Dillsboro: A Public Relations Opportunity

• To expand communication efforts between WCU and the Dillsboro community

• To illustrate a comprehensive way to get WCU faculty, students, and staff connected to, visiting, and shopping in Dillsboro

• To preview resources available to Dillsboro in the revitalization process

WCU DILLSBOROAND

Distinctly Dillsboro• Town of original buildings

• Central hub location

• Prime outdoor settings

• Climate and seasons

• Walkable

• Diversity of goods & services

Target Audience

Faculty

Staff

Students

R.O.P.E. Process

• Research

• O.

• P.

• E.

East Tennessee State University

• Johnson City, TN

• Local businesses advertising to the university

• PRIDE Week

• Campaign for pharmacy school

James Madison University

• The Big Gem Project

• Work through the university and The Big Gem Advisory Board

• Grant funding for revitalization

• Need visitors

• Shops are suffering

Main Problem

• “For Dillsboro, I would like to see more of the local people coming back to shop in Dillsboro. In the 80's there were so many unique shops here with that feeling of always being able to find just that ‘right gift.’”

Store Owners’ Perspectives

• “I would like to see the Dillsboro Merchants Association have a quality press package again, and then send it out to some quality publications.”

• “Have shops keep to their posted business hours.”

Store Owners’ Perspectives

• “You have to have an online presence. It’s where people are looking.” –Karen Barnes of the River Wood Shops

• She would like to see technical help with her website and Dillsboro articles in magazines.

Store Owners’ Perspectives

• Rack cards--- seem to work

• Website---highly ranked and gets a lot of hits

• Billboard

• Radio station WRGC live broadcast

• Growers Fair

PR & Marketing Over 5 Years

• Events/festivals in general• Live music at Depot• Drummers circle• Ads in papers

• Collaborate with Jackson County Commerce– Most businesses are members– Distribute DMA’s press releases and brochures– 35 visitor centers

PR & Marketing Over 5 Years

PR & Marketing Over 5 Years

• Dawn Hummell of Olde Town Inn

• 1-2 press releases an event

• Magellan Report- August 2008

• Map with coupons

• Festivals bring customers

• Yellow page ad

• Direct mailers

• Local newspaper ads

• Newsletters

• Magazine ads

• Seasonal print ads

• ½ price nights

• Discounts

What has worked

• Discounts & Advertisements

• Website store

• Coupon in Sylva Herald

• Live WRGC broadcast

• Radio ads

• Newspaper ads

What has not worked

Challenges• Budget– $9,000 advertising– Actually spent $15,000– Fundraising through events covers the rest

$5,000 for distribution of rack cards $4,000 for 100,000 rack cards $150 for printed maps $50 for bag stuffers $1,000 for posters $2,000 to maintain website $3,000 for newspaper advertising

Challenges- Magellan

• Public restrooms

• Stores closed in winter

• Inconsistent hours

• Lighting

• Things to do at night

• Variety in stores & music

• Consistent web presence

Magellan Report

• Position as a “truly unique shopping and dining destination”

• Central Hub Strategy

• Daytrip Strategy– Small trip away from surrounding cities

Magellan Report• The Quintessential American Village Strategy

• Encourage walkability

• Place Dillsboro as a Festival Marketplace

• Light up the town more

• Become The Local Products Marketplace

• Target the “getaway” community

Change from Magellan

• As a town, nothing adapted

• Hoping to revise the sign ordinance– More banners & flags– Have a festive town atmosphere– Concern: Looking like Gatlinburg

R.O.P.E. Process

• Research

• Objectives

• P.

• E.

Objective 3

• To create a cohesive marketing strategy and/or branding approach for Dillsboro, including implementation plan, to be completed by December 31st 2010.

• (Steve Henson & MBA students in cooperation with Betty Farmer & PR students)

Objective 4• To get 10% of WCU Faculty and Staff to report

having made at least one purchase at a Dillsboro shop by June 30th, 2010.

