you want to privately Tweet to a particular user who’s already following you, start your
Tweet with DM or D to direct-message them, eg: “DM @joesmith234 what is your order
number?”
Hashtag
Users often prepend # to words in their Tweets to categorize them for others eg: “Check
out our new products for the Fall: http://t.co/link2 #fallsale” Think of hashtags as the theme
of your Tweet. Users can then click on a hashtag to see other similarly-themed tweets and
find yours in search.
The best way to manage Twitter is to have a dedicated person check it four times a day and
by tweeting twice a day. This should be managed with a three-month schedule of postings
with links to relevant sites as well as the Buy Local Currituck site.
Page 29
How to Maximize Twitter
Share. Our goal is to share photos and behind the scenes info about Buy
Local Currituck, especially on developing projects, news, events, promotions and success
stories. Users come to Twitter to get and share the latest.
Listen. A dedicated individual will monitor the comments about Buy Local Currituck daily.
Ask. Ask questions of followers to glean valuable insights and show that you are listening.
Respond. Respond to compliments and feedback in real time.
Demonstrate wider leadership and know-how. We will reference articles and links about
the bigger picture as it relates to Buy Local.
Champion Buy Local Currituck stakeholders. We will re-tweet and reply publicly to great
tweets posted by our followers and customers.
Establish the right voice. We will communicate with a consistent and authentic voice.
Report. The person managing the Twitter account will provide reports on the number of
followers, specifics of tweets, highlights on the “conversation” and if Twollr is available (the
new Twitter tracking software; more specific reports such as retweets from others).
To attract Twitter followers, a person will follow individuals who are tweeting about
common interests; in turn they follow your Twitter page.
Page 30
LinkedIn
LinkedIn is a business-oriented social network with over 100 million users
in 200 countries. LinkedIn will allow Buy Local Currituck’s project manager to connect with
local businesses and post notices on the LinkedIn “wall.”
Once in, LinkedIn works much the same way that Facebook does, allowing for profile
information and real time posting.
The social media manager will seek contacts through the Chamber list then look at their
contacts to determine if there are individuals who could be contacted about the Buy Local
Campaign.
The social media manager will create a Group that allows contacts to join. The Groups
component allows for postings and chat. Like Facebook and Twitter, this will be managed
with a pre-written schedule of postings with the social media manager responding
accordingly.
Page 31
YouTube
YouTube is a video-sharing website on which users can upload, share,
and view videos. YouTube uses Adobe Flash Video technology to display a wide variety of
user-generated video content, including movie clips, TV clips, and music videos, as well as
amateur content such as video blogging and short original videos. Most of the content on
YouTube has been uploaded by individuals, although media corporations including CBS,
BBC, Vevo, Hulu and other organizations offer some of their material via the site, as part of
the YouTube partnership program.
YouTube uses
Adobe Flash Video
technology to display
a wide variety of
user-generated video
content, including
movie clips, TV clips,
and music videos,
as well as amateur
content such as video
blogging and short
original videos.
Unregistered users may watch videos, and registered users may upload an unlimited
number of videos. Videos that are considered to contain potentially offensive content are
available only to registered users 18 and older.
To promote the Buy Local Currituck program, we will create short webisode testimonial
videos of local business owners with a positive Buy Local story to tell. These will be posted
on YouTube, the website, Facebook and promote them through Twitter and LinkedIn.
Page 32
Buy Local Currituck has the opportunity to be at the center of a
growing community of individuals interested in healing the economy
and buying local.
Currituck County
Website
Currituck Tourism
Website
Currituck Chamber of
Commerce Website
Currituck County
Merchants’ Websites
Currituck Economic
Development Website
Page 33
Foursquare and Digg will be considered when the first four major
media – Facebook, Twitter, YouTube, LinkedIn – are maximized.
Foursquare
Foursquare is a location-based Social Media tool where users (consumers) check in at
various locations that they visit, post a blurb and/or picture (should they choose) and
maybe even a tip for other visitors.
