CCMIN110194 - Laserfiche WebLink

P.O. Box 956 · Plcasanton. Califorma 94566 (Sl0) ,i84-2199 April 7, 1994 Pleasanton Downtown Association Marketing Committee Report - 1993 With the City Council approved Marketing Committee established for the period of reconstruction of Main Street. an eager group of eight committee members and Councilwoman Dorothy Scribner met at 7:30 a.m. on January 25 at City Hall. During the ensuing year (1993) the eight committee people. co-chaired by Harold Coursey and Ron Brady, met 42 Fridays at 7:30 a.m. out of the 52 weeks. Since January 25 of this year (1994) the group has met three nines and will again tomorrow morning. A reorganized committee will meet on the second and fourth Fridays of each month in 1994. Additional original committee members were Jan Bateholier, Alexis Gass, Gall Gilpin, Bill Laube, Martin Swecney, and Pat Lane (staff). During reconstruction the group planned and executed three major promotions, a two-day grand opening. a groundbreaking ceremony. a construction workers thank-you party. newspaper/television/radio advertising, maps and parking signage. and the proverbial "more.' ADVERTISING Many hundreds of inches of paid advertising were printed in the Tri-Valley Herald, Valley Times. and Independent. The newspapers were also generous with donated space, editorial copy, and photos. Radio coverage on KKIQ centered on two major promotions, the Grand Reopening of Main Street and the January Super Bowl Saturday event. Paid commercials were neatly doubled with public service dllnou~,ccr.'~c~;t:i ~nd -".d T. ib5 by broadcasters. Live paid removes fr~.m M~m Street ,,'ere done three times. Bay Cable was the committee's television outlet with 473 paid spots, plus double that number in donated time. Of the paid spots, two were placed last August during Joe Montana's first appearances with the Kansas City Chiefs. Stations used were TNT, CNN, and ESPN. In May 1993 as a kickoff to an eight month TV campaign, the Discovery and USA channels were also used. The committee. combined with the Herald, established Downtown Heartbeat. a tabloid section. during this time. Unfortunately the Herald has chosen to__drop most tabs. The committee is working to re- establish Heartbeat. CONTESTS AND SPECIAL EVENTS Three contests were held during 1993 and two since the first of the year. From May through November the committee sponsored "It Pays to Shop Downtown." a contest using newspaper, ValPak, and Bay Cable announcements. A moathi y drawing was held for $250 Downtown Dollars. Money was redeemed at 18 downtown locations. 'Get Your Mug Downtown" was a retail campaign which awarded limited edition mugs every two months for eight months (May-December). A total of 212 customers redeemed downtown register receipts for mugs. The mugs were also used as thank-you gifts at the Construction Party.