C. Ash B. Nikolas A. Rocke G. Sanchez C. Sideris E. WheatleyPresented by:

In cooperation with:

The Downtown Lincoln Association

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Table of ContentsBackground ResearchInsightsMarketing StrategyTarget AudienceGoalsacticsMediaBudgetAppendix

Table of Contents

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BackgroundA little about the Downtown Lincoln Association.

The Downtown Lincoln Association is a group which supports local businesses through their advocacy for growth and development of downtown Lincoln. Busi-nesses pay a membership fee to the Downtown Lincoln Association which in-turn helps to sponsor downtown ori-ented events and promotions for the benefit of downtown businesses.

Techniques

Through the interviews and surveys conducted a solution could be reached in which direction to go which would meet all intended goals. All questions in ‘Appendix.’

Key Information

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Research

Interviewed several downtown Lincoln businesses from multiple consumer categories (retail, entertainment, food & beverage, etc…)

Surveyed various residents of downtown Lincoln and the University of Nebraska-Lincoln in three different questionnaires:a. Gift card useb. Gift card and loyalty card preferencesc. Shopping habits

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Information Gathered From SurveysHow often do you make a purchase in downtown Lincoln?

One to three times a week 20%, Five to Ten times a year 20%, One to Four times a year 17.5%, One to two times a month 15%, Three to four times a month 12%, Four to six times a week 2.5%, Multiple purchases on a daily basis 2.5%

How often do you eat/get drinks in downtown Lincoln?

One to three times a week 35%, Three to four times a month 20%, One to two times a month 20%, Four to six times a week 7.5%, Five to Ten times a year 5%, One to Four times a year 5%, Never 5%, Multiple purchases on a daily basis 2.5%, Once daily 0%

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Never Occasionally Often

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Never Occasionally Often

Intervied eight downtown Lincoln buisinesses

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ResearchInformation Gathered From Interviews

Only one business had negative feelings toward the gift card.

75% of businesses interviewed, which allow the use of the current gift card, had not seen the gift card in use.

87.5% of businesses interviewed would not be interested in participating in a community based loyalty card.

62.5% were opposed to the idea of a loyalty card program.

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Insights Gathered from Research

From the information gathered, it was concluded that rebranding the current Downtown Lincoln Association gift card to a “Downtown Card” would be the best choice and well received by downtown businesses.

WHY?

Of the majority of people surveyed, most already spend time and money downtown but few of them were engaging in gift card use.

From the surveys, the term “gift card” continually relayed negative connota-tions and feelings from consumers.

By positioning the gift card as a reloadable “Downtown Card,” it is no longer just a gift but can be purchased for personal use.

Marketing StrategyThe 4 P’s for the DLA

The Downtown Lincoln Association Gift Card

Any price

Print outdoor ads, social media—Twitter, Facebook, Youtube, and a :30 radio spot, Ambience Piece

Downtown Danny—a cartoon personal-ity who will deliver the uses of the re-branded gift card as a reusable, lifestyle card known as the Lincoln “Downtown Card”

Product Price

Placement Promotion

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The target consumer for the Downtown Lincoln Association is a Lincoln-ite between the ages of 18 to 35. They are familiar with the variety of shopping and entertainment choices available in downtown Lincoln. The target consumer is outgoing and socially engaged, willing to experience new things and people.

Target Audience

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Goals

Remind target consumers what downtown Lincoln has to offer, increase traffic to the businesses that are members of the Downtown Lincoln Association, and improve awareness for the current Downtown Lincoln Association gift card—rebranded to the “Downtown Card.”

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Introducing Downtown Danny!TacticsDanny is the suave personality who will deliver the message to the target consumer. Danny presents his lifestyle and the adven-tures he goes on by using his social media networks.

Downtown Danny embodies downtown culture and showcases downtown shopping, eating, nightlife and entertainment. He only uses his downtown card because of its streamlined buying capabilities.

MediaCreating Buzz

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Outdoor Advertising

Media

11x17CMYK Full Color

est. print no. 50

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Creating Buzz

Print Ad 1

Media

11x17CMYK Full Color

est. print no. 50

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Print Ad 2

Creating Buzz

MediaCreating Buzz

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Billboard

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Creating Buzz

Micro Site

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Media

now introducing downtown danny...

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-AMBIENCE PIECE -On Danny’s release week a large blow up piece/banner to be put on O St.

Media

11x17CMYK Full Color

est. print no. 50

Print Ad

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now introducing downtown danny...

