1. Promoting Main Street

2. Promotion Committee

3. RecognizeChangingDemographics& Market Trends

4. Recognize Assets

5. Define a Market “Niche”

6. Create New Image Campaigns, Retail Promotions, and Special Events

7. Physical image is only part of the story

8. Promoting changes community attitudes and builds a unified image

9. Promotion generates fresh activity and communicates progress and excitement

10. Image must be crafted from district assets, market potential, and community values

11. Identify visual elements that set Main Street apart from the competition in a positive and compelling way

12. Survey all stakeholders to discover positive and negative attitudes

13. Survey the variety of activities

14. Evaluate the quality of existing promotional activities and materials

15. Match assets to target market…be strategic

16. Identify negative images and reduce those perceptions

17. Promote positive images

18. Image campaign has four parts: 1. Image advertising 2. Print materials 3. Media relations 4. Image-building events events

19. http://www.downtownslc.org/index.htm

22. Media Tips Develop a thorough list Meet with everyone Stay in touch Provide story ideas Don’t be a pest!

23. What is your market?

24. Use “positive” retail events… …but not “discount” sales …but not “discount” sales

25. Cross-retail promotion Cooperativepromotion

26. Niche Promotion: consumer group targeted not the product mix

27. Use heritage and “local culture” events… ”Heritage Tourism”

28. Five Essentials of a Good Festival Music Food Overlapping Activities Appeal to all ages Something free

29. Develop annual work plan

31. Do not: Do not plan more than one large event during first few years Do not plan more than one large event during first few years Do not schedule events in competition with others Do not schedule events in competition with others Do not focus only on holidays Do not focus only on holidays Do not focus only on retail or festivals Do not focus only on retail or festivals Do not use the same volunteers Do not use the same volunteers

32. Do: Plan your events in advance Plan your events in advance Match activities to groups Match activities to groups Delegate tasks Delegate tasks Evaluate every promotion Evaluate every promotion

34. Adapted from “Promoting Main Street” By The National Main Street Center of the National Trust for Historic Preservation © 2002