Foursquare is a
location-based Social
Media tool where
users (consumers)
check in at various
locations that they
visit, post a blurb and/
or picture (should
they choose) and
maybe even a tip for
other visitors.
These check-ins could be fed and shared with Twitter and/or Facebook should the user
choose to do so. Foursquare is game-like, where users earn points and badges as they
check in anywhere and everywhere. Users that frequent a venue the most and check in
through Foursquare the most ultimately become the “Mayor” of that establishment. This is
useful because Foursquare has over six million users.
Foursquare is also an excellent way to build real time awareness.
First we would create a “business” on Foursquare: i.e. Buy Local Currituck. We would
encourage individuals who use Foursquare to do a ‘shout out’ about any specials or great
service at a participating business.
For instance, if Beach Bums is on Foursquare a prospect could ‘shout out’ that they just
bought beautiful greeting cards at an excellent price and received great service. They can
also post this on the Buy Local Currituck location and on their Twitter and Facebook. Our
social media manager can also post recommendations from Foursquare onto Facebook
and Twitter for those individuals not following it.
Digg
Digg is a social news site that helps users find blog posts and Web pages of interest as well
as promote pages and blog posts they like.
Digg operates under a very simple methodology. Users submit (or “digg”) Web pages or
blog posts they like by entering the URL for the specific page as well as a short description
and selecting a category into which that page fits. Each submission is open for all Digg
users to view through the “Upcoming Articles” page. Other users can then digg or “bury”
those submissions (or completely ignore them). Submissions that get a lot of diggs will
appear on the main page of the Digg website within the list of “Popular Articles” where
other Digg users can find them and click on the links to visit the original articles.
The social aspect of Digg:
Digg users can add “friends” to their networks. This is where Digg gets social. Users can
comment on submissions and share submissions with each other.
Once Buy Local Currituck begins to get press, blog postings and more information on
the Buy Local site, the social media manager can encourage Facebook fans and Twitter
followers to “Digg” the articles which in turn will show up in searches cultivating other
followers and getting the word out.
Page 34
DIRECT MAIL
Audience:Currituck County Residents
Quantity: 10,000 households, one per household (3 mailers)
Cost:TBD
Timing: At launch, 6 weeks later, an additional 6 weeks after
Direct mail is a very powerful medium to ensure penetration of a message in a specific
geographic region. Direct mail also has industry standard response rates. For instance, in
most retail offerings if the audience and the offer are well matched, a 1% response rate is
not unusual with conversion rates depending on who is handling inbound calls or traffic.
The key to direct mail is repetition. The same message should be sent to the same
households at least 2 - 3 times within a 3 - 4 month period.
A simple post card can be designed to introduce the idea of Buy Local Currituck and
explain the contest while directing residents to learn more online. The post card will also
remind residents to look for local updates on Twitter, Facebook, YouTube, etc., engage with
the Buy Local Currituck program and to provide feedback.
Printing, postage and creative should be under $1 per piece. A 5.5” x 8.5” post card size is
recommended.
A second mailing should be considered for the fall 2011.
Staff will also utilize the Currituck County Government’s Focus on Currituck Newsletter. This
direct mail piece can feature articles on the Buy Local program.
Page 35
RETAIL MARKETING
Audience:Mass
Quantity:N/A
Cost:
Creative – no charge (Currituck Tourism staff )
Programming HTML email and sending to database approx:
$300 - $500 per e-mail blast
Inclusion in e-newsletter
part of e-newsletter cost
PR part of PR cost
Timing: 2011: July 4th, Labor Day, Columbus Day, Halloween, Thanksgiving (Black Friday),
Christmas, New Years.
2012: Ground Hog Day, Valentine’s Day, President’s Day, St Patrick’s Day, Easter, Memorial
Day
To maximize the nation’s top retail holidays, a series of promotions will be created to
remind residents to shop local. While it is understood that not all shopping options exist in
Currituck County, there are still many great opportunities. The goal is to stay top of mind.