Media

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Billboard

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Downtown Danny has a Facebook profile and Twitter page to promote the DLA through his persona.

Danny interacts with users through “seek and find” games. Clues will be presented to followers through hash tags with keywords including incentives and promotions for local businesses. Followers can then use these clues to find Danny hiding in DLA businesses. The winner is the first follower to find the hidden Danny, post a picture to Facebook of them self with the hidden Danny and tag the DLA. The winner will be rewarded with a $20 Downtown Card. Additional followers who find the hidden Danny and post “the best” tagged picture to Facebook will be rewarded with $15 Downtown Card. Danny will find a new hiding spot every week. This is an opportunity for the DLA to monetize Danny with businesses buying in to house Danny for the week.

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Media

Twitter and Facebook

Engaging the Target Audience

http://www.twitter.com/mrdowntowndanny

http://www.facebook.com/profile.php?id=100003222162491

EXAMPLE TWEETS

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Tactics

Micro Site

Engaging the Target Audience

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BudgetRenting a Downtown Billboard for two months ($650 each month) $1,300Poster Printing $500Ambient Figure and Sign $500“Find Danny” game prizes ($45 a month) $540

Total $2,840

Additional Expenses:Labor: Danny will need an assistant to help him get to his favorite places downtown and to run his social media sites

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Ending

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Downtown Danny embodies the downtown ex-perience and environment, informing

Lincolnites in a fun way about the benefits of going downtown.

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“Surveys (2) (Survey One: Gift Cards/Loyalty Cards, Survey Two: Downtown Lincoln, Survey Three: Buying/Gifting Habits •graphs •Doyouaskfor/wantgiftcardsasgifts? Yes (10), No (4) (60% want gift cards) •WhatdoyoulikemostaboutdowntownLincoln? 20/27 liked the atmosphere or close to campus 65% of people surveyed said they give gift cards as gifts and receive gift cards as gifts. 42% use reward cards 58% don’t use rewards cards •quotes “Feels like a downtown in a bigger city on a smaller scale”➢“Downtownbusinessinterviews •piechart •quotes •Insights(Keyinsightsthatleadustoourtargetaudience)➢Keyinsights➢Whywearetargetingthem-peoplewhofrequentdowntownLincolnoften •BigIdea➢Sweetspot➢Tagline •CreativebriefMedia Research➢Twitter •%ofdemographicontwitter➢Viral➢Outofhome-ambient➢SurveyresultsSurvey One: Gift Cards/Loyalty Cards1. Gender 75% Female vs. 25% Male2. Age 85% under 25 years of age3. Do you use reward cards/customer loyalty cards? 58% No vs. 42% Yes4. If you do use reward cards/customer loyalty cards, what businesses are they for? AmericanEagle(3),RedMango(2),PaneraBread(2),BestBuy,Victoria’sSecret,Nord-strom, Phillips 66, Ustop, JCPenney5. If you don’t use them, why do you not use them? Hard to keep track of (3), “Don’t know enough about them”, Hassle of sign-up, Don’t spend enough to be beneficial

