Logan Town Center

2013 ACTION PLAN — PROMOTION


Promotion

Promotion is one of the four points of the National Trust for Historic Preservation's Main Street approach which work together to build a sustainable and complete community revitalization effort.

Promotion sells a positive image of the commercial district and encourages consumers and investors to live, work, shop, play and invest in the Main Street district.  By marketing a district's unique characteristics to residents, investors, business owners, and visitors, an effective promotional strategy forges a positive image through advertising, retail promotional activity, special events, and marketing campaigns carried out by local volunteers.  These activities improve consumer and investor confidence in the district and encourage commercial activity and investment in the area.

National Trust for Historic Preservation Main Street Program

Promotion involves marketing the downtown's unique characteristics to shoppers, investors, new businesses, tourists, and others.  Effective promotion creates a positive image of the downtown through retail promotional activity and special events utilizing the downtown as a stage area of community activities.

Heritage Ohio Main Street Program



General responsibilities of a Promotion Committee
(as recommended by Heritage Ohio in their Main Street Board Handbook (© Downtown Ohio, Inc. 2002)):

The Promotion Committee's primary responsibility is to market a unified, quality image of the business district as the center of activities, goods and services to retailers, residents, shoppers, investors and tourists.  The responsibilities of this committee are broad and typically include coordinating advertising, reversing negative images of the community, implementing special events, and establishing and maintaining good media relations.

The first job of the Promotion Committee should be to conduct a thorough inventory of all current community and downtown promotional activities by checking with the Chamber of Commerce, local art groups, the merchants' association and all service clubs.  After this, the Committee and the Board should make some basic organizational decisions about the role and activities of the Promotion Committee.  Most local Main Street programs have found that a combination of assisting existing programs and developing a limited number of new promotional activities is the best way to implement a comprehensive, balanced promotion calendar.

Members of the Promotion Committee might include representatives of the downtown merchants' association, Chamber of Commerce, local art association, school Board, library, civic associations, special interest clubs, YMCA/YWCA, an ad agency or even a bank marketing department.  Beware of the conflict of interest local radio stations, TV stations and newspapers may experience by having advertising sales representatives participate in the Promotion Committee.

Specific Functions: