Marketing & Communications: 5th Street Corridor Project, Lynchburg, Virginia

7/30/2019 Marketing & Communications: 5th Street Corridor Project, Lynchburg, Virginia

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Fifth Street Corridor ProjectCommunications PlanThe City of Lynchburg, Virginia

PREPARED BY JEFF MACHARYAS - JULY 29 , 20 13

Reconnect

Rediscover

Rejoice!


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Fifh Street Corridor Project Communications PlanPREPARED BY JEFF MACHARYAS JULY 29, 2013

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5SCP: The Project Area


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Communications Plan Fifh Street Corridor ProjectPREPARED BY JEFF MACHARYAS JULY 29, 2013

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Executive Summary

Many longtime residents L F S CH, G H H. R , , , , . F S . A , F S F S P A.

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The communications goals of this plan are to:

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P , F S:Reconnect Rediscover Rejoice!

Lynchburg

Means BusinessL

28t bt

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Forbes.com - 2012


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Social and Traditional Media: Working Together

Social Media Efforts

Optimizd wbit wit WodP blog(.5SL. { })F , , , , q

Piting Soil Mdi Inun (Blogg).. ../BS. , ,

Fbook PgF , ,

Youub Cnnl , , , ,

witt , , , ,

FlikA , , , SCP

LinkdInLI F -

PinttA , , , SCP

Googl+P , SEO G-

Mil/Nwltt Blt ,


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iPon/Andoid App , , SCP

Wikipdi Atil , q , j

"Traditional" Media Efforts

Nwpp(News & Advance) j ,

V/Rdio (WSET-TV13, Sunny 93.5 , Vibe 100 ) j ,

Billbod (..)S SCP5&P, US29-/, K&12

G Pump AdG- everyone (E-, Q-E F-L, C-C)

Movi Tt Ad SCP , -

Collg L (L C, R C, L U, , )

nit (Bu) AdG L C (GLC),


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S O C I A L M E D I A E F F O R T S

Optimized Website/WordPress Blog $600 - 3%*

he5SCP website (.5SL.) j WP . T SCP W ( ). T , j, , q , , . A . T , SCP Y , , F.

E , : , , , , . T . T /, . C 24 .

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Pitch the Influencers Staff - 0%

he 5SCP can solicit the help o inluencers. T , , ../BS. I j , , .

Website/Blog

G

.

Wendy Piersall,

ProBlogger

InfluencersS

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Cat Davis,

Food Family Finds

*B $20,000, . F , - .F J 2013.


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W . T SCP

, F , SCP.I . T , , SCP .

Facebook Campaign Staff - 0%

he 5SCP acebook campaign j , . F . F SCP L . A SCP F , .

T F SCP .

W .

W , . F 51%.

YouTube Video Channel Staff - 0%

Youtube continues to be the go-to place or video. Y , , , --- j - F S. A, :

Facebook

F

1 ,

I US.

W

?Phil Cooke,

Author


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Fifh Street is sae, vibrant, and open or business , j.

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, C SCP , , , F S.

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Y 100 , 5000 , 120 . SEO , .

I, - ( ), Y, 2238%. T, - ( 10 ) (.. , ). Y , GWI , . V .

T Y SCP Y C SCP /.45% Y, 44% , .

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YouTube

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Penny Marshall,

actress


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Twitter: 140 Characters to Tell the Story Staff - 0%

witter is a great support source . T SCP , , - , , - , q , SCP.

W , , , . B , SCP - SCP.

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Flickr Photos Snap to Attention Staff - 0%

Flickr will also be integral part . W F SCP -q , F S. W F .

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LinkedIn: Connecting People and Business Staff - 0%

Linkedin is a orum or businesspeople. T . LI

Twitter

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I

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William Shatner,

actor

Flickr

F j

,

q

.

Rohit Bhargava,

Integrated Marketing


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F FaceBook or grown-ups. T :

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Picture-Perfect Pinterest Staff - 0%

Pinterest has now become the third most popular ( F ).T SCP P . P - - F S , , .