Below is an example of an online banner ad produced for Independent We Stand, a
‘Buy Local for Independents’ initiative. There is an opportunity to produce “Santa Shops
Currituck” and “Cupid Shops Currituck” type of messaging on the website, in public
relations, the e-newsletter, small print ads and through e-broadcasts.
Other messages might include “Gas Prices are High, Shop Local.” “Celebrate your
anniversary locally.” There are many opportunities to create messaging that is timely and
that will resonate with the consumer.
Page 36
GUERILLA
Audience:Mass
Quantity:N/A
Cost: See below
Timing: Immediate with follow up throughout the year
The concept of guerrilla marketing was invented as an unconventional system of
promotions that relies on time, energy and imagination rather than a big marketing
budget. In keeping with this idea, there are many opportunities to break through to the
audience in an unconventional way.
Many local businesses will need to be approached, and the program explained one on one.
Bumper Stickers
To keep Buy Local Currituck top of mind and to provide third party endorsement, a
bumper sticker should be created (11” x 3” full color) that residents want to put on their car.
If it is clever and well designed, it will help instill local pride. Bumper stickers can go viral –
the OBX sticker has had wide appeal for many years.
Bumper stickers should be available at participating member businesses, contest drop off
locations and the visitor centers.
Cost: Approx. $1.99+ per sticker depending on quantity. (Whenever possible, local printers
will be utilized.)
Removable Adhesive Stickers (film “clings”)
To generate top of mind awareness and buzz, a series of removable adhesive stickers
(approx 5” x 4”) should be created to be placed in store windows and on doors and
restaurant bathroom mirrors.
Cost: 3,000 clings approx. $1200
Full color on white background, removable, 4” x 5”
Page 37
Shopping bags
Reusable shopping bags are gaining in popularity as individuals have
accepted and adopted the green movement to reduce waste in plastic and
paper shopping bags. The Buy Local Currituck logo and website address
will be imprinted on the bags. The shopping bag will provide third party endorsement and
will serve as a cost effective advertising medium.
Cost: $1.13 each. Qty: 2,000 = $2,260. 1 color printed
on a 1 color bag. Size approx 14” x 15”
Creative services to be completed by Currituck
Tourism staff.
Coasters and Napkins in Restaurants
To further promote the idea to Buy Local, a set of fun coasters and napkins could be
produced and distributed to participating local restaurants. If the designs are clever,
customers will take the items with them creating a viral effect.
Cost: Beverage Napkins: Approx $.02 - $.07 each Qty 10,000, printed one color one side on
one color napkin = $700
Cost: Coasters Approx $450 Qty 5,000, 4” round, printed dbl sided
Page 38
Thank you for Buying Local Self Inking Rubber Stamp
To ensure frequency of message, a “Thank you for Buying Local” self ink
rubber stamp could be developed and sold at cost to member businesses
to stamp their invoices, envelopes and other documents.
Fans and Pens for Churches
Local churches provide an excellent opportunity to target residents. To provide top of
mind awareness, items can be provided to the churches. This might include fans or pens
with the Buy Local Currituck logo.
When possible, place small space ads on church bulletins.
Pens with logos can be purchased as low as $.08 each
Page 39
CREATIVE CONCEPT
Audience:Mass
Quantity:N/A
Cost:$1,500- $3,000
Timing:May 2011
To ensure that messaging is dynamic, memorable and appropriate for each medium, a
fee for a professional creative copy writer should be considered. The Currituck Tourism
staff have an excellent design team but creative slogans for coasters, bumper stickers and
headlines for ads could be created by an advertising agency or freelance creative writer.
Some of the items need to create buzz and have a viral appeal. It is important to ensure
that the brand is being built carefully through well thought out creative slogans and
headlines.
Page 40
PUBLIC RELATIONS
Audience:Mass
Quantity:N/A
Cost:Staff Time
Timing:May 2011
Public Relations provides third party endorsement and advocacy. PR will continue to drive
top of mind awareness and educate businesses and residents about the campaign.
