Yellow Springs Chamber of Commerce

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• Yellow Springs Chamber of Commerce
• Yellow Springs Together
• 2008 Cooperative Marketing Plan

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Yellow Springs Together2008 Cooperative
Marketing Plan

• Main Elements of The Plan
• Create top of mind awareness with prevalence of
  advertising
• Target regional markets including Dayton,
  Springfield, Columbus and Cincinnati
• Target specific consumers such as arts patrons,
  bikers nature enthusiasts
• Continue to focus on the use of the new CIP logo
  and Find Yourself Here message

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Yellow Springs Together2008 Cooperative
Marketing Plan

• Three Point Plan
• Collective Advertising Fund
• 40,000 fund goal
• A comprehensive campaign that no single business
  could afford alone
• Quarterly Education Marketing Seminars
• Free Seminars on various topics related to
  marketing
• Better Information Access
• Better access to web and printed information and
  coordination of way-finding efforts for visitors

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Yellow Springs Together2008 Cooperative
Marketing Plan

• 2008 Marketing Plan Participation Levels
• Total Investment Payment/Quarter Mentions
• Level 1 10,200 2550 100
• Level 2 5,100 1275 75
• Level 3 2,400 600 50
• Level 4 1,200 300 30
• Level 5 600 150 20
• Level 6 300 75 10

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Yellow Springs Together2008 Cooperative
Marketing Plan

• Newspaper
• Targeted publications
• Yellow Springs News
• Dayton City Paper
• Dayton Daily News GO!
• The Other Paper in Columbus
• City Beat in Cincinnati
• College newspapers
• Local papers such as the Xenia Gazette
• 30 of Collective Advertising Fund in print media
• Extensive use of press releases

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Yellow Springs Together2008 Cooperative
Marketing Plan
Newspaper Ads Friday Flings
Yellow Springs News
Dayton City Paper
The Other Paper
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Yellow Springs Together2008 Cooperative
Marketing Plan

• Specialty Print
• Targeted publications per input of participants
• arts and culture
• health and wellness
• environment, business
• hospitality
• recreation
• Waterways and Pathways
• AAA publications and Ohio Magazine
• Co-op opportunity with GCCVB
• 20 of Collective Advertising Fund

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Yellow Springs Together2008 Cooperative
Marketing Plan
Specialty Print Ad Cooperative ad with Greene
County CVB and regional partners
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Yellow Springs Together2008 Cooperative
Marketing Plan

• Radio
• WYSO campaign continued
• This will continue through all of 2008
• Hits our target audience in a 60 square mile
  radius
• 5 of Collective Advertising Fund in radio

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Yellow Springs Together2008 Cooperative
Marketing Plan

• Web
• 10 of Collective Advertising Fund to hire an
  intern for data entry
• Event calendar listings connected to news press,
  radio, and community groups.
• Develop an on-line blog or myspace listing

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Yellow Springs Together2008 Cooperative
Marketing Plan

• Signage/Billboard
• 5 of the Collective Advertising Fund for signage
  or another billboard opportunity
• On I-70W between Rt. 72 and Rt. 68 exits from
  November - February

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Yellow Springs Together2008 Cooperative
Marketing Plan

• Mentions
• Individual mentions correspond to plan level
• Maximizing Your Mentions
• Complete survey so we can best target ads
• Placement of Your Mentions
• Target media and schedule that will maximize
  individual benefit
• Communication and Reporting
• Preliminary plan of mention placement and
  schedule
• Quarterly reports of mentions placed

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Yellow Springs Together2008 Cooperative
Marketing Plan

• We need you to join now so we can plan our
  strategy for the year
• Support your fellow Businesses and Organizations
• Together we can make a difference!