Integrated Marketing Case Study
Challenge
Gateway85 Community Improvement District (CID), located on the I-85 corridor about a mile north of I-285, was looking to increase membership. In 2019-2020, c21 was tasked with creating an extensive integrated marketing program to:
- explain the benefits of CID membership
- promote the CID’s work
- create a positive image of the CID
- entice property owners to become CID members
- reinforce the benefits of membership to current members of the CID
Solution
c21 developed a multichannel integrated marketing program that included traditional print collateral, digital marketing, media relations and events. We worked with Avison Young to update information in the CID’s parcel list and highlight the CID’s largest property owners to be able to better target them as new members.
Collateral Development – An expansion brochure was designed as a leave-behind for properties not in the CID. Letters were sent to owners explaining the benefits of CID membership and businesses within the CID were sent direct mail with personalized URLs (pURL) to register for an event about the CID’s federal and state Opportunity Zones.
Digital Marketing – Digital tactics included updating the Gateway85 CID website with content dedicated to the expansion effort, including a brochure and video. A landing page was created for those receiving a print piece that included a pURL for event registration. In addition to website updates, we developed an email template for non-CID members and sent monthly email blasts around events and CID updates. C21 also developed social media posts around the expansion campaign that were included in the regularly developed and scheduled posts on Gateway85’s LinkedIn, Facebook, Twitter and Instagram pages. Some of those social posts were promoted for a small cost and geo-targeted to the district.
We developed a two-minute-long video to promote joining the CID that included drone footage and member interviews, and re-edited the video to be a short, 40-second option for social media. We also developed an event-related video for an event to educate businesses on Opportunity Zones. We promoted the video post on LinkedIn and received more than 600 views in one week.
Other videos included multiple two-minute videos of CID Brand Ambassadors who discussed the benefits of locating a business within the CID. The videos were included on the website, in the monthly newsletter and posted on social media.
Media Relations - To gain media coverage and awareness of the CID’s efforts, c21 refined the CID’s media list to include relevant, national publications and media contacts. From there, we created press releases and pitches about the expansion and its events.
Events – c21 organized “The Wonderful Land of OZ” event to educate brokers, current and potential members about the benefits of state and federal Opportunity Zones (OZs) which are both included within Gateway85 CID. c21 coordinated all aspects of the event to the development of the name, acquisition of the expert speakers, invitation, registration management, catering, giveaways, etc.
Results
- 75 people attended the Wonderful Land of OZ event in October 2019, including prospective members considering locating their business in the CID.
- c21 filmed six different videos with four Gateway85 ambassadors, which were featured on the website, in email newsletters and social media.
- Our work with Avison Young on identifying the property owners in the district helped identify 400+ potential members for Gateway85 CID. c21 distributed 175 direct mail pieces to potential members, inviting them to the OZ event and collecting information on those property owners to assist with ongoing marketing efforts.
- After the expansion project campaign, two properties were added to the CID, expanding the district and increasing its funding.