Public Relations
provides third party
endorsement and
advocacy. PR will
continue to drive top
of mind awareness
and educate
businesses and
residents about the
campaign.
The Daily Advance and the Coastland Times announced the Buy Local campaign in early
2011.
Buy Local Currituck management will seek Buy Local success stories to pitch to the press.
Each publication will want their own slant on the story.
Story ideas
• Contest prize sponsors; how the contest works
• Testimonials from local businesses; what they think of Buy Local
• Local restaurant owners’ views on Buy Local
• Specialty stores in Currituck
• Retail day stories – local Valentine’s shopping one-of-a kind ideas/Buy your Christmas tree locally/Go Local for Halloween candy, pumpkins and costumes Buy local instead of buying online on Cyber Monday
Newspapers
The Daily Advance, Elizabeth City, NC
The Virginian-Pilot, Elizabeth City, NC
The Coastland Times, Kill Devil Hills, NC
Outer Banks Sentinel, Nags Head, NC
Radio Stations
WCXL-FM (104.1), Kill Devil Hills, NC
WOBR-FM (95), Nags Head, NC
WRSF-FM (105.7), Nags Head, NC
WVOD-FM (99.1), Wanchese, NC
WERX-FM (102.5), Nags Head, NC
WKJX-FM (96), Elizabeth City, NC
WGAI-AM (560), Elizabeth City, NC
Page 41
Television Stations
WITN-TV 7 - NBC affiliate, Greenville, NC
WTKR-TV 3 - CBS affiliate, Norfolk, VA
WAVY-TV 10 - NBC affiliate, Portsmouth, VA
WVEC-TV 13 - ABC affiliate, Norfolk, VA
WSKY-TV 4 - Kitty Hawk, NC
Page 42
LOCAL EVENTS
Audience:Mass
Quantity:See list below
Cost:Booth – large freestanding sign
Timing:Annual
Local events provide
an optimal venue
for exposure with an
opportunity for oneon-one conversations
to demystify the
campaign.
Local events provide an optimal venue for exposure with an opportunity for one-onone conversations to demystify the campaign. A 8’ x 10’ free standing backdrop, easy to
transport would be ideal for event participation. Depending on the event a banner could
be placed across the bottom of a table.
MARCH
Art Extravaganza
The Currituck County Arts Council’s annual art show and sale includes jewelry,
woodworking, metalworking, pottery, fabric art, paintings and more. Barco
Coastal Antiques Appraisal Fair
A local antiques road show along with educational workshops on antique care. Barco
APRIL
Outer Banks Bike Week
Cruise the same stretch of sand traveled by pirates nearly 300 years ago. This annual event
brings motorcycle riders from all over the country to the Outer Banks. Outer Banks HarleyDavidson, Harbinger
Barry’s OBX Bike Week
Barry’s Bar & Grill welcomes bikers to join the fun with live music, games, food, and
contests. Barry’s on Walnut Island, Grandy
Currituck Home and Garden Show
The Currituck Home, Flower and Garden Show is an exceptional way to showcase many of
the outstanding features of our way of life in Currituck County. They’ll be beautiful garden
exhibits, vendors, children’s activities, and more. Barco
MAY
Marsh Grass Music Festival
Enjoy live blues music and delicious southern cuisine on the grounds of Currituck Heritage
Park. Corolla
Currituck Rural Farm Festival
Come see the horses and enjoy a variety of family-friendly activities at this annual event.
Powells Point
Page 43
Surfside Scute 5k Race
Kick off the summer in a healthy way by running or walking in this oneof-a kind, 3.12 mile race organized by Corolla Ocean Rescue. Corolla
JUNE
Under the Oaks Arts Festival
This festival features the unique talents of over 100 quality artists with a wide variety of
media plus musical entertainment, local food concessions, an art auction, and children’s
activities. Held at Currituck Heritage Park. Corolla
JULY
Wild Horse Days
Meet a gentled Spanish Mustang; enjoy live music, great food, and horse riding lessons.
