“Socially” Revitalizing the Downtown Image
DVI is responsible for breathing life into the downtown area. They needed to change the current perception that the area was unsafe, had inadequate parking and not enough events and activities to liven up the nightlife scene. We worked with them to implement an effective social influencer strategy to leverage their current followers while increasing the knowledge of residents and visitors to draw attention to the downtown area.
Target Market Lacks Recognition of Downtown Brand
Although there are a number of events and activities taking place in the downtown area, DVI needed to shift the current perception among Jacksonville residents who felt it was an unsafe environment, had inadequate parking and a lackluster nightlife. On a limited non profit budget, DVI experienced difficulty in reaching their target audience, communicating what was happening downtown and in influencing public opinion.
Shifting the Perception with Social Media
We immediately assessed the positive attributes of DVI’s current campaign, capitalizing on their 7,000 Twitter followers. Using tools to identify their strongest social media enthusiasts, we hand-selected fourteen who could positively promote the downtown area and influence others. We worked directly with these “promoters” to explain the issues, opportunities and challenges of revitalizing the downtown area for buy-in. We then empowered them to express their thoughts and feelings on social media, sharing events, photographs, videos and incentives with predesignated hashtags to accurately evaluate the metrics of improvement and desired KPIs of reach, strength, sentiment and passion. This encouraged conversations among followers and the community for open dialogue and continued discussion.
Gaining “Social” Ground for Downtown
The promoter campaign was a huge success, with an 85% increase in posts mentioning downtown Jacksonville and a 38% increase of impressions within the first four weeks. People were talking about downtown – 19-minute average per Downtown mention compared to 56 minutes prior to campaign start. And they were doing so in a positive way – 21:1 average ratio of mentions positive to those negative compared to 8:1 prior to campaign start.
DVI’s Twitter handle gained 3,700 new followers, an increase of 49%. The promoters were able to effectively Tweet about more than 40 events and deals, with the overall campaign generating a total of 5,566 posts, a reach of 3,053,376 and 8,738,514 impressions.
The use of the social promoters not only helped DVI achieve success in reaching their target demographic, but helped gain visibility and event recognition for all the positive things happening in Downtown Jacksonville.