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P.2.1 Positioning Statement

P.2.1 Positioning Statement

Action

Develop or improve a positioning statement for your district.

Why

A positioning statement is a concise and compelling description that captures the vibe of your district and gives a person why they should live, work, and/or play in your district. A positioning statement is the foundation of your brand identity and should guide all of your strategic initiatives, programs, events, outreach, marketing – everything you do.

How

To develop a positioning statement for your downtown district you first take stock of your district’s strengths, assets, attractions, history, events, values, etc. Next identify the target audience that aligns the most with what your district already has to offer. You may have a primary and secondary target audience. For example, families, young professionals, active outdoors people, retired professionals who love art, etc. From there, create a statement that captures what makes your downtown so special for your target audience.

Resources

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P.2.3 Brand Key Messages

P.2.3 Brand Key Messages

Action

Develop key messages and talking points for the different stakeholders of your district.

Why

“Key messages are the main points of information you want your audience to hear, understand, and remember. They are bite-sized summations that articulate what you do, why you do it, how you are different, and what value you bring to stakeholders. Key messages are important because they serve as the foundation of an organization’s branding and marketing efforts and should be reflected in all written and spoken communications.” – “Developing Key Messages for Effective Communication” by MSKTC (linked below)

How

Before creating and administering a survey, it’s important to identify what you want to get out of the survey and how you plan to use the survey results. Next, identify the questions you want to ask using both open-ended, multiple choice, and Likert scale questions. Consider the different stakeholders of your district like business owners, residents, etc. Lastly, use a digital survey tool like Survey Monkey or Google Forms as your central repository to collect all the responses. You may also want to create the survey in different languages and as a paper version to ensure you’re hearing from diverse populations. Create a promotion campaign to get the word out for people to complete the survey.

Resources

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P.1.2 Attitudes and Perceptions Survey

P.1.2 Attitudes and Perceptions Survey

Action

Conduct, analyze, and document the findings of an attitudes and perception survey of your district.

Why

Conducting an attitudes and perception survey of your district gives valuable insights into the community’s opinions and preferences, helping in identifying areas of improvement and guiding future development strategies to improve overall satisfaction and engagement with the district.

How

Before creating and administering a survey, it’s important to identify what you want to get out of the survey and how you plan to use the survey results. Next, identify the questions you want to ask using both open-ended, multiple choice, and Likert scale questions. Consider the different stakeholders of your district like business owners, residents, etc. Lastly, use a digital survey tool like Survey Monkey or Google Forms as your central repository to collect all the responses. You may also want to create the survey in different languages and as a paper version to ensure you’re hearing from diverse populations. Create a promotion campaign to get the word out for people to complete the survey.

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P.3.4 Event Communications

P.3.4 Event Communications

Action

Establish or strengthen communications and promotional plan for district events.

Why

A good event promotional plan will inform potential attendees, supporters and sponsors weeks, if not months in advance about event details, dates, times and any other related information. 

How

Know your target audience and plan event messaging strategies around their preferred communication mediums.  This should include a combination of website, social media, live appearances, potentially radio, paid print and digital ads, and other related sources.

CMSC Professional Affiliates

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P.3.3 Event Evaluation

P.3.3 Event Evaluation

Action

Establish or improve district event evaluation process.

Why

A good event planning strategy should include a thorough evaluation process in order to gage what worked or didn’t work, how to improve upon, or what changes should be made moving forward.

How

The event planning committee should have an evaluation process in place that includes a pre-event volunteer session to review and manage all expectations, responsibilities and event details.

A post event wrap-up meeting should also be held that will evaluate all aspects of the event and its process such as marketing, logistics and layout, safety, attendee data, funding potential, what worked or didn’t work and how the event could be better in the future.

Resources

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P.3.2 Event Community Support

P.3.2 Event Community Support

Action

Improve community support of district events.

Why

Strong community support can make or break the success and longevity of an event. 

How

Work to cultivate a team of volunteers that can help with the planning and execution of an event and are also representative of the community.  This will ensure loyalty to the event, more participation and serve to foster strong support year after year.

Resources

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P.2.5 Website

P.2.5 Website

Action

Establish, update, and/or strengthen your district’s website.

Why

Having an effective website that provides consistent information, updates the public and stakeholders, portrays the district image, and serves as a marketing tool to promote visitation and commerce, can provide the most effective way to for messaging.

How

Compile all necessary data and website components including district images and photos, about us information, business directory, events calendar, district project updates, parking information, district map, and other related key messaging.   The website should be social media compatible, align with the visual identity, mobile responsive and search engine optimized.

CMSC Professional Affiliates

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P.2.4 Visual Identity

P.2.4 Visual Identity

Action

Establish or strengthen your district’s visual identity.

Why

Having a strong, cohesive, and consistent visual identity, helps to portray the character, brand, and image of the district.

How

Working with local artists and marketing professionals, develop a logo, select colors and font, and determine related images and photography that can be incorporated into a style guide.  All district correspondence, imagery, communications mediums, and related messaging should be consistent with including the selected logo, colors and typography.

Resources

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P.2.2 District Tagline

P.2.2 District Tagline

Action

Establish or strengthen your district’s tagline.

Why

Having a district tagline helps to define and promote the area, establish effective marketing tools and build consumer, pedestrian, resident, and visitor loyalty.

How

Research and assess the district traditions, culture, heritage, distinctive features, and marketing direction.  Look to create a succinct, catchy, effective, concise, benefit driven, meaningful, and unique, phrase that could be used in all district correspondence, printed materials, websites, social media and related visual imagery installations.

Resources

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Shire Lyon Ads

Shire Lyon Ads

ADVERTISING • SEO • WEB DESIGN • CONTENT

Shire’s sole focus is to help small businesses on and off Main Street to scale their revenue through quality and creative content marketing and inventive paid search ads. Her main expertise in media writing, turn-key digital marketing, paid ads, SEO, and SEM has driven exceptional strategies and outcomes for Shire Lyon Ads clients in the medical, business, law, and finance industries. 

Services

Services include: Digital marketing including digital strategy planning, SEO, local SEO, paid ads (social and search), Google Ads grants, social media posting, and more.

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Contact

Shire Lyon
15 Stonewall Lane
Branford, CT 06405
(475) 209-3351‬
info@shirelyon.com

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