dillsboro: a public relations opportunity. to expand communication efforts between wcu and the...
TRANSCRIPT
![Page 1: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/1.jpg)
Dillsboro: A Public Relations Opportunity
![Page 2: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/2.jpg)
• 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
![Page 3: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/3.jpg)
Distinctly Dillsboro• Town of original buildings
• Central hub location
• Prime outdoor settings
• Climate and seasons
• Walkable
• Diversity of goods & services
![Page 4: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/4.jpg)
Target Audience
Faculty
Staff
Students
![Page 5: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/5.jpg)
R.O.P.E. Process
• Research
• O.
• P.
• E.
![Page 6: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/6.jpg)
East Tennessee State University
• Johnson City, TN
• Local businesses advertising to the university
• PRIDE Week
• Campaign for pharmacy school
![Page 7: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/7.jpg)
James Madison University
• The Big Gem Project
• Work through the university and The Big Gem Advisory Board
• Grant funding for revitalization
![Page 8: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/8.jpg)
• Need visitors
• Shops are suffering
Main Problem
![Page 9: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/9.jpg)
• “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
![Page 10: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/10.jpg)
• “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
![Page 11: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/11.jpg)
• “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
![Page 12: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/12.jpg)
• 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
![Page 13: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/13.jpg)
• 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
![Page 14: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/14.jpg)
PR & Marketing Over 5 Years
• Dawn Hummell of Olde Town Inn
• 1-2 press releases an event
• Magellan Report- August 2008
![Page 15: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/15.jpg)
• 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
![Page 16: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/16.jpg)
• Discounts & Advertisements
• Website store
• Coupon in Sylva Herald
• Live WRGC broadcast
• Radio ads
• Newspaper ads
What has not worked
![Page 17: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/17.jpg)
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
![Page 18: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/18.jpg)
Challenges- Magellan
• Public restrooms
• Stores closed in winter
• Inconsistent hours
• Lighting
• Things to do at night
• Variety in stores & music
• Consistent web presence
![Page 19: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/19.jpg)
Magellan Report
• Position as a “truly unique shopping and dining destination”
• Central Hub Strategy
• Daytrip Strategy– Small trip away from surrounding cities
![Page 20: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/20.jpg)
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
![Page 21: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/21.jpg)
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
![Page 22: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/22.jpg)
R.O.P.E. Process
• Research
• Objectives
• P.
• E.
![Page 23: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/23.jpg)
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)
![Page 24: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/24.jpg)
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)
![Page 25: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/25.jpg)
Objective 5
• To send the first quarterly email newsletter to at least 500 people by May 1st, 2010. (WCU Communication Dept.; Garrett Richardson)
![Page 26: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/26.jpg)
R.O.P.E. Process
• Research
• Objectives
• Programming
• E.
![Page 27: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/27.jpg)
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
![Page 28: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/28.jpg)
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
![Page 29: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/29.jpg)
• 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?
![Page 30: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/30.jpg)
Suggested Themes
• Destination: Dillsboro
• Dillsboro…Get Back to Simple
![Page 31: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/31.jpg)
Examples
• Radio Ad.
• Newsletter
• New Logo
![Page 32: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/32.jpg)
• Website
• Focus on past
• Unity amongst shop owners
• Need more visitors
• No Press Kit
• Social media
• Advertising
• Not monitoring coverage
Problems: Opportunities for Improvement
![Page 33: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/33.jpg)
• List of all shops
• List of restaurants
• Map- very helpful
• Pictures
Pros on the Website
![Page 34: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/34.jpg)
• Huge chunks of info– Hard to read
• Not exciting– “it’s very boring”
• Not very inviting or attractive– “looks old-timey”
Website
![Page 35: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/35.jpg)
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
![Page 36: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/36.jpg)
• “80% of the stores have websites but they are not regularly updated.”
• Not grabbing
• Hard to find
Stores & Restaurants’ Websites
![Page 37: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/37.jpg)
• 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
![Page 38: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/38.jpg)
• Facebook– Dillsboro Fan Page
• MySpace
• Blogging
Social Media
![Page 39: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/39.jpg)
New Facebook
• http://www.facebook.com/pages/Dillsboro-NC/The-Town-of-Dillsboro/347168350719
![Page 40: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/40.jpg)
• 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
![Page 41: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/41.jpg)
• On campus
• Student email
• Websites
• Social Media
WCU Publicity Opp.
http://www.wcu.edu/11570.asp
![Page 42: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/42.jpg)
Audience: WCU
• Coupon insert in orientation packet• Mountain Heritage Day• The Reporter• Link to WCU’s webpage• Facebook• Youtube
![Page 43: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/43.jpg)
• Student art work put on display– Bring families & students
• Ask students to do flier designs for businesses
• Student music, art, etc. nights
Suggestions
![Page 44: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/44.jpg)
• Shuttles from WCU to Dillsboro
• Map with coupons
• Email system
• WCU appreciation week or weekend [ETSU]
• Advertising more on campus
Suggestions
![Page 45: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/45.jpg)
• Website
• Slogan & use of words [yesterday’s village…today]
• Pictures
• Events
• Might not be attractive to college students
Focus on the Past
![Page 46: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/46.jpg)
• Support is key
• Need to communicate
• Amongst shop owners– Should work together: family like
Unity
![Page 47: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/47.jpg)
R.O.P.E. Process
• Research
• Objectives
• Programming
• Evaluation
![Page 48: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/48.jpg)
• Blogs
• MySpace
• Not tracking attendance at events
Monitoring Coverage
![Page 49: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/49.jpg)
Evaluation
• Research
• Objectives
• Programming
• Evaluation
![Page 50: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/50.jpg)
• “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
![Page 51: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/51.jpg)
Opportunity is knocking!!
Thank you for your time!
![Page 52: Dillsboro: A Public Relations Opportunity. To expand communication efforts between WCU and the Dillsboro community To illustrate a comprehensive way to](https://reader031.vdocuments.us/reader031/viewer/2022013101/56649f165503460f94c2cb56/html5/thumbnails/52.jpg)
Dillsboro, NC