downtown sioux falls campaign

17
Downtown Sioux Falls Campaign Kirsten Hastings, Briana Schultz, Ali Ramsley

Upload: devaki

Post on 15-Feb-2016

50 views

Category:

Documents


0 download

DESCRIPTION

Downtown Sioux Falls Campaign . Kirsten Hastings, Briana Schultz, Ali Ramsley . Problems . Infill in DTSF Filling unoccupied, developed space with residential and/or businesses in Downtown Sioux Falls Safety in DTSF Inconvenient Business Hours Is this affecting potential businesses? . - PowerPoint PPT Presentation

TRANSCRIPT

Page 1: Downtown Sioux Falls Campaign

Downtown Sioux Falls Campaign

Kirsten Hastings, Briana Schultz, Ali Ramsley

Page 2: Downtown Sioux Falls Campaign

Problems

• Infill in DTSF – Filling unoccupied, developed space

with residential and/or businesses in Downtown Sioux Falls

• Safety in DTSF• Inconvenient Business Hours

– Is this affecting potential businesses?

Page 3: Downtown Sioux Falls Campaign

Goals and Objectives

• Overall goal– Increase infill efforts downtown

• Clearing up empty, unoccupied space

• Promoting safety• Determine a solution that would

allow residents and consumers to enjoy business amenities by implementing longer business hours

Page 4: Downtown Sioux Falls Campaign

Research

• Current trends – Government research has shown that

moving towards to the city core has already become a trend.

– This will be helpful reinforcement for the message of our campaign and will also reinforce the communication theories we plan to use to strengthen our message.

• EPA– Expand housing choices– Make neighborhoods livelier– increase the tax base– safeguard rural landscapes; protect

natural resources• reduce infrastructure costs

Page 5: Downtown Sioux Falls Campaign

Research Continued…

• Safety downtown– 2013 Sioux Falls Survey

• City of Sioux Falls– 77% said they felt “very” or

“somewhat” safe from violent crimes

– 80% felt “very” or “somewhat” safe from environmental hazards.

• Downtown Sioux Falls– 91% of people felt safe when

being downtown during daytime hours.

– 47% said they felt safe when being downtown at night.

Page 6: Downtown Sioux Falls Campaign

Research Continued…

• Inconvenient Business Hours – College Professor scenario – Majority of DTSF businesses close

between 4-5 p.m. • Brienne Maner- Membership

Coordinator of DTSF– No policy on business hours – First Friday of every month

• Other cities downtown business hours – 6 p.m.– Events every other Friday

Page 7: Downtown Sioux Falls Campaign

Publics

• Infill Triangle – Businesses, residents, consumers

• Businesses- variety of services stronger city core encourage infill

• Residents- more residents more consumers

– Baby boomers- looking to downsize, while still wanting access to restaurants, entertainment, etc

– Wealthy business professionals (20’s-30’s)

Page 8: Downtown Sioux Falls Campaign

Publics Continued…

• Consumers – High number of consumers

increase in business profit keeps businesses running decrease the amount on unoccupied, developed space available

– College students, middle aged, older adults

– Possibility that the consumers would look toward becoming residents of DTSF if they have a positive experience downtown.

Page 9: Downtown Sioux Falls Campaign

Our Campaign

• Overall goal- promote infill – 3 different strategies

• Fundraising and Events– Gym Crawl

• Safety– Good Neighbor Policy

• Inconvenient Hours– Happy Hour

Page 10: Downtown Sioux Falls Campaign

Gym Crawl Event

• Exercise incentive event– Fitness classes and weight room

activities– Receive prizes for donated services– Affect on businesses downtown– Help consumers determine what

they like

Page 11: Downtown Sioux Falls Campaign

Communication Tactics

• Texting service– Signs to tell people to text

a number to get updates about news and events downtown.

– Advertisement in the DTSF newsletter describing our texting service

• Older generations– Mail an event calendar

once a year

Page 12: Downtown Sioux Falls Campaign

Good Neighbor Policy

• Agreement to provide safety and support to their community to the best of their abilities.– Businesses and residents

• Open door policy- looking out for one another– A written agreement- renewed every

time you sign a new lease. – Increase infill efforts downtown by

creating a sense of community between businesses and residents. • Affects consumers because they

could count on the “Good Neighbor” policy agreement between businesses and residents.

Page 13: Downtown Sioux Falls Campaign

Communication Tactics

• Window signs – assurance of Good Neighbor Policy

• Information packet– Advertises the amenities that DTSF has

to offer, while emphasizing the Good Neighbor Policy

– Special insert about the “Good Neighbor” policy that describes the policy and statistics about safety downtown

– Distributed when potential residents tour the residential communities, visit on Loft Tour days, or have them in real estate offices.

Page 14: Downtown Sioux Falls Campaign

Happy Hour

• Not just directed at drink and appetizer specials

• Every Wednesday afternoon from 4pm - 7pm. – Businesses encouraged to remain

open and offer deals for their various services.

– Hopefully increase sales for businesses and attract more customers to the downtown area.

– Eventually, businesses possible would extend their hours of operation on Wednesdays in addition to Fridays.

Page 15: Downtown Sioux Falls Campaign

Communication Tactics

• Small handouts to place on people’s cars – “Check out your favorite businesses

this Wednesday to get some great deal!”,

• Facebook and Twitter– Focused statuses and tweets

Page 16: Downtown Sioux Falls Campaign

Calendar and Budget

Budget- 5,000Fundraising/Events Safety Business Hours

Texting service- Information packets- 500 x 3 = $1,500

Car signs- 500 x .15= 75

Event calendar- 500 x 5 = $2,500

Facebook/Twitter- priceless

• Calendar• As soon as possible• Gym Crawl- late August

Page 17: Downtown Sioux Falls Campaign

Effectiveness

• Campaign definition- does not need to be successful

• DTSF Campaign – Increase in sales for downtown businesses

along with more of the residential spaces occupied with new residents

– To consider the campaign successful• Increase in the number of people

utilizing downtown.– Increase awareness

• Events may not appeal to everyone• Survey

– What they would like to see– Tool in future planning