Appendix

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6. What rewards do you like about your reward card(s)/customer loyalty card(s)? Discounts (7), Birthday free-be’s (2), Gifts, Cash back, Coupons7. What rewards would you like to see on a reward card/customer loyalty card? Free Stuff (2), Money back (2), Charity Donation, Point System8. Do you give gift cards as gifts? Sometimes 35%, Never 35%, Occasionally 30%, Often 0% 9. Do you receive gift cards as gifts? Sometimes 47%, Never 35%, Often 11%, Occasionally 5%, 10. If you receive gift cards as gifts, what business are they for? Retail Store (clothing) 82%, Online stores 47%, Restaurants 41%, Other 29% , Retail Store (non-clothing) 17%Survey Two: Downtown LincolnQuestions:1. Gender 66% Female vs. 33% Male2. Age 93% Under 25 years of age3. How often do you make a purchase (buy an item) in downtown Lincoln? One to three times a week 20%, Five to Ten times a year 20%, One to Four times a year 17.5%, One to two times a month 15%, Three to four times a month 12%, Four to six times a week 2.5%, Multiple purchases on a daily basis 2.5%4. How often do you eat/get drinks in downtown Lincoln? One to three times a week 35%, Three to four times a month 20%, One to two times a month 20%, Four to six times a week 7.5%, Five to Ten times a year 5%, One to Four times a year 5%, Never 5%, Multiple purchases on a daily basis 2.5%, Once daily 0%5. How often do you see entertainment downtown? (ex Movie, Musical Performance, Play, ect..) One to Four times a year 25%, Five to Ten times a year 22.5%, Three to four times a month 15%, One to two times a month 15%, Never 12.5%, One to three times a week 5%, Once daily 2.5%, Four to six times a week 2.5%, Multiple purchases on a daily basis 0%6. What is (are) your favorite shop(s)/retail store(s) downtown? TheBlackMarket(6),Stella’s(5),Sassafrass(2),10,000Villages(2),NebraskaBook-store (2), Jake’s Cigars, Post and Nickel, Embellish7. What is(are) your favorite coffee shop(s)/bar(s)/place(s) to buy drinks downtown? TheCoffeeHouse(10),NuVibe(6),Starbucks(5),TheMill(3),WateringHole(3),Buffalo Wild Wings, Iguana’s (3), Main Street (3), Juice Stop (2), The Brass Rail, Lazlo’s, The Starlite Lounge, Crescent Moon Cafe, Duffy’s, Bison Witches, Scooter’s, Jimmy John’s8. What is (are) your favorite restaurant(s) downtown? Buffalo Wild Wings (7), Chipotle (4), Old Chicago (4), Lazlo’s (4), Qdoba (3), Red Mango(3),NoodlesandCompany(3),TheOven(3),BlueOrchid(2),Vincenzo’s(2),BisonWitches (2), Doozy’s, Applebee’s, Ivana Cone, Panera Bread, Sultan’s Kite, El Potrero, Five Guys, Pickleman’s, Misty’s, The Dish, Spaghetti Works, Yia Yia’s, Brix and Stone, Samurai Sam’s9. What do you like most about downtown Lincoln? The Atmosphere (10), It is Close to Campus (9), O Street/The Bars (4), Good Combi-

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nationofSizeandVerity(3),ThePeople,TheBoutiques,“Feelslikeadowntowninabiggercity on a smaller scale”10. What do you like least about downtown Lincoln? Parking/Traffic(14),Small/LackofVariety(3),EasttoGetLost(2),LackofCulture,Homeless/Vagabonds,Game-DayCrowdsSurvey Three: Buying/Gifting HabitsQuestions:1. What college do you go to? UNL (13), SCC2. Do you go downtown? 3. Do you receive an allowance? No (9), Yes (4)4. What do your parents help with finance wise? 5. What do you get from your parents for Christmas and your birthday?

6. Who else buys you gifts?

7. Do your parents buy you gifts at random? No (6), Yes (5), Occasionally (3), Rarely (2)8. Do you have siblings in college? No (6), Yes (8)9. Do you ask for/want gift cards as gifts? Yes (10), No (4)10. Do your parents give you gift cards? Yes (7), No (7)tv➢ DowntownInterviewresponsesQuestions for Business Owners/Managers that take the Downtown Gift Card

1. What is your overall opinion of the current Downtown Gift Card?2. Do you like the gift card?3. Have you had any one use the gift card?4. Do you have a rewards card for your business?5. Would you be up to an all downtown rewards card?6. Do you have a personal gift card for your business?7. Would you be up to an all downtown rewards card?

Businesses Responses

The ROSS1. Opinion? We never have them used, they seem fine, but have never experienced them.2. Like the gift card? Indifferent, because of lack of known use3. Has it been used? no4. Do you have rewards program? No they do not5. Would your company participate in an all downtown rewards? They would be interested so long as it did not dip into their pockets, not a feeling of general enthusiasm though

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6. Do you have personal gift card? They have gift certificate, but not a card.

Misty’s1. Opinion? Don’t see them often, but no complaints.2. Like the gift card? Indifferent, because of lack of known use3. Has it been used? Yes4. Do you have rewards program? No5. Would your company participate in an all downtown rewards? Probably not, the already have their own promotions.6. Do you have personal gift card? Yes

Buffalo Wild Wings1. Opinion? Dislike the card2. Like the gift card? They think it is bad because if they don’t run everything right away they can lose money on the deal if someone else does3. Has it been used? Yes, and in the use waiters have lost their tips due to the way they function4. Do you have rewards program? No5. Would your company participate in an all downtown rewards? No6. Do you have personal gift card? Yes

NUVibe1.Opinion? It is fine, it is just another gift card to them, they run it as a credit card and really have no opinion of it2.Like the gift card? See above3.Has it been used? Rarely4.Do you have rewards program? Yes a punch card5.Would your company participate in an all downtown rewards? Yes, but not how we intended, only things that would work for the company6.Do you have personal gift card? Yes