public input meeting presentation
TRANSCRIPT
Strategic Marketing Plan Public Input Meeting
Tuesday, October 5, 2010
The Marketing Plan serves as a guide for the development and implementation of advertising, promotion, communications and public relations efforts associated with the redevelopment process.
The strategies and tactics outlined in a marketing plan are based on research including phone,
intercept and merchant surveys, public input from meetings such as this one, data collected from the Esri Market Profile, US Bureau of the Census and a
review of the local market.
• SITUATION ANALYSIS
• OBJECTIVES (GOALS)
• STRATEGIES
• TACTICS
• EVALUATION
The Marketing Plan Process
Redevelopment Marketing Examples
Create brochure highlighting CRA projects, areas and opportunities – distribute at ICSC seminars and conventions,
to local realtors, bankers, brokers and investors
Create an Identity
Position the commercial districts…develop the brand….
Create Events…for the community to “Get to Know” the CRA and the area business owners ‐then your new “Ambassadors” will
“Share the News”
Market incentives to property owners and imagine the possibilities….
Before After
3 Storefronts Before…the same 3 storefronts today
Website
Blog
Social Media
Increase Awareness
Advertising CampaignsAd campaigns, including a series in local newspapers, co‐op ads and full color, full page in local magazines…seek media sponsorships to help spread the word.
Marketing Initiatives get you “In the News”
In print and online!
Win Awards for your Redevelopment Efforts
Background Excerpt from the Dania Beach CRA Redevelopment Plan
Adopted – January 20095. Redevelopment Goal
5: Pursue an active marketing and public informationapproach to implementation of the CRA Redevelopment Plan
5.a • Hire a public relations firm to develop an image and marketing program, strategies and materials.
5.b • Develop an implementation schedule for marketing, to include success milestones.
5.c • Establish an Art‐in‐Public‐Places program.
5.d • Work to set up a new Main Street organization
5.e • Change the City’s motto from “Broward’s First City” to one more reflective of the marine theme.
5.f • Develop detailed architectural guidelines for non‐residential projects, including public works projects.
5.g • Develop a signage program for the entire CRA.
5.h • Provide funding for incentives for business attraction and retention.
5.i • Partner with business and industry representatives to market the CRA Redevelopment Plan and lobby for funding.
Time It Took To Get To Dania Beach Today
Average = 18.7 minutesTime Spent In Dania Beach Today
Average = 1.8 hours
Amount Spent In Dania Beach Today
Average = $59.20
Awareness & Visitation –Antique Row
63% Not aware ‐37% Aware 18% Have Visited ‐19% Have not visited
Design District
82% Not aware ‐ 18% Aware 7% Have Visited ‐ 11% Have not visited
IGFA Shopping Area
53% Not aware ‐ 47% Aware 21% Have visited ‐ 26% Have not visited
Intercept Survey Results Phone Survey ResultsAwareness & Visitation
•City of Dania Beach overall, no awareness problem (95% aware) •Awareness Issues exist within Districts•Dania Beach Commercial Districts draw a substantial percentage of visitors from outside the city (48%). •Likelihood to visit in the future is far greater among those who were visiting Dania Beach Commercial Districts (76%) versus phone respondents (41%).
Survey Results: Descriptions and Attribute Ratings
Overall attribute ratings are low:(Attributes included: ease of finding your way around, safety during the day, quality of restaurants, cleanliness, atmosphere, etc…)
• Visitors gave positive ratings overall – 40%
• Phone survey respondents gave positive ratings ‐ 9%
As redevelopment continues and marketing and branding campaigns are established, ratings should improve.
•Visitors describe the area positively ‐ 77%
•Phone survey respondents use neutral descriptors ‐ 41%
•Negative descriptors are similar ‐ 17% avg.
Movie Theater
Big Box/Mass Market retailer (i.e. Target, Wal‐Mart, etc.)