• (WCU Communication Dept.; Debie Connelly; Garrett Richardson)

Objective 5

• To send the first quarterly email newsletter to at least 500 people by May 1st, 2010. (WCU Communication Dept.; Garrett Richardson)

R.O.P.E. Process

• Research

• Objectives

• Programming

• E.

Programming Ideas

• Utilize WCU technology & students

• *Make DVD tour of town with events & scenes

• *Use WCU students to teach PR and social media and as volunteers for events.

• Volunteers monitor people count at events

Themes and Messages

• Does the DMA have a specific theme or message for the town they want to project?

• Tinsel Town- WNC Magazine

• Small Town America- DMA handouts, website

• Historic and charming- brochure, website

• An interest in supporting fishing and recreation along the Tuckasegee River

• A commitment to being green and environmentally conscious

• A tourism around the arts

New Themes?

Suggested Themes

• Destination: Dillsboro

• Dillsboro…Get Back to Simple

Examples

• Radio Ad.

• Newsletter

• New Logo

• Website

• Focus on past

• Unity amongst shop owners

• Need more visitors

• No Press Kit

• Social media

• Advertising

• Not monitoring coverage

Problems: Opportunities for Improvement

• List of all shops

• List of restaurants

• Map- very helpful

• Pictures

Pros on the Website

• Huge chunks of info– Hard to read

• Not exciting– “it’s very boring”

• Not very inviting or attractive– “looks old-timey”

Website

Website Recommendations• Additional photo/video galleries• Increased font size• Categorize events page• Provide contact and feedback information section• Create social networking hub• Printable coupons linked to businesses• Two-way website trafficking• RSS feed

• Execution:– Website traffic counter– Student media intern– Webmaster/Consultant

• “80% of the stores have websites but they are not regularly updated.”

• Not grabbing

• Hard to find

Stores & Restaurants’ Websites

• Shops are relying on the restaurants’ marketing to get customers

• Press kit will get the information out

• Needs to be attractive & well designed

• Newsletter, Background Info., List of shops

Press Kit

• Facebook– Dillsboro Fan Page

• Twitter

• MySpace

• Blogging

Social Media

New Facebook

• http://www.facebook.com/pages/Dillsboro-NC/The-Town-of-Dillsboro/347168350719

• http://hendersonvilleepicurean.blogspot.com/2009/10/sylva-blackout-go-to-plan-d.html

• http://caroincarolina.blogspot.com/2009/10/our-outing-to-dillsboro-nc.html

Blogs

• On campus

• Student email

• Websites

• Social Media

WCU Publicity Opp.

http://www.wcu.edu/11570.asp

Audience: WCU

• Coupon insert in orientation packet• Mountain Heritage Day• The Reporter• Link to WCU’s webpage• Facebook• Youtube

• Student art work put on display– Bring families & students

• Ask students to do flier designs for businesses

• Student music, art, etc. nights

Suggestions

• Shuttles from WCU to Dillsboro

• Map with coupons

• Email system

• WCU appreciation week or weekend [ETSU]

• Advertising more on campus

Suggestions

• Website

• Slogan & use of words [yesterday’s village…today]

• Pictures

• Events

• Might not be attractive to college students

Focus on the Past

• Support is key

• Need to communicate

• Amongst shop owners– Should work together: family like

Unity

R.O.P.E. Process

• Research

• Objectives

• Programming

• Evaluation

• Blogs

• Facebook

• Twitter

• MySpace

• Not tracking attendance at events

Monitoring Coverage

Evaluation

• Research

• Objectives

• Programming

• Evaluation

• “The best advertising is still the business itself, offering quality products & service ---and integrity in the way we do business. And a cheerful face and a warm welcome go a long way.”– Susan Leveille of Oaks Gallery

Memorable Quote

Opportunity is knocking!!

Thank you for your time!

Dillsboro, NC