RES 88440 - Laserfiche WebLink

MARKETING MATERIALS Once a manager has been hired, it would be his/her responsibility to establish the marketing program for Advantage Pleasanton. The subcommittee recommends that the marketing program be a multi-year project. The first year budget will be used primarily for printing information pieces which would be used for several years. For day-to-day marketing activities, a simple handout brochure would be produced. Serious prospects would receive a package which would include information on housing, transportation, education, utilities, demographics, labor force, lifestyle and culture, and of course business parks and sites. The subcommittee suggests using direct mail to both users and brokers, as well as a telemarketing campaign to have the greatest impact on our selected market. Ongoing contact with potential users is essential to the success of the program. In addition, the Pleasanton 2000 program would fall under the auspices of Advantage Pleasanton department. The marketing program would be an ongoing, every day complement to Pleasanton 2000 activities. Promotion consultants working on the marketing materials subcommittee established that $34,700.00 would be sufficient for first year marketing costs. In the second and third years of the program, the subcommittee feels it would be desirable to use advertising and develop a video presentation of Pleasanton, its business parks, major retail developments and central business district. RECOMMENDATION The Advantage Pleasanton subcommittee recommends the Chamber of Commerce commit to a three-year program. 'The total budget for the program would be $90,000 per year. The funding should come from three sources: the Chamber, the City, and the developer/ business community. Business Community and the City would each fund $37,500 per year. The Chamber of Commerce contribution would be $15,000 of in-kind services. The business community would make its contribution thru supplemental Chamber dues which could be established by the Executive Director of the Chamber and the manager of Advantage Pleasanton. A blue ribbon committee should be established to provide direction to Advantage Pleasanton. The five (5) member committee would be made up of the Executive Director of the Chamber, two (2) subcommittee members of the Advantage Pleasanton Task Force, a representative from the brokerage or development community, and a representative from the Economic Development Committee.