In this particular case, it wasn’t so much about finding a concept as it was working within the BIZ’s existing vision and scope to accomplish a goal. We became the BIZ’s project managers to ensure that all of the moving pieces came together when they needed to. Photographers were booked, appropriate businesses were briefed, content was written and social media posts were created and published all on time and on budget.
The Shop the Exchange project showcased our ability to augment the concepts initiated by others by adding the manpower that they did not have readily available. It’s about supplementing the team you have and improving the marketing output – not duplicating your efforts, or doubling down on capabilities you already have on-hand. The BIZ already had a photographer and videographer on retainer, so we plugged in to that team to fulfill the project’s needs. We handled the social media posts until they hired a marketing coordinator back on to handle these daily tasks. We also helped the BIZ think outside the box by bringing our own creative twist to the assignment, adding thoughtful product recommendations to the ad rather than unspecific shop features, writing headline snippets for them to put in the BIZ window displays, and photographing shoppers “in the wild” to introduce the Shop the Exchange project and market it without leaning on one shop at a time specifically.
Since the Shop the Exchange piece was published, the BIZ has diligently repurposed and reused the materials created as website blog posts, shop window displays and social media updates. These unique pieces showcased the best of the Exchange District. However, the biggest takeaway is that a single newspaper ad never needs to be a one-and-done project — too much work goes into making it a success to not repurpose the content.