Corolla
Currituck Outer Banks Annual Independence Day Celebration
This July 4th event features live music, activities for children, and an awesome display of
fireworks at Currituck Heritage Park. Corolla
SEPTEMBER
Currituck Music and Wine Festival
Taste Sanctuary Vineyards’ extraordinary, award-winning wines at the Cotton Gin; live
music and great food. Jarvisburg
Currituck Wildlife Festival
The Currituck Wildlife Festival is a local tradition that features world-renowned carvers,
painters and other artists. Barco
Outer Banks Bike Show
One of the oldest motorcycle events in Northeast North Carolina. Features vendors, bands,
contests, food and more. Held Labor Day Weekend. Grandy
Currituck-Dare Fall Family Festival
A family fun event including games, arts and crafts, food, and a yard sale. Grandy
OCTOBER
Outer Banks International Wine Festival
At this popular wine and beer tasting event, sample different flavors and styles from all
over the world. Point Harbor
Wrangler Farms Fall Festival
Come out to the farm for horse-drawn carriages rides to the pumpkin patch, play games,
take pony rides and farm tours, enjoy food, and listen to educational talks on the Corolla
Wild Horses. Grandy
Page 44
DECEMBER
Christmas at the Farm
The activities are endless: horse drawn “jingle bell” wagon rides, pony
rides, caroling, homemade baked goods, hot chocolate, bow and arrow shoot, interactive
craft making, story time with Mrs. Claus, and Santa himself! Grandy
Currituck Heritage Park Illumination Celebration and Holiday Tour
Gather on the north lawn to enjoy free hot chocolate and sing carols while the giant cedar
tree in Currituck Heritage Park and the Currituck Beach Lighthouse are simultaneously
illuminated. Corolla
Page 45
TV
Audience:Residents
Quantity: Households within the Currituck County region
Cost: $5000 for 13 week flight on cable, 30-second spots
Timing: At launch for 13 weeks
Even with heavy DVR
usage, TV can be a
cost effective medium
to target a geographic
area. Cable TV targets
geographically and
psychographically and
is low cost.
Watching TV is the most common leisure activity in our country today. It is the medium
where the consumer spends a considerable of “attentive” time. A number of surveys report
average daily television viewing time as high as five to six hours. (Ad Age 3.3.2010).
Even with heavy DVR usage, TV can be a cost effective medium to target a geographic area.
Cable TV targets geographically and psychographically and is low cost.
The power of television is in its ability to simultaneously appeal not only to sight and
hearing, but to strengthen interest through the dimensions of movement and the realism
of full color. Once produced for TV, the video can also be used in a variety of social media
websites.
Television Stations
Mediacom Cable for Mainland/Cox Cable for Knotts Island/Charter Cable for Corolla
WITN-TV 7 - NBC affiliate, Greenville, NC
WTKR-TV 3 - CBS affiliate, Norfolk, VA
WAVY-TV 10 - NBC affiliate, Portsmouth, VA
WVEC-TV 13 - ABC affiliate, Norfolk, VA
WSKY-TV 4 - Kitty Hawk, NC
Page 46
E-NEWSLETTER
Audience: Member Businesses/Facebook contest entrants/Residents
Quantity:TBD
Cost:Staff Time
Timing:Monthly
E-newsletters
provide an ongoing
relationship with
residents/members.
E-newsletters also
promote dialogue
and promote other
marketing initiatives.
E-newsletters are a cost effective means of communicating with an existing and engaged
database and increases lead generation when recipients share it with others. E-newsletters
provide an ongoing relationship with residents/members. E-newsletters also promote
dialogue and promote other marketing initiatives.
The e-newsletter content will:
• Remind residents about the benefits of the program
• Provide information on how to get involved
• Talk success stories through testimonials
• Provide local promotions
• Promote seasonal spending (Valentine’s Day, Christmas, etc.)
• Feature a specific business every month
• Educate recipients about where their tax money goes
• Promote social media for immediate updates
• Promote the website as an overall shopping list of stores
Page 47

Buy Local Currituck Marketing Plan

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