Page 10 - AnnualReport2015_16

LIVE IT UP POSITION MARKETING
Create a positive image that showcases the Downtown’s unique assets.

Created an innovative marketing campaign to showcase the authenticity and uniqueness of Downtown
Delray Beach, and drive economic vitality with a year–round, multi–channel marketing and advertising plan.

New Website Launched Advertising

DowntownDelrayBeach.com: This is the website to visit for Produced 12 months of multi–channel advertising to ensure
“All Things Downtown.” The brand new website launched this Downtown Delray Beach is “top of mind” for travelers and
year to increase visibility for stakeholders, merchants and the residents.
Downtown. • Local regional and national advertising in 10 publications.
• New media purchases included:
Enhancements to the site included:
• Responsive design adaptable for all devices – Art & Culture Magazine summer 2016 anniversary
• Visitors are now able to search for information by categories issue: partnered with the Cornell Art Museum/Old
School Square to promote the art and culture
of businesses or interests, keywords and neighborhoods available in Downtown and market the area as an
• Events and promotions have increased visibility. Arts Town Destination
• Each business has a new media rich landing page for – Miami/Modern Luxury magazine ads
– Discover the Palm Beaches 2016 Visitors Guide:
photo and video galleries, links to social media including partnered with DBMC, 100,000 print copies plus
Facebook feed, and areas to promote events, sales, happy digital
hours and entertainment – Visit Florida Magazine annual publication
• The new site includes a Downtown Blog – Horizon Travel Magazine February and March 2016:
partnered with the Hyatt Place Delray Beach, insert in
Toronto Star 100,000 copies, plus 10,000
commercials on digital signage in The Path train
station in February 2016 (Toronto’s Financial District)

Web sessions via Social Media Referral has Videos
increased 84% over last year.
The DDA continued to see the need for video as an element for
Guide to Downtown Delray Beach their marketing initiatives. Videos produced include:
• “We are the DDA”
The 2016 edition included an overview of Downtown, fold–out • First Friday Art Walk
map, and listings for all things “Downtown Delray.” 50,000 • Savor the Avenue Recap
copies of the Directory are distributed to five Florida Welcome • Delray Beach Fashion Week Recap
Centers, throughout the City of Delray Beach and Palm Beach
County. The “Inside Downtown Delray Beach: The Series” videos
featured Downtown businesses and highlighted Art & Culture
Public Relations and Beauty & Wellness.

• Developed a communication strategy to inform, educate and Business Profiles: A program sponsored by the DDA in partnership
engage the media, Downtown businesses, and residents. with VUP Media. It provides merchants and businesses with
the opportunity to create a 2 minute HD video to be used for
• Increased media exposure by distributing 21 press releases, promotional purposes.
wrote and published 13 news stories, received more
than 170 PR placements, and participated in 10 media
interviews.

59,542 30–45 POSTS 2,149 2,457

FANS PER MONTH FOLLOWERS FOLLOWERS

+ 29.5% 5–10K REACH 252 POSTS

10 PER DAY