campaign

East Lansing City Project

-       Keep the city attractive while under construction

·      Issues with road closures for construction

·      More Traffic

·      Less parking spaces

-       Promote those new 70,000sq2 feet being constructed

-       East Lansing is becoming more urbanized

-       No space for huge surface lots, need of structure for parking

-       Bee is the mascot (find ways to use that mascot and promote the city)

-       Partnership with FOX Sports (Get a slot for a free Ad) à During Basketball/Football games

-       Open to event Ideas (if use this: Make a strategy and plan)

Points the city wants to advertise:

1. Downton is Open for Business

2. Parking is ample and available

3. Free parking is available

Questions to consider:

1. How might we better convince people to support businesses during construction?

2. What are our best tactics to drive foot traffic to downtown EL?

3. How might we best use out limited resources to advertise our business district?

Ideas to build on:

-       Partnerships with MSU Athletics

-       Player/Coach Appearances

·   Autographs?

·   Other Activities?

-       Take advantage of MSU Sports Advertising/Marketing

-       Create cool hashtag

-       Connect MSU sporting events with Business Downton

·   Dinner and a ball game, etc.

-       Spartan Bee?

IDEAS THAT ARE LOW COST BUT HIGH VISIBILITY

-       T-Shirt concept

·   Create a flashy t-shirt design and distribution strategy to brand the downtown/student experience

-       Student engagement Events/Promotions including social media

·   Giveaways?

·   Pizza Party/welcome back party

·   Welcome Home!

·   Spring Break?

·   Plinko? Cornhole?

·   Participation?

·   Homecoming

Budget $10,000/15,000 range

$12,000 For class purpose

Mistakes in the past:

1. Focusing on too many things

2. Too broad of target

**Think about things as Money

How many visits are being made to the downtown area? How can we leverage that with a reasonable increase of visits and within budget? Cost per person to attract them downtown through media?

Look at data of how East Lansing analyzes visits to downtown

Situation Analysis: How does sports activity and move in/move out days affect sales and traffic through the downtown area