Fitness/Gym
Bars and/or Night Clubs
Casual Dining
Coffee Shop/Café
Supermarket
Fast Food Dining
Electronics Store
Fine Dining
Men’s Clothing/Accessories
Women’s Clothing/Accessories
Antique Stores
Urban Style Chains (i.e. Gap, Barnes and Noble)
Gifts and Specialty Shops
No additions needed
Don't know/No answer
34%
18%
15%
15%
12%
10%
10%
9%
9%
8%
8%
7%
7%
7%
7%
5%
2%
Fine dining
Men's clothing/accessories
Women's clothing/accessories
Movie theatre
Bars and/or night clubs
Fast food dining
Casual dining
Coffee shop/cafe
Big Box/Mass Market Retailer (Target, Walmart, etc.)
Antique stores
Supermarket
Toy store
Clean the area up/Facelift
Better parking
Improve infrastructure (roads, public transport)
No additions needed
Don't know/No answer
Intercept Survey Results Phone Survey Results
Suggestions/ Additional Offerings. These suggestions will help guide business attraction efforts.
48%
19%13% 11%
3%
TV Internet Radio Sun Sentinel Miami Herald
Top Sources of News or Information(Among All)
55%
21%
11%6% 5%
TV Internet Sun Sentinel Radio Miami Herald
Intercept Survey Results Phone Survey Results
To date, we have analyzed 48 surveys from the following business categories (these numbers are subject to change slightly in the final report. Additional
surveys will be included in the final presentation.(note, marine industry business surveys have not been analyzed)
Retail 31% Mftg/Wholesale 10% Service 17% Educational/Cultural 4%Office 17% Rental Properties 4% Health 13% Food &Bev 2%
Entertainment 2%
Highlights from Merchant Surveys
• 71% have been in business for more than 12 years • 52% have been in business in Dania Beach for more than 12 years• 48% of businesses occupy spaces from 1000 to 3000 square feet• 82% report that they currently have no improvement plans• 66% report a decrease in sales over the last year• 60% do not own the property they occupy• 58% of customers come from outside Dania Beach or outside Broward County• 44% report word of mouth as their primary advertising source (less than 20%
utilize print or online media outlets (multiple responses accepted)
• 71% of respondents included “restaurants” when asked what types of businesses would you like to see locate in Dania Beach (multiple responses accepted)
• 52% cited “appearance and image of the area” as issues their businessfaces (multiple responses accepted)
• 58% cited “crime” or “loitering/vagrants” as issues their business faces (multiple responses accepted)
• 73%, 69% and 54% cited “attracting more business”, “property/façade improvements” and “landscape/streetscape improvements” respectively as improvements they would like to see
• 61% are interested in participating in a merchant association
Highlights from Merchant Surveys
1. How would you define Antique Row as it is today?The Design District?IGFA / Bass Pro Shops?
2. What are some of the positive feelings you have about the Dania Beach Commercial Districts?
3. How do you want the areas to be remembered after people have visited?
Attitudes and Perceptions The answers gathered tonight from the following questions will be used to outline guiding principles in the Strategic Marketing Plan for the future development of
marketing collaterals to position Dania Beach redevelopment activities. We thank you for your input.
1. What types of businesses do you envision being added to the Dania Beach Commercial Districts to make them successful, thriving destinations for locals and visitors?
2. If you were talking to potential investors today about the Dania Beach Commercial Districts, what would you say is the reason they should invest in the area?
Redevelopment Activity
Graphic Images/Symbols
1. What images do you think could be used to capture the essence of the Dania Beach Commercial Districts?
2. What words do you think could be used in a tagline to promote the CRA areas?
3. What colors would you like to see used to theme Dania Beach and it’s commercial business districts?
4. Do you think the words “Antique Row” or “Design District” should be used either in a logo or slogan to identify the areas?
5. What do you think of when you see the current CRA logo?
6. Do you think any, some or all aspects of this logo could be incorporated into a theme or used to symbolize Dania Beach and/or it’s commercial districts?
Graphic Images/Symbols
Thank You!