Page 11 - AnnualReport-20162017-V8
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POSITION MARKETING LIVE IT UP

DDA Marketing Programs

Implemented and executed marketing programs focused on the various business categories that form our Downtown constituents.

The DDA and Old School Square had worked together with the         Holidays Downtown
Downtown art community to revitalize the First Friday Art Walk
to enhance the customer experience and increase exposure for       The DDA celebrated the December 2016 holidays with festive
the Downtown Art & Culture scene. This past year saw positive      décor and marketing elements to promote shopping, dining and
results for the program.                                           events in the Downtown District.
                                                                   •	 Advertising campaign with television, print and social media.
Highlights:                                                        •	 100ft Christmas Tree Event - provided $30,000 in funding
•	 15% increase in attendees.
•	 20% growth in merchant and business participants.                   as sponsorship for lighting, assembly and dismantling of the
•	 Marketing included:                                                 tree.
                                                                   •	 Promoted all activities on DowntownDelrayBeach.com
    –– Promotional video for web, social media and PBI Airport         receiving over 40,000 visitors to the page and through
        digital signage                                                Facebook and Instagram.

    –– “Inside Downtown Delray Beach Series” Art & Culture         Delray Affair After Dark
        video.
                                                                   Downtown was alive during the day with an eclectic mixture
    –– First Friday Art Walk Blog highlighting the unique gallery  of fine art, great crafts and funky products from around the
        offers and promotions.                                     world during the 55th Annual Delray Affair, held April 7-9,
                                                                   2017. The DDA created and launched Delray Affair After Dark
    –– The event listing under the “Downtown Events” webpage       to promote dining, entertainment, shopping, and socializing
        was populated with new photographs and content.            Downtown. As booths closed and the crowds thinned, visitors
                                                                   had the opportunity to walk “on” the Avenue not just “along” the
    –– Individual gallery offerings/events were added to the       Avenue. More than 15 restaurants and Downtown businesses
        Merchant Promotions & Events webpage each month.           participated with food and drink and in-store promotions, and
                                                                   live music was on the street throughout a three block stretch in
    –– Sponsored posts on Facebook.                                partnership with the Delray Beach Chamber.

Small Business Saturday                                            Awards

The main fabric of Downtown Delray Beach                           The DDA was nationally recognized for their efforts in promoting
is comprised of 93% small business owners,                         Downtown. Awards included:
both retail and restaurants, many of whom                          •	 International Downtown Association (IDA) 2017 Awards:
have had their doors open for over 15
years and some as long as 80. Downtown                                 –– Award of Excellence for Delray Beach Fashion Week -
celebrated the small business on November 28, 2016.                        Events and Programming category

Highlights:                                                            –– Merit Award for the Inside Downtown Delray Video
•	 The DDA was a Shop Small Neighborhood Champion                          Series - Marketing and Communications category
•	 300 businesses joined in the day
•	 Shop Small Advertising developed for television, newspaper,     •	 USA Today – May 5, 2017
                                                                       –– Atlantic Avenue in Delray Beach, FL – One of the top 10
    online, social media, and YouTube                                      Great American Shopping Districts
•	 Produced 20 new Shop Small street pole banners for

    promotion throughout Downtown
•	 Distributed over 400 tote bags, balloons, door mats, stickers,

    pennants, crowns and posters to the participating businesses

  2,643      6,138                                                     100          121

FOLLOWERS  FOLLOWERS                                                   VIDEOS    FOLLOWERS

              806                                                    78,334

              POSTS                                                UNIQUE VIEWS

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