Trinity River Corridor Project

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2 Trinity River Corridor Project Strategic Marketing Plan June 17, 2008

3 Introduction Review the goals and objectives of the strategic marketing plan Examine the promotional mix Snapshot view of the current components and new elements of the plan New ideas Next steps 2

4 Overview The 2008 Communications and Marketing Plan will focus on four key areas: Branding development and implementation Public Relations Program Corporate and Community Outreach Program Promotional Mix E-marketing Events and Project Milestones Partnerships 3

5 Overview Proposed 12 month plan June 08 through May 09 Two integral elements for the success of the strategic marketing plan are: deliver a message to each audience that resonates with them specifically Involve each target audience draw them into each element of the project early in the timeline 4

6 SWOT At a Glance Strengths -Largest urban development project under taken by Dallas -Has been a City vision for over 100 years - Will improve floodway protection, provide much needed recreational options, and new or renewed economic development -Strong City and project leadership Opportunities -Economic and residential interest in moving Dallas to the river -Growing interest for families and individuals to move out of suburbs and back to downtown -Chance to utilize the Trinity River Corridor to its maximum effectiveness for all citizens -Act as a societal bridge connecting all of Dallas together Weaknesses -Head count -Budget -Target audience awareness -Timely communications Threats -Timeline changes -Outside partner agency timelines and requirements -Citizen views and impatience for completion of the project

7 Goals & Objectives Branding Develop a new web site to promote the branding and better showcase the project by fall 08: Target audience: Citizens Interagency Partners Environmentalists Investors Public Officials Project staff 6

8 Goals & Objectives Branding Citizens Target Audience Interagency Partners Environmentalists Investors Public Officials Project staff Image change help audiences understand the scope and purpose of the project to develop a true affinity for the results ahead (Visual appeal is key) Objectives Firmly establish the message, A Vibrant New Future for Dallas and My Trinity River Offer the opportunity for emotional bonding toward the project (Evoke good and/or happy emotions, give it a personality, shout the benefits) Strong branding -- promote the new branding on all collateral material and e-marketing e designs 7

9 Goals & Objectives Branding Link an e-marketing e component to all areas of the project E-newsletter E-ads and promotional messages Create consistent and efficient communication tools with compelling messages Build outreach to many audiences at a nominal cost Improve speed to audience through e-marketinge 8

10 Goals & Objectives Public Relations Establish a baseline for monthly media outreach by 1/09 Evaluate the appropriate growth requirements for 2009 Establish a baseline for the number of publicity results achieved 1/09 Evaluate the appropriate growth requirements for 2009 Increase the number of marketing tools available by two major components Add a publicity evaluation and reporting component as a monthly standard 9

11 Goals & Objectives Public Relations Link to City, State and Regional Internet sites such as HOA s s and interagency partners Step-up the two-way way conduit of requests information outreach from the Trinity River Corridor Project and encourage inbound requests, too Understand the major audiences and create appropriate messages for each one Tell the story of the project more creatively adding visual and auditory elements 10

12 Goals and Objectives Corporate and Community Outreach Maintain the number of presentations for the Speakers Bureau and focus on scheduling with larger groups presentations Develop one new presentation for select community audience by December 2008 Example: children s s focused presentation 11

13 Goals and Objectives Corporate and Community Outreach Work with City departments and affiliate organizations to create speaking opportunities and increase project awareness Work with select target audiences to launch the outreach campaign Elected officials Corporate Property and business owners Citizens of Dallas 12

14 Goals and Objectives Events and Project Milestones Current programs Creatively and efficiently support all current events Provide comprehensive communication plan for each event Focus on reaching new audiences with a targeted message Milestone events Creatively and efficiently support all milestone events such as: new name for Industrial Blvd., Moore Park Renovation -- Holiday Update, Fast Track Overlook Groundbreaking Focus on reaching the most audience penetration with targeted message New events Develop and implement two new events for 2008 and 2009 Minimize expenditures and maximize the exposure through strong partnerships and co-marketing options 13

15 Goals & Objectives Promotions Research promotion options, partnerships opportunities and co-sponsorship options Other City departments Corporations (500+ employees) City entertainment, events and recreational venues When possible, link promotions to milestone events for the Trinity River Corridor Project or City-wide events Present recommended events to Trinity River Corridor Project Committee within the next 60 days 14

16 The Promotional Mix For the Trinity River Corridor Project, the strategic integrated marketing focus must be on the most cost-effective elements such as public relations and promotions The promotional mix is more important than ever for strategic planning and it is important to ensure all areas are tightly branded 15

