Cecilia Nasmith/Today’s Northumberland
The Town of Cobourg announces the start of the Start Here Business Attraction Marketing Campaign.
A partnership with the Downtown Business Improvement Area and Northumberland Central Chamber of Commerce, Start Here was created by the DBIA to further council’s strategic objective to fulfill the business-attraction component of the Downtown Vitalization Action Plan, a 12-month campaign that focuses on building relationships and increasing awareness and interest in Downtown Cobourg as a prospective business location. As such, it will target business owners within a 45-minute radius of the downtown, businesses with multiple franchises or locations, and new entrepreneurs who have unique business concepts.
The town’s press release offers such examples as supermarkets and grocery stores, clothing and accessory stores, specialty food stores and full-service restaurants (preferably a mid-scale family-style establishment).
The town’s communications department and economic-development staff have been tasked with seven business-attraction strategies, five of which have been attained and two which are to be implemented in the fall.
Hosting an Explore The Core event is slated for Sept. 12. Also in the fall, they hope to launch an advertising campaign for on-line, print and broadcast media.
The five implemented tasks are:
Developing fresh marketing materials with the theme Start Here – This includes wrapping empty downtown storefronts to present an attractive visual of their potential. Eleven downtown business owners have offered video testimonials and candid interviews, and other materials include improved professional photography and a professionally branded website (www.startherecobourg.ca).
Conducting a social-media campaign – The Start Here campaign has been part of Cobourg’s regular advertising in Northumberland New and in the town’s social-media accounts.
Creating a website with fresh content – The www.startherecobourg.ca site includes a listing of available downtown spaces and information on incentive programs.
Engaging target buinesses at trade shows – Town staff have attended two to date.
Utilizing public relations to earn media coverage – The communications department has been at work teasing out the campaign across social-meda and news outlets prior to the launch.
As well, town staff have developed performance measures to gauge the success of the campaign, to become part of the report card that will be presented to council by the Downtown Coalition, along with other projects outlined in the Downtown Vitalization Action Plan.
“In my 10 years working in Downtown Cobourg, the Start Here business-attraction marketing campaign is one of the most visible initiatives promoting why interested businesses should start here,” DBIA chair Adam Bureau said in the town’s press release.
“Our mission as the DBIA is to promote and improve our downtown, and the Start Here campaign is a wonderful addition to our ongoing efforts.”
Author: Pete Fisher
Has been a photojournalist for over 30-years and have been honoured to win numerous awards for photography and writing over the years. Best selling author for the book Highway of Heroes - True Patriot Love
