Hancock City Downtown Development Authority

Opportunity: The City of Hancock Downtown Development Authority wanted to invest in an advertising program that would energize downtown and start creating some buzz.

Research

We met with city leadership and led a brainstorming session with downtown business owners, searching for reasons consumers should visit downtown Hancock. Through that process we learned that downtown Hancock has one of the largest and most diverse service offerings of any local downtown or big box stores.

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Integrated Advertising Approach

We created an integrated advertising program, with consistent messaging that was carried through newspaper, radio, street banners, restaurant placements, posters and PR.

Results

We measured the campaign’s success with redeemable coupons that brought dollars directly back into downtown. Over one thousand coupons were redeemed in thirteen weeks, positive buzz was being created and the downtown business owners started to engage city leadership.

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