HomeMy WebLinkAbout1991-05-28 - AGENDA REPORTS - SHOP LOCAL CAMPAIGN (2)NEW BUSINESS
DATE:
SUBJECT:
DEPARTMENT:
BACKGROUND
AGENDA REPORT
City Manager Approval
Item to be presented by:
Lynn M Harris
4y.`
May 28, 1991
Development of "Shop Local" Campaign
Community Development
At the February 26, 1991 City Council meeting, Council approved, in concept, a
Santa Clarita Campaign and $5,000 to be expended.
Staff has created a multi -media .campaign to begin the end of May to include
television, radio, and newspaper advertising, as well as a related give -a -way
item, coordinated for distribution with the Chambers of Commerce.
It is the goal of this campaign to reach Santa Clarita residents and the
business community, in an effort to educate these publics about the benefits
of shopping locally and to promote shopping in Santa Clarita.
The "Shop Local" campaign is outlined below:
Medium Dates
Television May 31 - August 30
(Ch. 6 ads)
Radio May 31 - August 30
(KBET)
Newspaper May 26
2'column by June 2, 9, 16, 30
six-inch ads July 7, 14, 21, 28
(Main Section) August 4, 11, 15
Cost
Frequency
Twice per hour (Plus
Freebies) 24 hrs.
per day
Twice daily
8 a.m. to 8 p.m.
4 ads to rotate every
Sunday for 3'months
(12 ad runs)
Television - $ 669 ($235 per mo. minus city discount)
Radio - $ 600 ($200 per mo. includesmatched number of free spots)
Newspaper - $1,245.60 ($103.80 each)
Shopping Bags - $2,449.40 (specialty -printed shopping bags)
TOTAL $5,000.00
Agenda N4
4
A common graphic design element .developed by the City's graphics specialist,
is utilized in all print and television media, with the theme, "Shop Santa
Clarita, your value is in the bagl". The creative design for advertisements
and media placement was accomplished through the Public Information -Officer.
City Council should receive shop local update report.
MH:dls:174