Archive for the ‘Marketing Your Downtown/Main Street’ Category
2012 was a great year for Yfactor! Some of our highlights included:
- We launched our new analytics tool, Prospect ID, which can turn blind web traffic into identified investment leads
- We helped dozens of communities across North America to launch economic development, municipal, tourism, and immigration attraction projects including websites, social media, apps, branding, marketing strategies and design
- We’ve built relationships with 26 new clients representing communities across the United States and Canada, completing over 100 projects
2013 is shaping up to be an even bigger year than last and we are looking forward to sharing more great articles, as well as stories about Yfactor, our staff and some of our client successes.
Where does information technology fit into a marketing strategy to build or revitalize a prosperous downtown?
Everyone agrees that infrastructure, events and arts & culture are critical to the success of a mainstreet. Unfortunately, just because you built it doesn’t necessarily mean people will come. A strong marketing and communications program is required to involve the community, and that’s where technology cannot be overlooked. Surprisingly, many downtown marketing organizations do not make use of modern communications technology despite their ubiquitous presence in society. Many do not even have websites.
There is a tremendous opportunity for such communities to improve their fortunes. One small step at a time can make a difference if the proper strategy is in place. Communications technology can provide the tools that pull your story together and channels to allow your messaging to reach your audiences.
Would you like to visit Canada’s greatest street?
The street with that designation for 2012 is Queen Street in Fredericton, New Brunswick. If you can’t visit in person you can do so online at www.greatplacesincanada.com.
Queen Street received top honours as Canada’s Greatest Street in an announcement April 26, 2012 by the Canadian Institute of Planners. The professional planners’ group released the results of its Great Places in Canada competition, which chose the top street, neighbourhood and public space on the basis of both popularity and planning excellence. More than 200,000 e-votes were cast by people across Canada over four months. It was the second annual Great Places competition; the top Great Street in 2011 was Commercial Street in Nanaimo, British Columbia.
What’s remarkable about the top streets and those that ranked highly in the competition – and in a similar competition by the American Planning Association – is that arts and culture are universally cited as among the most important factors in making each successful mainstreet a destination.
It’s a constant concern of communities everywhere – how to keep their downtowns and mainstreets vibrant and busy with people. Few goals are as important to a community’s economic development, and few successes have such a broad multiplying effect. Increased foot traffic leads to more downtown purchases, which attract quality retailers who, in turn, generate more traffic.
To get this positive cycle of growth in motion and keep it going though, is a challenge on several levels. First of all, whose responsibility is it? Sometimes leadership rests with economic development officials and sometimes with a business improvement association. But really, mainstreet success takes more than one group of people. It takes a village!
When people in your community take a look at the place branding that has been developed for their downtown or mainstreet – often under the umbrella of economic development marketing – what they see mostly are “things”: logos, banners, flowers, events – all sorts of “things”. But what should really matter to the economic development officer are not so much the “things” but, instead, the processes and the people. Let’s take a closer look at this.
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