17 The Promotional Mix PROMOTIONAL ELEMENT MASS MARKET VS. PERSON TO PERSON PAYMENT STRENGTHS WEAKNESSES Advertising Traditional and Internet Mass Fees paid for tradition, less costs for Internet Efficient means of reaching large numbers of people High costs Difficult to target Low or no feedback Speaker s Bureau/Personal Selling Person-to- Person Minimal costs Can get immediate feedback Very persuasive Target specific audience Can provide boarder and more complex sets of information Slow process Due to staff schedules, limited number Public Relations Mass or targeted reach No direct payment to media High credibility in citizen s mind 3 times the credibility rate of advertising Fast distribution methods Two-way communication conduit Can handle complex sets of information Sometimes difficult to get media cooperation Difficult to combat editorial policy Can be usurped by breaking news Promotions and Events Mass or targeted reach Wide range of fees and cooperative contracts Adds interest to a program Offers benefit to participant Provides opportunities for cosponsorship and co-branding options Flexible as one-time, annual or ongoing programs Can be easily abused IT, tracking and reporting are critical for complex programs Time consuming Contract intensive depending on the program

18 E-Marketing We will us a variety of e-marketing e formats Web site, newsletters, e-ads, e ad words, etc. This form of marketing can be seen as an alternative to traditional direct mail E-marketing program will feature: Newsletter template designed for low cost and fast communication to key audiences Monthly distribution Target audiences will be HOA groups, workforce organizations, churches, City entertainment venues, event and recreational venues es Template will complement the branding for the Trinity River Corridor Project The tone of the news and messages will be upbeat to encourage interest and to engage the audience to care about the river and communicate with the City 17

19 E-Marketing (First draft of the newsletter) 18

20 E-Marketing E-ad container which is basically an advertisement in electronic format This template is designed to be highly graphic and to house tightly targeted messages that are delivered to key audiences Topics to include: Specific project components Milestone Achievements Promotions and co-sponsored promotions and/or offers Upcoming event(s) 19

21 Public Relations Monthly press release program Rotate focus between the key components of the project Write and distribute 2 press releases per month (update or feature oriented) Support any event, promotion or special announcement with press releases when applicable Refresh key messages quarterly or to reflect major changes in the Trinity River Corridor Project Update and manage the Press Room area of 20

22 Public Relations Meet with one editorial board each month Speak to three key media contacts each month Pitch story ideas to key media Learn about upcoming features or stories applicable to the project Encourage regular updates of progress Broaden the media s s view of the project City of Dallas Public Information Office 21

23 Promotional Mix Public Relations Key activities Distribute e-newsletter to key media contacts Create official press kit consistent with branding Update the press release format as required Provide reporting of publicity on a monthly basis with estimated values 22

24 Community and Corporate Outreach Speaker s s Bureau Methodical way to continue promoting information on the Trinity River Corridor Project and to foster relationships Focus on outreach to corporations and organizations with larger groups of employees: Hospitals Hotel Chains Airlines Call Centers (AAA, Verizon) Universities, Colleges and DISD HOA Groups 23

25 Community and Corporate Outreach Distribute e-newsletter to these audiences Distribute e-ads with specific messages when appropriate Develop web process to feature the links to various corporate and community web sites on and vice versa 24

26 Events and Project Milestones Existing Annual Events TRCP Featured Component 5 th Annual Trinity River Levee Run (3/09) Great Trinity Forest Adventure Hike (3/09) Carpe Diem Fishing Tournament (11/08) Recreation Recreation Recreation 25

27 Events and Project Milestones Local Events, Fairs, Festivals Oak Cliff Earth Day Celebration (4/08) Sally Ride Science Festival (5/08) Circle 10 Council Boy Scout Show (5/08) TRCP Featured Component Environment Environment Recreation 26

28 Events and Project Milestones Potential Milestone Events Renaming of Industrial Blvd. Trinity River Audubon Center Opening (10/08) Tree Lighting Celebration Moore Park Gateway (12/08) TRCP Featured Component Business Development Environment, Recreation Recreation 27

