DLBA Marketing and Communications

Committee

July 6, 2020

DLBA Conference Room

Mission: Cultivate, preserve and promote a healthy, safe and prosperous Downtown

Taking Attendance

Roll Call: Alishia Holmes-Watson, Johanna Cunningham, Cameron Andrews, Jane Delorenzis, Aimee Mandala, Vanessa Nunez, Markel Ringer, Stuart Takahara

Ground rules for participating remotely in committee discussion:

• Once admitted into the “meeting room” please place your microphone (mic) on mute …You may choose whether to keep your video camera on.

• Once the meeting is called to order, we will take a brief role call for Committee members.

• The mics of Alishia Holmes-Watson, Chair who will preside over the meeting and Broc Coward, DLBA COO will remain on for the entire meeting.

• In order to pose questions or add comments, you should utilize the tool bar at the bottom of your screen, selecting “Participants” where you will find an option to RAISE YOUR HAND.

• The Host or Chair will acknowledge raised hands one at a time and will unmute your individual mic. Committee members will have priority.

• You are encouraged to keep your questions or comments brief, in order to allow time for others to take part.

• All agenda action items will be conducted by a voice roll call vote.

2. Minutes

Action: Approve minutes from May 4, 2020 meeting.

Roll Call Vote: Alishia Holmes-Watson, Johanna Cunningham, Cameron Andrews, Jane Delorenzis, Aimee Mandala, Vanessa Nunez, Markel Ringer, Stuart Takahara

3. Staff Report

Marketing and Communications Committee

Mission: Cultivate, preserve and promote a healthy, safe and prosperous Downtown

3. Staff Report

3A. Marketing and Analysis

Marketing & Communications Metrics

Social Media• In the month of June, we focused on promoting:

• The Downtown Cleanup

• Launching the Business Resource page

• Launching the DLBA Storefront Recovery Grant program

• Sharing GoFundMe pages for DTLB businesses

• June’s Virtual Taste of Downtown

• Downtown Discussions: COVID-19 Webinar Roundtables

• Mural Project

• Open Streets Initiative

• City announcements and updates

Social Media Growth

Cross-Network Impressions

Cross-Network Engagement

Virtual Taste of Downtown ComparisonMay June

• Pre-recorded videos• 2-Day event• New video every hour• 5.5-8.5 hr events• Giveaways required proof of takeout

purchase

• Live videos• 1-Day event• New video every 20 minutes• 4 hr event• Giveaways required engagement with

post

Total Reach: 24K Total Reach: 18.7K

Virtual Taste of Downtown ComparisonMay June

• More time-consuming to manage• Too large of gap between videos• Too long of event for people to watch

in its entirety• Giveaways had low participation (6

participants total)

• Easier to manage, but participating businesses need to be managed

• Challenging to keep on schedule• Good event length• Giveaways had much higher

participation (10-16 per giveaway)

Gift Card Giveaway

• Running June 29 - July 31

• Based on overall averages, Round 2 of our giveaway is currently on track with the results seen in Round 1

Round 1 Round 2

• 54 participants per giveaway

• 4,941 impressions per giveaway

• 58 participants per giveaway• 4,779 impressions per giveaway

Business Resource Newsletter Performance

0

5

10

15

20

25

30

35

40

45

50

17-Apr 24-Apr 1-May 8-May 15-May 22-May 29-May 6-Jun 12-Jun 18-Jun 25-Jun 2-Jul

April 17-July 2, 2020

Open Rate Click Rate

Avg Open Rate: 31.95%

Avg Click Rate: 4.55%

Downtown Scene Newsletter Performance

0

2

4

6

8

10

12

14

16

18

Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-2020

2020

Open Rate Click Rate

Avg Open Rate: 13.84%Avg Click Rate: 1.72%

Weekly Roundup Performance

0

5

10

15

20

25

30

35

40

45

50

2-May 9-May 16-May 23-May 30-May 7-Jun 13-Jun 20-Jun 27-Jun 3-Jul

May 2-July 3 2020

Open Rate Click Rate

Avg Open Rate: 35.24%Avg Click Rate: 2.95%

3. Staff Report

3B. Media Coverage

Digital Media Coverage

• Link to Trendkite Report, Media Coverage May 24-July 6, 2020*• *Please note that Trendkite does not aggregate TV or Radio media coverage,

of which DLBA has seen a significant increase in over the past month. Media coverage during this period included: Los Angeles Times, Wall Street Journal, CBS2/KCAL 9, KTLA 5, KNX 1070, Special Report with Areva Martin, Long Beach Post, Press-Telegram, Signal Hill Tribune, Random Lengths News

3. Staff Report

3C. Business Resources

Business Resources

• Business Resource Newsletter – Sent weekly every Thursday• Includes: Latest government guidelines and actions, economic assistance resources, technical

assistance resources, DLBA programs/initiatives

• Direct communications• Emergency communications sent directly to all businesses in DTLB beginning May 30 alerting them

to planned demonstrations• Increased direct communications via social media DMs• Direct emails regularly sent to specific sectors regarding updated guidelines, availability of

resources from DLBA (ex: face shields)

• Promotional opportunities• Re-opening posts on social media• Taste of Downtown• Downtown Scene Newsletter

DLBA Storefront Recovery

Grant ProgramJune 6, 2020

+City Grant Program

and Streamlined Permitting

June 8, 2020

Promotion of DTLB crowd-funded efforts – June 6, 2020

Emergency Communications Efforts(Review)

• Used All Businesses database to send direct “Stay Informed” email updates regarding planned demonstrations and curfews. • Social media accounts also distributed this information.

• Deployed text alert system to notify community about curfews.• Social media accounts also distributed this information

• Residents and businesses reached out via email and social media DM requesting information about planned demonstrations, volunteering, and grant assistance. We checked these accounts throughout the day/evening, provided info when possible and referred to other DLBA staff when necessary.

Statement regarding George Floyd and nationwide demonstrations: May 30, 2020

“Time to Build and Rebuild” – June 8, 2020

3D. Staff Report (Broc Coward)Marketing and Communications FY2020-21 Budget

• Assumes 3% increase in Property Based Improvement District (PBID) and Downtown Parking Improvement Area (DPIA) over FY2019-20 approved budget levels • FY 20/21 $93,000 (as compared to $87,000 in FY19/20)• Programming

• Advertising and Promotions • Focus on COVID-19 and DTLB Recovery through video and advertising

• Stakeholder Outreach and Public Relations• Downtown Discussions Webinar, Community Relations & Reconciliation,

Unfiltered and e-newsletters.

• Social Media • Gift Card Giveaway and promotional posts.

• Website Refresh

4. Chairperson’s Report

Alishia Holmes-WatsonChair

4. Chairperson’s Report (Holmes-Watson)

4A. Review of Marketing and Communications Dashboard

DLBA Marketing & CommunicationsJanuary 6, 2020

4. Chairperson’s Report (Holmes-Watson)

Question: What working group goals will complement the work of DLBA Marketing and Communications staff during this health and ensuing economic crisis?

Timeline: 3 months / 6 months / 9 months / 12 months

4B. FY 19/20 Working Group Goalsi. Video Series Articulating DTLB’s valuesii. Establish new generation of Downtown advocates

Working Group Ideas?

Videos – broad messaging and target audiences over the next 6-12 months

Marketing – practicing public health guidelines while supporting DTLB businesses

Public Relations – promoting DLBA services, progress and accomplishments over the last 5-10 years in DTLB.

5. Old Business6. New Business7. Public Comment (three minutes on all non-agenda items)8. Adjournment