1. Framework Type of Interaction (Warnaby et al. 2002) FormalInformalInitiative Specific HorizontalMembership of individual place marketing agency steering groups Membership of local regeneration partnerships Sharing of information Participation in local networks Participation in local “Ambassadors” schemes Organization of marketing events VerticalParticipation in extra-local agencies Participation in regional networks Participation in creation of sector clusters for targeted industries on a regional basis Participation in regional initiatives Outcomes/Success Factors Intentions Sinapuelas and Gaglio, “Small Business Intentions to Participate in Ad-hoc Coordinated Marketing Programs”

2. Research Program Pretest o Survey of attitudes, intentions, etc. Dreamforce 2013 o Social Media Contest for Fillmore District o Provided Marketing materials o Display collateral materials Post Test o Survey Sinapuelas and Gaglio, “Small Business Intentions to Participate in Ad-hoc Coordinated Marketing Programs”

3. Results Results Attitudes Social Norms Perceived Behavioral Control Intentions significant correlation significant correlation insignificant correlation Sinapuelas and Gaglio, “Small Business Intentions to Participate in Ad-hoc Coordinated Marketing Programs”