29 POTENTIAL EVENTS, PROMOTIONS OR PROGRAMS Name and Brief Description Time of year TRCP Component River Reflections -- Photo Contest Photo contest on web site for adults and children Great Trinity Forest Trail Rides Once a month trail rides through forest led by Mayor Leppert or Councilmember Neumann Ongoing September - November & March - May Cost Co-sponsorship Potential R, E, BD Less than $3,500/ year Yes R, E TBD Trinity River Bike Adventure September R,F $7,500 Yes Partner with Richardson Bike Mart and the Dallas Off Road Bike Association (DORBA) to host levee trail event with timed trials Industrial Blvd. Auction September BD $2,500 Yes Explore the idea of creating an auction to sell a portion of the street blades -- web site or create Gallery Walk event. Texas Stampede Cattle Drive October R TBD Yes Host the annual cattle drive that is usually held on Main Street. Sponsor a barbeque and small vendor fair along with the event. Voice of the River/Voz del Rio Multi-tiered program to personify the different voices of the river. Create video tapes of interviews and feature on web site. Invite choirs from churches and schools to perform at various places along the river. Name and/or create a Voice of the River Choir. Yes Ongoing R, E, F, T, BD $7,500 Yes Recreation = R; Environment = E: Floodway = F; Transportation = T; Business Development = BD

30 Advertising Campaign (Sample) Creating awareness for Trinity River Bike Adventure through advertising General Audience African American Spanish Language Special Interest Groups 29

31 Advertising Campaign General Audience The Dallas Morning News Quick Spanish Language Al Dίa El Heraldo El Hispano African American Dallas Weekly Dallas Examiner Elite News Neighborhoods Oak Cliff Tribune People Newspapers Estimated Circulation: 450,000 (DMN 223,000, Al Dίa 50,000) Other Newspaper Circulations: 65,000 depending on neighborhoods selected 30

32 Advertising Campaign (Print) Basic newspaper advertising plan for one week Campaign without DMN and Al Dia Front Page Notes = $15,000 less for color and $12,500 for b/w $18,000 (b/w ¼ pg.) $20,000 (color ¼ pg.) Estimated Circulation: 450,000 (DMN 223,000, Al Dίa 50,000) 31

33 Advertising Campaign (Print & Radio) Basic newspaper and radio advertising plan for one week Campaign without DMN and Al Dia Front Page Notes = $15,000 less for color and $12,500 for b/w $18,000 (b/w ¼ pg.) $20,000 (color ¼ pg.) $12,500 (30:sec radio spots) $2,500 for remotes Estimated Circulation: 450,000 (DMN 223,000, Al Dίa 50,000) 32

34 Advertising Campaign (Radio) Area Radio Stations KESS-FM (Spanish Talk) KEGL-FM (Family Spanish) KKDA-FM (African American) KERA-FM (Public Radio News Talk) KBFB-FM (Hip Hop, R&B) KHKS-FM (Contemporary Hit Radio) Estimated Cost: sec. spots One week; $12,500 33

35 Partnership Programs Important relationships can be strengthened or built through promotions Everyone is looking for a good deal In the case of the Trinity River Corridor Project, many of the deals are free and great! Walks along the trails Canoe rides on the river Hiking and biking The vistas The parks 34

36 Partnership Programs To deliver this message, partnering with a brand that is already established speeds up the results Dallas Zoo Audubon Society Dallas Museum of Art Boy Scouts of America Major established City-wide event 35

37 Partnership Programs Trinity River Network (Proposed) Dallas Zoological Society Trinity River Audubon Center Trinity River Corridor Project Create an offer or three different ones Create attractive collateral piece Partner these groups at major City-wide event Partner these groups at major City-wide event 36

38 Partnership Programs Trinity River Network (In Progress) Negotiating with Dallas Zoological Society and Trinity River Audubon Society to produce a Water Bill Insert for October Zoo to feature Halloween Trinity River Audubon Center to feature opening and list discount offer to end of 2008 Costs will be shared by both equally 37

39 Partnership Programs Trinity River Network City-wide Event Participation (Proposed) Place insert in packets at Susan B. Komen Race for the Cure or a Heart Association Event, etc. Use same basic artwork and content created for water bill insert Modify insert to include Trinity River Corridor Project message Offer could be to sign up for the My Trinity River E- Newsletter 38

40 Partnership Programs Boy Scout Badge and Eagle Scout Program (In Progress) Develop a certified Trinity River Corridor Project Boy Scout Badge Develop a certified Trinity River Corridor Project Eagle Scout Program Once complete, promote these nationwide Meeting is scheduled with Circle 10 Council Boy Scouts in June 39

41 Summary This multi-level strategic marketing plan will be put into place during the first 12 months as outlined The focus will be on the promotional mix elements of public relations and partnership programs Once the infrastructure and baselines are established, staff can work to develop the next level of programs, messaging and reporting 40