Retail re-energized.
The Town of Danville engaged EMC to infuse new energy into their Shop Local campaign. Located at the midpoint between two major regional shopping centers, Danville’s retail success hinged on positive word-of-mouth—we knew this word-of-mouth had to work especially hard to overcome the realities of the economy.
Objective:
To support the town’s existing retail website as an information hub and to energize retail activity. In an age when traditional advertising doesn’t work, we needed to find ways to deliver a memorable experience that would create positive buzz and ultimately attract activity.
Solution:
Empowered shopkeepers with marketing and improvement grants to use for advertising, signage and street appeal purposes—all helping to enhance the Danville retail experience.
Worked with the local newspaper to create a rotating weekly page to promote all aspects of Danville—a Danville Town advertorial page, a Chamber page and two advertising pages to provide people with credible information on why they should shop, dine and relax in Danville.
Helped advertise Danville’s full roster of events to attract a broader audience to Downtown.
Conducted marketing seminars for shopkeepers to energize individual promotional activity.
Result:
25 applications approved for marketing audits/strategy sessions within 8 weeks.
New marketing campaigns were launched and façades were improved along our main shopping corridors
New energy and enthusiasm among retail community.
