Carrboro Think LocalBuilding a network to promote local activity

Background

● Town understands importance of local biz

● Attended BALLE conferences & liked

methodology

● Dovetailed w/ new logo & campaign

● Allocated resources and organized a

committee to begin research

The Committee

● Organized by Annette

● Goal was to figure out way forward for a Buy

Local type campaign

● Represent diverse set of businesses

● Weekly meetings for past month

The Process So Far

● Worked to understand BALLE principles and

looked at successful campaigns

● Ranked target audiences

● Brainstormed on goals of campaign

● Identified unique aspects of Carrboro

Target Audiences

● Carrboro businesses

● Downtown residents

● Outer-limits Carrboro residents

● Daytrippers to Carrboro

● Tourists

Campaign Goals

● Increase consumer awareness of benefits

related to local shopping

● Stimulate business activity

● Organize a series of events

● Enhance creative entrepreneurship

● Create sustainable business network

Specific Tactics

● Key: organizing biz network & first event

● “Real Value” kickoff for community

● Logo & Ads promoting campaign

● Email newsletter of upcoming local events

● Series of supporting events: Small

Business Sat., CarrdiGras, etc.

Progress So Far

● Movie premiere plan

● Budget secured from Board of Aldermen

● Brainstorming on campaign slogan

● Draft 5 page report for the Town

● Initial outreach for business network

● Sample ads and creative

Next Steps

● Feedback on messaging and progress

● Quickly building out business network: who

should we be talking to?

● Plan initial event

● Start adding new tactics to arsenal

YOU IN?