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Objectives

Objectives. Generate excitement about Riverside’s broad range of retail and restaurant options Increase sales tax revenue to fund City services Emphasize the benefits of shopping locally Keep Your Tax Dollars Local - - 1% of taxable sales go to support City services. Marketing Initiatives.

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Objectives

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  1. Objectives • Generate excitement about Riverside’s broad range of retail and restaurant options • Increase sales tax revenue to fund City services • Emphasize the benefits of shopping locally • Keep Your Tax Dollars Local - - 1% of taxable sales go to support City services

  2. Marketing Initiatives • Launched new Web site address and design www.shopriversidenow.com

  3. Marketing Initiatives • Movie ads running at AMC Galleria at Tyler and Riverside Plaza

  4. Marketing Initiatives $hop Riverside messages on Marketplace and University Village electronic signs Dine & Shop Downtown message on both signs

  5. Marketing Initiatives • Utility bill stuffer mailed in April 2008

  6. Marketing Initiatives Printed and distributed $hop Riversidepostcards to all shopping centers Postcard invited Riversiders to learn more about the campaign and receive a free gift

  7. Marketing Initiatives $hop Riverside Downtown ad in The Press-Enterprise June 2008 ¼ page, black & white Run dates: 6/2, 6/4, 6/6, 6/9, 6/11, 6/13

  8. Marketing Initiatives • Riverside Outlook newsletter • Article in July/August 2008 • Ad in September/October November/December 2008 • $hop Riverside announcement on the City’s on-hold phone message system • Started February 2008

  9. Marketing Initiatives $hop Riverside ad in Riverside Magazine Summer 2008 Full-page, full-color Back inside cover Backlit poster at the Galleria at Tyler Located on 1st floor outside Macy’s entrance Message posted in September

  10. Marketing Initiatives • Developed radio and TV spots • Developed media plan • Placed media buy for radio and TV spots to run August through December 2008 • Emphasis on “Back-to-School” shopping in August/September • Emphasis on Holiday Shopping in November/December

  11. Marketing Initiatives Launched first-ever $hop Riverside Community Card 25 local schools and non-profit organizations selling cards More than 170 local businesses participating

  12. $hop Riverside Community Card • Marketing opportunity for all Riverside businesses • Fundraiser opportunity for local schools and non-profit organizations • Approximately 20,000 cards produced to sell at $15 each • Participating schools and organizations receive $10 for every card sold

  13. Marketing Initiative • $hop Riverside dasher board ads at the Festival of Lights Ice Skating Rink

  14. Marketing Initiative • Created the Retail Management Group with key players from six shopping centers to build synergy and excitement for the program • Galleria at Tyler • Riverside Plaza • Mission Grove • Canyon Crest • University Village • Turner RiverWalk

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