2010 IDA Downtown Achievement Awards

Submission

Downtown Orlando Marketing Campaign

June 15, 2010

Downtown OrlandoMarketing Campaign Overview

• In response to the challenging economic times, the Downtown Development Board launched a multi-phased marketing campaign for Downtown Orlando that includes:

– Branding

– Advertising

– Web-based Marketing

– Collateral Development

– Public and Community Relations

– Special Events/Promotions

Downtown OrlandoMarketing Campaign Overview

• Website – October 2009 - current• Print – November 2009 thru July 2010

• Orlando Sentinel, Orlando Magazine, Orlando Weekly, etc.

• Radio – November 2009 thru March 2010• Top seven Arbitron-rated stations

• Business Media – January 2010 thru July 2010• Florida Trend Magazine• Shopping Center Business• Retail Traffic & National Real Estate Investor• Southeast Real Estate Business • Florida Commercial Properties

• Interactive and Social Media – November 2009 thru November 2010

• Facebook/Twitter

Website Re-design: DowntownOrlando.com

Downtown Orlando Marketing Campaign: Consumer Marketing

Downtown Orlando Marketing Campaign: Consumer Marketing

Downtown Orlando Marketing Campaign: Business Marketing

Downtown Orlando Marketing Campaign: Tradeshow Booth

Downtown Orlando Marketing Campaign: Social Media

One Distinct, Simple and Impressive Call To Action:www.DOWNTOWNORLANDO.com

Downtown Orlando Marketing Campaign: Measuring Success

• 76.64% of Website visitors are new

• 1200 Average website daily visitors

• 165,920 Unique website visits

• 3,238 Facebook followers

• 1,722 Twitter followers

• 900 Twiscounts participants

• 4,852 Downtown Confidential digital newsletter subscribers

Lessons Learned:

• Engage stakeholders to win/secure buy-in and sense of ownership

• Maintain traditional forms of media outreach

• Embrace digital media which is rapidly replacing print applications

• Ensure diverse platform of marketing tools to reach a broad audience