Google+ Adds Up Staff - 0%

Although a new (A 2011), G+ unknown , second most popular , GWI. G+ , SEO G- . G+ F.

eMail/eNewsletters: You've Got Mail Staff - 0%

Although email marketing is not the best vehicle j, .R . T . H, , , - . I -. H ( ) . E HML-, PDF W .

LinkedIn

I LI.

Jef Macharyas,

creative marketer

Pinterest

A

,

P .

Shell Robshaw-Bryan,

blogger

Google+

T G+

.

Jaana Nystrm,

Finnish entrepreneur


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There's an App for That Staff - 0%

Apps or iphones and android devices ( ) . A SCP , , , , .T .

Wikipedia Article Staff - 0%

Wikipedia is an easy place j . P W . T W - , , .

" T R A D I T I O N A L " M E D I A E F F O R T S

Newspaper: Print is NotDead! $5,000 - 25%

he reports o my death have been greatly exaggerated, M . T q

. P AOL . N, . C . A

Mashable L I, Vogue C-N - .

N , (P R ).T is , . C . A - Y, V . A L :News & Advance .

App

Y.T .

Apple,

iCorporation

eMail

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,

.

Tipper Gore,

ormer Second Lady

Wikipedia

A

.

Jimmy Wales,

co-ounder, Wikipedia


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Fq . T, 1/8 S.

TV/Radio is On the Air $4,100 - 21%

Broadcast media is sometimes considered a dying breed along with print. H, 92% . A, 92% A-A, , . A 2012 M-B V combined V 22%. T, V . A, . O, - , , .

T L, :WSET-TV13, Sunny 93.5 , Vibe 100 . I , ( B-), , - . A, V 5SCP , Y , . C not cannot .

Billboards Drive Awareness $3,900 - 20%

Billboards are a good way to keep the message in ront o people f! T , , , . T , -- . S SCP: 5 & P,US29-/, K & 12. B L (..) .E .

Newspaper

F

.

Napoleon Bonaparte,

despot

Broadcast Media

I

.Courtney Love,

singer

Billboards

I

.

I

.

Carrot Top,

comedian


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Gas Pump Ads Fuel Participation $1,300 - 6%

Advertising at gas stations SCP . D 510 , . G , , . G j L , , . .

Movie Theatre Ads Make the Scene $1,400 - 7%

Beore the irst tub o popcorn is consumed, , , . T SCP looking .A N , V- , V (+94%) (+79%). C SCP , . T . C :30 . S G, PG, PG-13 .

Go to College $0 - 0%

Colleges are where the residents, developers and business-owners o tomorrow are.L . I . S j. T . S : PSA , -f , , j .

Gas Pumps

T ,

.

A .

Mark Burnett,

television producer

Cinema

C

,

.

Jackie Chan,

actor

Colleges

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I

. I

.

Natalie Portman,

actress


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Taking the Bus $2,400 - 12%

ransit advertising is a great way to display the message j q. T G L C (GLC) . I , . A QR- q j . A - . I 6 .

Guidebook/Mini-Magazine $1,300 - 6%

Aguidebookor mini-magazine SCP. T 16 1,000 , , , , , : , , ,. T , , R, , C L , , -- .

Bus

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,

.

Oprah Winrey,

mogul

Guidebook

.

Ed Koch,

ormer mayor,

New York City


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In Conclusion

An eective communications plan , , , , . S, . D , , , . T . N

(I) j (MS).I -

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W . W $20,000, - . I , , - . F :, q . I j .

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Keep Track

of the Details

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j,

,

,

.

Bryan Cranston,

actor


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Jeff MacharyasJ P M @ M A C H A R Y A S . C O M | 5 4 0 . 4 2 4 . 0 2 1 1 | W W W . M A C H A R Y A S . C O M

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Marketing & Communications: 5th Street Corridor Project, Lynchburg, Virginia