HomeMy WebLinkAbout1991-02-26 - AGENDA REPORTS - SHOP LOCAL CAMPAIGN (2)AGENDA REPORT
City Manager Approval
Item to be presented by:
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DATE:
SUBJECT:
DEPARTMENT:
BACKGROUND
February 26, 1991
Shop Local Campaign
City Manager's Department
Terri Maus
At the study session of January 16, the City Council directed staff to develop a
plan to encourage citizens to shop within the City. As a result, staff has
developed the "Shop Santa Clarita" campaign. This campaign is designed to build
awareness, recognition and desire for residents and business owners to "shop
locally". The Chambers of Commerce have offered their support for the program
by agreeing to aid in the distribution of material associated with the program.
City staff will be using several media outlets to get the word out and to
encourage maximum participation of local businesses.
The preliminary outline for thecampaign involves the use of a broad range of
media including:
Posters for store windows
Radio
Feature Stories outlining the benefits of shopping and therefore,
keeping sales tax locally
Advertising
Specialty Advertising - bumper stickers, shopping bags etc.
The cost for the six month campaign is $5,000, and requires no budget
appropriation as funds .are available in the Economic Development Budget.
Following the six month period, the City will attempt to evaluate the impact of
the program and provide a report to the .City Council.
That the City Council approve the proposed "Shop Santa Clarita" campaign and
direct staff to work with the Chambers of Commerce to implement the six month
program.
Attachments - 1) Campaign Outline
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Agenda Item;
ATTACHMENT 1
'SHOP SANTA CLARITA,' CAMPAIGN OUTLINE
The following is an outline for a "Shop Santa Clarita" publicity campaign.
It -is recommended that a "Shop Santa Clarita" campaign be in conjunction with
the Chambers of Commerce and other businesses, and that it utilize several
different media to maximize the potential visibility of the campaign.
It is recommended that the campaign run for a six month period, and that it be
targeted to both community residents as well as local businesses.
Obiective
Encourage residents and businesses to shop locallyi through a communication
campaign aimed at "building awareness and recognition" for the need to shop
locally.
Implementation
1) A City-wide campaign would be conceived as a joint public/private
endeavor; the major financial burden would be with the City, and the
responsibility for material distribution to businesses with the Chambers
of Commerce.
2) The City should take the initiative to outline the program, coordinate
design/production and draft press and newsletter materials.
3) The campaign should be viewed as a six month campaign.
4) The City, through Foy, Haviland and Maus, will.assume responsibility for
implementation of the communication campaign.
Campaign
It is recommended that the utilization of other media in addition to window
posters, can best deliver a cost-effective message with the strongest impact.
* "Shop Santa Clarita" posters for store windows for distribution with the
assistance of the Chambers of Commerce.
* "Shop Santa Clarita" shopping bags for distribution through the Chambers
of Commerce (recycled paper).
* Radio spots on KBET, KMGX/KGIL.
* Color slides appearing before every movie in each of the Mann 10 Theatres.
* Paid advertisements in strategic.local publications.
"Shop Santa Clarita," Campaign
mpaign Outline
Page Two
* Letters mailed to clubs and organizations, regarding a speaker from the
Chambers to address groups on the benefits of shopping locally.
* An article in the Quarterly.Report on shopping locally and keeping tax
money in Santa Clarita.
Our idea is to come up with a slogan, something like: "Shop Santa Clarita:
Your value is in the bagl" or "Shop Santa Clarita: Invest in Your Community."
Estimated Costs
* Shopping bags - $1,000 for 2,000
* Posters - $1,500 for 3;000
* Radio air time - $1,000 (supplemented with public service spots)
* Paid Advertisements - $1,500 for 3 to 4 ads
Total
$5,000 (estimate)
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